Is your Facebook ad spending going through the roof without much return? Well, you’ve come to the right place. In this blog, Digital Googly, a digital marketing company in India, will share with you four essential tips to reduce your ad spending without compromising on returns.
Tip No.1: Think About How You Use Facebook Ads
As marketers are now bound to use the first-party data through Facebook, it is essential to be creative with what’s available.
Building brand awareness through campaigns can go a long way in raising your users’ interest in your business and what you can do for them.
You can also design and run engagement campaigns to get more prospects to interact with your page and your organic posts.
The data that your page generates through this engagement provides Facebook with more tools you can use in future ad targeting, says the digital marketing company in India.
Tip No.2: Look for Holes in Your Current Marketing Strategy
Looking for holes in your own boat can be a major bummer; however, it’s better to address them early before you drown down under. If you notice that you’re losing prospects, find out the point where you are losing them in your campaign. Facebook can masterfully track all users’ data on their platform, but when it comes to your website landing page, it can’t track your prospects very well.
To bridge the data gap, you can use a tool like Google Analytics to help track what happens on your website and determine your conversion rates.
Example:
Hole in the campaign – Imagine a company planning to arrange a webinar. They develop a Facebook ad that links to their website’s webinar page. The click-through rates shown by Facebook remain high; however, the conversion dangles below expectations. People visit the company’s site and inquire about the webinar but do not sign up for it. This problem makes their ad spend of no use.
Solution – The company can benefit from tweaking the way they run their lead generation. Instead of running the webinar ad on Facebook, the company can run engagement ads, brand awareness ads, write a free PDF guide and ask users to download it. Then, on the PDF guide’s thank-you page, they can place the invitation to their webinar.
Running brand awareness ads, in addition to a lead generation ad to download a free PDF guide with the webinar invitation, can help drive your ad costs back down and still get results.
According to India’s top digital marketing companies, audiences are more at ease downloading a free guide than committing to watch or attend a webinar without knowing what the company offers.
Therefore, before asking an audience to take action, it is essential to educate them about your brand before committing to action like buying or watching that webinar.
Tip No. 3: Refresh Facebook Ad Creative At Least Once a Month
When you see your ad costs surging, one of the first things you can do is refresh your ad creative, says the best digital marketing company in India. Replacing your ad image and copy with a fresher version will help you stand out to your prospects. The Facebook algorithm also tends to favor new items over older items.
Many marketers make a mistake in strategy: they wait for too long before updating new imagery. The ad cost already starts to climb before they get on with their designing, testing and finally replacing the old imagery in the ad.
Instead of procrastinating and waiting, start working on new imagery and keep it in hand. Once you notice your ad costs increasing, switch the ad sets for the new image.
The rule of thumb for most ads is to examine and refresh the creative about once a month. For high-budget ads, consider refreshing that creative a little more often.
Tip No. 4: Test 4 Facebook Ad Campaign Components
Social media marketers cannot afford to post an ad and lay back. They must always be aware of the ongoing trends, changing audience expectations and test and optimize their ads accordingly.
The usual suspects you should constantly test include headline, copy, imagery and format. According to the digital marketing company in India, constant testing will allow you to timely optimize these elements as per the changing expectations and needs of your audience.