How to Turn Your Facebook Ads Into Real Revenue Drivers
Facebook is anything but an old-school media channel. However, most brands haven’t realized it yet. Instead, they get too caught up in vanity metrics — you know, the ones that make us feel good about our decisions — that they fail to dig deeper than fans, likes, views, or shares.
Don’t get me wrong, these low-hanging fruits can certainly tell you whether you’re building brand awareness. They can also provide a glimpse into the effectiveness of a social campaign. The downfall? Impression-based metrics only show part of the path to conversion.
It’s safe to assume that a high percentage of dollars allocated for Facebook advertising, which is set to hit 23 percent of total U.S. digital ad spend, goes toward brand awareness and video views. This fact is not lost on the king of social media, either. Consequently, Facebook’s Blueprint training puts a lot of focus on brand awareness, and the company itself makes brand lift case studies available to its largest advertisers.
The Value of Your Virtual Corner
But Facebook — and social media as a whole, really — can do more than increase the exposure of a brand. It can drive a tremendous amount of traffic to your business. What’s more, it’s probably one of the most economical outlets for converting average consumers into loyal customers through the internet today.
Take, for example, Antonia Saint New York, a high-heels startup (and, full disclosure, one of my firm’s clients). It was recently featured as the first crowdfunding Facebook Ad success story after experiencing seven times better returns on ad spend by driving highly targeted traffic to its sales page. There were nearly 1,800 sales from Facebook traffic over a 40-day period.
Needless to say, there’s a lot of value in carving a virtual corner for your brand on this platform — as long as you match the message with the creative, the targeting with the offer, and the campaign with the landing page. In other words, do everything you would with a traditional marketing campaign — just make sure to gear it toward the channel.
From Brand Awareness to Real Revenue
The following tips should send you down the path to success when it comes to utilizing Facebook Ads to drive revenue:
- Use conversion optimization campaigns.
When you set up a Facebook Ad, you can tell the platform your goal for the campaign, such as conversions, impressions, or link clicks. Choosing the Facebook pixel and conversion event will optimize the campaign for conversions.
With the Facebook pixel properly set, Facebook is now able to tell when a user converts into a buyer. The platform also uses machine learning over time to identify who to target, when to target them, and where to place ads to improve the chances of conversion.
- Go custom with your audience.
If you know exactly who you’re targeting, Facebook allows …read more
Source:: Social Media Explorer