Ever feel like you’re drowning in a sea of digital advertising options? Maybe you feel unsure of how to maximize your impact with limited funds.
The digital realm is always changing and it’s easy for small business owners to feel overwhelmed. However, there are powerful opportunities to build brand awareness and target a specific audience. The key is to recognize where your marketing budget will have the greatest effect.
For most B2B and B2C companies, Meta’s enormous reach makes it an obvious winner, with over two billion users logging on daily. If you’re ready to make the most of your Meta Ads, find out how Choice OMG can help you to create campaigns that rack up the clicks.
Effective Audience Targeting on Meta
One of the features that makes Meta advertising attractive to so many businesses is the ability to target a very specific sector of the wider online audience. The key to successful advertising isn’t only about getting your message out there, but also about putting it in front of potential customers who are more likely to engage with you.
Meta Ads allows you to customize the audience that will see your ad. This could include existing customers or identified leads, but it might also mean targeting a broader sector. If your business offers in-person services, targeting the local geographical area is helpful, since your customers will be required to travel to your location. If you offer something that would appeal to customers with specific interests, you can narrow your audience this way. Perhaps your business is more likely to appeal to one gender more than another. Meta also allows you to target your audience by male or female.
You can even narrow your audience based on their behaviours, like whether they’ve visited your website. Maybe you want to advertise to a segment that has certain connections or has already liked your page. These indicators are useful to identify a warmer audience that’s more likely to convert.
By narrowing your audience thoughtfully and specifically, you’ll increase the probable success of your Meta Ads campaign before you’ve even developed your first ad.
Crafting Compelling Meta Ad Copy
Now that you’re ready to start designing, you’ll want to make sure you keep your specific audience in mind. Imagine that you’re creating a message directly to them, making it as personalized as possible.
The goal is to compel your audience into taking a specific action—like making a purchase or signing up for a newsletter—so your copy will need to be compelling. Keep it short, but make sure the message is effective.
Even though it can be tempting to ramble on about all of the benefits of your product or service, copy is typically most effective when it’s punchy and zeros in on the value provided. Focus on one or two benefits to your customers and convey them as concisely as possible.
And remember that copy isn’t only about words. Using numbers in your messaging is an effective way to communicate the value you’re offering to your customer. Highlight discount rates, low prices, and overall savings whenever possible.
Add Eye-Catching Graphics
Too often, images become an afterthought in advertising, but a well-executed design is what’s likely to capture your audience’s attention first. Think about your copy, then use your image to reinforce the messaging. It might be as simple as providing visual reinforcement of the text or as creative as suggesting a connection to the reader that they may not have anticipated.
The most effective ads have one thing in common: the copy and the imaging work together to provide a coherent, branded message that’s easily accessible and engaging to your audience. This applies whether you stay with basic images or venture into more complicated messaging (like humour or making an emotional connection). Both approaches can be effective, but only if your images reflect the messaging in your copy.
Invite An Action
Now that you’ve engaged your audience with your ad, you want to move them along to the next step in the sales funnel. This requires a snappy, effective call to action.
Be upfront about what you want them to do. Instead of saying that appointments are available, for instance, request that they “Book Now”. Better yet, increase the urgency of the action by making the offer time-limited or only available to a certain number of clients. You’ll reduce the instinct for your audience to put off the action until later and increase your number of immediate conversions.
Review, Review, Review
Consider digital advertising as a work in progress. Once you’ve developed your ad campaign, be ruthless about reviewing it. If you’re a beginner, this might mean something as easy as taking a look at how it appears online. Does it catch your attention? Does it look professional? Is it something you’d choose to engage with as you scroll through your own feed?
Try testing out various versions of your ads. You could change the call to action, adjust the image, or test out a longer or shorter version of your copy, for instance. A/B testing is an easy way to identify what resonates best with your audience, providing you with valuable information to improve future campaigns.
Finally, make the most of the analytics offered by the platform. Understanding the data will enable you to fine-tune your campaigns to make them more effective. Meta Business Suite offers basic analytics, but other tools are also available if you want to take a deeper dive. By working with a digital marketing agency, you’ll always be assured of staying on top of your campaign’s performance and be provided with the information you need to make data-driven decisions.
Strategy for Successful Meta Advertising
Following our tips is a surefire way to get more out of your Meta advertising, but creating the perfect ad takes a lot more expertise. If you want to get the most out of your advertising budget, your best move is to partner with a skilled digital marketing agency like ours.
We offer a full-spectrum team of copywriting, design, and analytic experts who can devise an effective advertising strategy that meets your needs and budget. We’re not only fluent in Meta ads, but also in other platforms that can expand your reach and enable you to meet your audience where they are.
Want to find out more? Connect with one of our digital marketing experts today to find out how we can help launch your business to new levels of success.