Using Facebook Ads is a great way to make sure that your message is reaching the right people. Instead of relying on engagement and Facebook’s algorithm to serve your content, your ads can reach your target audience directly by making use of targeting options within the platform. While the number of people you can reach is largely handled by an algorithm called the Ad Auction process, you can still maximize your reach by clearly defining your objectives and the demographics of your target customers.
Here are three of our most helpful tips to increase traffic on your posts via Facebook ads.
Know Your Audience
This tip is applicable to all kinds of marketing, but this is particularly important for Facebook Ads. This is because Facebook allows you to serve your ads to people who meet your criteria, greatly enhancing your ad’s relevance. Depending on your needs, targeting can be based on basic audience demographics such as age, location, and gender, or through more advanced criteria such as interests, or key milestones.
Use The Appropriate Ad Format
Facebook has a variety of ad formats that you can use to fit your end goal. Different ad formats will serve different purposes, so you should choose what works best for you. Here are some of the most common formats and how best to use them.
Photo - This type of ad allows you to incorporate an image to your ad to make them more engaging. Even though this is currently the most basic form of advertising in the platform, Facebook claims that it outperforms the rest of their other formats in a case study that they did in 2014.
Video - Like photos, video ads can be used to engage your audience by giving you more freedom to experiment with the medium. Think of this as the platform’s version of television ads, except that on Facebook, it comes with a link that customers can click to get to your online shop or website within seconds.
Carousel - The carousel format allows you to present up to 10 images or videos in the same ad, complete with their individual links. This is generally used if you are trying to market several but related products and services, such as Airbnb listings or vacation destinations.
Stories - This format is usually used by people to give quick updates about their day but is also available for advertisers to use. Because it is interspersed with the day to day stories that people post, the ads you publish in this format can be very immersive. Ads in this format are best shot and edited with portrait mode in mind to take advantage of how most people used their mobile phones.
Limit Your Text
Facebook favors ads that use little to no text on their images. In fact, ads with more than 25% text occupying image or video space will not show at all. This is because Facebook wants to keep its platform immersive and engaging, and nothing turns users off more than blocks of texts that make the place look like classified ads.
There’s a reason why Facebook is still hailed as the king of social media platforms today. This is because they continuously try to come up with ways to make the platform friendly to advertisers, without sacrificing the quality of interaction. With Facebook still being the largest social media platform today, there’s a good chance that your customers are there, and you should try to reach them.
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