Mastering Facebook Advertising

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mastering facebook advertising

Facebook advertising has become the norm for online marketers and business owners, and also consumers. They have realized the power and reach of the its targeting potentials.

You may have tried Facebook as an advertising platform and fell short of your expectations. Perhaps you have not tried taking it to the next level. Even so, Facebook advertising is prevailing enough to deserve your attention.

As an entrepreneur, there are four key considerations to increase conversions and hasten ROI.

Target specific groups of audiences

Facebook is adding new features and technologies almost every month. It happens so often that it has turned its targeting capabilities into a nearly chilling bull’s eye. It still has room to improve though.

Facebook Advertising currently targets several characteristics for certain demographics, lifestyles, and socio-economic dispositions, including age, gender, geolocation, interests, life stages and more. You may target potential buyers of a specific car model, people under a specific income bracket or frequent travelers.

Facebook has a Lookalike Audience tool to determine the top one percent that are closest to you existing audience.

facebook lookalike audience

Focus on placement

Unlike before, Facebook now has various placement options. These include Facebook’s timeline, right column, feeds, Instant Articles, Instagram’s feeds and stories, and the Audience Network. For example, the Audience Network allows you to join a network of partners and show your ads in their apps.

facebook placement options

You can choose which placements to advertise on because of different activities and contexts. Facebook mobile users do not need large apps to download or to watch one-hour videos. Facebook desktop users may want to discover casual info and entertainment. Voracious readers may prefer in-depth reading thru Instant Articles.

Consequently, consider your ad content and context of your audience.

Start using Facebook Pixels

facebook pixels

Facebook Pixels is a code snippet installed on your site to drop cookies on visitors. You can use it to retarget those visitors and find related audiences.

Despite its small size, Pixels helps make your Facebook campaign more effective, as it tracks site conversions.

You can apply Pixels to check the number of people who purchased your products or services as a result of Facebook advertising. It also monitors counts leads from form submissions and how many people left shopping carts without purchasing.

Venture all possibilities with advanced options

Now that you have delved much into the basics of Facebook advertising, you may dive into its Facebook Targeting.

Start by scheduling your ads to run at specific times of the day and days of the week. For example, stay relevant by releasing Facebook ads for a special buffet dinner at your restaurant to people who are within 5 miles during dinnertime.  

You may also narrow it further by showing the ads to Wi-Fi users only, especially when you have long promotional videos or large files for download. It helps avoid unnecessary charges for Facebook users with metered connections.

If your app is released for iOS devices only, target Facebook users who are on iPhone and iPads.

If you think about it, Facebook has already packed lots of targeting features in a rather simple tool thru Advanced Options.

Although you may not get expected results, never stop believing and experimenting with Facebook advertising. Keep trying. You are not alone. It takes time to find the optimal mix of targeting features that works for your business.

You may start with a $5 daily budget. If it works out for you, increase the budget gradually until it results in ROI.


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Author: Francis Rey

A network engineer by profession, Franz voraciously reads anything that piques his curiosity. He has authored a horde of articles on social media marketing. He spends downtime on road trips and binges with his significant other.

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