June 1, 2020

3 Tips For Better Facebook Advertising Results In 2020

Image of a person using Facebook Ads on their cell phone.

Are you a business owner who uses Facebook Ads to help gain awareness and grow your business? Are you maximizing all tools available, in order to minimize ad costs and save you big money? Have you been wondering why your conversion costs have been rising and your results suffering?

To help answers these questions and more, we’ve put together the top 3 ways you can be optimizing your Facebook advertising campaigns.

1. Use a Power Pixel

I’m sure you’re wondering, “What is a Power Pixel?”

A Power Pixel is a snippet of code that surrounds your current Facebook pixel. This is a special layer that sends over extra "events" (as Facebook calls them) based on user behavior. In simple easy to understand language, it is specific website code that allows you access to advanced targeting options, and analytics.

By leveraging these advanced options, you can optimize distribution of your ads to the precise people who are more likely to actually be interested in what you have to offer.

For example, let’s say you wanted to run an ad promoting specific product. With a standard Facebook Pixel,you can do this simply by creating a custom audience, and using your desired web page as the source. But what if you wanted to target just people who have spent X amount of time on a specific product page AND scrolled a specific distance down the page. This level of detailed targeting is only available with a Power Pixel from connectio.io.

2. Retargeting Is King

Retargeting is the easiest, most cost effective way to get your message across. It gives you another chance to get in front of your visitors and stand out from your competition.

Major Brands Are Companies Are Using Retargeting To:

What makes retargeting even more powerful is consumer response: 89% of people seeing retargeting ads have either a positive or neutral reaction to them … meaning most consumers don’t find retargeting disruptive.

The Rule of 7 is a marketing principle that states that your future customer needs to come across your offer at least seven times before they really notice it and start to take action. Your future customer can be exposed to your offer significantly more than seven times, but they need to see it at least seven times.

And because you are retargeting a known set of users within the Facebook platform, the cost per impressions are much lower.

3. Clear Goals and Objectives

One of the first questions we ask a prospective client is, "What does your current digital marketing strategy look like?" Is astonishing how many businesses of all sizes lack the clarity as to what their specific goals and outcomes are when it comes to digital marketing and social media advertising.

In order to craft a digital marketing strategy, you first need to understand the overall goals and current objectives of your organization. Important questions to ask include: What is our annual revenue goal? What is our current marketing budget? And how will that budget be allocated? What is the average yearly value of one new customer? These questions will begin to paint a clear picture of where your business is at and what goals are most important.

Once the overall objective and goals have been clearly identified, you need to develop a deep understanding of your ideal customer (audience) and their typical customer journey. What are the steps they take from being unaware of your business, to eventually making their first purchase? By understanding your ideal audience, you can make informed decisions which may have a huge impact when it comes to marketing your business online.All of these factors will support campaigns that have a much higher consumer resonance and in turn drive your costs down.

Depending on the unique situation of every business. A different approach to digital marketing will is most cases be required. Every digital marketing strategy should align and support your businesses immediate, and long term goals. Important questions to ask at this phase include: What social channels make the most sense? How will this campaign support our business objective? How much can we spend on new customer acquisition to still be profitable? And the list goes on.

I think you get the point.

No more navigating stormy seas in complete darkness. Develop a clear road map that will guide your digital marketing efforts like the North Star.

By taking action on these tips today, you can guarantee your business a better ROI when it comes to advertising on Facebook. Feel free to reach out if you have any questions about Facebook advertising and how it can help your business grow, we’d love to help!

By
Chris Hewitt

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