THE ESSENTIAL FACEBOOK ADVERTISING STRATEGY FOR 2021

The Essential Facebook Advertising Strategy for 2021

Do you need a cost-effective marketing channel to increase your sales volume? A marketing strategy that targets new audiences everyday as well as keeps the fans in the loop for retargeting in a limited budget.

Then you should go for Facebook advertising. Though there are tons of social media platforms available, when you advertise on Facebook you get a wide reach, rather the widest reach as Facebook rules the social media platforms pushing other channels down after it.

The key benefits of Facebook advertising

• Micro target the exact audience

• Post ads that cater to specific objective

• Remarket to exiting fan base

• Find new leads

• Strong online presence

• Encourage customer loyalty

To get the best results you need to understand certain strategies, the ad format types and the target options. Let’s get started.

1. Get a clear picture of your audience

Before jumping into ad campaigns, you should have a clear understanding of your audience. And this means identifying their problems and understanding the journey that the customer takes to search for solutions. Each customer undergoes three phases:

1. Awareness phase

2. Consideration phase

3. Decision phase

When you understand these phases, you can put up the right ad at the exact time to your target audience. This will help reduce the budget as well as to get more than the expected ROI.

2. Use automatic placements frequently

Where you display your ad plays a crucial role in creating the desired impact.

Every placement, that is, where you display your FB ad has different significance and produces different results. Facebook recommends automatic placements specifically for ads that aim at conversions. The advantage is that Facebook itself places your ad where people are more likely to convert.

3. Facebook Pixel

Have you installed Facebook pixels on your website?

If the answer is NO, do it now. Wondering how it will help?

Well, you can track the actions of the visitors to your website and can retarget them. It’s a no-brainer but don’t stop by simply installing them with a basic code. Add event code to assess the crucial KPIs like cost per purchase and cost per lead.

Just select the categories that are relevant to your business. You can find more categories in custom events. Add event codes additionally to the thank you pages. That is the best way to record the leads and optimize your ad campaigns and analyze which campaigns are delivering the best results.

4. Target hyper-responsive prospects

This is nothing but targeting your warm leads or simply the people who already know your business. They can be your existing customers, app users, website visitors, or the people already engaged with your business in FB. Choose from the options for better results than cold calling.

5. Build your brand

Building a brand is crucial because a loyal follow-up will produce immense benefits like:

• Better brand recognition

• High customer loyalty

• Higher effectiveness

6. Create a Facebook group

Building a Facebook group for your brand is highly valuable as your ad will be viewed by a lot of people comparatively. “Oh, I know that brand” creates a significant impact on your advertisements and they may share it to their friends which is again a publicity and your customers become your brand ambassadors.

7. Make use of lookalike audiences

Make use of this fantastic option as it opens the gate for new leads. First of all, lookalike audience are the audience who are similar to another group of people. All you need to do is just to take the list of the customers and upload it to Facebook to create a lookalike audience and add them to your ad campaigns. And why should you do this? Because advertising to people who are like your target audience is highly effective.

8. Retarget effectively

Retargeting promotes growth. But only when done cleverly. Don’t throw the same post on your loyal customers that you would show to a new audience. Instead, target them with specific offers. It will work well when people visit your product page but do not buy or have added the product to cart but have dropped or haven’t made a purchase for a long time. After all, everyone likes discounts and complements.

9. Start a conversation via Messenger

Begin a personalized conversation via Messenger. This would help to clear up some hesitations or doubts regarding the product or service, particularly when it is expensive.

10. Let them know who the ad is for

“The best Facebook ads look and feel as relevant and timely in your News Feed as the posts you see from your friends.”

Use the call out method. For example, if you are offering a service of painting houses and buildings make your clear by calling out in your ad as “Planning to paint your house? We can do it for you” and continue the ad with details and attractive images. This is a direct call out and people who are thinking of painting will consider the ad. Make the call out relevant to your business.

11. Boost your ROI using exclusion marketing method

Don’t waste your money on people who have already purchased your product unless you have something new for them. So, exclude previous purchasers when you use conversion objective.

12. Test your ad campaigns

Test both your lead ads and conversion ads. Lead ads produce a high volume of leads, but conversion ads produce quality leads which is of more value.

13. Generate social proofs

Social proof is an online endorsement from a warm audience and has more effect than ads without them. The likes, shares and comments promote your ad and make a better difference than pushing the ad to your cold audience.

14. Have realistic expectations

Facebook is flocked by numerous advertisers and expecting an unbelievable number of leads for your ads is unrealistic. It is fine if you spend $20 for ads when you plan to sell a product worth $200, especially if you focus on repeat purchases.

15. Compare and analyze

Look around for the models of competitors particularly if they are generating huge results. Analyze the key strategies like how long they are running the ad and exactly for what type of audience are they posting. Pick some cues and develop the idea to bring out something new.

16. Create ads using Facebook ads Manager

Find Create Ad on the right corner of your Facebook ads Manager and start creating the ads. The ads manager offers 15 different objectives such as promoting your FB pages, boosting your posts, and getting installs of your app. It also allows you to edit your ads.

17. Try Facebook Blueprint

Save your time and money by learning the strategies from Facebook Blueprint. It throws light on building awareness, targeting the audience, generating leads, promoting apps, choosing ad formats and more.

18. Reduce your CPM

Cost per 1000 impressions (CPM) measures exactly how much you spend on the ads. Try to keep your CPM low by:

1. Targeting specific audience

2. Measuring the frequency

3. Including CTA

4. Adding Social proof

5. Using images that are attention grabbers

6. Running ads in newsfeeds.

19. Facebook ads manager support

This comes handy when your Facebook ads get rejected or discontinued after they have already been approved. You can use the support center when there is a problem with ad delivery, or if you have pixel issues, or issues on billing updates, and others. FB support center resolves issues quickly and efficiently and saves your time and money.

20. Manage your FB ads with Facebook Ads Manager

The Facebook ads manager for business allows you to track Facebook ads and get detailed reports. You can also give access to your vendors, partners, and agencies access without handing over ownership. Plus, you can manage business tools, and business assets and can control multiple users’ access to your product catalogs and other additional assets.

21. Plan the distribution of budget

Your business has its own busy seasons and quiet seasons, and it is not uncommon that the purchase climate changes according to the time of the year. This is completely true with B2C companies while at least partly being true for B2B companies. While you cannot altogether stop advertising, you can save your budget during low seasons.

22. Have a critical eye on Ad relevance score

The score shows how well your ad has performed and the range is 1-10. Facebook allots this score according to the level of performance of ads to encourage interesting and engaging ads in its platform. It also shows how much each of your ads is costing you. Facebook rewards ads that have high relevance scores (8+) with lower CPMs.

23. Recheck with UTM parameters

There is a constant conflict with the results of Google Analytics and the data shown in Facebook Ads Manager. They hardly match and adding UTM parameters to your Facebook ads will make the tracking session easy and more reliable.

24. Use different ad formats

Video ads rule Facebook particularly, if your business is service based then educating your customer gets easier with video ads. Create multiple ads with different perspectives. Include emojis in your ads to stand out in the newsfeed.

25. Influencer marketing

Use influencer generated content. You can even use them for your advertisement and there is more possibility that their followers would buy what they recommend. If your budget doesnt stretch to cover mega influencers, you can try micro influencers.

26. The Tit Bits

1. It is easy to sell your ecommerce products with carousel ads

2. Must the lowest cost bid strategy, if you want to run your campaign for a long timey

3. keep tabs on Ad frequency as the results start to drop off, when the frequency gets high

4. Try to build an email list from your target audience to continue the marketing process for free

5. Quick follow ups on lead generation forms makes lead nurturing and conversions easy

The Upshot

Whatever the strategies that you may practice,never quit too soon. Focus on creating excitement,scarcity,a dn creating ads that makes the customer think that you are actually helping him to solve an issue and save money.

Well, there are many technicalities involved in Facebook advertising to get the desired results and you may wonder why you should get tangled up with this when you already have much stuff to look into.

As you cant ignore FB advertising, you can leave it with Ezio. our team will take care of your ad campaign from scratch and will provide you with periodical reports and more than expected results and ROI.