Who can help me in facebook ads

Facebook Advertising Tips: 9 Tips For Successful Ads On Facebook

Many entrepreneurs despair of Facebook advertising. Social media expert Sandra Holze gives tips on what you need to know before placing an ad in order to achieve good results with little money.

For some entrepreneurs, Facebook advertising seems like a real magic bullet. Others give up resignedly after a while. Then they say: “It's way too expensive.” Or: “It doesn't work at all.” So what do some do better than others? The answer: you understood how Facebook ads work and followed these ten rules.

1. Check if Facebook advertising is the way to go for your business.

Facebook ads do not make sense for every business model. "As a regional baker, for example, I wouldn't invest in Facebook," advises online marketing expert Sandra Holze. "Then I prefer to optimize my website for search engines - in such a way that I end up at the top when people enter, for example, 'Magdeburg wedding cake' on Google."

Many regional shops are taking over Facebook. “The entrepreneurs are often already overburdened because they do everything on their own. They respond with the attitude: 'Then I'll put ads on Facebook.' “But that's not how Facebook works.

If you want to be successful on Facebook, you have to be aware that there is a lot of work involved. It is not enough to do a few ads. In order for potential customers to follow you on Facebook, you have to offer attractive content, constantly post beautiful or interesting photos, give tips, make exciting offers. “As a café that would mean that I don't just write: 'Sunday is brunch'. I have to share something every day or create events for events, ”explains Holze. “It's a continuous work. Many underestimate that. "

2. Do not advertise products in Facebook ads.

"For me, Facebook is not a platform to advertise products," says Facebook professional Sandra Holze. "Why not? You have to consider: How are people on Facebook? They want to have fun, watch videos, see what their friends are doing on vacation, what they are eating. My experience is that pure product ads don't work. "

So what can you advertise for? To generate leads, says Holze: in other words, to acquire the contact details of potential customers. “For example, an online shop can use a Facebook ad to lure customers to a page where they can sign up for a newsletter.” In order to do this, however, you have to make a real offer to the Facebook user, for example to contact the first order gets X percent discount or exclusive information.

Why is it so important to collect email addresses from target customers? "For online shop owners, coaches or service providers, selling still works best via email marketing," explains Holze. This is also shown by studies (to be found, for example, here and here - in English).

E-mail marketing also has a decisive advantage: You are in control of when and how you contact your target customers, while for advertisements on Google or Facebook you are dependent on algorithms that are frequently changed.

"That is why it makes the most sense for me to use Facebook to set up an email distribution list - instead of directly promoting products," says Holze.

3. Set the right audience in the Facebook Ad Manager.

“The biggest mistake is that companies don't know their target group,” says Sandra Holze. "And that is really a serious mistake."

The problem with an imprecise target group description: The ad is also shown to a large number of people for whom the content is not at all interesting. For example, if you place an ad that is aimed at attracting leads, but shows it off to the wrong people, you will end up paying a lot of money for a new lead.

To find out how to target the target group on Facebook, read our guide "Target groups for Facebook advertising".

4. Play out your advertising to warm contacts.

Facebook ads are much more effective when shown to people who have been in contact with you before.

Warm contacts are for example:

  • Users who like the company's Facebook page
  • Users who have already been to the company website

5. Use the Facebook pixel.

How do you find out whether someone has already been to your website? This is where the Facebook pixel helps: a piece of code that can be created in the Facebook Ads Manager (how to create the Facebook pixel, read here).

“You can incorporate this code on your website,” explains online marketing professional Sandra Holze. “It then registers the visitors who have been to my website. In the next step, I can then display ads on Facebook that are only shown to people who have visited my page in the last 90 days.

6. Create lookalike audiences.

Smaller companies in particular will have the problem that only a few thousand people visit their website. It would therefore make little sense to only display a Facebook ad to these people. Rather, it makes sense to create so-called lookalike audiences, i.e. a target group that is similar to the people who were on the company website. To do this, Facebook looks at the profiles of people who have been to a company page: How old are they? Where are you from? What are you interested in? How much do you earn? Then Facebook searches for people who are similar to the website visitors and uses them to create a target group.

The same thing works with Facebook fans too. That means: You can not only display your ad to your own fans, but also to people who have similar characteristics. “So you usually have a more precise target group profile than when you try to define the target group based on interests,” says Holze.

7. Place ads that trigger specific action.

In the Facebook Ads Manager, you can now define 15 different campaign goals. For example: "Increase brand awareness". That may make sense for large corporations. "Personally, however, I prefer advertisements that are supposed to trigger a specific action: for example, liking a page, subscribing to a newsletter, participating in a competition or attending a webinar," says Sandra Holze. "Because only then can the result be well measured and you can keep improving it by trying it out."

8. Be patient and persevere.

“You cannot assume that you will have every Facebook euro out as a return on investment immediately,” says Sandra Holze. She recommends viewing Facebook ads as a long-term investment. Especially those who offer expensive products cannot expect their target group to take advantage of it immediately. The actual purchase often takes place months later.

9. Believe in your strategy and invest enough money.

“How much money do I have to invest in ads?” That is a popular question that cannot be answered across the board. "If I want to set up an email distribution list because I want to use it to promote my online shop, then the emails are worth a lot," says Sandra Holze. "I would put everything I can afford in Facebook ads."

5 home page templates that will attract customers

Do you want to attract more customers with your website? Our 5 home page templates show you what to look out for. Download it for free now!

Our expert

Business trainer Sandra Holze teaches entrepreneurs and the self-employed in online courses how to successfully build an Internet business and win customers via social media. Click here for her Facebook page, where she regularly provides online marketing tips.