The Complete Guide To Facebook Ad Targeting

Facebook Ad Targeting
When it comes to advertising on Facebook, not targeting your ads correctly can make or break your ROI. You can target Facebook users by:

  • Location
  • Age
  • Gender
  • Language
  • Connections
  • Interests
  • Behaviors
  • Demographics
  • Custom audiences

 

And inside each one of these categories, are so many options it may make your head spin! Which is why we created this handy dandy (yet super long) Facebook Ad Targeting Guide. We’ve done the legwork for you and broke down each of the detailed targeting categories – interests, behaviors, demographics, custom audiences.

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Creating Better Facebook Video Ads: Tips to Optimize the Viewing Experience

In the past year, the number of Facebook videos posted in the U.S. increased by over 94%. Not to mention 50% of Americans who use Facebook every day also watch at least 1 video per day. So why aren’t you utilizing the Facebook Advertising platform? Moreover, if you are using Facebook video ads, why aren’t they performing well?

With several opportunities to create video ads for a few StrataBlue clients on Facebook, I have grown accustom to creating top-notch campaigns with high levels of engagement. Continue reading to check out my tips and tricks for creating better Facebook video ads for your social media campaigns!

Choose Your Call to Action Wisely

What is it that you’re trying to accomplish with this video ad on Facebook? Facebook offers the following call To action buttons to drive click-through and engagement with your video ad:

  • Shop Now
  • Book Now
  • Learn More
  • Sign Up
  • Download
  • Watch More

Selecting the CTA button you believe will generate the most clicks is key. Don’t trick people by taking them somewhere on the web they don’t want to go. If you want people to “Book Now” after viewing a video of your restaurant, take them to your website or another third party reservations page so they are able to book reservations. Selecting the correct CTA button is key to any social media ad.

Make the First Two Seconds Engaging

Initially you will only have 2-3 seconds of someone’s attention as they scroll through their feed. Use this short but crucial time to engage your audience. Don’t waste this time with (fluffy) nonsense. Grab attention in the best way possible with your video.

Ideal video length

Yes the first two seconds are important to ensure the viewer is engaged but the remaining time is also important. Video length largely depends on the content and message of the video. Data and statistics suggest the optimal length for an online video is between 30-60 seconds. Thenextweb.com also iterates that it does depend on content – but if you’re looking to optimize for total views, shorter is the way to go.

Use Footage that Works Well Without Sound

More often than not, people will view your video while at work, in class or some other place they can’t immediately click for sound. Be sure your video ad makes sense if someone is silently viewing. Think about how you personally use Facebook to give this more context. While “thumbing” through your newsfeed, videos will populate very frequently. What makes you click to actually hear the sound associated to the video? Has to be pretty awesome, right?

Mind Your Thumbnail

AVOID TITLE CARDS. Like YouTube, lead the video off with something engaging yet descriptive of what someone is about to watch. Again, don’t be misleading and don’t be boring.

Don’t Reuse TV Commercials

Facebook is not the same as TV (obviously) so don’t make your video ad the same commercial you’re broadcasting on television. It’s a weak strategy and doesn’t provide depth to your campaign. Instead, use your Facebook video ad as a “behind the scenes” feature of your commercial. Not only is this engaging, but it’s kind of like an invitation to be a part of your brand.

Now you’re ready to start producing fantastic Facebook video ads! Not sure you’re up to it? We can help! Click “play” below to set up a time to talk with us.

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Put a Pause on Facebook Photos

Stop posting Facebook photos?

At least, stop using them on every post. I recommend a few occasions, as an experiment. Why, you might ask? Haven’t we heard time and again that pictures increase Facebook engagement? Haven’t we also been told from Facebook central that Pages using text-only posts are going to start losing exposure on the News Feed? If so, why in the world should you stop using pictures on Facebook?

While it is true that Facebook photos increase engagement and get 104% more likes for the average page, I’ve seen something interesting happening with pages that use text-only posts. Let’s take a look at the sample below, using a picture:

FB Post With Pic

Forgive me, but I’ve blacked-out some of the details. Above, we see decent engagement with the post—34 people liked it and it had one comment. Also note the lower left-hand corner—the number of people who saw the post. To clarify, people “see” your post when it appears on their News Feed. There are many variables that go into whether or not a post is put onto someone’s News Feed (a mind-boggling amount), but the people who see your post simply translates to the potential number of eyes that view your post.

Let’s take a look at a text-only post:

FB Post Without Pic

This is the same Page and roughly the same time period. This little experiment wasn’t done once either. A colleague and I did this repeatedly for the span of a few weeks. The same results happened regularly: text-only posts were seen by more people…sometimes two or three times as many. Also, note that far more people liked the post with the photo than they did the text-only one. Yet, that post still reached twice as many eyeballs.

So my little experiment has proved—at least until Facebook changes the rules—that text-only posts are getting put in to more News Feeds than photo posts. But what’s the take-away? You need to be experimenting, because there’s more than one way to reach potential customers. A few other thoughts, while I have your attention:

Reach Doesn’t Equal Engagement: My text-only posts are just getting my brand on more News Feeds. It doesn’t mean that everyone is reading my content or absorbing my message. Personally, I think more eyes means more potential followers and customers, but others would argue measured analytics with me on that. But if you’re trying to get engagement with fans, this isn’t the way to go.

This Doesn’t Include Links: I never tracked posts that included links to other sites or pages. For all I know, link-heavy posts do twice as well as text-only posts. I also haven’t formally started measuring what sharing content from other pages can do for my engagement. That will be my next experiment. This leads to my next point…

Vary It Up: Do not get comfortable with photo, text-only or any other type of posts. Routine leads to stagnation, and that means lowered exposure in this business. Constantly try new things to expand your brand. Marketing is all about finding the next way to expand your reach to new customers in exciting, creative ways.

Have you ever tried an experiment like this with your brand? How did it go? What did you learn? I would like to hear some of your stories on Twitter, or you can comment below.