You probably have a great product or service to offer to your target audience. And you’re thinking of creating a Facebook advert to sell it to people you think might be interested in what you have to offer. What kind of campaign objective should you choose? Should you use Traffic, Store Visits or Conversions objective?
Depending on the nature of your product, and it’s pricing structure, you may get some people to buy from you immediately. However, a great majority of your target audience don’t know who you are. So why should they buy from you?
The right way to convert a cold audience, or people who are strangers to your brand or business, is to target them with Awareness ads. As the name suggests, these types of ads will make people aware of what you have to offer. It’s like an introduction advert, if you will.
On Facebook Ads, you can choose between Brand Awareness and Reach campaign objectives. While both are quite similar in nature, Brand Awareness ads are shown to people who might be interested in your business and Reach ads are shown to the maximum number of people in your target audience.
In order to make your brand memorable to people, you have to make your advert stand out. Remember, you are competing with a lot of other competitors for your target audience’s attention, so you have to think of a way to grab their attention right off the bat.
Facebook lets you choose from 4 different formats to try and hook your audience in: carousel, single image, single video, and slideshow. Use the best format you think may work best with your audience.
The best thing about Reach campaigns is that you can split test your advert (Brand Awareness ads don’t have the split test option available). This helps you narrow down the best ad creative, placement, ad delivery and audience to get higher conversions. Once you know the best converting Reach ad, you can then create a Brand Awareness campaign and use the winning advert from your Reach campaign.
Make sure to offer your cold audience something of value so they’ll remember you when you target them later on in the next stage of your Facebook Ads campaign.
Why Split Testing Your Facebook Ads Is A Must
Split testing is an important aspect of Facebook Ads optimization. However, not all ad objectives support split testing so it’s a bit unfortunate. Maybe in the future Facebook will allow split testing for all of their campaign objectives. For now, here’s a list of objectives that support split testing:
• App installs
• Video views
• Lead generation
• Catalog sales
If you’re on the fence about split testing, and whether it’s worth your time and money, read this short article to find out some of its benefits:
1. You don’t need to guess at what’s working and what’s not
With split testing, you get to cross off your list all those elements that are not working for your ads. By the end of a few tests, you’ll know exactly what’s working and what’s resonating with your audience, and what’s not. This not only helps you save time in the future – you’re not going to re-use those elements which are proven failures, right? – but you are also a step closer to creating the perfect high-converting ad for your business.
2. Your results are not due to luck
Some people get lucky with their first advert. But they’re few and far in between. If you depend on luck, you’re not going to get very far. Advertising means you need to spend money to reach people. If you depend on luck, you’re throwing money to the wind. With split testing, you can pinpoint exactly what made your ad successful. You can say with certainty that these elements are the reason for your ad’s success – and you can use the same elements again in your future campaigns.
3. It’s a worthy investment
With split testing, you get to spend money up front, but once you find a winning campaign, you can easily recover the cash you’ve paid for those failed adverts. You just need to have a detailed plan in mind and at least have an idea of the kinds of elements you’d want to test. There’s an infinite number of elements and combinations for every advert, so you need to narrow down your choices from the get-go and not spend too much money. This is the smart way to do split tests – have a theory or objective in mind and set to prove that theory right (or wrong).
If you miss any of the most important details or do things the wrong way, you may miss out on the fullest benefits offered inside the guide.
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