If you want to boost your sales through social media marketing campaigns then you must know how to increase ROI in Facebook marketing.
When it comes to social media marketing campaigns, Facebook will come up to the top. Why? Simple, because it has more than 2.60 billion active users worldwide in 2021. And the current world population is roughly 7.8 billion. Which means exactly 33.33% of the world population has a Facebook account.
Amazing right? You can say Facebook is the 2nd best platform for online marketing while Google is the first. But, in social media marketing Facebook is the predecessor & still on the top.
There are other social media platforms i.e. Twitter, Pinterest, Instagram, etc. However, we are not going to talk about those in this article. Let’s focus only on Facebook marketing right now.
In this guide, I will walk you through 10 major secrets that you must have to consider to increase your ROI in Facebook marketing campaigns. So, let’s get started.
Some Facts Before You Start a Facebook Marketing Campaign
Though, Facebook has almost one third of the world population in their user base, yet, there are some lack of qualities within it. For example, there are lots of fake Facebook accounts nowadays. Ask yourself how many Facebook accounts you have? Or, how many accounts do your friends have each? Consider those numbers and judge for yourself.
According to Statista, there are around 16% fake Facebook accounts. Which means roughly 416 million fake accounts on Facebook.
Though, you shouldn’t worry about it. Facebook uses their A.I powered technology to filter those accounts when a marketing campaign launches on their platform to reduce the waste of money in fake account impressions.
Apart from fake accounts issues, there is another problem you may encounter. That is – they have the only CPM marketing method available right now. If you do not have any idea about CPM then let me describe it for you. In a CPM (Cost per Impression) based marketing you will pay $ per 1,000 views. In general, Facebook will charge you around $1-3 per 1,000 views.
Now, take note. It is not about clicking on your ad, rather only viewing it. In Google they have both CPM & CPC (Cost per Click) methods available. Though, most of the Facebook marketer said, they didn’t find any quality issue within it. Whether it is a CPM or CPC you will get roughly the same result.
Recommended Reading: Facebook Marketing: 7 Advanced Ad Targeting Strategies for 2021
Benefits You will get from a Facebook Marketing Campaign
Unlike Google, in Facebook you will receive passive free impressions for your advertisement. How is that? Simple, it is called “word of mouth”. Whenever you liked or commented on a post, it also showed to some of your friends as well. And if you share it, then it will stick on your profile feed and almost all of your friends will see it.
Now think about it, if your ad receives 1,000 likes & 50 comments in a marketing campaign then how many extra impressions are you about to receive?
This type of benefit you will never receive from Google advertisements. Besides, if your business page has millions of active followers then you are supposed to receive at least 200K to 300K impressions per post for completely free.
Anyway, let me show you some secrets to increase your marketing ROI effectively.
Quick Note: Social media word of mouth is the best free and passive feature you won’t find anywhere on the internet. It will reduce your marketing cost as well as increase efficiency.
Secret 1: Try to get as much engagements as possible
The very first secret of any social media marketing campaign is getting engagements from your audience. Basically engagement is all about marketing effectiveness. If you spend $100 in an advertising campaign however, only very few people clicked on your ad then surely your ad campaign is a total failure.
However, in a social media marketing campaign specially in Facebook you are also getting passive free impressions which will drive more sales. To get this passive free impression you still need lots of engagements from your target audience.
Also keep this in mind that engagement is not only clicking on your ad but also liking, commenting & sharing it with others. Let me give you an example.
Look at the above example of Facebook ads. It received more than 8,500 likes, 108 comments & 343 shares. If this ad received a 100K impressions from its ad campaign, then surely it received another 15K free impression from social media word of mouth.
As you can see, engagement is a powerful tool to receive extra views & sales from your ad. Also it can indicate how popular your brand is among the target audience. People generally trust an ad that receives lots of positive feedback (likes, positive comments & shares).
So, my advice is – try to make your ad copy as interesting & attractive as possible. You will not only increase its effectiveness but also receive lots of free impression & brand reputation among the target audiences.
Quick Note: Do you know? Facebook organic reach has declined recently. Even with millions of active followers you won’t get much organic exposure. My advice, use Twitter & Pinterest for your organic campaign, as they don’t have such issues.
Secret 2: Catch the eye of the audience & be straight forward
Not only Facebook but all other social media are very busy places for the audience. Just ask yourself how many posts you usually see when scrolling the news feed on Facebook.
- Do you actively see each one of those?
- How many seconds do you usually spend to see each of those posts?
- Do you read all the text of a post? Or just skim?
Most of the people do not even look thoroughly, they just keep scrolling for a while & if it can attract their eyes within the first few seconds only then they stop scrolling & read that post.
Do you get my point? Only if your post can attract their attention. How many seconds did you have to attract them? Merely a few seconds!
Yes, if you cannot utilize these few seconds to attract your target audience then they will not only leave your post but also you will lose that impression. Remember, Facebook will charge you per impression.
Therefore, your job is to make the ad copy very attractive to catch the eye of the running audience.
Recommended Reading: 9 Steps How to Improve Social Media Marketing? (Beginner’s Guide)
Now, one more thing. Only an attractive post cannot do the job here. You have to make that post very straight forward. Do not bother to write hundreds of texts. No one will read it. Just use 10-15 words to describe it.
Look at the above example. Simple 3-line text with a simple image to describe the post.
So, my advice is – try to make it attractive & make it short. Be straightforward.
Secret 3: Optimize the ad placement to make it more efficient
Just writing an ad copy & spending hundreds of dollars per month can do the job, however, it will not bring any efficiency. If you want to increase your ROI in an ad campaign, then you have to optimize the placement of ads.
There are several places to run an ad on Facebook. In the news feed, messenger, Facebook marketplace, suggested videos, etc. You may select all of the places, but if you want to increase your ROI then I suggest you test each of the places.
Of course if your ad copy is a video then you better choose suggested videos. There are no specific tips which will be the best placement for your ad. This is something you have to find by yourself by running an ad campaign.
My advice is – launch a small budget campaign i.e. $10 to find out which place is best suited for your ad.
Recommended Reading: Ultimate Guide: Social Media Marketing Plan 101
Secret 4: Personalize your ad copy to make it unique
Personalization is a very powerful advertising method. You may see it everywhere. From social media to email marketing as well. Now, what exactly does personalization mean? Well, when you mention a person’s name in your email, that is an example of personalized email.
Look at the example, here they mentioned their customer name & craft a very personalized email to catch the attention. Instead of running a cold email campaign, this type of personalized email proved to be 100% more effective & efficient.
But how are we supposed to personalize a social media ad copy?
Well, in your Facebook page messenger you can do it easily by using settings. However, you cannot do it in your ad copy. There is no such mechanism nowadays. Yet, you can personalize differently to make it stand above the crowd.
Make the ad copy as you are talking with the individual audience. Hence, it will provide value to your audience & you will receive more engagement.
Secret 5: Utilize the power of videos to impress your audience
Sometimes a short 30-sec video can tell more than thousands of words. Besides, gradually audiences are more attracted to video rather than text. It’s because reading usually takes a lot of time & effort rather than watching a video.
In a video you won’t have to read anything just watch. Also in a video you can describe more easily than text. If it is a tutorial of how to build a WordPress website, then a video can easily show everything while an article has to use images frequently to describe.
For an example, let’s take a look at the above video ad from Neil Patel. This video length is under 5-min & within this short time he describes quickly & smartly how to use 6 smart tools & strategies to beat your competitors in Facebook ads.
You must have to understand this major fact. Facebook audiences do not actively search anything while they scroll the news feeds. However, in Google search audiences actively search for a specific thing using keywords. Therefore, these two audiences are completely different from each other.
You have to do it quickly & smartly to describe what exactly you are proposing. Like I said before, you have only a few seconds to do it. And this is exactly why a video is a perfect match in Facebook ad rather than text.
Secret 6: Smartly inject questions in your audience’s mind
Another powerful method is – forcing them to think while they are seeing your ad. This method is simple, do not show your audience regular things instead show them something unusual. Thus, it will shock them, catch their attention & force them to think, what is this all about.
Just take a look at the above video ad from Facebook. This could be a perfect example. Dropps is a cleaning product manufacturing company. Just watch how smartly they catch the attention of their audiences.
This way they forced their audiences to watch more clearly the whole video & read the text to understand what the heck is going on here?
In most cases, people engage more in these kinds of shocking & hilarious ads. The result is – getting more free exposures from word of mouth, more leads & more sales.
Secret 7: Optimal timing & maintaining a frequency
Timing & frequency is something that you have to do everywhere, not just in Facebook ads. Though timing in Facebook posts entirely depends on your target market. If you have a local business, then you need to focus on a specific time when your audiences are mostly active on Facebook. However, in case your audiences are global then do not even bother with timing.
Maintaining a consistency of posting on a Facebook page is something you always have to do no matter which type of audiences you have. Therefore, my suggestion is – you may use Facebook’s built-in scheduling feature to plan ahead for some future post, hence it will be easy for you to maintain the frequency. Besides, if you use 3rd party scheduling software you may get even more advanced options.
For example, you can choose a pool of contents for future publication. And software will automatically select posts from that pool & make a schedule based on your audience behavior. As you can see, you won’t have to find an optimal time for posting, software will do it using its unique machine learning techniques.
Recommended Reading: Best Social Media Management Tools for 2021 (Review)
Secret 8: Implement CTA smartly to increase your click-through rate
CTA (Call-to-action) is a very powerful tool to increase your click rate. In general, I always suggest my client make the CTA button visible as much as possible, because your audience is always looking for something interesting to click.
For example, when you see an interesting post & want to learn more about it, you obviously will look for a visible link, right? Here take a look at the example below.
Though in this post they have given a visible link, yet this is not enough for your audience. I already said on Facebook your audience are always in a rush, they do not have time to search & find a link to click. They will skim your post for a few seconds & if it is not interesting they will leave.
So you have to make your CTA button more visible than just a simple link. Here is another example for you.
You see, in the middle of the post they have shown their CTA using a green button. It is far better than the previous example. By using a CTA button like this you can increase your click rate at least 200%.
Secret 9: Experiment with A/B testing method to optimize the ad
A/B test or split test is an experimenting method. To test out which type of ad performs the best. You may set two different titles, description & image for two different ads & run them simultaneously to see the difference in their performance.
This way you can easily find out which type of context is most appealing to your target audience. Sometimes a little variation in title or image can make a big difference in click rate. Thus, split testing can help you to pinpoint that exact location.
Quick Note: remember, you cannot just simply increase ROI in Facebook marketing campaigns by learning. You have to keep testing with different content to find out which works best for your business.
Secret 10: Use Facebook pixel to gauge the performance
Finally, after all you have done correctly, how will you know whether these efforts are paying off or not? To answer that question, you will need a tracker that will spy on your visitors from Facebook marketing campaign.
Facebook pixel is a small piece of code that you have to inject in your site HTML. Upon doing it, it will track every single visitor from your Facebook ad campaign. You will be able to see their activities on your site.
For example, let’s say your ad is about selling an eBook. After clicking the ad what your visitors actually do when they arrive on your site. Do they directly click on the purchase button or roam around your site?
You see, it’s almost like having a CC camera in your shop to find out what your visitors are doing. Just like an A/B testing you can tweak your site structure based on your visitor’s activities. If you think it takes your visitor’s more time than usual to find the purchase button, then you should reconsider moving it from the bottom to the top of the sales page. This way you can effectively increase your sales as well.
Facebook is one of the most popular social media platforms that has almost all types of audience from poor to rich & from age 7 to 100. Also because of mass audiences it is a highly competitive platform for advertising as well. If you are not careful, most of your ad budget may be spent on receiving likes & comments, maybe a few clicks but no one will purchase anything.
I have said it several times in this guide, in social media people are not actively looking to buy anything. Most of the time they are here to take a break. While in Google people are actively searching for buying or learning. Therefore, to get success in a social media environment you have to be extra careful when launching an ad campaign.
Be patient, do not spend a huge chunk of dollars at the very beginning. Better test for a while using a small budget to familiar yourself with the result. Use all the secrets I have shown you in this guide. I am sure you will get success & can maximize your ROI in Facebook advertising campaigns. If you still need further help, then don’t hesitate to contact me. I am always here to help 🙂