Factors That Impact the Success of Your Facebook Ads Campaign
Is it worth boosting a post on Facebook?
I get that question a lot.
It’s easy to spend a lot of money on Facebook ads. If you’re not careful you can quickly spend hundreds or even thousands of dollars with little to show for it.
You see there are a lot of moving parts when it comes to creating a successful Facebook ads campaign. If any one of these pieces are not correctly in place it can dramatically ramp up your costs and drop your results.
Choosing the right objective
Before you choose an objective for your Facebook ad you need to ask yourself:
Why do I want to create an ad on Facebook? What do I want people to do as a result of seeing my Facebook ad? How will this help me grow my business?
For example, are you trying to sell a product, get people to sign up for your email newsletter, get people to watch a video, start a conversation in messenger, increase engagement on a Facebook post or drive foot traffic to your bricks and mortar store?
Choosing the wrong objective from the start is going to mess up your entire Facebook ad campaign.
The next factor in determining the success of your Facebook ad campaign is choosing the correct audience: who are you actually sending the ad to?
Some of the options for choosing an audience include:
- geographic location,
- activity on your Facebook page,
- visitors to your website,
- your email list
- lookalike audiences.
Choice of audience has a huge impact on your cost per result, effectiveness of the ad.
I have seen the same ad run to two different audiences and cost as much as $7 per action difference. If you’re trying to sign up a hundred people for your email list, $7 per opt-in can have a huge impact on your budget and your results.
The ad itself
Design of the Facebook ad matters. Choosing the correct image or video can have a dramatic impact on the results and the cost. Likewise, the headline and the caption have an equally important role in the success of a Facebook ad.
Crafting a correct Facebook ad is as much art as it is science. It takes a certain amount of trial and error plus intuition to create an effective Facebook ad.
And testing. You should always test different elements before you scale up your budget.
I ran one test where all aspects of the ad were exactly the same except one version had a red border on the photo, another black, orange and blue. One colour vastly out performed the others. The problem: the next time I did this test a different colour won. There are no absolutes when it comes to Facebook advertising.
Your Call to Action
What you ask people to do in your ad and where you send them matters.
For example, if you are using your ad to get people to sign up for your email newsletter you could have the perfect objective, audience and ad image and copy but if the opt-in page doesn’t convert your ad will fail.
That’s why it’s important to really analyse your numbers in a campaign so you can see which part of the process is causing the problems.
Facebook is absolutely a great platform for growing your business. And Facebook Ads can expand your reach and accelerate your time frame.
However, as you can see there are a lot of pieces to a successful Facebook advertising campaign. If any one of these pieces are wrong it can completely derail your campaign.
You can’t just toss up a Facebook post, throw some money at it and expect to hit it out of the park first time through.
You need a strategy behind what you’re doing.
You need a system.
If you’re ready to change what you’re doing with your Facebook marketing check out my new course “Create Your Facebook Marketing System”.
You’ll work with me to answer those questions and plan out a strategy that actually works.
Do you have questions or comments about Facebook ads? Leave a comment below.