You launched an ad on Facebook and your campaign is not having the desired results? With more than 450,000 Reunion Islanders gathered on Facebook, the social network giant is a privileged choice for any company wishing to promote an offer or content to its target audience . It is normal that you want to be present in an efficient manner . I suggest you see together 4 tips to improve the performance of your next Facebook advertising campaign in Réunion ! techiescity
Optimize targeting
One of the great strength of Facebook advertising is its
targeting options . In addition to the usual demographic criteria, Facebook
offers to focus on a whole lot of information ... that it has accumulated about
us (!).
• Example:
Are you a company that sells childcare items? So, target young mothers who have
expressed an interest in "baby" subjects!
• Of
course, you will cross this data with the geolocation "Réunion".
Refine your audience as much as possible to offer the most
appropriate message. Instead of sending your offer at random, hoping to find
the right number, you will increase your chances of being seen ... and
especially that the Internet user clicks
on your advertisement!
Indeed, personalized audiences have 3 different uses:
• Inclusion
: you can create an audience using a database or Facebook data and then target
them so that your advertising is directed to them. For example, you want to
direct your advertising to all visitors who have visited your site in the past
2 months.
• Exclusion
: it is just as important (if not more) than inclusion. Indeed, you should not
pollute your current customers with too much advertising and thus spend money
for nothing. For example, if you want to promote your newsletter, you will have
to exclude those who have already subscribed.
• Similar audiences
: this is an interesting feature of Facebook that allows you to target profiles
similar to those of your buyer personas .
Note that if you often use the same audience, you can save
it so that you don't have to repeat the operation for each campaign.
A little additional advice : name your audiences so as not
to get lost!
Test and experience ... everything!
What is true for one sectors may not be true for yours. I
encourage you to test a battery of settings:
Images
The strength of an image can change everything! Many
companies tend to copy and paste their traditional digital advertising campaign
. Did we do a 4 * 3 poster campaign? Come on, let's swing it on Facebook!
Except that it doesn't work most of the time. Why ?
• the
format is not suitable
• there is
usually some text on the display that becomes unreadable on Facebook
• the rule
of 20% maximum text imposes a change on an existing visual ... change, which
sometimes makes the image lose all its meaning!
I therefore advise you to rely on the graphic intent of your
campaign but to make several versions
dedicated to Facebook by creating specific ad groups per image.
The message
The message that accompanies your Facebook ad drives the
interaction with your audience. Again, I suggest you do what is called A / B
testing . The principle ? You launch several advertisements with the same
visual but with a different element (here, your text); after 2 days, check if a
strong trend emerges. If one version is much more popular with Internet users,
pause the others and focus your budget on what works!
Regarding the wording, be sure to prefer action verbs that
will encourage the user to click while
indicating the benefit he will derive from it.
The slots
You can position your Facebook ad in various places on the
social network. Look at the KPIs (Key Performance Indicator for Key Performance
Indicator) of your last campaigns and look at the CTR (the Click-Through-Rate)
, to know the number of clicks according to the display of the ad.
In my experience, the right column is the location that
performs the worst . The cause ? This column is CLEARLY equated with
advertising while other locations (in the Newspaper for example) blend more
into Facebook usage.
Install a Facebook pixel on your website
Did you know that you can install a little bit of code on
your own website to optimize your Facebook ads? This monitoring is provided by
a pixel, soberly titled " Facebook Pixel ".
Let's imagine that an Internet user goes to your website, in
particular, to the page of your offer extolling the merits of a pair of
designer glasses. He then goes to Facebook and what does he see? An
advertisement related to what he saw on your website , on your super glasses!
Isn't that magic? For more information on the pixel, I refer you directly to
Facebook .
Analyze your results better
Often the reflex of companies is to look at the KPIs they
are used to seeing on traditional media. Several times, customers have asked me
only for impressions for their Facebook campaign ... Except that in digital,
impressions are not an objective in themselves!
The priority objective is the
click!
Look at the CTR I was talking about earlier. It will give
you the idea of your advertising relevance and engagement! It is this KPI which
remains, in my eyes, the most relevant in terms of reaching objectives.
And the icing on the cake is the conversion on your site !
Too many businesses tend to put their home page address behind a Facebook
advertising campaign. What is the point of redirecting a user to your site if
it is not for them to take an action that helps your business ? Guaranteed bounce rate and 0 key results!
Analysis tools make it possible to follow the Internet user
from his click on your Facebook advertisement until his conversion on your
website .
From simple Google Analytics (remembering to set conversion
goals) to more sophisticated tools like Hubspot .
How would you like to know exactly the ROI of your Facebook
campaigns ? ;)
Use customer stories
Formerly known as word of mouth, this technique is very
effective. Indeed, the digital age allows better transparency of information
and customer reviews are very often decisive in the purchasing decision.
By soliciting your customers, you will be able to give
credibility to your speech and gain the trust of your audience.
Use videos
According to Forrester Research , 60 seconds of video equals
about 1.8 million words: Internet users remember the content they watch better.
This is why you have every interest in using this medium,
which is a great communication tool that can be used by all companies regardless of their size, their sector of
activity or their target.