Social advertising has taken off in a big way. Companies of all sizes are using social ads to get their brand in front of their target customers, generate traffic, and boost sales. Retailers especially can take advantage of the benefits provided by social ads.
But how can you get more from your ads? Here are some strategies to get you started.
First of all, you want to make sure you get all the basics right. What does that mean?
Use compelling images. Visuals will get more attention and will bring your ads to life. Remember, social media is a crowded place. People are looking for content that catches their eye, and there is a lot of it out there. You have to stand out to get noticed.
Also, make sure you take a mobile-first approach. Obviously, it is important how your ads look on the desktop version, but mobile should be the priority. And use enticing language to make sure you attract people to your ads with your copy.
Videos are a great way to help your social ads get more attention, and they can be even more engaging than images.
People love watching videos online, and they are a great way to show off your products and build trust by showing the actual faces behind your company. You could create video testimonials for social proof, interview people in your business, or show your products being used. Definitely experiment with video ads to see if they can get you more clicks and engagement.
Any time you can encourage engagement in the form of likes, shares and comments, you should! Prompt viewers to leave a comment or tag a friend. When Facebook sees strong engagement on an ad, that can drive your cost per click (CPC) down.
There are many options for targeting audiences on social websites. Facebook especially provides you with lots of options where you can target by age, interests, behaviors, and more.
Targeting based on interests can be especially effective. If you sell a certain type of product, you can target people with similar interests who will be more likely to be interested in your product.
For example, Splendid Beast is a pet painting business that targets their Facebook ads based on people who love dogs, specific dog breeds, and cats. They also create lookalike audiences based on previous purchasers and website visitors, then remarket to people who have already visited the website or interacted with their Facebook page.
You could also target people at certain moments in their lives, such as when they are getting married.
Experiment with these options. Start by targeting your main target market, but try different audiences as well by making tweaks. Once you have run a few ads, you will see what is working for you.
Using promotions is a time-tested strategy to make more sales. But you need people to discover your promotions. When you post an update on your social account that you have a 24-hour discount, you’re just hoping that your customers see it.
That’s why you should use advertising. Create a standard ad just like you normally would, but make the promotion the main focus. Let your targets know that they can get a special discount if they act fast. A great offer will get noticed, so use this technique to break through the noise.
If you have multiple locations, you might be able to use the Store Visits feature in Facebook. This is where you can create different ads with maps and copy that is specific to the store that is located nearest to the target, and it’s a great way to send people to your physical stores.
Always try to do new things with your ads, and don’t be tempted to run the same ad all the time. If something works, that’s great. But experiment further. Change the images and the copy, otherwise people will quickly get bored if they see the same ad all the time.
Consider having five or 10 types of ads, some showing products, others showing reviews, and others with special roundups and collections. Then change your copy to use different messages so you are not saying the same thing all the time.
Find out what works, then optimize it further and keep on changing what you are doing to keep your targets interested.
One simple technique is to focus your efforts on your existing customers. It’s cheaper and easier to sell to existing customers because they have already shown an interest in your products. Getting new customers, on the other hand, is hard work—and more expensive.
On Facebook, you can do this by using custom audiences. This is where you define the exact audience you want to display your ads to, which could include customers on your email list.
You should also create a lookalike audience based on your customer or email list, so Facebook can use its algorithm to help you find more customers and subscribers. Sometimes you can supercharge this technique by “layering in” interests. For example, Splendid Beast sometimes targets dog lovers who are also lookalikes of previous purchasers.
Facebook Collection Ads are a great option for retailers. Using these, you can show a main image or video then display product recommendations. They are a great way to advertise a collection of products, especially around a certain time of year like the holidays.
Dynamic ads are one of Facebook’s killer advertising techniques, and these are perfect for retailers.
And its efficacy is well-known, even for brands on the lower end of the financial scale. One need only take a look at the ad overheads of high-performing businesses of less than $10k to see that, for many of them, their highest expense is on Facebook social ads. Shop Trucksy alone spends $500 a month on its Facebook ads, but reports $8000 average monthly profits!
You will need to use the Facebook pixel on your website to use dynamic ads. Install it on every page, and this will then analyze the actions of visitors. You can then decide who to show your ads to based on their behavior.
It’s a very powerful tool because you can use it to advertise to people who have looked at specific products on your website or who have visited certain pages. You could then provide the visitor with a special discount on that product and give them a push using your ad.
When you find something that works for you, don’t stop there. If you find that Facebook ads work well, experiment on Twitter or Pinterest. You may find that other platforms are even more effective.
Always experiment with new platforms and types of ads, and constantly improve your results.
Social ads are a fantastic way to find new customers and get repeat sales from existing customers. If you have been using social advertising with unexceptional results, try some of the above techniques. Keep on experimenting and optimizing, and you may find that social ads can be one of your most effective ways to drive sales.
We recently spoke about digital marketing for an Ask the Expert put on the by Middleton Chamber of Commerce, specifically on how to target audiences using Facebook ads and how to measure the results using the Facebook pixel.
Here’s the re-recording we made for YouTube in case you missed it or need a review.
This is the perfect starting point for businesses who are struggling to get traction from their organic and boosted Facebook posts, which either don’t reach people anymore or don’t reach the right people.