It’s about more than the Facebook Ads…
Facebook Ads are an amazingly accurate way to get your products and services in front of people who will buy them. With accurate audience building, eye-catching creative, kick-ass copy and an unmissable offer, you should be good to go - right? Not necessarily. There are off-Facebook factors that will impact on the success (and the cost) of your Ads.
Optimise for mobile
Ninety-eight percent of Facebook users access the platform using a mobile device which means that when they see and click on your Ad, they will also be doing that on a mobile device. Consumers are used to a pretty slick online experience these days so make sure your website is optimised for mobile viewing. In fact, I’d go so far as to say you should think Mobile First when designing your website. Your website should:
fit on the page (so no key information leaking off the sides)
be uncluttered and clean to look at (phone screens are small!)
have the key information readily available without lots of scrolling.
Speed it up baby
Our worlds are increasingly instantaneous - and we are fickle and demanding creatures. If your website takes longer that three seconds to load (yes, you read that correctly THREE SECONDS) customers won’t wait for it to load. They will simply bounce straight off your page and onto the next thing that has captured their interest. A slow loading website doesn’t just cost you in missed customers, it is also penalised by Facebook and your Ads may not feed out as well as they otherwise might. This is because Facebook is all about the user experience. They want their community to have a great time on their platform and that includes via the Ads that are shown to them. So check the load speed of your site using one of the tools readily available online.
Don’t forget your organic social media
The term ‘organic’ social is just a bit of jargon to describe the Facebook posts that are not Ads; the posting you do on a day-to-day basis for your business. The more you post and the more your followers interact with your posts, the more Facebook learns the type of person likely to want to buy from you. This means that you will spend less time (and therefore money) training the Facebook Algorithm who your customers are - it already knows! And don’t Facebook’s push for great user experience. Quite simply, if your content is keeping people engaged and interested on Facebook, your Ad costs will be lower.
For more insight into running successful Facebook Ads and smashing your organic social media make sure you are following me on Instagram (which is where I mostly hang out). I love nothing more than getting to the bottom of making your social media work for your business.
