Facebook has 2.38 billion users. With 8 billion people in the world, that means you can reach a quarter of the world’s population just on Facebook. Whether you want to target a large swath of the population or a niche audience, Facebook is the way to do it.
However, we often hear brands say things like, “Facebook Ads don’t work.” It’s frustrating when you pour your soul into a campaign and it doesn’t work out.
But Facebook Ads isn’t to blame. The issue is that advertisers get carried away with creating a campaign that they don’t think about their audience. The result is lots of impressions, a few clicks, and zero conversions.
Don’t be your own worst enemy. Set up Facebook Ads right from the start using the principles of journey based advertising, or JBA.
Why should I use Facebook Ads?
Why do advertisers need to advertise on Facebook? Isn’t Google Ads or Amazon more effective? We’re all for using Google and Amazon, but Facebook has a place in your advertising mix too. Facebook gives advertisers 3 main benefits.
1. Make the most of Facebook’s massive audience
Facebook’s audience is gigantic. Nearly 70% of all US adults are on Facebook. According to Facebook, 1 billion people log into the social network every day. That’s your chance to get in front of thousands of potential customers.
Plus, if you need eyeballs on your Facebook page, Facebook Ads makes you more competitive. Facebook’s algorithm update made it pay-to-play, and if you’re paying, you’re getting noticed.
2. Superior behavior targeting
We love Facebook Ads because its behavior targeting is tops. If you need to niche down to a granular audience, Facebook has the tools to help you do that.
You can target users by:
- Life events
Facebook also allows you to upload a custom audience, which is perfect for retargeting and offers lookalike audiences to expand your reach. When you’re in a time crunch to get results, these targeting options help you set up an effective campaign fast.
3. Advanced tools and metrics
Facebook has built-in tools to measure campaign performance. If you set up a Facebook pixel on your site (and you should), you’ll get valuable, in-depth conversion data that you couldn’t get otherwise.
Oh, and if tools and metrics sound intimidating, Facebook offers a free crash course for its ads platform. Check out Facebook Blueprint to make sure you’re getting the most out of your PPC campaign.
Pairing Facebook Ads with journey-based advertising
Facebook Ads has a lot to offer brands. If you aren’t seeing results from your Facebook Ads, the problem probably isn’t the platform—your campaign needs a tune-up.
The best way to improve Facebook Ads is to embrace journey-based advertising. JBA takes the principles of inbound marketing and applies them to outbound tactics like paid ads.
If you’ve been writing overly-promotional ads, JBA helps you rein it in and instead focus on the buyer. It’s about having empathy for your customers during the advertising process, forging better customer relationships while boosting revenue.
The buyer’s journey is a critical component of JBA and Facebook Ads. This is what makes it possible to write better content for your customers—serving the right content to the right people at the right time.
Let’s dive into each stage of the buyer’s journey and how you can use JBA for better Facebook Ads.
In the Awareness stage, customers realize they have a problem, so your ad copy should focus on customer pain points. Your audience will see the pain point, connect to it, and want to learn more about your solution.
Make sure you set your campaign objective to “awareness” to reel in more Awareness-stage buyers. For ad formats, Facebook video or slideshow ads are engaging for top-of-funnel buyers.
Consideration-stage customers have viewed or clicked on your other ads. They’re actively looking for a solution to their problem.
For Consideration customers, set your campaign objective to “website conversions.” You want buyers clicking through to your website and downloading your content. Engagement is key with these lead nurturing strategies.
Of course, lead gen Facebook Ads are another option. Users can fill out their information natively without clicking away from Facebook, supplying their personal information with less friction.
Share ads at this stage that educate the prospect. This can be in the form of a blog, eBook, webinar, or infographic.
Buyers in the decision stage are close to buying. They want to know the nitty-gritty details like pricing and features before they make a decision. Set your campaign objective to “remarketing” or “lead generation” to get the most traction with these buyers.
“How it works” content is powerful for decision stage buyers, as well as feature comparisons, testimonials, and reviews. Consider using Carousel ads to showcase your product’s features or a process. Collection ads are also a great option to showcase products natively within Facebook, boosting conversions.
The bottom line
Let’s make ineffective Facebook Ads a thing of the past. Have more empathy for your buyers with carefully-structured campaigns designed to engage and convert. Extend your outbound strategies with journey based principles to turn Facebook into your next lead magnet.