- \n
- Optimize Your Facebook Business Page<\/a><\/li>\n
- Refine Your Target Market<\/a><\/li>\n
- Create Custom Audiences<\/a><\/li>\n
- Define Your Facebook Ads Goals<\/a><\/li>\n
- Setup Facebook Conversion Tracking<\/a><\/li>\n
- Develop Theme Based Ads<\/a><\/li>\n
- Scale Your Facebook Campaigns<\/a><\/li>\n<\/ol>\n
1. Optimize Your Facebook Business Page<\/h3>\n
![\"Reliablesoft](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2021\/07\/reliablesoft-business-page.webp\")
Reliablesoft Facebook Business Page<\/figcaption><\/figure>\n The first step before starting a Facebook paid campaign is to optimize your Facebook Business Page<\/strong><\/a>. If you don\u2019t already have a page for your business, go to busines.facebook.com<\/strong><\/a> and register for a new account. It\u2019s free and it only takes a few minutes to complete.<\/p>\n
The next step is to make sure that the information on your business page accurately represents your brand and services.<\/p>\n
This is important because users who see your ads and are not aware of your brand, are likely to first check your Facebook page to learn more about you.<\/p>\n
Using the Reliablesoft Facebook business page<\/strong><\/a> as an example, these are the elements to optimize:<\/p>\n
About Section <\/strong>– Explain to users in a couple of sentences, who you are and what you do.<\/p>\n
Header Image <\/strong>– Use the profile image to show users what your page is about. Use the same colors and background in all your social media channels for better branding.<\/p>\n
Social Media Handle <\/strong>– For business purposes, having a social media handle that is as close to your brand name as possible is important for maintaining your brand image.<\/p>\n
It\u2019s also easier for your audience to search and find your business page using your name if it aligns with what they expect.<\/p>\n
Contact Information<\/strong> – Make sure that your contact information is up-to-date and your business is verified with Facebook<\/strong><\/a>. The verification process is simple but crucial to establish trust with users.<\/p>\n
Call to Action<\/strong> – Add a relevant call to action to redirect users to your most important landing page. Facebook allows you to use different CTA on your cover photo, choose the one that is more representative of your offerings.<\/p>\n
![\"Facebook](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2021\/07\/facebook-call-to-action-buttons.png\")
Facebook CTA Buttons<\/figcaption><\/figure>\n Keep your page content fresh<\/strong> – This is an easy tip to follow that many business owners neglect.<\/p>\n
Make sure that you update your business page with a couple of new posts per week. You don\u2019t want your page to look like a deserted island.<\/p>\n
2. Refine Your Target Market<\/h3>\n
The next tip for you is extremely important. To increase your chances of running successful Facebook campaigns, you need to define your target market<\/strong><\/a>.<\/p>\n
Facebook has billions of users and you need to find the right audience that might be interested in your offerings.<\/p>\n
As Seth Godin once said, \u201cEveryone is not your customer. When you market to everyone you are essentially marketing to no one.\u201d<\/div>\nTo define your target market you can follow these tips:<\/p>\n
Analyze the profile of your existing customers<\/strong> – Look at your existing customer base and try to identify any patterns and common characteristics.<\/p>\n
Things like their age, location, gender, industry, job role, estimated income, and lifestyle, are attributes you can use in creating your customer personas.<\/p>\n
Analyze the profile of your website visitors<\/strong> – Another valuable source of information is your website and social media analytics.<\/p>\n
Use Google Analytics and Facebook Insights to find out the demographic profile of your users.<\/p>\n
Sketch the profile of your ideal customer – Ask yourself these questions:<\/p>\n
- \n
- Who can benefit the most from your service?<\/li>\n
- What problems do your services solve?<\/li>\n
- What are the steps your potential customers make before making a buying decision?<\/li>\n<\/ul>\n
Combining the above answers with information gathered from analyzing your customers and website visitors, will help you accurately define the profile of your ideal customer.<\/p>\n
You can then use this data to create your custom audiences on Facebook, as explained in the next tip.<\/p>\n
3. Create Custom Audiences<\/h3>\n
Custom audiences is a feature of Facebook that lets you segment Facebook users into groups and target them with different campaigns and ads.<\/p>\n
You can take the results of your target market analysis and create different Facebook audiences.<\/p>\n
For example, you can create one audience to target people that are not yet aware of your brand. This audience will include users that share the same characteristics as your ideal customer.<\/p>\n
You can then set up another audience for people that visited your website but did not convert, and yet another audience to include your most valuable customers.<\/p>\n
By segmenting your users into audiences, you can also take advantage of Facebook\u2019s AI algorithms and let their system find new audiences that are \u2018lookalikes\u2019 for your existing customers.<\/div>\nThe way this works is simple. Facebook will identify the common qualities of the people in your defined audiences (for example, demographic characteristics or interests). Then, it will create an audience of people who are similar to (or “look like”) them.<\/p>\n
For each of these audiences, you can show them different ads. For example, you can use retargeting ads to entice people that already visited your website but did not convert to revisit your landing pages. Or you can create up-selling related ads which target your existing customers.<\/p>\n
4. Define Your Facebook Ads Goals<\/h3>\n
The next step is to define your marketing goals. In other words, what business objectives do you want to achieve with Facebook Ads and which KPIs to monitor.<\/p>\n
If you begin running campaigns without a coherent plan, you are not likely to find success.<\/p>\n
To ensure that you are getting the most of your ad spend, you\u2019ll need to define your marketing goals and determine how you will measure progress in order to evaluate the results.<\/p>\n
A few examples of goals and KPIs for service-based business include:<\/p>\n
Brand Awareness<\/strong><\/p>\n
Business goal: Introduce your brand to more people.<\/p>\n
KPIs to monitor: Campaign Reach, brand mentions, ad impressions, ad shares, likes<\/p>\n
Lead Generation<\/strong><\/p>\n
Business goal: Get qualified leads with your Facebook ads<\/p>\n
KPIs to monitor: Email subscriptions, contact form completions, phone calls<\/p>\n
Customer Acquisition<\/strong><\/p>\n
Business goal: Acquire new customers<\/p>\n
KPIs to monitor: Sales by campaign type, conversion rate, cost per conversion<\/p>\n
All of the above metrics can be measured in detail by customizing your Ad performance report on Facebook.<\/p>\n
![\"Facebook](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2021\/07\/facebook-ad-performance-metrics.png\")
Facebook Ad Performance Metrics<\/figcaption><\/figure>\n If you are not familiar with this process, the best approach is to follow a good Facebook ads course<\/strong><\/a> and learn how to take advantage of this powerful feature to optimize your campaigns.<\/div>\n5. Setup Facebook Conversion Tracking<\/h3>\n
A common mistake made by small business owners is not to have conversion tracking enabled.<\/p>\n
Conversion tracking is a feature of Facebook that lets you connect your website with Facebook. When conversion tracking is enabled, Facebook can identify users that visited your website because of an ad they saw on Facebook.<\/p>\n
Without conversion tracking, it\u2019s impossible to evaluate the performance of your campaigns or optimize your conversion rate<\/strong><\/a>. This dramatically decreases your chances of running profitable campaigns.<\/p>\n
- Refine Your Target Market<\/a><\/li>\n
![\"\"](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2021\/01\/cost-cap.png\")