There is more to Facebook ads than finely crafted copy, compelling images, custom audience and interest based targeting.
I have been using Facebook Ads since 2011. However, I always learn something new every time I start a fresh campaign. Over the years, Facebook has reinvented its platform to make it more data-driven and powerful marketing tool.
Here are some advanced techniques as well as small hacks that can help you get more out of Facebook marketing:
Post Images on Facebook Through Instagram
This is a small hack that can increase your Facebook engagement significantly. We all feel that Instagram has the best engagement when it comes to image posts.
Brandwatch has confirmed this notion. According to its report, “Engagement with brands on Instagram is ten times higher than Facebook, 54 times higher than Pinterest and 84 times higher than Twitter.”
Thus, posting images via Instagram can impact the engagement positively.
According to a BuzzSumo analysis, posting images using Instagram can get you 23% more engagement.
If you post three images a week, you can imagine the benefits that can be derived just by adopting this technique.
A/B Testing for Audience
Marketers love split test campaigns as it helps in eliminating the guesswork, experimenting and developing new strategies based on live results that work. With A/B split test, marketers can see what is working what must be avoided.
Facebook has introduced the split test for many Business Objectives such as Lead Generation Ads, App Installs, Conversion, etc. To use the Split Test, you need to set a minimum budget suggested by the platform. The minimum budget is required to fund campaign and deliver the best outcome adequately.
Split Test can ba carried out based on a variable which could be Ad Creatives, Copy or Target Audience, etc. However, it is the Target Audience split test which can help most of the businesses in multiple ways.With this new feature, it is easier to experiment and create a precise audience. It leads to increase in CTR deliver and higher ROI.
If you are spending a lot of money on Facebook Ads, this tool can help you achieve excellent outcomes at lower costs.
Pages to Watch
Jon Maxwell said, “It's said that a wise person learns from his mistakes. A wiser one learns from others' mistakes. But the wisest person of all learns from others’ successes.”
With “Pages to Watch” feature, you can choose to be wise, wiser or wisest, or even all three at the same time.
What I mean is, it is a powerful tool to analyze and learn from performances of other companies’ posts. You can add particular Facebook Pages and watch their engagements. You can quickly find out what kinds posts are doing very well for them and which are avoidable. Of course, you shouldn’t copy others' strategy. However, it can give you great ideas about the kind of posts which are trending and liked by people.
Facebook Live Videos
Using Facebook Video is no longer a secret marketing technique. However, most of the businesses are still not using Facebook live streaming to drive engagement. On an average people watch live videos three times longer than the native ones. The Facebook Live videos also generate 135% more engagement than another type of posts. Despite that, video content comprises only 3% of the content posted on Facebook.
Thus, it is imperative to make Video as an integral part of your content marketing. You can use this feature to address customers concerns, promote the launch of new features, product or services or even for giving an insider view of your organization.
One of the best uses of Facebook Live videos is to engage group members. If you own a community group on Facebook, you can broadcast the video to the group members. If you are a member of a large group, you can still broadcast your videos with the permission of respective administrators.
If you are using native videos, embed them directly on Facebook, rather than embedding YouTube videos. Videos which are directly embedded on Facebook drive better engagement than YouTube embedded videos.
Small tweaks can create a significant difference to the performance of the Facebook Ads.
If you simply design attractive images and write an excellent ad copy, it may not deliver the desired results. You need to experiment and find out the best strategy for your business. With 1.71 billion users (as of July 2016) on Facebook and plenty of advertising options, it can be a killer marketing platform for your business.
The techniques discussed in this article may enable you to discover more small and big features and hacks that can help you deliver best ROI on your marketing budget.