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How to Win at Facebook in the Era of Paid Advertising

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How to Win at Facebook in the Era of Paid Advertising

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Organic is dead! You might have noticed that activity on your pages has decreased, people are interacting less with your posts, although you are not making any mistakes or creating unattractive content. This is not your fault. Social media platforms are continually tinkering with the algorithms to make the newsfeed more exciting and to increase their revenue streams. They are a business, not a charity.  

What can you do in this landscape without breaking the bank on paid advertising? We are going to be honest with you right from the start and tell you that you’ll have to invest some budget in advertising, but it is all about making the most out of your dollar.  Here are a few ideas on how to do that.


  1. Define user personas. Use insights from your website’s or FB page analytics to identify clusters of users based on behavior, preferences, demographics. Design targeted ads for each group.

  2. Maximize efficiency. Only show your ads to those who might be interested. Use the Facebook ads settings to narrow down your target and limit the ads showing to 4-5 to avoid annoyance.

  3. Start expanding from the insight out. First, target your page’s fans and give them incentives to become brand ambassadors.

  4. Get in the conversation. Don’t just create an ad, always include a call to action button and a “Send Message” option to show that you are available to answer their questions.

  5. Learn from the best. Use the inbuilt feature of “pages to watch” and compare your page to those of direct competitors and best in class.  Analyze the type of content they are using to get the best results and mimic that staying true to your brand.

  6. Include video in your strategy. All platforms are now prioritizing video content as it gets more engagement and is a great medium to embed commercial ads. The ideal length is under 2 minutes or even less, and the content focuses on delivering actual value. Be sure to embed the video on the platform, not just share a link to a video hosted externally (like on YouTube or Vimeo).

  7. Keep it short and simple. The KISS principle applies best on social media. People have a very short attention span on Facebook, and they are not likely to spend their time reading lengthy posts, because there is so much more to see. Pack a punch with a 1-liner.

  8. Create your tribe. Buying is all about trust. To convert people from followers to clients you need to grow the relationship and create groups where you discuss their problems and how your product could offer a solution, not the only one.

  9. Test, test, test. There is no magic formula on what works best on social media, and you can’t just use cats everywhere. Design multiple variants of the same campaign and measure which one performs best.

  10. Freebies. Design a killer lead magnet like a cheat sheet, e-book or calendar and collect data for remarketing.


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