Have you carefully defined your target audience?
Teenagers, tech-loving pensioners or young working adults? Rather than just creating a list, you need to step into their shoes. Personas are a great way to do this. These larger-than-life client or prospect profiles help you dive in their daily life, from browsing habits to favourite apps, likes and dislikes (waiting around and cookies 🍪).
This means not just knowing your target audience, but also understanding them. This groundwork will enable you get more from the different targeting options offered by Facebook Ads – you may well end up creating more campaigns (yes, this is good thing) to personalise the content, tone of voice and formats for each audience. Fewer leads, but more qualitative.
Is your landing page ready to convert?
You got to admit that it would be a shame to send users to a page that is completely unrelated to your ad message! Does the landing page match your objectives (e.g. sign up, buy, reserve, download or contact) and conversion funnel?
Bear in mind that the click is just the beginning (not the end). Remember all the other best practices for your landing page – minimalist design, concise, efficient content, appealing visuals, a clear, visible CTA repeated several times if necessary and a message that incites the user to take action 🤑.
Have you set your UTM parameters?
You generate hundreds and thousands of leads every day. At least that’s what you’re hoping for. But what if all your new fans didn’t hear about you via Facebook Ads? Where do they come from?
You won’t know unless you set your UTM, those little parameters you discretely add to incoming URLs that tell you where the traffic comes from (Facebook, Google or newsletter) via an analytics tool like Google Analytics. These are essential to understanding how well each of your acquisition channels is performing.
Have you implemented tools to measure your performance?
Facebook has created its Pixel tool, which complements your UTM perfectly. This little bit code provides precious information about the pages your audiences visit most and their behaviour (e.g. buy, add to basket or search). This way you’ll know who’s come back to your site a week after seeing or clicking one of your ads. You can also create similar audiences based on the data collected and different parameters available via the Facebook Ads interface.
Note that Facebook uses the data collected by the Pixel to optimise its targeting and share your content with the most relevant audience. Another very good reason to add that little piece of code to your website!
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