As Facebook continues to tweak the algorithm, gaining exposure on the News Feed gets more and more challenging–especially for businesses. From a social commerce standpoint, this impacts sales and necessitates new marketing tactics.
To keep up with the changes, Facebook Ads are a business’s best friend. For results, however, it’s important to make sure that you’re running them strategically, and not blindly. Your budget should be going towards increasing sales, not just likes and reach. Here’s a checklist to make sure you’re covering all your bases.
Should I boost through the Ads Manager or Timeline?
In the past, we’ve steered people away from the “boost button” on the timeline because it didn’t come equipped with full capabilities. With the new updates, however, tools for targeting a Custom or Look-a-Like Audience are available when boosting a post from the timeline. So click away!
Select a target audience.
How you do this will depend on your goals for the ad.
Existing Followers: Boost the post to a Custom Audience.
New Follower Acquisition: Boost the post to a Lookalike Audience
Not sure how to create a Custom or Lookalike Audience? First, this feature requires you use the Ads Manager, and that you have an email list of over 500 people (which you can export from Soldsie).
To create a Custom Audience, head to the Audiences tab in Ads Manager and upload a CSV or TXT format email list. Facebook will match these emails to current Facebook profiles. This will ensure that you’ll be able to boost a post to people you’re already connected to and who have expressed interest in your brand.
Creating a Lookalike Audience is also simple. Facebook can generate a Lookalike Audience from a variety of sources: fans of your Facebook page, website visitors, or a Custom Audience. This is a great way to broaden your audience based on your existing customers.
If you organically sell out of product on pre-set quantities, then try boosting a post that is announcing a pre-order for 3-5 days. (You shouldn’t be buying ads for something that’s going to sell out anyways.) Hopefully, boosting a pre-order ad will build volume on that product. If you do not normally sell out, then boost any of your sale posts.
Keep in mind that your ad will still be competing for coveted real estate on the News Feed. Make sure that your post has a great eye-catching image that will appeal to your audience. Here are some tips to raise Facebook Ad conversions.
Still hungry for more? Head over to 8 Best Practices for Facebook Ads for more great advice on the blog.