The new year is quickly approaching, and many businesses are in the process of planning their online marketing strategy for 2017. Facebook advertising has proven to be an excellent way to reach customers and influence purchases, and it shows no signs of stopping. If you are planning on utilizing Facebook advertising in your 2017 marketing strategy, it is important to make sure that you are optimizing your ads to boost conversion rates and get the most out of your Facebook advertising budget.
Whether you are new to the world of Facebook advertising or you are looking for ways to improve your strategy, the tips below will help you create killer Facebook ad campaigns in the new year. From changes to Facebook advertising to steadfast best practices for creating ads that convert, this list contains a range of helpful advice to help you start 2017 on the right foot.
1. Get to know (and upgrade to) the new Facebook Ad Pixel.
Facebook has made some adjustments to ad pixels that will start to change things up a bit in the new year. Rather than offering both the conversion tracking pixel and the Custom audience pixel, Facebook has combined the two into one Facebook pixel to provide a better experience for advertisers. As of September 15, 2016, you are no longer able to create conversion tracking pixels, and Facebook stopped actively supporting them on October 15. It is important that you get to know and update to the new Facebook pixel before the social media platform disables the conversion tracking pixel on February 15, 2017.
The Facebook pixel allows you to use just one pixel across your entire website, enabling you to measure, optimize, and build audiences for your Facebook advertising campaigns. The Facebook pixel allows you to get important information about how people are using your website across devices, which helps you make more informed decisions about your Facebook advertising campaigns.
Creating a Facebook pixel is simple. Go to the pixel sections of your Ads Manager. Click on “create a pixel,” and enter a name for your pixel. You can then install the pixel immediately if you work on your own website or click on “email pixel code” to send to the person who does your web design.
2. Work on developing more video ad content.
During recent Facebook quarterly shareholders’ meetings, Facebook founder, Mark Zuckerberg has repeatedly mentioned that Facebook is focused on innovation when it comes to video. The social media giant is investing heavily in the video platform and distribution and plans on continuing this trend in the new year and beyond.
What does this mean for Facebook advertisers? Brands have a great opportunity to reach new markets and engage consumers through video advertising. As Facebook continues to emphasize video content, those who do not invest in video ads may quickly be left in the dust by other brands who are ready to adapt and evolve to new trends in the digital marketplace. In fact, Facebook reports that there has been over 50% growth in video viewing on Facebook, making Facebook video ads a great way to build brand awareness and drive sales.
If you have not dabbled in Facebook video ads before, it is important to note that you can upload your videos directly to Facebook rather than sharing them from other websites. Research from Facebook shows that this can result in 30% more views from users. Also, the video views objective helps you automatically optimize your video and show it to those users who are most likely to view it on Facebook, allowing you to increase your reach and improve video ad efficiency. Like other types of Facebook advertising, you can learn more about how your ads perform by viewing video metrics in Ads Reporting. This gives you more insight into how you can improve and optimize video ads.
3. Focus on mobile.
Some businesses that regularly advertise on Facebook seem to neglect mobile users. However, this can be a big mistake as Facebook is currently dominating mobile with daily and monthly active mobile users continuing to rise each year. For September 2016, Facebook reports 1.09 billion mobile daily active users and 1.66 billion mobile monthly active users. This trend will only continue in 2017, so it is important that brands focus on making dynamic mobile Facebook ads a part of their Facebook ad strategy for the new year.
One of the most important things to keep in mind when developing mobile Facebook ads is that you should be creating ad content and imagery that is optimized for a mobile audience. When Facebook users are accessing the app from their smartphone or other mobile device, there is a good chance that they are accessing Facebook while on the go and their attention is being pulled in multiple directions. It is important to feature a timely offer in your call-to-action as consumers are more likely to quickly act on a promotion that has a specified time frame. You also want to choose images and develop content that jump off the screen and get the attention of this busy audience.
Though this may not be a comprehensive list, it does give you a great starting point for developing a Facebook ad strategy in the new year. As Facebook Business continues to grow and evolve, this social media powerhouse will offer even more helpful tools and features to help you meet your unique business goals. The key to getting the most out of Facebook advertising in the new year is keeping up with changes to the ad platform and continuing to adjust your strategy so that you see results.
What is your Facebook Ad New Year’s resolution? Whether you’re aiming to improve an aspect of your ad campaigns or just want to stop making common mistakes, I’d love to hear about your plans for 2017 in the comments below.