Have you ever bought Facebook Ads to boost sales but the outcome doesn’t meet expectations? What is the cause of this problem?  SCB arranges an online training course “The DOTS Digital Commerce X” and invites Khun Mantita Chinda (Tip), a guru who is MD and Founder of Digital Tips Academy, to coach SMEs how to shoot Facebook Ads and to study the Facebook Algorithm as a guideline for shooting FB Ads under the strategy. Those will help expand the customer base and reach the right target customers, and to double sales.

Facebook Ads on a day without magic

Many say that we should not bombard the advertising budget on Facebook at this moment. Shooting Ads gradually costs more and won’t grow sales as planned; moreover, competitors pop up everywhere. Khun Tip suggests we look at the exponential growth of global FB users, especially Thai FB users that rank No.8 in the world. That means our customers spend most of their time on FB. There’s a saying that “Fish where the fish are”, so why not follow our customers. Besides, FB is a platform prevailing among marketers. The survey shows 93% spend advertising budget on FB which means it’s still an effective marketing tool. In fact, FB would work as long as entrepreneurs can penetrate deeply into its mechanical for the utmost benefit. Khun Tip emphasizes that FB Ad is only a powerful tool for those who “understand”.
 

Why shooting Facebook Ads are failing?

Even though some people think that money can always buy FB Ads, money isn’t the answer for the winner of this game. Then what drives success? Khun Tip suggests that we look back to the 3 following factors if shooting Ads don’t work for us.

1. Objective:  Know the objective of buying Ads as it determines Mood & Tone, and the outcome or how the Ads work would depend on the set objective.

2. Audience: If Ads are shot at the wrong target, it’ll affect advertising effectiveness.

3. Creative: The content and workpiece must hit the target group; otherwise, it can’t win their hearts.

10 Strategies to win Facebook Ads shooting game

Khun Tip refers to the survey that people are likely to expose to around 10,000 Ads each day. As a result, it’s important to take over good spots on FB where people scroll feeds and find them right away. We have to find ways and make sure that our Ads will appear in the best area or the top feeding position. Never think that buying Ads is the end of everything.

1. Understand Facebook Ads Algorithm

Understand how Facebook Algorithm scores. Estimated Action Rate on FB: good content that gets Likes, Comments, and Shares, will get high scores 2. User Value: observe how viewers react when shooting Ads such as, Ads that attract many viewers, get clicks, conversion happens 3. Bidding Strategy: choose “Lower Cost”. Tips: You can’t win FB by spending much or little money. What matters most is creating Ads that entice viewers.

2. Underhand Facebook Ads Structure:

Understand the structure of creating FB Ads which are divided into 3 levels.

I. Campaign: Choose objectives such as view and engagement.

II. Ad Sets: Select location – Select target group – Select Ads to be presented such as FB, IG, Messenger, etc. – Select budget and timing.

III. Ads: Select desirable Ads – Select Ads measurement.

Tips: Things to remember when buying FB Ads

● 1 Campaign can have multiple Ad Sets, and 1 Ad Set can have multiple Ads.

● Don’t post Campaigns too often as the Ad fee is expensive.

● Setting up a good Ad structure will impact creating effective Ads.

● Place 1 Ad Campaign, select 1 objective.

3. Understand Facebook Ads Objective

1. When buying Ads, choose the right objective under 3 different categories including 1. Awareness: get people to know more 2. Consideration: motivate people to search for information 3. Conversion: stimulate someone to do something. Before buying Ads, you’d better foresee whether people know your Ads. If they don’t, what would you do to make them know?

Tips: Select old target group. Just change the objective and the result will be different. 

4. Understand Facebook Ads Targeting

1.     Facebook contains 3 types of target audiences.

● Core Audience: Set target audience independently such as location, behavior, age, etc. The accuracy depends on how much you know customers. The more you understand them, the more precisely your target is. Those who are adaptable will be able to create Core Audiences well.

● Custom Audience: Target audiences that you already have their data such as customer list or Fan Page. Remarketing is suitable for those who are using an app which means creating Ads for following people who used to engage with us. The content for Remarketing Ads must meet customer interest. For instance, potential customers who drop on selected products in a shopping cart but don’t complete the purchase, and then the Ads go along with target audiences everywhere to accelerate purchasing decisions.

● Lookalike Audience: Find new target audiences who have similar characteristics to existing customers' data.

5. Nurture Leads & Build Loyalty with Facebook Custom Audiences

The content created for FB Custom Audiences must be efficient to increase followers in order to get a bigger size of Custom Audiences and cheaper Ad fee. Besides, it also generates CLV (Customer Lifetime Value) which means customers create value for the business such as customers repurchase, and we can later turn them into brand ambassadors. It’s recommended to collect customer detailed data before creating content so that you will truly know customers while implementing FB activities. 

6. Expand to Lookalike Audiences

Expand customer base with Lookalike Audiences. But before that, check if existing customers or Fan Page really match our business target audiences, and there must be enough information to create Lookalike Audiences effectively. 

7. Get Super Granular with Layered Targeting Options

Narrow down target audiences such as Selling T-shirts made of natural resources. Apart from selecting target audiences who are interested in T-shirts, you should also dig into people who are eco-friendly or care about sustainability. However, remember that narrowing target audiences will cause higher advertising fees. Anyway, if it grows sales then it’s worth more than paying for Broad targeting. 

8. Get Creative with Life Events Targeting

Identify target audiences from Life Events like selling furniture. Find out which group will buy new furniture such as a couple who is getting married. 

9. Leverage Location Targeting

Create target audiences from locations such as people who live in this location, people who are traveling along with this location, etc.

10. Develop Full-Funnel Strategy

Generally, customers must see Ads many times before making a purchasing decision. Thus, starting from building an Awareness before shooting Ads. At first, producing Ads that spark customer interest to build awareness, followed by Ads that create Consideration to provide information and get customers to know products more, ending up with creating Conversion Ads to trigger them to make purchasing decisions.

Before turning Pro to win Facebook Ads shooting game, you’d better understand the main factors of buying objective, select clear target audiences in line with the business, produce great Ads, study FB Algorithm as a key to find appropriate techniques in shooting Ads. It’s as if you give a secret weapon to SMEs to keep score in the business game, like GPS leading the way to boost sales, increase income and then reach the finish line faster.
 

Source: The DOTS Digital Commerce X, an online training course, conducted by Khun Mantita Chinda (Tip), MD and Founder of Digital Tips Academy, November 4, 2021