Many businesses are unsure if advertising on Facebook is truly effective. However, the numbers speak for themselves: 85% of new nexus-security users are already utilizing Facebook advertising; Facebook ads receive a staggering 22 billion clicks annually, reaching an impressive 1.6 billion active monthly users. Clearly, Facebook is a popular platform for advertisers – a vast number of users can’t be wrong. In 2016, it’s an indispensable platform for any serious online marketer. Just consider all the data available on user growth and revenue at Facebook.

However, the sheer volume of options Facebook offers can feel overwhelming and lead to inaction. The good news is that Facebook ads can be simplified to core strategies that, when executed correctly, produce excellent results. Let’s keep things straightforward. So, what tactics can advertisers employ to leverage the power of Facebook? Let’s explore five key actions Fashletics, an athletic jewelry company based in Miami, Florida, implemented to generate high-quality traffic at a low cost per conversion during a six-week holiday campaign. Related: Facebook Ad Benchmarks for YOUR Industry

1: Precise and Targeted Advertising

Facebook’s targeting capabilities provide a wealth of information – a huge advantage for advertisers. While some might argue that excessive granularity is possible on any platform, when striving for high conversion rates at an optimal cost, particularly with a limited budget, detailed targeting is key. Fortunately for Fashletics, Facebook aligns perfectly with their core audience: fitness-oriented females, particularly those involved in CrossFit. In this case, Fashletics established the following targeting parameters:

These targeting capabilities allowed Fashletics to pinpoint their ideal demographic: women across the U.S. engaged in various fitness activities who were highly likely to be interested in their product line. Update 2021: Due to iOS 14+ privacy features and Google’s phasing out of third-party cookies, Facebook targeting is becoming more complex. To continue developing effective audiences for your campaigns, utilize our post-iOS 14 Facebook targeting advice.

2: Visually Captivating Ads

It’s no secret that Facebook, like most modern advertising platforms, is visually driven. Clean, sharp, and attention-grabbing images make your brand stand out. This is not an area to cut corners. Invest in professional photography that showcases your product(s).

3. Engaging Copy that Resonates with Your Target Audience

The ad copy in the example above directly addresses the customer’s language. Utilizing words like “tough,” “authentic,” and “breaking point,” the copy resonates with the target market, eliciting a sense of recognition and affirmation. Taking it a step further, the copy creates a sense of exclusivity by stating it’s not for everyone – it’s for a select group who seek unique, not mass-produced, items. Exclusivity has selling power.

4. Consistent Ad Testing is Crucial

This concept is likely familiar to anyone reading this. Constant testing of Facebook ads is essential. While it may seem tedious, it provides invaluable insights into your customer base. These “learning moments” then inform strategies across all your advertising channels. In Fashletics’ case, two scenarios were tested: offering either free shipping or a percentage discount. Without knowing the outcome, you can likely guess which option resonated most with consumers.

Unsurprisingly, free shipping was the clear winner, preferred by a ratio of more than two to one. This suggests that people generally prefer simplicity, as a 30% discount would have yielded greater savings than free shipping. The key takeaway? People love free shipping!

5. Utilizing Facebook Remarketing

If you’re not familiar with remarketing, it’s time to learn. Facebook’s remarketing tools allow you to target individuals who have previously visited your website and subsequently use Facebook. Having already shown interest in your offerings, these individuals are significantly more likely to convert compared to those unfamiliar with your brand. Fashletics implemented two ad sets: one targeting general website visitors and another targeting those who abandoned their shopping carts. While a basic approach, Facebook’s pixel offers the potential for greater specificity.

The data below highlights the success of this strategy: Fashletics achieved 141 sales at a remarkable CPC of $0.44, in addition to gaining 137 page Likes, all within a six-week timeframe. The success rate with cart abandoners is particularly noteworthy – a gentle nudge to complete their purchase!

Results of Facebook Remarketing Campaign

Final Results

A common question is the cost associated with Facebook advertising. Based on industry benchmarks, Fashletics achieved exceptional results with a relatively modest budget, surpassing average metrics:

Overall Facebook Averages for 2015:

• Average Facebook Ad cost per click: $0.27
• Average click-through rate: 1.5%
• Average Facebook Ad cost per click: $0.21
• Average click-through rate: 1.8%

Fashletics Averages for Holiday Campaign:

Results of Regular Campaign

Overall Totals: Regular + Remarketing

Beyond the final data points, additional KPIs (key performance indicators) were identified to assess the effectiveness of Fashletics’ Facebook advertising.

Key Performance Indicators:

• Cost per conversion: $5.79 – indicating the cost incurred for each conversion. This metric is particularly valuable as it reveals the acquisition cost of each new customer.
• Conversion rate: 3.6% – representing the percentage of clicks that resulted in a conversion. Related: Why (& How) to Implement the Facebook Conversions API (Now!)

Additional Advantages of a Facebook Ad Campaign

Beyond conversions and increased Likes, Fashletics witnessed a significant growth in email subscribers, gaining approximately 1,000 new subscribers during the campaign. An email list holds immense value, allowing Fashletics to engage with their subscriber base directly and consistently. While replicating these results is not guaranteed (it’s marketing, after all!), the success of Fashletics’ campaign serves as a compelling case study for any advertiser hesitant about Facebook marketing, encouraging them to explore its potential. Brad McMillen is an internet marketing consultant and freelance copywriter at Mac Strat based in Redondo Beach, California. He specializes in pay-per-click campaigns, conducts SEO audits, and creates compelling web copy. Rarely experiencing the Monday blues, he finds joy in watching surfers while he works. Connect with Brad on Google+, follow Brad on Twitter, or connect with Brad on LinkedIn.