Paid Facebook Marketing: How to Leverage Facebook Ads to Maximize Your ROI
Facebook advertising features allow you to grow your content and audience much faster than an organic approach.
If you have the appropriate budget, running paid campaigns will get you far and quickly. With some knowledge, you can craft ads with an outstanding ROI.
However, Facebook Ads are a paid marketing channel that requires some expertise. If you are not careful, you can be throwing your money down the drain.
While this post it’s not a detailed guide on Facebook Ads, it’s a useful introduction to Facebook’s Ad Manager.
We also are going to revise some tips and best practices to ensure you are making the most out of the money spent on the platform.
Setting Up Your Facebook Ad Account
To get one, simply log in to your Business Manager and click “Create Account” in the top right corner to get started.
From there you can access Facebook Ads Manager, a tool that will help you to manage all the campaigns currently running on your Facebook page.
If you are not familiarized with Facebook Ads Manager, it can look a little bit overwhelming at the beginning.
But don’t worry about this for now. Let’s focus on how powerful this tool is and how much you can do with it.
How Creating a New Facebook Ads Campaign Looks Like
When you create a Facebook Ads Campaign it will prompt you to choose the main objective you wish to accomplish with your ads. This is extremely valuable for advertisers because it automates many of the elements that building ad campaigns involve.
As you can see here, you can choose between “Awareness”, “Consideration” and “Conversion” objectives.
- Awareness: Great for people that don’t have an audience yet, this objective allows you to get impressions and reach more people. Useful for: generating traffic.
- Consideration: This is for those who want to draw prospects and attract potential clients to their businesses. Useful for: generating leads.
- Conversion: Valuable objective to choose when you have traffic and leads and want those people to buy. Useful for: generating sales.
Once you choose your objective, Facebook’s Ads Manager will guide you through some basic campaign configurations.
After you choose your campaign name and some other things, you will be prompted to create an Ad Set. An Ad Set groups a bunch of individual ads together that shares how, when, and where to run.
To create an Ad Set you first need to segment and create your audience.
This is a very powerful feature of Facebook’s advertising system. If you get this right your ads will have a strong impact and an excellent ROI. When your ads are specially designed to draw the attention of your target audience, and when you properly segment that audience to only show the ads to the people you intend to, this is where the magic happens.
Here you can create an audience based on your business’ specific target market.
The tool allows you to target people based on their location, age, gender, language, and even by interests, behaviors, and demographics such as their job title.
The ideal scenario, if your products/services are specific in nature, will be to have a not-so-broad audience.
The narrower your segment and the most accurate your ad creatives are regarding that segment, the more potential of success you have.
Why?
Because if your ad shows only to people that may find it useful, its performance will be a million times better than if you show an ad trying to appeal to everyone.
Facebook has a very sophisticated targeting system with lots and lots of options to segment your audience. Make sure to leverage that!
After your Ad Set configuration, you will start to make the ad itself.
Here is when you craft your creatives such as images or videos, headlines, and text.
As you can see, Facebook Ads Manager is very powerful and can take your paid marketing campaigns to the next level if you know how to use it properly.
5 Tips For Leveraging Facebook Ads
Remember That Facebook Ads Manager It’s a Pay-to-Play Platform
The major value proposition of Facebook’s advertising system is the fact that it allows you to reach people much faster than if you go the organic route.
However, keep in mind that you have to pay enough. If you pay too little it will almost always be money thrown down the drain, and in some cases, the ROI may even be negative!
This will also depend on your industry and business type. Some industries require large sums of money to beat the competition, while others don’t.
With that said, if you don’t have experience with Facebook Ads, don’t put all your marketing budget here. Start small with something like $1000-$1500 per month.
And if you don’t have that kind of money yet? Does it mean you have to settle with the slow, many-months-journey of an organic Facebook strategy?
Not necessarily. There are other options.
You can buy likes and followers for your Facebook page, or even purchase likes, shares, and comments for your Facebook posts, all for a fraction of the cost ads involve.
All of the engagement and followers are generated by our expert marketing team in a 100% real and organic way. And the best part? It’s delivered to you in a matter of days!
Your creatives have to appeal to your target audience for you to have success
Behind a great ad exists a whole lot of market research and target audience research.
The creatives on your ad have to appeal to your specific audience. To segment your audience correctly on the targeting portion of Facebook Ads, you also have to understand it perfectly.
If your creatives are designed for a specific target audience and you segment it properly, your campaigns will have great success.
Keep the end goal in mind before starting
What’s the main KPI you’d like to target and improve? What do you want to accomplish? Reach, engagement, traffic, app installs, leads, sales… What is your desired, ideal outcome?
Your main goal will change everything on the campaign: the approach, the creatives, and the offer.
For example: maybe you want to generate sales, but you don’t have an audience yet. People won’t buy from you the first time, so you need to build an audience first. Your goal, in this case, will be more likely brand awareness.
Here and with that end goal in mind, your ad will vary. It won’t try to sell something specific, instead, it will aim to get your brand out there and maybe offer some free lead magnets to begin building a relationship with potential clients.
Don’t pitch your most expensive offering right away
This will likely scare your potential buyers. Offer something small or even something free!
Lead magnets such as guides or exclusive videos in exchange for contact information are an excellent way to collect data to later warm the leads up little by little until they are ready to buy.
Take a slow and steady approach to build trust and to establish a relationship with people that have never heard of your brand before.
Check Analytics Frequently
The advantage of platforms like Facebook Ads is that you can easily track and measure your results with extreme precision.
You can keep an eye on everything from impressions to ROI, so take advantage of that.
The data will tell you not only if something isn’t working properly, but also why, so you can make the necessary adjustments and maximize your ROI.
Make sure to install a Facebook Pixel on your website so you can track the performance of your campaigns by knowing exactly which visitors are coming from Facebook.
On the other hand, if you run a Facebook Shop this is done natively. You can track how users who viewed your ads interact with your Shop directly from the Ads Manager.
Conclusion
A Facebook paid marketing campaign is an excellent choice to quickly grow your Facebook page and reach a broader audience.
To pay your way up will give you huge momentum, being able to accomplish in weeks the results that an organic strategy will reach in many, many months.
But you have to have the budget for it. Depending on your industry, Facebook Ads can become expensive month after month.
And if you’re not an expert and can’t hire an expert, it will be very difficult to maximize your ROI for optimum results.
If you decide that Facebook Ads aren’t for you right now but you also want quick growth, there is another alternative.
You can buy likes and followers for your Facebook page that are totally active and real. Our expert marketing team will provide you with your desired results in a matter of days.
Have you ever run a Facebook Ads campaign? If not, why? Share with us in the comments below!
