Facebook PPC: How to Achieve High ROI on Facebook

February 7, 2018 Andy Beohar

facebook ppcFacebook advertising can be a great way to reach and engage new leads online. However, the success of your Facebook ads depends on how effective and well-planned your campaigns are. Below, we’ll provide some of our top Facebook PPC strategies to help your business boost ROI on Facebook:

Facebook PPC Tip #1 - Take advantage of Lookalike Audiences for Facebook PPC.

Are you using Lookalike Audiences to help you reach more qualified leads? Facebook’s Lookalike Audience feature may just be the key to Facebook PPC success. Every company wishes that they can clone their best customers. While this isn’t possible, Facebook Lookalike Audiences are the next best thing. This Facebook ad tool allows you to find and deliver targeted ad content to prospective customers who are most like your current customers.

The key to getting the most out of this feature is knowing just how to use it. To get started, you can upload your email list to Facebook and create a custom audience based on your current contacts.

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Then, Facebook will help you create a lookalike audience of new users based on the interests and other characteristics of your current customers. Using this feature to build a new audience can help you improve the relevancy of the leads that you bring in through your Facebook ads.

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For best results, you should start by creating a lookalike audience based on your best customers. These are the individuals who have already proven to find value in your brand and continue to purchase from your company. Separate this list of your best customers from your overall contacts and create a Custom Audience based on these best customers. By looking for other users who are similar to your these valued customers, you can work to boost the ROI of your Facebook ads.

Facebook PPC Tip #2 - Use retargeting to reach back out to previous site visitors.

If you’re not taking advantage of Facebook’s retargeting capabilities then you’re missing out on a powerful opportunity to reengage potential leads. Facebook allows you to retarget visitors who have stopped by your site but haven’t taken a specific action or made a purchase yet. These consumers have shown an interest in your brand, but they may need further information, encouragement, or a reminder to get back on the path to purchase.

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With retargeting ads, you can take advantage of the interest that these users have previously shown in your brand. Since your retargeting audiences are already familiar with your brand and the products or services that you provide, your ad content can reflect this by being a bit more direct. Don’t be afraid to use sales-focused language here as it may be just the push the consumer needs to complete their purchase.

Depending on the type of product or service you provide, you may want to use Facebook retargeting ads as an opportunity to provide additional content or offers that will help these users make a purchasing decision. For instance, let’s say you are a SaaS provider that offers a somewhat complex or expensive product. Rather than going straight for the sale, you may want to retarget these users with a free trial or consultation offer. You could even provide a detailed e-book or case study, depending on where these users are in the buyer’s journey.

It’s important to note that sometimes consumers need to see your content a few times before finally taking action. This means that you shouldn’t be distressed if you don’t see results from your retargeting campaigns right away. Also, retargeting ads tend to be more expensive, which can be a deterrent for some businesses. However, you are reconnecting with those who have already shown interest, which means that you’re more likely to engage this audience than cold leads, making the investment worthwhile in the end.

Facebook PPC Tip #3 - Develop video ad content to boost Facebook PPC results.

Video is one of the most powerful content formats for the modern marketer. Engaging visual content allows you to attract your audience’s attention and tell a powerful story about your brand. However, you have to think about video a little bit differently when it comes to creating effective Facebook PPC ads.

For instance, you don’t want to model your ad content off of a 30-second TV ad. Facebook is a unique platform, and as such, you need to create unique content for your Facebook ads. While developing your story board, be sure to keep in mind the specific audience segment that you will be targeting with your ad content. You will need to consider how you can encourage this audience to click on your site or engage with the content in another way like sharing the video or leaving a comment.

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Similarly, be aware of the fact that your content is competing for the attention of your audience. Not only are you up against other brands but also the user’s friends and family. This makes it imperative for you to engage your audience quickly and make it clear what value your brand provides. Make sure that your content captures the audience’s attention within the first 5 seconds of video and gets to the point as soon as possible.

Facebook PPC #4 - Test different aspects of your Facebook ads as often as you can.

When it comes to Facebook advertising, the only way to know for sure what works and what doesn’t is to A/B test your ads. There are a number of different options that you have for putting together ad campaigns in Facebook, which means that there are many different elements that can impact your success. Facebook A/B testing helps you figure out which factors may be helping you or holding you back.

Facebook actually makes the A/B testing process quick and easy with its split testing feature. This feature allows you to test out different versions of your Facebook ad. Both versions of the ad will be tested on your target audience. Then, Facebook will provide you with the data you need to identify which ad variation performs best.

When developing A/B tests, you will only change one variable of your ad. This can be your ad placement, the image you use in your ad, or even the ad copy. With Facebook’s split testing feature, you choose the variable that you want to test, and Facebook automatically produces an ad that is identical except for the tested variable.

Testing your ads often and experimenting with different ad placements, copy, images, and calls-to-action is the best way to optimize your Facebook ads. For best results, you can take what you learn from each A/B Facebook ad test and apply it to your future campaigns. Over time, you will find that your return on investment will improve as you are able to make data-driven decisions about ad design and placement.

Facebook PPC Tip #5 - Target audiences by interest to improve ad engagement.

In addition to targeting audiences based on demographic information like age or location, you can also target users based on their interests and behaviors. Facebook has collected a vast amount of data from its 2 billion users, including every like, comment, share, and follow. Your business can take advantage of this wealth of information by targeting Facebook users who have interests that closely align with your business or align with those of your current customers.

To create target audiences based on interest, you will click on “Audience” when creating your ad set. Then, you will see a drop down menu under “Detailed Targeting” that allows you to choose the interests that you’d like to target in your ad campaign. Here, you can type in your own specific keywords based on your target audience’s interests or behaviors or browse the preset to look for interests that align with your target audience.

Another strategy is to type in specific competitors names or Facebook pages. This allows you to put your ads in front of those who have already shown an interest in the types of products or services that you provide. By delivering engaging and interesting ad content to these users, you may be able to convince them to give your brand a chance.

Once you’ve chosen an audience group to target, you should create content that speaks to this interest. For instance, if you sell sports equipment, and you’ve chosen an audience based on their interest in playing soccer, your ad content should speak to the audience’s needs and challenges. In other words, your ad might showcase your brand’s latest promotion on soccer cleats for men and women.

Facebook PPC Tip #6 - Use Facebook PPC ads in combination with Google AdWords.

Though Facebook PPC ads and Google ads are often thought of as separate campaigns, when you use the two in combination with another, you can boost the ROI of your Facebook campaigns. Here’s how it works. You can create Facebook adds aimed at leads who are at the top of the marketing funnel. These are consumers who are just starting to research their challenges and learn more about how they can solve them. You can capture their attention by developing Facebook ads that create awareness and generate interest in your brand.

Then, you can reach back out to these users once they are in the consideration and decision stages through Google PPC ads. At this point in the funnel, consumers are doing more research to learn about their options and trying to find out which brands provide what they need. Most consumers will turn to the search engine when looking for this information. Google PPC ads help you show up at the top of the search engines results page (SERP) when these visitors search for keywords related to your brand. 

Though there is no guarantee that your previous visitors will click on your ad on the SERP, your Facebook ad campaigns help increase the likelihood that this will happen. The Facebook ads helped you generate awareness for your brand within your target audience. Since these previous visitors are already familiar with your brand from your Facebook ads, there is a good chance that they will be more inclined to click on the ad and maybe even make a purchase. By using the Facebook and Google ads together, you are working to reach interested customers from your target audience during each stage of the marketing funnel.

After you have created your ad in Facebook, you’ll need to set up a Remarketing List Search Ad campaign, or RLSA campaign, in the Google AdWords platform. This type of Google AdWords campaign helps you retarget those who have already visited your site. It also increases your bids on keywords for those who have already shown an interest in your products or services. By using RLSA to adjust your bids for these users, you are able to optimize your budget by spending more on the leads that are more likely to convert.

By including Google ads as part of your overall Facebook ad campaign strategy, you can work to capture prospects that If you’re still not getting the results you want with your Facebook PPC ad campaigns, then it may be time to call in the experts. The team at SevenAtoms specializes in providing Facebook marketing services such as Facebook ad audience targeting and A/B testing. Partnering with us can help your brand boost ROI on Facebook while bringing more qualified leads to your site.

Contact us today to find out more about how our team can help transform your Facebook ad campaigns.

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