How Do I: Make My Facebook Advertising Work for Me?

We’ve shared a lot about the building blocks of starting a Facebook ads campaign, from determining your objective and target audience to choosing the right image and writing ad copy. But setting up your ad is only the first step in the success of your advertising campaign – and a lot of it depends on what happens once your ad is launched! Here are a few tips to make sure your Facebook ads go a long way for your business.

Keep Your Facebook Page Active

You need a Facebook page for your business before you can start advertising. But that doesn’t mean you should keep your page bare bones and never log into it once your ads are up and running. Even if your ads don’t explicitly drive people to your Facebook page, a user might view your page anyway to learn more about your business. So while you should make sure your business details are complete and up to date when you start advertising, it’s just as important to keep your page fresh with regular posts including tips, specials, photos, and videos.

Refresh Ad Creative Often

Here’s a secret you won’t always see – switch your ad creative out regularly! This might seem like a lot of work, but there are a few reasons why having new images frequently can help your ads.

  • Depending on your targeting parameters, your ad might show to the same users multiple times, so you can re-engage the same audience with an updated ad
  • Any time-bound content, such as sales or limited-time offers you’re featuring in your ads, need to be replaced when they expire
  • Seasonality may impact the products or services you feature in your ads; for example, you may swap out an air conditioning ad you’re using in the summer for heating ad in the fall

When you update your ads, using a totally different image (such as a lifestyle image vs. a product image) can help you test what type of imagery drives more engagement from your target users. Here are a few tips for selecting great images for your Facebook ads! You can also take advantage of Facebook’s creative hub to see what your ads might look like before you build them.

Track Results to Improve

There are many ways to measure the results of your ads, and it begins with one question: What’s your objective? This will help you determine if the results your ads are driving are hitting the mark. For instance, if your goal is to drive brand awareness for your new business in your local community, then you may want to look at impressions and engagements as an indicator of success. If your goal is sign-ups on your website, then you want to look at both the clicks on your ads and the completed forms on your site. Adding a Facebook pixel to your website and/or using lead tracking and management software will help you identify which contacts were generated by your Facebook ads. Knowing how effective your ads are at hitting your goals – and which ad elements stand out as driving better results – can help you continue to tweak and improve your Facebook advertising strategy.

Follow Up with Contacts

No matter the goal of your Facebook ads, you’re likely to get some amount of engagement, such as comments on your ads, or new inquiries from your campaign. But leaving those things unchecked could be detrimental to your reputation, and to the success of your advertising. It’s important to take note of and respond to comments on your ad that require attention – especially a negative post from a customer or prospect, since those display to anyone else seeing your ad in their News Feed. But what’s even more critical to your bottom line? Responding to the actual contacts and leads you get from your ads. Whether it’s a phone call, form submission, or email, tracking each lead and following up right away can help you turn those prospects into customers and measure the success of your advertising.

Managed Facebook Advertising

Truth be told, there are a lot of aspects to managing Facebook ads that go beyond setting up your campaign and creating your ad. You still need to continuously manage your Facebook page and reputation, refresh your ad creative, and review the results of your campaign in order to get the most out of your ads. Plus, and following up with new leads is vital to get new sales from your investment. Learn more about how ReachLocal’s Facebook advertising service and lead management software can help you do it all.

Tamara Weintraub

Tamara is a content marketing manager at ReachLocal with over 7 years experience in B2B marketing and has a nerd-level affinity for software and technology. She specializes in helping local businesses succeed online, writing and learning about Google, search advertising, SEO, and social media marketing. When she's not writing about online marketing, you can find her watching cult TV and hanging out with her Doberman.

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