How to Maximize Facebook Ad Effectiveness: Use the Rifle, Not the Shotgun

Despite the incessant claims that Facebook is becoming a social network for the elderly, there are still 175 million-plus people logging in daily. In fact, if you’re reading this, you’re probably logged in right now. If you’re like us, you’re also logged into Twitter, Instagram, Snapchat, and Pinterest, but that’s beside the point.

The point is that Facebook is the most used social network and needs to be considered as such. That might change next year. But as far as 2015 goes, your organization needs to take it seriously. This means taking a moment to learn about just how effectively Facebook can now deliver your ads to a specific audience. So long are the days of simply choosing the age range and location of your target market and hoping for the best.

The following tips will get you on track with taking your organization’s Facebook advertising to the next level.

#1 Immediately Install Facebook Custom Audiences Code to Your Website

The most important social media advertising feature that you probably haven’t heard of yet is Facebook custom audiences. By simply placing a small piece of Facebook provided code within each page of your organization’s website, this feature allows you to continuously remarket the people that recently visited your site from Facebook. Once the code is placed, you’ll began the development of what we call a “shadow list” of people who have expressed interest in your products and/or services.

This means that the ads experienced by your audience are extremely relevant. What’s even better is the fact that it can track the behaviors of your would-be customers across every device they use. If for some reason they don’t buy, register, book, download, believe, consider or donate the first time around, you can hit them again with a slightly different message on another device in order to prompt action. In most cases, people need a few nudges to move in a new direction.

#2 Target Your Email Lists

So, you’ve worked your ass off gathering this massive email list and only get to use it during your weekly or monthly email blasts? Well, not any more. The other highly effective Facebook custom audiences feature allows marketers the ability to upload their email lists from an excel sheet or even a Mailchimp account and strategically serve ads to only users with those email addresses. This means that if you know the email of that prospect that you don’t want to forget your organization’s name, you can make sure he or she sees it every time they login to Facebook. Think of it as paying Facebook to follow someone around with an ad.

Obviously, this is not everything you would ever need to know to run an effective ad campaign on Facebook or we would be out of the job. Call or email us today and let us help your organization maximize its digital ad spending.

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