This year has seen a drastic change in the way that Facebook Ads operate, meaning the way in which businesses use the site to advertise their products and services has also had to undergo some adjustments. Sometimes, it can be hard to keep up with all of the changes being made, so we are here to help! Below, we have complied a list of advertising tips that will help companies showing ads on the Facebook platform take advantage of the changes to the way that Facebook Ads work, helping you maximise your return on investment.
Click-to-Messenger Ads
Facebook’s click-to-messenger ads are potentially one of the most useful tools, that advertisers making use of the Facebook platform can utilise. Characterised by the presence of a call-to-action that works to direct users of the platform to Facebook messenger rather than the company’s own website. From here, businesses have the opportunity to offer special promotions and discounts to any interested users, providing them with incentive to visit the company website and complete a conversion within the future.
Facebook’s click-to-messenger ads also hold the lowest cost per acquisition (CPA) when compared to any other Facebook ad objective, including conversion campaigns, traffic, and more.
Sponsored Message Remarketing Ads
Sponsored messages are a form of advertising unique to Facebook remarketing that allows for companies to send direct messages to their pre-existing contacts through the Facebook Messenger platform. This form of advertising has become a prime strategy used by advertisers as a way to reach their target audience, making the overall experience feel personal to a particular user. Sponsored message advertisements are not visible to users within the Facebook newsfeed like the majority of ads, instead being shown to the user with their Messenger inbox.
Sponsored messages are a great remarketing approach, as sending a personal message to a potential customer can help to re-engage them with your brand. This can be a highly successful tool, with this form of ad seeing a click-through-rate (CTR) that is 10x that of other forms of Facebook advertising.
Campaign Bidding Optimisation (CBO)
Another useful feature that was recently introduced to the Facebook Ads platform is campaign bidding optimisation, otherwise referred to as just CBO. Previously, advertisers were tasked with manually allocating budget to both ad sets and individual ads within a campaign. There can be a lot of work involved with manually moving budget around to the ads, or ad groups, that are performing the best within your campaign, however, this is where CBO now kicks in. With the campaign bidding optimisation algorithm, advertisers need not worry about working to adjust their ad budget manually, as CBO will automatically distribute spend to the top performing ads across your campaign, helping to optimise both time efficiency and cost for advertisers on the Facebook platform as a result.
Overall, the are many ways in which we can work to increase the amount of interaction seen to our Facebook Ads, helping to engage our target audience and increase the chance of potential customers visiting our website and completing a conversion in the future.
For more information on the strategies that go into a successful pay per click campaign, or for assistance with the setup of a paid ad campaign that will help to increase the amount of traffic to your website, why not visit our dedicated PPC setup page or get in touch with our experts at In Front Digital and discover what our digital marketing agency can do to help your business grow.