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When you are trying to run a social media campaign, Facebook is the default option due to its reach. There are now more than two billion users worldwide who are active on the platform, and they could potentially be your target reach. Facebook is also replete with features designed to optimize your ad campaign. But you need to be aware of them to maximize their full potential.


When you are running a Facebook ad campaign, remember the following strategies:


  1. Create a backup of backup - Produce different versions of your ad content to make it easier to shift your campaign mid-stream. Even if your team thinks that your ad copy is already perfect, you never know how your target audience will react. Think of it as a shotgun approach. As the pellets scatter, there is an increased likelihood that you will hit something. For example, when you create a text ad with a catchy headline, write different versions of that headline in various tones and styles. Try to write longer paragraphs or shorter paragraphs, and experiment with your sentences as well. You can take advantage of the Dynamic Creative feature of Facebook, where you can input a maximum of five headlines, including images. As they say, the more entries, the more chances of winning.
  2. Utilize Facebook Canvas for more immersive content - The Canvas ad allows users to click on the mobile ad without being directed to a third-party app. Canvas is designed for mobile, which is significant since more than 7 in 10 people in the United States are using mobile phones to access the Internet in 2021. Using this Facebook feature, you can tell powerful stories to leverage your brand and products. The best part is that Canvas does not need a steep learning curve to create interactive content copies hosted on Facebook.
  3. Invest in video ads - As if you do not know by now, videos perform miles better than a text ad or a static image in terms of engagement. One drawback of the video is how costly it is. For example, you can expect to spend at least $1,500 for a semi-professional outcome. The cost does not include the script and the talent.  Fortunately, technology makes it easier for small organizations to produce their content using smartphones and proprietary editing software. Do not be discouraged if your first attempts do not get too many engagements. Think of it as intelligence gathering. Your succeeding videos will target those users who braved through more than 10 seconds of your ad.
  4. Use Lead Ads - The Lead Ads feature enables prospects to connect directly with the advertiser by simplifying the mobile signup procedure. Your target audience does not need to jump through hoops to sign up for an offer, email subscription, newsletter, coupons, or event. You can also collect business intelligence without a landing page or without logging out of Facebook. The social media platform claims that Lead Ads will cut the cost-per-like by as much as four times.
  5. Post Engagement Ad - Post engagement refers to the number of actions your followers take on your ads. The actions include liking your post, clicking on the link, reading the content, sharing your ad, and commenting on the post. The problem with some businesses is the lack of follow-through. They do not know what to do during post-engagement. As a result, they fail to exploit an already engaged audience and convert them into paying customers.
  6. Facebook Targeting - Ad targeting enables you to find people interested in what you have to say. Facebook is already doing an excellent job of showing your ad to people who might be interested in your business. But you can narrow it down further to target potential leads and design a Facebook ad that is specific to them. For example, if your ad targets a broad audience range, your reach may be more expansive, but it does not necessarily translate to sales.  However, if you design your ad for American women, you narrow down the target to 150 million users.
  7. Exploit Lookalike Audience - Facebook has this handy feature that will allow you to reach new targets who are doppelgangers of your existing customer base. The only reason they are not patronizing your business is that they might be unaware of your existence. Facebook will then identify the common traits and other qualities of the potential customers and then redirect your ad toward them.
  8. Ensure relevance is high and frequency is low - The frequency refers to the number of times the potential target audience will see an ad similar to yours. Ideally, the frequency should not exceed three times to prevent saturation. Baseball has a three-strike rule. In the same vein, if the target audience has not taken action after three times, then the likelihood they will do so after the fourth or fifth time is slim. Meanwhile, Facebook has a scale of 1-10 to determine the relevance of your ad.
  9. Campaign objectives should match your business goals - When you set up your Facebook Ads, you will have to input your marketing objective. Do you want to expand brand awareness or generate leads? Would you be more interested in getting more engagements or traffic or boost your sales?
  10. Audience Insights - The feature will provide you with a snapshot of your audience and get to know them better than before. There are two types of users on Facebook--the general population who use social media for one reason or the other, and the users connected to your page. Using Insights, you can chart their online behavior, follow the links they clicked, the videos they watched, or the pages they liked. You will have a glimpse of their lifestyles and even their location. The amount of intelligence you can gather using this tool is invaluable to creating a targeted ad with a high conversion rate.


Those are some of the things you can do when running your social media marketing campaign on Facebook. But if you have no time to learn all these things, you can always hire a pro to do it for you.



More than three in seven people in the world are Facebook users. In real terms, the figure translates to more than 2.7 billion active users.


What makes Facebook an effective channel for advertising is not only its massive reach. More importantly, it allows any mom-and-pop shop to scale its business using the social media platform.


While Facebook is not a great equalizer, it narrows the gap between the haves and have-nots.


A small business can run a cost-efficient ad campaign that will help drive sales. But they need to employ the right strategy to maximize returns for their investment. It is not as simple as putting in money and expecting profits in return.


Helpful Strategies for Your Facebook Ad Campaign


  1. Strive for authenticity - Who are you, and more importantly, how would you like people to see you? Those are tricky questions since they do not necessarily demand a straightforward answer. But people gravitate toward the company because they know they are not being lied to or manipulated. Who you are will influence the tone of your voice.
  2. Charting your customer journey - The next step is to know who your customers are. The customer journey is different from a customer profile. The journey starts from the time they signified the problem to the point where they identified a solution. Facebook Insights is still the handiest tool to map out how your customers are interacting with your page. It will tell you what type of ad content to produce. Using a blog post to target your customers is a waste of money when a click ad would have been the better choice. It all depends on the analytics since they will give you an accurate glimpse into your buyer's persona.
  3. Use Messenger to your advantage - Adding Messenger to your ad content will drastically shorten their customer journey. Clicking on Messenger will enable them to connect to a customer representative right away who can answer all their questions. You can also use bots to make your company more responsive 24/7.
  4. Test your ad - The pandemic brought the marketing in flux, making it harder to predict customer behavior.  It is why you should always test the waters, so to speak, using A/B testing. The A/B testing allows you to revise your ad's different elements, including placement and content, to optimize its performance. You can compare your various ads and see which one is more effective in reaching out to the audience and directing them to your sales funnel. You can even test your previous ads and see how they perform under the new landscape.
  5. Exploit AI - Do you know that you can automate your ad placements so that you can reach your audience when they are most likely to spend? Facebook calls this liquidity, which means that you direct your money toward the channel, leading to the strongest impression. Facebook has found out that automating bidding and placement will allow the advertiser to save on the incremental costs. Machine learning also enables you to be more prudent about how you are distributing your ad spending.
  6. Employ omnichannel approach - As you may know, people use their smartphones to shop online. For instance, this year, 54% of e-commerce sales will come from mobile. But it does not mean that you stack all your investments to run ads targeting mobile consumers. You need to combine your approach to reach your target audience across multiple channels. It could mean digital, mobile, analog, desktop, or a brick-and-mortar store.


How Much Is My Budget?


The bigger question is, how much budget should you set aside for your Facebook ad campaign?


Facebook ad revenues continue to rise. For instance, in 2019, the ad revenue was nearly $68 billion, projected to hit $81 billion in 2020, despite the pandemic. Meanwhile, the social media platform is expected to hit $95 billion this year.


More than ever, it is the ideal time to invest in Facebook ads since the prices are down across the board. For example, in March 2020, the cost-per-click on the platform dropped to just nine cents per click from the 11 cents in January 2020.


The beauty of Facebook is you can run your campaign on a small budget. You can set a budget of 70 centavos per CPC, for instance. You can start at $5 per day for your Facebook ads, which is equivalent to $150 per month.


Multiple elements come into play when strategizing your budget, and it is best if you solicit the help of a social media strategist to get the most of your investment.


Key Trends to Watch Out For


As a bonus, here are some of the trends in 2021 that may impact your Facebook ad strategy.


  1. The new normal - The coronavirus changed the landscape like no other. Even with the vaccine rollouts, experts anticipate 2021 to be the same as 2020 in terms of its effects on nations' economies. Business owners are penny-pinching as they see their resources shrink. You have to decide whether to ramp up your Facebook ad spending or be more conservative with your marketing budget. However, you must know that fortune rewards the brave. Those who put out money during the global financial crunch in the late 2000s were better positioned to enjoy the windfall.
  2. The platform continues to diversify - Video is still the benchmark for Facebook ads as it elicits the most positive reaction. But lately, users are already seeing ads using augmented reality for a more significant impact.
  3. E-commerce is growing quicker than ever - One offshoot of the pandemic is that consumers who have never tried online shopping were purchasing on e-commerce sites out of necessity. According to Statistica, e-commerce sites logged 22 billion visits in June 2020 compared to a little more than 16 billion in January 2020.

But it should be pointed out that businesses that are more willing to meet the new challenges are reaping their efforts' success. The growth of e-commerce is particularly relevant for brick-and-mortar stores, greatly affected by the pandemic. 



Using Facebook is an excellent way to expand your reach, attract leads, engage with your audience, and convert leads. Unfortunately, organizations are still not exploiting the platform’s full potential when it could increase their ROI tenfold. However, advertising on Facebook is not merely dumping money on the platform and expect an immediate windfall.

You may have heard from some business owners testifying that advertising on Facebook is only a waste of money. They claimed that their social media marketing campaign did not produce anything for them. But people tend to underestimate Facebook’s reach. Sure, most of their friends, families, and acquaintances are likely active on social media. However, it is hard to imagine the level of its influence beyond their immediate network.

According to Statistica, Facebook ads revenue may hit nearly $95 billion in 2021. The global pandemic of 2020 failed to dampen the platform’s performance as it generated $81 billion in revenues. As you can see, marketers continue to pour in their money on Facebook because, well, it works.

Before you start advertising on Facebook, however, you need to be aware of the following:

1. Specify your goals

The type of marketing campaign you will run hinges on your business goals. Each organization has a distinct purpose. Since time immemorial, managers have employed S.M.A.R.T. in goal-setting. The goal should be specific, can be measured, should be attainable, and relevant. Finally, your target should be time-bound.

So, you need to specify your goal statement if your target is to increase your sales. The next step is to set a target number that you can use to gauge your success. But you also have to make sure that your target goal is realistic. You cannot expect $1 million in ROIs if you invest only $1,000 in your Facebook ads. The ad should be relevant to your goals, and lastly, you need to identify a specific deadline, which would be material to measure your performance.

But some organizations might not be interested in pure profit as they care more about brand awareness or pushing their advocacy. Regardless of your goal, the crucial element is knowing your purpose in the first place.

2. Craft your strategy

Once you have identified your business goals, the next step is to develop your marketing blueprint. Your strategy will serve as your bible as you tick the parameters on the Facebook Ads Manager. You need to have a general approach and a specific strategy tailored to each campaign. The overall plan should be flexible and anchored on your business goals.

Your game plan is the crucial element, so you do not lose your way when starting your Ads Manager. It is easy to get confused when navigating through the Ads Manager since you deal with the target audience, the creative, budget, and ad placement. Your relative inexperience can easily backfire on you.

When you feel confused, you can simply go back to your game plan and remind yourself of your objectives. The key questions include:

  • Who is my target audience? Are they cold or warm?
  • What product or service will I be promoting?
  • What is my goal for this particular ad?
  • What are their pain points, and how do I convert?
  • How much budget do I need for this ad?

3. Who is your audience?

Facebook Insights provide crucial data on the identity of your audience and how they interact with your business. The analytics will enable you to gain an insight on how to improve your relationship with them to meet your overall goals. With the data in hand, you can now produce better-performing ads because of their relevance and frequency. Also, you need to determine the source of your traffic.

Unfortunately, it is not as easy as it sounds because Facebook does not have this feature. One workaround is to create a landing page or a tracking code to parse the data, so you can identify which of the traffic is organic, sponsored, referral, or from your target customers. Once you establish these things, you can reduce your cost-per-click and optimize your budget by creating ad content that resonates with your audience.

4. Produce different versions of the same ad

Facebook allows advertisers to run a maximum of five different versions of their headlines, and there is a reason for that. The social media platform knows the importance of producing different versions for a more effective marketing campaign. While distinct from each other, the ads should have the same goals and target audience. The primary objective is to assess audience engagement with each ad.

In the future, you can use the same data to better equipped your ads with relevant content that produces better feedback. You can take down the ads that generate the lowest click-through-rate. An added advantage of multiple versions is that you can rotate these ads for a fresher look.

5. Test your ad

In politics, strategists use a trial balloon to gauge public response to a policy or legislation. When running your Facebook ad, you should never underestimate the need for A/B testing so that you can experiment with various campaigns to narrow down your options.

One of the recommended practices is to design different versions of your ad - from your headline and sentence construction to choosing an image or video production. You can select your custom audience for your trial balloon for consistent and measurable outcomes. Finally, set a timetable, which should not exceed 30 days. It can be time-consuming, but you will be rewarded with better impressions and higher ROIs in the end.


While Facebook is an excellent platform to run your ads, you cannot shortcut the process to achieve your goals. The good news is that you can start with a small budget, and it will not seriously hamper your campaign. But there is a steep learning curve, and some organizations do not have the luxury of time. Maybe your best option is to hire a pro to run your campaign.

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