When we have a digital project, we need to attract qualified traffic, and, especially at the beginning, we think of strategies that bring us clients in the short term. This is where advertising campaigns appear on social networks that allow us to segment and reach our audience.
The truth is that getting our advertising campaigns on Facebook and Instagram to give us the results we want requires considering a series of keys that will help us better understand what Facebook asks us to do so that users reach our website.
1. The goal
Before launching your advertising campaigns, you must have prepared your sales to funnel for your product or service. Why? Because the only mission of advertising campaigns is to bring you visitor traffic. That is, give visibility to your offer to reach the people who may be interested. Then your funnel will generate sales for you, filtering out the people who are truly interested in what you offer.
2. Campaigns work by relevance
That relevant content means that it is useful and interesting for the user. That communicates the solution to a certain problem and that, therefore, manages to capture and keep their attention. But… How does Facebook know that a campaign is successful? Because it monitors the behavior of users who see it.
So, when a campaign is relevant to the audience it is aimed at, the Facebook algorithm will reward us by showing the ad to a larger audience for the same money. If that is the case, it means that, with the same investment… You will get a greater number of clicks! That’s what we are looking for.
3. The avatar and audience segmentation
Before launching an advertising campaign, it is necessary to create an audience according to the interests, behaviors and demographic data of the public we want to target. To do it well, having a well-defined avatar or ideal client is essential. How to do it? Being very clear about the concrete and specific problem that we solve with our product or service.
4. Communication
Based on the above, our creativity can start to work correctly and align with the buyer persona’s pain points or the main benefit of our product or service, and here are several keys to keep in mind.
Images
It has been shown that working with images of attractive women brings clicks in a natural, consistent and appropriate context. Slightly increasing the color saturation of images helps them stand out from the crowd, thus grabbing their attention and being more clickable.
The text used in the images must be fair and necessary. “Less is more.” The idea is to introduce a good phrase that attracts attention, is aligned with what we offer, and makes a call to attention.
Another way to break the pattern is to “break” the grid of the creatives where we launch the ads. Thus, by “destroying” it with curved, round lines and irregular shapes, we create that variability that draws the attention of the human eye.
Videos
- Make videos under 15 seconds: clarity and direction.
- Stopping effect: captures attention directly to the most interesting and attractive.
- Add subtitles to your videos so people understand your message without audio. Many times we have the phone on silent but we want to know what a video says. Make the user experience easier!
- Trojan horse effect: tells clear, coherent and concise stories in the shortest time possible. Stories capture, hold, and convert attention to trust, then deliver the call to action. This way, you avoid “aggressive” techniques.
- When you have resources, invest in creating a good audiovisual production. The quality of the ads also adds up because they sub-communicate authority.
5. Monitoring
Once you launch your campaign, you should pay special attention to the CTR, which is the percentage of clicks over the total number of people impacted by the ad. Suppose you have done the work conscientiously and have taken enough time to put together creativities that connect with your audience. In that case, you can materialize up to a percentage of 3%, which would be ideal.
When should you IMMEDIATELY stop a campaign? When the CTR is below 1%. However, if it doesn’t hit 3%, it means you can optimize for targeting, creativity, or both. How to find out? Testing! The only way to internalize knowledge and learn is by doing!
