Facebook is a powerful tool for digital marketers. From communicating to customers and getting their feedback to getting more fans and spreading the word about your business, Facebook has changed the digital marketing landscape.
Facebook advertising has been a large player in that change. Once the social media platform started to charge brands to communicate with their customers and new customers, the potential for gains and losses got much more serious.
One thing that digital marketers sometimes forget about Facebook advertising is that you can drive real profit with them. Facebook has taken the time to create different types of ads that can drive profit as well as social engagement. Here’s how to make your Facebook ads profitable.
Don’t underestimate lead ads
A few years ago, Facebook introduced lead ads. These ads allowed advertisers to gather contact information for their customers and new customers to boost their email marketing campaigns. Facebook’s lead ads are different than any of their other ads in that people fill out their contact information without leaving the app.
In some cases, the contact information is auto-filled for the customer and all they have to do is click that they confirm that they want to receive emails and hit submit. This removes one of the biggest Facebook ad hurdles: click through.
After you have collected your leads, you can download them in a CSV file or integrate it directly with your email marketing platform. Facebook supports a number of these platforms, so putting the leads to work is easier than ever.
Facebook lead ads work to drive profit in a twofold way. First of all, they get your company name out there which means brand awareness. Secondly, they give you leads. Leads are invaluable to digital marketers and allow you to remarket effectively and efficiently.
Use the Facebook Pixel
If you don’t already know about it, Facebook’s pixel has changed the Facebook advertising game. The Pixel is a little piece of code that you put in the code of your website to track that behavior and clicks of a customer.
The Pixel can be set to trigger for a number of things such as view page, add to cart, purchase, add payment information, and more. These triggers can help you more effectively use Facebook to advertise to your customers.
For example, the Pixel allows you to go into Facebook and create custom audiences. Say you have been noticing a lot of people abandoning cart recently. If you have the Pixel on your website with an add to cart trigger and a purchase trigger, you can create an audience of all the people who added something to their cart but didn’t purchase.
This creates an instant remarketing campaign. Now you can create a Facebook ad with a “Hey, it looks like you forgot something in your cart! Buy it now!” message and get those people to convert.
Use mobile ads
When it comes to Facebook, you have to embrace that most people use their phone to browse it. Mobile ads are the way to connect with these mobile users and they actually convert pretty well as far as Facebook ads go.
Mobile ads are incredibly effective when you are trying to accumulate Facebook pages likes to grow your network and application download campaigns. Both of these can be conversion and profit drivers for your business.
As your Facebook page accumulates likes, more and more people see your content and are more likely to drive profit. If you have an app and use a mobile ad to get people to download it, you open a whole new world of remarketing and app activity.
Use mobile ads to your advantage and they can pay off in dividends.
Books by Michael Ezeanaka