Facebook retargeting campaigns can be used by nearly every Facebook advertiser with a Java-enabled website with steady traffic, but are best suited for online-based businesses, such as ecommerce. This is because online businesses typically have a high volume of site visitors, giving the advertiser a lot of insightful information from the Facebook Pixel. Why Not to Use Google Ads Campaign Goals
“Apply the metrics they give you to your goals, not superficial expectations based on generalized perceptions of success that some ‘guru’ tells you,” says Brett. “If your strategy is to drive clicks and lower costs in relation to the volume of people you are reaching, take the Relevance Score route. If you want leads and conversions that could turn into potential customers, focus on CPA. Stick to the fundamentals.”
Ecommerce companies like Amazon use event ads to boost sales at specific points during the year, and Facebook event ads make this easy. When investing in event advertising, build a list of the holidays, shows, conferences, and awareness months your business cares about. That way, you know exactly which marketing campaigns line up with these occurrences and when to promote it on your Facebook Business Page.
For example, let’s say you want to use Facebook Messenger as a way to generate leads and drive sales. You can use your chatbot to greet potential customers and gather critical sales information (like their email address, how they found your brand, and what kind of products they’re looking for)—and then pass that information on to your salesperson to follow up. Using the chatbot to gather that initial information will save your sales team a ton of time, which means they can connect with a higher volume of customers—and close a higher volume of deals as a result.
To use Facebook retargeting ad campaigns effectively, you will need to create great campaigns with ads that speak to your custom audience with a focus on driving traffic to your site, which then increases the audience you can retarget ads to. Therefore, be sure to create ads that match your custom audience’s interests. Remember: even the best audience won’t convert without great ads, so take the time to create ads that will attract your precise users.
Aside from pre-produced video, Facebook Live is another option to explore multimedia content. Facebook Live is a feature that allows live-streaming capabilities to users on their desktop or smartphone. It’s available to any Facebook user, but is particularly appealing to brands who want to capture the culture of their company and form authentic relationships with their followers.
The Facebook algorithm decides when and where a business’s organic page posts and ads appear. It’s constantly changing and evolving, meaning marketers have to constantly stay on their toes so they can figure out what to expect. The one commonality is that each change is intended to provide a better experience for Facebook users – so that’s the best place to start if you want to figure things out.
If you follow the 80-20 rule, you’ll use 80 percent of your Facebook posts to inform, educate, and entertain, and the other 20 percent to promote your brand. Remember that using Facebook for business is all about building relationships, and self promotion is not a great way to do that. But if you provide enough value, your audience will be open to learning about your products and services in those 20 percent of posts that are more sales-focused.