Knowing how to use Facebook Advertising is an incredible tool you can use to get your business and product in front of your target demographics. However, spending your hard-earned dollars on social media marketing ads and putting them into the stratosphere can sometimes feel daunting, confusing, and even frustrating.

Obviously, Facebook has an enormous userbase who are primed for ads, so mastering this critical aspect of digital marketing can be the difference between 'meh' results and huge spikes in sales and clicks.

Here at We Assist Co, we specialise in mastering the dark arts of digital marketing. Here are our 5 top tips on how to use Facebook Advertising that every business should know.

Retarget engaged users to increase performance

First, let's get a bit of digital marketing agency jargon out of the way. Top of the funnel (TOFU) ads are what most of your target demographics see first. Sometimes labelled in different ways (awareness, building audiences, customer prospecting or audience acquisition), TOFU is essentially introducing your brand & products to new people. Once these people have engaged with your ads, they move further into your funnel.

It is important that you retarget these engaged users in the middle (MOFU) and bottom (BOFU) sections of the funnel.  TOFU is an essential first step - but unfortunately it's easy to neglect or forget these users in the middle and bottom of the funnel if they do not convert straight away.

TOFU is (in most cases) the lowest-performing section of the funnel, so it's important to focus on MOFU and BOFU in your strategy to convert clicks into customers.

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Marketing Funnel 101

The Reality

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Use different ad copy for different sections of the funnel.

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As most businesses get conversions from TOFU, we often put conversion ads and awareness ads in this section. But it is important to acknowledge that users in the middle of the funnel have different motivations and need different messages and styles of communication.

You should use different ad copy for your MOFU ads than you did for your TOFU ads, as people in the middle section of the funnel did not initially convert from TOFU.

Typically, you should use a bit more detail, emotive language and selling points in MOFU ads.

MOFU is also an opportunity to give more in-depth information on your brand and products and create more engagement with your ads. Traditionally, the lower down the funnel = the higher your return on ad spend (ROAS) should be.

Get performance AND creative reports.

If you're doing a lot of testing, it's important for you to be able to interpret the data as these insights are often applicable to your business as a whole.

If you are working with a social media marketing agency, they should dissect your data and present it back to you in easy to understand reports. While there might be lots of numbers and figures that seem unnecessary at first, there is valuable data outside of conversions that can improve performance going forward. 

For example, metrics like CPM (cost per-thousand impressions) and CTR (click through rate) indicate how the audience responds to your creative messaging. Conversion Rates from Link Click to Purchase indicate how people react to your website and offers.

These insights should be considered when creating content, strategising marketing calendars and optimising your website.

Check your history to avoid setting & forgetting.

In Facebook Ads Manager you can check the history of changes that have occurred during the lifetime of an ad.

Once you click Edit on a campaign, you can click History to see the history of changes. Just make sure you have the correct dates selected for the period you'd like to check. 

We suggest making a habit of checking out the history of your ads - whether you or a specialist are running them, you can never have too many eyes on your account!

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What You Should See

Identify what has not worked & adapt

Because the landscape is ever-changing, we often have to test new ads and strategies which don't always work out.

While we love to report on what's working well, it's also important to acknowledge what hasn't worked so we can analyse why and figure out a different strategy. As long as you keep an open mind for learning with your marketing agency, they shouldn't have an issue discussing these learnings with you. Trust is important for both parties and can greatly benefit the relationship and performance, but communication is also key, so sharing information is valuable. 

As a digital marketing agency ourselves, the best performance we see is when our clients think of us as a part of their team. We are in the trenches with you, working towards the same goal.  It's all about transparency and trust.

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