RSSM Digital NPAworldwide Edition December 2019 | Page 17

Facebook Ads
Made Easy
BY: STAFF WRITERS
It should come as no surprise that social media is the best place for companies to advertise if they want to
make the biggest bang for their buck. We love to use Facebook as one of our primary platforms for market-
ing campaigns, and today we are going to share our secret to creating an effective Facebook ad so you can
utilize the benefits. For those of you who want to a visual to follow along with our YouTube video, here is
the link: https://www.youtube.com/watch?v=zNdQpGwuE_U&feature=youtu.be.
Before you get started, think about what your objec-
tive is for the advertisement. When you first pull up the
creation page, you have to choose what kind of objective
this is serving. We, generally, use either brand aware-
ness or traffic. Brand awareness is best when you want
to make people familiar with your company. This is not
the moment for hard content because your objective is
to softly introduce your services and get people thinking
about your business. If you are looking to promote con-
tent that explicitly states what you do to catch potential
clients, traffic is the best option. Traffic advertisements
draw people in to click on your ads to draw them onto
your website. These are our top picks but take the time to
look at all of the options and decide what is best for your
campaign.
Next, you need to choose what audience you are target-
ing. There are a lot of factors to consider: demographic,
location, what people like, etc. This can be as specific
or vague as you want. For example, if you are running
a cupcake shop, you do not want to market to anyone
over three miles away; there are very few people who are
willing to drive over three miles for a cupcake. You need
to think about your business and what kind of limits fit
your audience.
Once you identify your audience, click on the custom
audience option. We have had luck with good leads that
came from website traffic and customer list. Website traf-
fic customization leads potential clients to your webpage
and catches their information so we can link back to
their Facebook. Now, we can follow up with content to
remind them about our services. Here is another exam-
ple: if you go online shopping and look at some shoes,
17
WWW.RSSM.BIZ |
but choose not to buy, by some “unknown coincidence”
the same shoes will pop up in your ads in a multitude of
colors; that is website traffic customization. Generally, it
takes more than one interaction to get a contract, espe-
cially in our business. The customer list serves a different
purpose. We have lists from trade shows, webinars, etc.
and we will follow up with emails or calls, but it takes
more than one touchpoint to get a reaction. You can up-
load those lists and start advertising your amazing con-
tent on their Facebook feed, so there is a better chance
they will remember you when they need your services.
One final tip for creating Facebook ads: there should
never be more than 20% of text on any picture. You are
already going to have a tagline, so the actual advertise-
ment should never go over the 20% limit. We are not
calling you out to put a damper on your day, but there
are many studies that say the average user will not look
at an advertisement with that much text; it can seem
daunting and turn people off when it comes up in their
timeline. When in doubt, keep things SEC: short, excit-
ing, and concise.
If you have any questions or need help creating your
ads, contact our Brand Manager, Ally Cole, at ally@eloc-
global.com.
Key Takeaways
Quote 1: When in doubt, keep things SEC: short, excit-
ing, and concise.
Quote 2: Before you get started, think about what your
objective is for the advertisement.
WWW.RSSM.BIZ