Improve Your Facebook Relevance Score for Amazing Results

Improve Your Facebook Relevance Score for Amazing Results

Improve Your Facebook Relevance Score for Amazing Results

We’ve already discussed how you can dominate Google Ads with improved quality score, and any ads platform worth its salt will provide you measurable data in which you can improve your advertising.

For Facebook, relevance score is Google Ads’ quality score equivalent, with some key differences.

The basics of Facebook advertising are simple but vital to learn. Facebook relevance score is a little trickier to comprehend, so in this post, we discuss how you can improve your Facebook relevance score for amazing results.

Relevance Score Explained

So first off, Facebook relevance score measures how good your content is, and how much engagement your ads are likely to receive. However, there are also other factors such as your campaign objectives, targeted audience and customer need for your product/service. Like Google Ads, this score is important to get absolutely right if you want to pay less per click and your ads to show more frequently to your target audience.

Also, like Google, Facebook scores your relevancy out of 10, with 10 being superhero content and 1 being…well, not great content, and it’s probably not relevant to your audience, and no one likes to be at 1!

A lower score means more money out of your pocket – plus, if your audience doesn’t find your ads relevant, exciting, or interesting, it means you’ll be paying out a lot for very little – if any – return.

So, you want to aim for over 7, ideally, to gain a good return on investment.

Try to not worry too much if your ads fall between 5 and 7 on the scale – most ads score around 6 or 7 – but there are ways you can improve this score, so pay close attention to these next few points.

Relevance Score: The Not-So-Secret Recipe for Success

Once you know the elements of success on Facebook it’s a simple case then of testing, refining, and seeing what’s converting.

The key difference here between relevance score and Google Ads quality score is that Facebook is a little more of a guessing game in terms of expected response to your ads, not cold-hard clicks and conversions (though quality score also doesn’t have a clear-cut method to success).

Your ad first needs to receive 500 impressions before being scored. Because this doesn’t depend on actual engagement with your ad (likes, shares, etc.) you could have half as many impressions and twice as many likes but your ad still won’t be given a relevance score until it hits that important 500 impression count.

So, how does Facebook know your ad is relevant if people don’t actually need to engage with your content before it’s scored?

It’s based on a few main factors. One of these being your goal, and another your target audience. If, for example, you sell a beverage targeted to young people, but your audience is set to adults over 40, your relevance score will sit lower on the scale than you’d like.

Of course, this is a very simple example, and it can take a few times before you really know what works for you.

But that’s not all!

Once you get your score (hoping it’s a high one), you’ll need to keep on top of your ad game on an almost daily basis, because that’s how quickly Facebook refreshes its relevance score data. Once you start to see your score dropping, that’s when you should consider switching up your content. Please, don’t forget that before any content change you need to ensure that your campaigns and page have been set up properly and you’re using the correct objective, audience.

Improving Your Relevance Score: What to Focus On

If you’ve created ads and received a high relevance score, then congratulations! For the majority, though, that score can be hard to achieve if you don’t first know what you need to be focusing on.

The two main aspects to improve for amazing results are your target audience and your content.

Find Out Who Your Target Audience Is

Find out who your target audience is by considering what type of people buy your products and services. It goes without saying that selling makeup and beauty products to men probably won’t get a very high relevance score!

When it comes to audiences think about what their problems are (and equally as important, how they might already be solving them) but also what they might be doing daily.

Carry out a ‘perfect persona’ exercise and map who your ideal customer is. Look at your current customers and ask yourself how you gained them, how you helped them, and if there are any problems they still have that you could solve with a new customer.

It can also be useful to look at your current competitors, and as well as find out what they’re doing well, think about what they’re not doing well – this is the perfect time for you to explore that potential gap.

The more detailed you can be with your audience, the better your score. You can also target custom audiences based on people who have already engaged with your website. This can be anyone who’s clicked on your previous ads, but not converted, and also people who have visited and engaged with your website several times – but for whatever reason, are still not a customer. You can also source lookalike audiences from your past website visitors too and test audiences to see which performs better.

Make sure you exclude prospects who have converted, so they don’t continue to see the same ad again, but also remember to include your converters on any relevant ads in the future – after all, your best buyers are your current customers!

Getting creative with content

In terms of your ad creative, remember how quickly users scroll on Facebook – you want your ad to be very eye-catching. Try to leave out all the nitty-gritty details of what you’re offering and stick to the unique selling points of your product or service.

Like your audience, keep your content as relevant as possible. Pin-point your audience’s needs and address them with a clear, sharp call to action. You can also try injecting a ‘buy now!’ approach if that’s appropriate to your business. Limited offers are always a winner, so try testing these with less-urgent calls to action to see what works best.

What works best on Facebook? Video and animation! There are dozens of tools out there that allow you to create your own animations at little cost. Experiment with animated content, static content and ads formats (dynamic ads, carousal ads etc.) and you’ll be surprised at how much your engagement and conversion rate increases!

You can also leverage your audience location to really make your ad as relevant as possible. If you own a brick-and-mortar store, try directing your audience to their nearest one with a voucher or discount if they buy within a specific time frame.

But don’t dismiss written content – the headline of your ad is the perfect place to grab your audience’s attention. Coupled with a great unmissable design, your ad could have a very good chance of gaining a high relevance score.

Where to Show Your Ads

Like Google Ads, where to show your ads can be a really important contributor to improving your relevance score.

Facebook has the additional benefit of Instagram, which can work wonders for your brand, depending on what type of business you have. Ads can also be shown on desktop, mobile, at the side of the newsfeed, or directly in the newsfeed as users scroll. It really depends on who you are, what you’re selling, and most importantly, who your audience is.

When to Show Your Ads

If you’re not sure, try experimenting with a few different time slots to see what gains the best results. Generally, you should think about who your target audience is and what they’re likely to be doing during the day. Students, for example, can have varying schedules, whereas office works are more likely to access Facebook during their lunch hour and on evenings and weekends.

Don’t stop with one ad

It might be tempting to create one ad and leave it running – because it’s worked well in terms of engagement and/or conversions. But Facebook users will get easily bored with the same advertisement, and increasingly Facebook will start to lower your relevance score. For this reason, create 2-3 different campaigns and run some A/B tests on copy, image, ad format, CTA and review them on a weekly basis to see performance improvements. Keep your content fresh and update your ads regularly. This is also a good time to test different creatives to see what works the best. Remember with testing to only change one thing at a time, so you know what’s working and what isn’t.

Wrapping up

Don’t get too worked up about your relevance score, it’s important but don’t dismiss other vital metrics such as click-through-rate and conversion rate – and while 10 is an amazing result you can get good conversions from a lower score, it just might mean you’ll be paying more for that conversion – and advertising on Facebook to gain customers and/or followers is better than doing nothing at all!

As long as you’re aiming for that top 10 score, even if you settle somewhere around 7 or 8, you can still expect to see some amazing results.

Top Tips Run Down

  1. Build your audience and be specific
  2. Create amazing content
  3. Target your audience
  4. See what’s working and optimise
  5. Test, test, and test again!
  6. Enjoy fantastic results with Facebook Ads

If you want to go even further with Facebook advertising, contact us for a free health check by our former Facebook employee.

What we do

Click ROI is a Southampton based boutique digital marketing agency specialising in Paid Search and Facebook advertising. Our experienced team with former Facebook and Google employees provide fully managed Pay Per Click services including research, strategy and account creation, landing page development, management and reporting with a focus on your specific business goals and KPIs. Get in touch today, gain an unfair advantage in digital marketing and leverage our experience to maximise your ROI from paid advertising.

Google Ads vs Facebook Ads: Which is better for your business? 

Google Ads vs Facebook Ads: Which is better for your business? 

Google Ads vs Facebook Ads: Which is better for your business? 

While utilising Google Ads and being a success on this platform will contribute to you winning new business, Google Ads is not the only big player out there in terms of paid advertising. Many businesses consider using social media to gain brand awareness and lead generation, with LinkedIn being the top contender in this field.

Facebook, however, can often be last on people’s minds when they think of paid advertising – but why is this? It should come as no surprise to learn that Facebook has recently come under scrutiny for its advertising practices, but this by far doesn’t stop the social media giant from seeing success on its advertising platform, and Facebook can be an extremely powerful tool in which to gain leads and ultimately new customers.

So, Google Ads vs Facebook Ads: which is better for your business?

It comes down to two factors: what your goals are, and who your audience is. It’s really that simple.

Let’s look now at some of the great benefits both platforms offer.

Facebook is technically ‘cheaper’, depending on how large a budget you want to work with. Facebook offers less cost per click, so it’s great for small businesses, those on a tight budget, or if you want to try another stream of activity without having to consider the serious risks associated with cost.

Facebook is different to Google Ads in that it doesn’t require high bidding for a keyword compared to the latter, and keyword quality scores are not relevant. This is mainly because Facebook’s audience segmentation and targeting are very specific compared to Google Ads, so you know exactly who you’re targeting and what content they’ll receive.

Content on Facebook can also be very creative – in fact, it’s encouraged – including videos, animations, and surveys as a form of advertising is extremely attractive for Facebook users, whereas Google Ads are very text-based and require much more impactful calls to action.

The great benefit of Facebook is also dependent on what industry you’re in and who your competition is. Some keywords, for example, require a large amount of bidding even before you start looking at aspects such as quality score and landing pages. If you’re on a limited budget you may find it difficult to compete in the Google Ads space.

Similarly, Facebook users respond well to B2C businesses compared to B2B; content that’s easily shareable will help you go far on Facebook Advertising platform, and because of how the targeting is set up on Facebook you will have a much easier time advertising here if you’re in the B2C industry.

Targeted advertising is great on Facebook – you can select who you want to see your content based on life events (birthdays, graduations), interests (music, hobbies), and specific user aspects, such as age, gender, and location.

Google Ads’ audience targeting is much broader than Facebook – you can only target based on certain parameters, such as location, device used to browse, and the likelihood of revisiting your site. That having said, Google Ads is great for wider targeted audience lists. Display advertising, for example, will repeatedly try to capture visitors after leaving your site, so they’re more likely to come back to your products and services. Display ads can also appear on sites matching your industry, so you’re more likely to attract the right person (great for B2B companies).

Ultimately, to decide which platform is right for you, you should consider what your goals are: is it to generate brand awareness or generate leads? If you want to do both, then it makes sense for you to utilise both platforms. If you’re more interested in generating brand awareness or if you think you have a truly unique offering, Facebook Ads is the place to go. If lead generation is your core business objective, then Google Ads is the platform you’ll find easier to dominate.

The benefit of Google Ads, then, is its wider audience targeting. Businesses can use Google Ads if they’re unsure who their exact audience is or what types of people will be interested in their products and services. Google Ads are also great for expanding into other sectors, such as crossing from B2B to B2C services and vice versa and branching into new vertical markets.

Because of high-hitting calls to action, it’s very easy to be a big contender in the Google Ad space if you have the resources and budget. In addition, if you have the right calls to action and landing pages set up you can quickly convert prospects into buyers, whereas Facebook advertising can be very much about the long game depending on how you use it.

In conclusion, it makes sense to leverage both Google Ads and Facebook Ads to help your business reach its commercial goals. Facebook advertising can feed quite nicely into Google Ads, as more and more people become aware of your brand presence across more than one channel.

Both Google and Facebook have their risks and benefits, but once you achieve the right balance of both, you will quickly see success.

Five points to consider when choosing Google Ads and Facebook Ads

  1. Determine company size and budget – remember that not all large businesses have a large marketing budget, and vice versa – it depends on the structure and goals of the company.
  2. Decide what your main goals are – what do you want to achieve – brand awareness, sales, or a mixture of both?
  3. Think about how you’re positioned in the market – are you going to bid against big competitors or are you unique to your industry?
  4. Target the right people, and help them through the sales funnel – who do you want to buy your products and services? What do you want them to do after they’ve seen or interacted with your content?
  5. And finally, be flexible – digital marketing is ever-moving, and so should you if you want to dominate Google and Facebook Ads.

Whether you choose to advertise on Google or Facebook, or you decide to leverage both, we can help – contact us today for a free health check.

What we do

Click ROI is a Southampton based boutique digital marketing agency specialising in Paid Search and Facebook advertising. Our experienced team with former Facebook and Google employees provide fully managed Pay Per Click services including research, strategy and account creation, landing page development, management and reporting with a focus on your specific business goals and KPIs. Get in touch today, gain an unfair advantage in digital marketing and leverage our experience to maximise your ROI from paid advertising.

The Benefits of Using an Agency to Manage Your PPC Ads

The Benefits of Using an Agency to Manage Your PPC Ads

The Benefits of Using an Agency to Manage Your PPC Ads

So, you’ve decided to make the most of PPC Ads – you know all about the channels, the benefits they can bring, and what you need to do to make them a success for your business. If you’re still not sure how to run effective Google Ads campaigns please read our step-by-step guide.

Now the main question is – who do you choose to manage your PPC account?

Experts will tell you to outsource the work – and we tend to agree (yes, we’re biased)! However, we firmly believe that employing an internal person to manage your account can be both a lengthy and costly process – time and money you could use for running ads successfully.

Don’t hire internally – there are many benefits of using an agency to manage PPC ads.

  1. Providing Industry Knowledge

To quote a cliché, PPC really is a digital marketing agency’s bread and butter especially if they’re a specialist company. They live and breathe the practice every day, and they constantly ensure that team members are kept up to date with the very latest in PPC industry knowledge. At Click ROI, some of our team members are previous employees of Google and Facebook which give us a competitive advantage and can assist you in the growth of your business.

Hiring internally means you lose out on this vital knowledge, and your PPC ads could suffer as a result.

  1. Using Best Practices

As well as industry knowledge, a good PPC team will know how to apply best practice when it comes to your PPC account. They’re knowledgeable enough to use best practices and skilled enough to know when to tweak certain elements of your strategy to best suit your company. Not every best practice will suit every company when it comes to PPC.

Simply applying best practice to a PPC campaign can make it nose-dive incredibly fast, and an agency can confidently ensure this doesn’t happen.

  1. Know the Competition

Along with industry knowledge and best practices, experts in this field are keenly aware of your competition. It’s their job to research and discover who’s doing what and how they’re doing it.

PPC is more than just bidding on what keywords your competitors are using – a dedicated team of experts will focus on your competitors’ strategy and pre-empt what they’ll do next. Keeping you ahead of your competition will directly contribute to your company growth, and ensure you’re heading in the right direction.

  1. Tools and Resources

To be successful in creating and developing PPC campaigns, you also need to consider external sources to get you there. Often when companies employ someone in-house to run PPC ads, they don’t consider the additional financial costs that come with it.

Some of these additional costs are spent on tools and resources to implement to get your PPC ads off the ground. Just one piece of additional software could cost a third of an employee’s monthly salary!

There’s little point in refusing to buy these tools to aid you, as not having them will severely limit how successful PPC ads can really be.

An agency has full access to the latest tools and resources – often they will have one piece of software to host several clients’ campaigns, so the costs of hiring an agency have these additional tools included in their fee.

  1. People Power

As well as tools and resources at your disposal, agencies hire their own team of experts to manage their client’s PPC ads. The cost of hiring one person in-house to run campaigns can be just as costly as hiring a whole suite of people to manage specific elements and aid best practice.

You want to take advantage of what a full PPC team has to offer to truly appreciate how successful they can make your PPC strategy – success isn’t made by skimping on people to do the job right.

  1. Widen the Net

An agency can also widen the net in terms of resources – as well as tools and people, they can split specific skills and specialisms between their team. So rather than hiring one person to do four jobs, why not hire four people instead, especially when the costs of doing so by using an agency is far less?

  1. Reduced Risks

The real benefit of having a larger team of experts at your disposal is that the risks of hiring an agency are far less than hiring in-house.

Imagine the time it takes to recruit someone, to train them in your business, and implement them to the point where your PPC account can really start to show quality conversions – then imagine that person leaving your business, for whatever reason – all that time wasted!

With a larger team of experts, staff turnover is one less thing for you to worry about. If your account manager leaves it can be disruptive, but you always know you have a set of skills and people who can smoothly and successfully continue to handle your account – you can still see results, nothing stalled, and nothing lost.

  1. Cost Saving

As we previously mentioned, hiring an external agency costs far less than in-house.

On paper, hiring a junior executive to manage your PPC account looks more cost-effective than hiring an agency, but let’s not forget the risks you could come across, as well as additional tools and resources you’ll need to invest in to make your PPC strategy a success.

A team of experts don’t just save you money – they make you money through their industry knowledge, best practice, and dedication to getting the job done. Conversions will be much higher and of greater quality with an agency.

  1. Agencies Have Their Own Goals

To win you quality leads, of course! Remember that no-one wants to look bad when they have a job to do, and least of all an agency who have a reputation to uphold. If an agency continually fails at what they do best, then they can run the risk of going out of business.

  1. Don’t Cut Corners – Hire the Experts

The one major benefit above all others in hiring an agency for your PPC ads comes down to skills and expertise.

Our team is comprised of the top experts in the industry. We give our clients a true competitive advantage through our Google Ads and Facebook insider knowledge – some of our team members are previous employees of Google and Facebook!

We’re dedicated to understanding the tools, tactics, and internal processes to generate the best possible results for your business – get started today through our free health check from our experts.


What we do

Click ROI is a Southampton based boutique digital marketing agency specialising in Paid Search and Facebook advertising. Our experienced team with former Facebook and Google employees provide fully managed Pay Per Click services including research, strategy and account creation, landing page development, management and reporting with a focus on your specific business goals and KPIs. Get in touch today, gain an unfair advantage in digital marketing and leverage our experience to maximise your ROI from paid advertising.

Google Ads: A Step-by-Step Guide to Your Online Success

Google Ads: A Step-by-Step Guide to Your Online Success

Google Ads: A Step-by-Step Guide to Your Online Success

Google Ads (formally AdWords) is an extremely useful channel to drive qualified prospects to your site and increase your sales however not just anyone can start using it. To use the world’s biggest Pay-Per-Click platform successfully, there are several important aspects you need to consider. Discover all you need to know about Google Ads in this step-by-step guide to your online success.

  1. Set Your Goals

This is the first and probably most important aspect of using Google Ads for online success – setting your goals.

Success is different for everyone – and until you determine what your goals are, you can fail very quickly! Do you want to use Google Ads to build brand awareness or to drive sales?

Find out what success is for you and creating a solid account structure will come much more easily.

  1. Build Your Audience

Building your audience list is critical for refining your campaigns. Knowing who your current customers are and how they search for and buy products and services will help determine the best kind of campaigns for your brand.

Find out how your customers shop, what makes them visit your website, and on what type of device – this discovery phase is essential to build on your online success and turn prospects into buyers.

  1. Conduct Keyword Research

Just as important as any other stage, some companies overlook how vital keyword search can be. What you think is a good keyword that accurately describes who you are and what you do might actually not be what your prospects are searching for at all!

Make sure to mix up your keywords, using broad, phrase, and exact matches to see which search terms perform best for your industry. Certain phrases might also provide new ways for you to do business, such as offering additional products and services.

  1. Set Your Budget and Bid Smart

Set a realistic budget and leave a little flexibility for performing tests or branching out into other areas of Google Ads, such as display.

Ensure your keyword quality score is the best it can be so you’re not bidding on keywords on landing pages and ads that won’t convert.

Find out what your competitors are bidding on, but keep in mind your budget – running out mid-month is pointless when you’re trying to track conversions. Set a budget that’s sustainable for you, and bid accordingly.

  1. Structure your account

It’s good to add several different campaigns when starting out, but this is to refine what works for your organisation – your ultimate goal is to strategise on what is and isn’t working, and you can only start to do this if you set a clear, concise structure to being with.

Create at least three ads within each campaign, and no more than 20 keywords per ad group. Don’t forget to test your ads from a user perspective – simply adding relevant keywords on your landing page won’t do. You want prospects to find your page relevant, easy to navigate, and easy to move on to the next step – such as filling out a form.

  1. Refine Your Ad Copy

This can’t simply just be filled with keywords – your ad copy needs to be concise, creative, and compelling – put yourself in your prospects’ shoes and think about what would make you click on an ad in Google.

Be specific in your ad copy – so the user knows exactly why they are clicking and what they will get in return. Try to keep your tone of voice consistent with your brand throughout – be creative but don’t turn potential customers away by presenting a different brand personality on your landing page.

  1. Create Landing Pages That Convert

Make sure your landing pages reflect your brand colours, logos, and style, so when your prospect sees your brand on social or elsewhere on the web – or if you send them a follow-up email – they will easily recognise your brand, building trust.

Make it easy for users to fill in your forms (if that’s your goal), display clear call to actions and don’t forget to test your forms and website design periodically – consider A/B testing your landing page and call to actions to determine what’s the most successful.

  1. Set up conversion tracking

A very important step – all your effort will be for nothing if you can’t track your conversions. Tracking will provide you with vital information that will tell you which ads and keywords are converting, and on which device – for example, if mobile users are converting more, then you can increase bidding for that device over desktop or tablet to drive more sales.

Tracking also helps you to justify spending more or less on Google Ads – if you can easily track conversions and leads through to successes, such as an order, then it will be much easier for you to ramp up spending in this channel.

  1. Consider Remarketing But Do It Well

Not everyone looks into remarketing as an option (especially after the GDPR changes), and that’s fine, but you could be severely missing out on opportunities if you don’t consider it as it’s an excellent feature designed specifically to drive conversions

Remarketing is useful and for some organisations an essential part of Google Ads, allowing your content to be seen by those who don’t convert on their first visit. Make your brand present on almost every part of the web that your prospects will visit – in some cases including your competitor’s sites.

  1. Don’t Forget Testing

Testing your ads, keywords, images (if you use display ads), and landing pages is an imperative step in ensuring online success using Google Ads. Testing will help you convert more while keeping costs down and traffic and clicks up.

Carrying out tests helps you to easily determine successful campaigns, so you know what does and doesn’t work for your target audience and driving conversions.

  1. Become Profitable!

Like anything in business, you do have to spend money to make it – but as long as you stick to your budget, review your campaigns frequently, and refine your strategy, you can start to convert using Google Ads in a few short weeks – it’s that fast!

Get a free health check by one of our experts today to find out how to build on your online success using Google Ads.


What we do

Click ROI is a Southampton based boutique digital marketing agency specialising in Paid Search and Facebook advertising. Our experienced team with former Facebook and Google employees provide fully managed Pay Per Click services including research, strategy and account creation, landing page development, management and reporting with a focus on your specific business goals and KPIs. Get in touch today, gain an unfair advantage in digital marketing and leverage our experience to maximise your ROI from paid advertising.

6 Things to Know About Facebook Advertising

6 Things to Know About Facebook Advertising

6 Things to Know About Facebook Advertising

Regardless of whether you’re a Digital Marketing newbie or established online business owner, you probably know how important Facebook Advertising (also known as Facebook Ads) can be for your brand. But, let us show you, in case you’re not that familiar with the social network’s promoting power.

Facebook has over two billion monthly active users, among which, you’ll be able to find people from all over the world, with different age groups, interests and ages. A big proportion of those users log into Facebook several times a day, so it’s fair to say that it’s smart to invest in Facebook Ads hoping to reach the right audience for your products or services.

However, to use Facebook Advertising correctly, there are certain things you must know before you set up a campaign if you want to make the most out of social media marketing budget. Scroll down to learn some the basics of Facebook Ads, and a few tips and tricks to skyrocket your Return on Investment (ROI).

What You Need to Know About Facebook Ads


Why Do You Need a Facebook Page?

First things first, let’s talk about the overall importance of Facebook for your digital marketing strategy.

There’s a big chance that an important part of your customers are already Facebook users and, as a result, your brand or company would only benefit from having a Facebook Page.

Think of a Facebook Page as another way to display your products and services and connect with clients: You must make sure that anything you post relates to them, engages with your audience and keep the conversation going.

If you’re an established brand who’s only now creating a Facebook Page, you could promote it through email or even word of mouth marketing and get your audience to “like” your page.

If you’re an entrepreneur or a start-up, you may find it difficult to get fans for your page; after all, Facebook is always updating its algorithm, and organic (not paid) posts only reach a few people.

That’s exactly where Facebook Ads come in handy to help your brand increase its visibility, getting not only fans but real potential customers in the process. But how does it work? Keep reading!


Determining a Goal

Facebook Ads can have different goals and objectives, depending on your business and its unique needs.

For a new brand, the focus should be on awareness, visibility and reach: You want as many people to get familiar with what you do as possible.

Established companies may want to expand their audience in other areas of the world or to promote a new product or service. Either way, Facebook Advertising includes different ads to get as close to those goals as you can. Take time to realise what your intentions with the campaign will be, considering what your particular needs as a brand are before you pay an ad or set of ads.


Choosing an Audience

Facebook Advertising is not new, but it only gains relevance as the years go by.  When used correctly, Facebook Ads allows you to reach more the right customer for your brand, based on a targeted audience that is completely up to you.

For example, imagine you’re a party planner who lives in London, you can set up a campaign to reach only women between 27 and 35 years old who live in London and are active Facebook users, which would allow your ads to be viewed by a demographic appropriate to your brand.

The lesson here is that, when you’re targeting an audience, you must be specific. Otherwise, you may spend money on ads not attracting the right people for your business.

However, if your brand is new, you could experience issues targeting audiences because you don’t know your customers yet, and professional research can represent a rise in costs you may not afford. That’s why you can come out with Buyer Personas for your business before you set up a Facebook Ads campaign. Think of Buyer Personas as your ideal customer and use both significant data and your imagination to create as many as you need.

Going back to our example with a wedding planner from London, he/she could benefit from having this Buyer Persona profile:

Name: Emma Bridal

Age: 25

Occupation: Upcoming, Eco-friendly Fashion Designer.

Location: London

Problem: Emma can’t find an event planner in London who can make her Eco-friendly dream wedding come to life on a smaller budget.

This hypothetical information can develop a eureka moment for our beloved wedding planner, realising that there’s a lack of eco-friendly options for events in London. In addition, this Buyer Persona could represent a whole demographic for a campaign on Facebook Advertising, getting more accurate leads to his or her page. Anyhow, consider not going too niche while picking your audience, so you don’t reduce the expected reach and visibility of the campaign.

Simultaneously, an audience that is too broad is probably even worse. Although reaching millions of people sounds good on paper, the reality is that you may not need as many users to see your ads, but the right users with a bigger chance at purchasing your products to do so. For example, depending on age-groups, cost-per-click may vary in Facebook Ads so pick your audience wisely and don’t let it be a random decision.


Campaign objectives

As we shared a few lines behind, Facebook allows you to use many types of objectives for your campaigns, all with their own features, guidelines, and benefits.

If you already know what your goal with the campaign is and have decided on a targeted audience, the next step is picking what kind of ad your campaign will use for however long it may run.

The infamous wedding planner from London could pick a traffic objective with carousel photos to promote a conference about Eco-friendly venues for weddings he/she is organising in London and target the appropriate Buyer Persona.

The wedding planner could also start an event response objective to drive ticket sales for this conference and promote the same event for the same Buyer Persona in a different way.

What we want you to get from this is that you can use different objectives and types of Ads available on Facebook in creative ways and have fun experimenting with each of them. You can learn more about the kinds of Facebook Advertising that are currently and what they can do for your whole Marketing strategy here.


Budget and Schedule

Of course, as a brand, you’d like to make the most out of your campaign and spend your money wisely, and that makes setting up a budget for Facebook Advertising such a vital aspect of the entire process.

Facebook gives you the chance to choose between a daily budget or a lifetime one, both of which you can set to start or end on a specific date and you can also create a schedule for the campaign if needed.

Following the wedding planner’s story, he or she could start the campaign for the events a month earlier, to make sure it gains momentum and more brides around the London area confirm their attendance as the days go by and the conference nears.

However, having a schedule for the campaign is probably the smartest and more efficient thing to do budget-wise because you’ll be in control of how long your ads will be showing up and the hours that they’ll appear on your audience’s feed. Remember the time of the day (or night) that they are more likely to be using Facebook.

When it comes to scheduling your ads, you must consider ad frequency as your audience members may see your ads multiple times. Coming up with different ads and rotating them are helpful to avoid your audience tiring of seeing the same post repeatedly.


Designing Ads

Regardless of the ads you choose, make sure that its design is striking and eye-catching enough to separate it from the ever-growing competitive business that is Facebook Advertising.

Besides following guidelines such as using less than 20% text in an image, pick bright colours, high definition photos and a powerful copy to get your point across.

Just like every other aspect of the campaign, the design must reflect the vibe, tone, and branding of your business. Anyone who sees your ads must be able to understand what it’s about right away, even if they are not a part of your targeted audience.

Consider readability and user experience by making the Call To Actions visible and clear, so if you require the audience to complete an action such as filling up a form, they will get it immediately.

Designing a set of ads that are all, somehow, connected, but are still different enough is your best option, and it can also be fun to set up. You could think of the whole thing as a story that is unfolding in chapters right in front of your audience’s eyes, rather than sharing just one side of your business, brand or company. For more information about how to design great ads for Facebook Advertising, read this article from Canva.

Are you ready to take the world of Facebook Advertising by storm? Do you have any questions about Facebook Marketing? Let us know in the comments and don’t forget to subscribe to be the first to read our latest posts!

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Click ROI is a Southampton based boutique digital marketing agency specialising in Paid Search and Facebook advertising. Our experienced team with former Facebook and Google employees provide fully managed Pay Per Click services including research, strategy and account creation, landing page development, management and reporting with a focus on your specific business goals and KPIs. Get in touch today, gain an unfair advantage in digital marketing and leverage our experience to maximise your ROI from paid advertising.

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