How to Build Better Customer Experiences
Let’s face the facts, Facebook (with it’s 1.35 billion users) is the marketing tool of the future. There has never been a market as large as this social media, and considering the fact over 90% of mobile device users in Thailand will check their Facebook accounts multiple times every single day, there’s absolutely no reason (unless you don’t want to make money) not to be promoting your business on the social media Goliath.
More often than not, people are either intimidated by the process of using Facebook Ads or fail to do it properly, which of-course costs them an unnecessary amount of money. As we all know, marketing, when done correctly, must always have ROI as it’s bottom line. Today we’ll create a step by step guide on how to get you, and your business, making money by leading the right type of people to your website using the very powerful Facebook Ads tool. Let’s begin!
Make sure you are using Facebook as your business
Before we get started, just make sure that you are log-in as your business on the Facebook page. Even if you are an administrator of this account through your personal account, just double check you are now logged in as your business. In the picture above, you will notice we are ensuring we are ‘using Facebook as’ Voova Digital, which of-course is the website we want to promote.
Let’s create a Facebook Ad to promote our website
Ok, so now all we have to do is to head to the little wheel icon (yup the same on you clicked to ‘Use Facebook as’ command in the step above) and click on the ‘Create Adverts’ text, as exemplify in the picture above, which will take you to the next window where we will be able to make some choices regarding the objective of the Ad we are making.
Remember we want to bring more visitors to our website to increase our conversions, and ultimately, the profits we make through our website, so after the click, make sure you choose the ‘Send people to your website option’, like so:
Targeting your Audience:
Once you click that option, you will be asked to enter the URL or address for your website, once you do so, you will be prompted to the next screen where we will choose some of the specifics of the audience we wish to reach. Using the options provided, which include age, sex, location, language and interests just to name a few, you will be able to tailor your adverts to a very specific and receptive market, if you have been doing your marketing homework properly that is!
In case you have no idea who your customers are (and don’t worry, you are not alone in this, you’d be surprised to know how many business men out there are just plainly guessing!) you’ll find out that Facebook is a very powerful tool for your market research. Either way, make sure you try to use the parameters to pic a particular market segment that is more likely to bring customers to your website that have a greater chance of buying your product.
In Voova Digital’s case, we know our target market has these qualities: They are business owners, they live in Pattaya, they are interested in online marketing for their business. Based on this data, here’s how we’d complete the different fields:
Custom Audiences: This one is very useful you already possess a mailing list, list of Facebook users or a number of people using an Facebook app that you have already created. You can create a custom audience and import all of these details from the get go, Facebook will target them accordingly.
Location: We would choose Pattaya when doing local campaigns, maybe include Bangkok if we are looking to get newer leads in the capital
Age: We know for a fact most business owners in Pattaya are well beyond their 30s, so we will take this into account when inputting the age group. Generally we go for the 30-75 age group.
Gender: We love gender equality at Voova Digital, but Pattaya hasn’t quite gotten the memo yet. We always choose male for this field as 98 times out of 100, business owners in Pattaya are males.
Interests & Behaviors: We don’t generally target audiences based on these factors, we have found out that in Pattaya people are slightly random with their likes and interests to do a targeted campaign. So we prefer to use the next field a lot more.
Connections: Yea, this is a bit of a winner for us. Since we run other Facebook pages, we do have quite a nice audience and contact list to pull contacts from. In this field you can also target all of those people who attended your past events as-well, which is incredibly useful! (they wouldn’t have attended your event if they weren’t living in Pattaya would they?)
Let’s talk about the budget and the schedule:
So well done!! That takes care of your target audience, hope you managed to input enough details to make it a very targeted and specific campaign for your target marker. Now let’s move on to very important aspects of you campaign, your budget and schedule!
Ok, so looking at the picture above, you can set-up the maximum amount of money you spend per day so that you don’t have to worry about overspending. One thing you must be extremely careful is the next option ‘Optimize For’. By default this is set to ‘Clicks to Website’, change this to ‘Clicks’, if you leave the option as it was Facebook will charge you every single time your Ad is served (great for Facebook, not so much for your budget) instead of charging you every time your Ad is clicked (at least this way you pay for what you get!)
Lastly, only ‘set the amount that a click is worth to your website’ once you have a bit of practice AKA once you had time to experiment with different amounts until you find the one that works best for you. This being the first time we set a campaign up, you can leave the ‘get the most website clicks at the best price option’
Final step, let’s set up the pictures for your Facebook Ad
Though you will have certain amount of choice when it comes to the amount of pictures your Ad will show, there’s only one rule you should be following here: Make sure that any picture you upload is a GOOD PICTURE. Remember people click based on what they see only, if your Ad has a bad looking, out of focus or irrelevant picture, they won’t click! With that in mind, lets go over some of the options you are offered at the final stage of your ad creation.
How do you want your advert to look?
Here you get the choice between single image adverts or multiple picture Ads. In the past, we have gotten mix results, sometimes or single picture Ads do better, sometimes is the multiple picture versions that do better. Until we have more substantial evidence, we’d recommend you try different versions for the same Ad and measure which one does better for your particular business/product.
Choose different images to create multiple adverts
Here yo just have to add the pictures you want to appear on the Ad. Notice that by default Facebook will pull pictures from your website automatically, and as long as they are good, you can certainly use this ones. If the automatic pictures are irrelevant to your ad take some extra seconds and choose nicely shot, relevant pictures that will help convince people to click on your Ad.
What text and links do you want to use?
Now we get to the thick of it, it is time to choose your words carefully and try t come up with the perfect text that will get you the most people interested in clicking your ad. Now is when your sales and marketing experience will come handy! Let’s take a quick look at the information fields you are meant to complete:
Connect Facebook Page: Here you have to choose your business Facebook page so when the Ad appears it can show which page it came from (it also help as your ad will appear on people’s news feed )
Headline: You have a 25 character limit here. Make sure you mention your brand
Text: This is the text right before the Ad. Here you get 90 characters to explain a bit about your business and/or what you are offering on the Ad.
Call-to-action Button: Always add a call to action, tell people what you want them to do. Whether your objective is for them to book something you are offering, buy a product or simply click to find out more about your service, ALWAYS TELL PEOPLE WHAT TO DO.
News Feed Link Description (under advanced options) : Here’s where you spill the reasons why your product is good, whatever the Ad is for, make sure you mention the reason why people should click your Ad right in here.
Here’s our final Facebook Advert:
Conclusion:
Facebook has become one of the most powerful weapons in the marketer’s arsenal, it is of uttermost importance to get used to the way it works, and ideally, how it can work for you and your business. We hope you got to learn something today about creating Facebook Ads through this article, let us know if you need any extra support in your Digital Marketing efforts!
You are more than welcome to comment below, let us know how your first Facebook Ad came along 🙂
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