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Stop wasting your marketing dollars! Follow these advertising tips directly from Facebook to take your advertising game into the big leagues.<\/span><\/p>\n Facebook works with more demographic data than you can shake a $300 billion-dollar stick at, so take these lessons to heart.<\/span><\/p>\n Toi <\/span>can run campaigns on both channels<\/span><\/a> (Facebook owns Instagram), but this doesn\u2019t mean that you should run the exact same campaign on both channels.<\/span><\/p>\n Why? You\u2019re working with different audiences and channels. By definition, your messages need to be at least a little different to accommodate each channel\u2019s format.<\/span><\/p>\n The real differentiator, however, is the audience. <\/span>Look at the demographic data<\/span><\/a>: the fastest-growing age group on Facebook is\u2026 65+.\u00a0 90% of Instagram users are Millennials.<\/span><\/p>\n Self-conscious 20-somethings in college will not respond to the same messaging as senior citizens considering a Chip reverse mortgage.<\/span><\/p>\n <\/p>\n You have two ways to target people on Facebook. The first is specific targeting, and this is what the pros use.<\/span><\/p>\n It\u2019s all about demographic parameters such as age, location, and interests. Selling strollers? Then you should target people aged 25-45 who live in the suburbs and follow brands related to babies and parenting.<\/span><\/p>\n Start with a custom audience. This entails uploading a list of customers and\/or leads currently in your funnel into the Facebook Business Manager. You can send ads to these people if they\u2019re on Facebook, which is helpful in itself.<\/span><\/p>\n From there, build a lookalike audience. This just finds more people who fit the pattern of your pre-existing custom audience.<\/span><\/p>\n These can lead to smaller audiences, but that\u2019s part of the point\u2014not everyone in the world wants to buy what you\u2019re selling. The smaller the group, the more targeted (and interested in your offer).<\/span><\/p>\n In contrast, targeting broadly just relies on Facebook to find audiences on your behalf. If you ever see prompts from Facebook to \u201cboost this post for $4 to reach 734 people in your area,\u201d then you know what we\u2019re talking about.<\/span><\/p>\n Stay away from that.<\/span><\/p>\n There are better and worse ways to spend your ad money on Facebook, and\u2014like everything else in marketing\u2014getting the biggest return on investment for your ad dollars means tailoring the budget to match the time your prospects will spend exposed to these placements:<\/span><\/p>\n As a general rule, younger generations use the mobile view, while older generations tend to use the desktop feed. Optimize your ad placement accordingly.<\/span><\/p>\n Similarly, you have the option to place your ads directly in people\u2019s newsfeeds, looking like any other post, or on the right-hand side (RHS).<\/span><\/p>\n There\u2019s a clear trade-off between newsfeed ads looking organic to the user, while RHS ads stay with users as they scroll down the newsfeed for a longer exposure.<\/span><\/p>\n How do you tell which one to use? Form your strategy with external demographic data. For example, <\/span>recent data suggests that half of Generation Z can\u2019t tell organic results from text ads<\/span><\/a>\u2026 but 70% of searchers over 65 can\u2019t tell, either. Maybe organic newsfeed placements would be better suited for elderly audiences.<\/span><\/p>\n Most people reading this probably don\u2019t have the raw advertising data at their fingertips to make strategic or tactical decisions on a dime.<\/span><\/p>\n That\u2019s why you need to dedicate a portion of every campaign budget toward split-testing based on clicks and conversions. This is going to provide the kind of bread-and-butter insights that will make future campaigns successful.<\/span><\/p>\n The click rate on your ad tells you how effective the placement was, encompassing:<\/span><\/p>\n If the click-through rate (CTR) is great, then your ads are great. If the CTR is low, then it\u2019s time to revisit the ads.<\/span><\/p>\n The conversion rate tells you how many people took you up on your offer <\/span>after<\/span><\/i> clicking on the\u00a0ad. It\u2019s a bit trickier to hit, and encompasses these elements:<\/span><\/p>\n Here, high performance means that people are definitely interested in your offer, and they got exactly what they expected from the ad. Low performance calls for a reassessment of the elements affecting the conversion rate.<\/span><\/p>\n1. Separate Instagram and Facebook Campaigns<\/span><\/h2>\n
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<\/p>\n2. Narrow Your Demographic Targeting<\/span><\/h2>\n
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<\/p>\n3. Optimize Placement Spend on Facebook Mobile, Desktop and RHS<\/span><\/h2>\n
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4. Split-Test Lead Gen Campaigns Between Clicks and Conversions<\/span><\/h2>\n
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5. Carousels Have the Highest Click-Through Rate<\/span><\/h2>\n
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