There are 2.45 billion active Facebook users. In fact, Facebook is the biggest social network in the world.
If you aren't advertising your restaurant on Facebook, you're missing out on a huge audience. In this day and age, your business needs a Facebook advertising campaign to keep up with the competition.
Creating a successful campaign isn't easy. Keep reading for 7 tips for organizing your campaign and how Targetable can help make things more manageable.
Facebook gives marketers extensive targeting options, but knowing how to use them isn't so simple.
When it comes to targeting very niche audiences, know when to do it and when not to. Targeting a super-specific audience can sometimes hurt your performance. Just like targeting too broad of an audience can be a waste. If you want to succeed, you need to figure out who you're targeting first and then choose your targeting criteria.
Be sure not to get distracted by all the targeting options. Choosing too many specifications can overly limit your audience and increase your costs.
Instead, be sure that the options you choose make sense but won't limit your audience to a point where not enough people see your content.
The majority of your audience will use Facebook on their mobile devices. To achieve the best results, tailor your content to the way your audience interacts with it.
Focus on content designed for mobile use. Keep in mind, content intended for desktop doesn't necessarily translate well to mobile. However, mobile first-content usually works well on desktops.
For example, video content should be designed for vertical viewing so that mobile users don't have to turn their phones. It's the little things like this that make the biggest difference.
Speaking of video, you should be using it when marketing on Facebook. Not only does video allow you to reach even the most passive of users, but it enables you to transfer a lot of information to the viewer quickly.
Video is unique in that is allows you to tell a story and explain what makes your brand special. Facebook users are simply more likely to watch a short video than to read a lot of text. After all, we are highly visual creatures.
You can create a Facebook advertising strategy using video by creating a Facebook Ads funnel. This strategy provides a way to specifically target users who are viewing and interacting with your videos. These are the people most likely to make a purchase.
Pay close attention to two metrics, relevance, and frequency.
Relevance helps you understand how relevant your ads are to your audience. Facebook calculates this metric using an algorithm in response to your ad. The goal is to get the relevance score as high as possible.
When users click on your ad, like, share, or comment- your score will go up. If users interact negatively or hide your ad- your score will go down.
Try to keep your frequency metric low. When your audience is large enough, your ad will cycle through and be seen by many audience members without showing the same people, the same ad too many times.
When your frequency is too high, your ad is seen repeatedly by the same people, and it can cause ad fatigue. If they haven't converted after multiple viewings, they're less likely to do so at all.
When designing a successful Facebook ad campaign, create multiple sets of copy that highlight different features of your restaurant, menu, or upcoming event.
Don't try to tell two stories in 1 ad. Each set of copy should feature headlines and ad text that work together. Make sure each one focuses on one pain point or message. Writing them all out first is a great way to see what you have and create a campaign.
You can do this by keeping your basic offer the same but switching up the style. Try out longer paragraphs, shorter sentences, and bullet points. The goal is to test out different methods to find out what works best for your audience.
Where you place your ads is as important as what they say.
It's up to you where you place your ads. You can run them on mobile placements, desktop placements, or both. You can even run them off both Facebook and Instagram.
Different placement options have different impacts. For example, mobile users are more likely to engage with your content but less likely to purchase. The opposite is true with desktop users.
You can increase your conversion rates and lower the cost of advertising on Facebook by using retargeting. That means focusing on people who have already visited your website or your restaurant.
These users are connected to your business and are more likely to purchase again. You can target customers by either uploading a list of your own or having Facebook focus on users who have recently interacted with your content.
As you can see, advertising campaign management can be confusing and time-consuming. Technology is continually changing, and most business owners don't have the resources to stay on top of it all.
Using traditional marketing agencies can cost you a small fortune. Fortunately, Targetable is here to help! We put the latest technology to use by designing and managing your Facebook ads campaigns with AI.
You don't have to waste time and money trying to figure out how to manage your own ads or dealing with an agency. Discover if Targetable is right for your restaurant. Schedule a free demo here.