Facebook PPC has become one of the most effective advertising strategies in the history of advertising. With over two billion users, virtually any type of business can make an extraordinary use of utilizing Facebook for advertising. Throw in Facebook’s incredibly robust and easy to use ad Power Editor and supplementary tools, and you’ve got one of the most powerful marketing combinations.
Facebook PPC Tips
When it comes to PPC, it’s incredibly important to always keep an eye on how much money you are spending and what you are receiving in return. Keep in mind that there are several ways to measure your return; for example, you could choose to use revenue or customer retention as a metric. This guide is very ROI (Return On Investment) focused, and it is designed to help you fine-tune your Facebook PPC campaigns.
1. Set Up Your Facebook Pixel
If you take anything away from this guide, let it be this tip. Setting up a Facebook Pixel is one of the most important things you can do for your marketing campaigns. A pixel will help you build better campaigns in the future, while also helping you get more value out of your current marketing efforts.
While it may sound a bit complicated, a Facebook Pixel is simply a small string of code you place in the HTML of your website. By placing and triggering non-intrusive cookies, the pixel tracks users as they engage with your site and ads.
This small string of code helps you do everything from track conversions from your Facebook ads to remarket to qualified leads. The list of benefits of utilizing a Facebook pixel is pretty extensive:
a. Track conversions: This gives you an intimate understanding of how customers interact with your site after they see your Facebook ad. It also allows you to track visitors across several different devices. This valuable data can be used to optimize your campaigns for a certain device. For example, if you find that people are finding your ads on mobile but switch to desktops to make a purchase, you can streamline your campaigns to reduce as much friction as possible in the transition.
b. Remarket: The tracking data allows you to create targeted ads to people that have already qualified themselves by taking a certain action on your site. For example, you could show users who abandoned their carts specific ads containing a product they had in their cart.
c. Creation of Lookalike Audiences: Facebook Pixels allow you to magnify your reach for future campaigns by creating lookalike audiences of people who have similar interests, likes, and demographics to people who have already been interacting with your site.
2. Understand Facebook’s Ad Guidelines
Having an in-depth understanding of what Facebook does and doesn’t allow is going to make your ad creation strategy. The key to efficient Facebook PPC is to eliminate any potential surprises and obstacles, and there are few things as annoying as finalizing an ad’s content only to realize Facebook won’t allow your ad to be seen due to an ad guideline violation.
It’s important to stay up to date on Facebook’s Ad Guidelines. Facebook is constantly working to improve the user experience, and ads that worked a year ago might not fly today. For example, Facebook has been progressively moving to minimize “click-bait” content, and ads that could trigger Facebook’s ad approval algorithm won’t be shown. A few Facebook Ad guidelines that often surprise merchants include:
a. Text in images: “Our policies previously prohibited ads with text that covered more than 20 percent of an ad’s image. We’ve recently implemented a new solution that allows ads with greater than 20% text to run, but with less or no delivery.”
b. Limited references to Facebook brands: “Ads linking to Facebook or Instagram branded content (including Pages, Groups, Events, or sites that use Facebook Login) may make limited reference to “Facebook” or “Instagram” in ad text for the purpose of clarifying the destination of the ad.”
c. Grammar and Profanity: “Ads must not contain profanity or bad grammar and punctuation. Symbols, numbers, and letters must be used properly.”
d. Prohibited Content: Facebook’s list of prohibited content is fairly extensive. Ads cannot advertise tobacco, drugs and drug paraphernalia, adult products, unsafe supplements, or adult products.
Facebook makes it very clear that advertisers have the responsibility for understanding and complying with Facebook’s Ad Guidelines and all other applicable regulations and laws. Businesses that fail to comply could end up getting their ads canceled, and even have their accounts terminated.
Keep yourself in the green by reviewing Facebook’s Ad guidelines and keeping up with any updates.
3. Remarket Like a Professional
Remarketing can be a phenomenal strategy to push second and third chance conversions, but only if used correctly.
A major cause of pain and confusion for merchants is the creation of an effective Facebook Audience for remarketing purposes. The key is to build these Facebook audiences manually, as opposed to simply just relying on your tools to do the job for you.
Utilizing a Facebook Pixel is a great first step for remarketing, but it is just a first step.
Someone who clicks on your website is a slightly warmer lead than someone who doesn’t, but just because they ended up on your website doesn’t necessarily mean they are ready to buy. This is why it’s imperative you build custom audiences with intent. The