Looking for the Best Facebook Advertising Strategies? Looking for proven ways to
improve your ad results?
Below, we'll provide a simple strategy to help
you plan your Facebook ads. Why is
an advertising strategy becoming more important than ever?
The ability to reach many people, the scale of
advertising, and launch targeting put Facebook ahead of other advertising
platforms. The success of Facebook and Instagram marketing depends on the marketers
themselves, and the role of advertising strategy is only growing.
There is no one-size-fits-all way to set up
effective Facebook ads. If your product is cheap, you need a strategy, and if
you are delivering products for thousands of dollars, a completely different
strategy. The customer acquisition process is very different.
Below, we’ll take a look at four Facebook
advertising strategies. You can choose two things that are suitable for your
business. One is - the average customer price (CLV) and the other one is the
level of competition in your niche on Facebook and Instagram.
Why the competition? In order to successfully
advertise on Facebook and Instagram, it is important to stand out from the
competition. How easy it is will depend on the intensity of the competition. A
number of strategies that work for a less competitive company will not work for
a highly competitive company.
So let's move on to advertising strategies.
the average customer price
The average consumer price among marketers is
underestimated. Because a lot of people are not analytical but more focused on
the creative side of marketing. But the higher the customer value, the more you
can spend on advertising.
It also affects the size of the ad. If the
customer value is relatively low (meaning your customers are spending little on
your brand), then you need to reach a lot more customers, which affects the
advertising of your product.
What time frame should be used when measuring
customer value? Experts advise sticking to the "golden mean". The
initial cost (value of the first transaction) does not account for repeated
purchases and the lifetime value is very vague. We will use the average price
of the customer in the last 12 months.
If you have a dedicated tool for calculating
this metric, great. But how do you calculate it manually based on the data you
Let's say your business is on Digital Marketing and the average bill
per client is 1,000 dollars. How often does the client visit your packages? On
average every month, unless more accurate data are available. To get an average
consumer value of 1000 dollars. multiply by 12 months and get 12,000 dollars.
Of course, this is not the most accurate calculation method, but we will take
an approximate figure as an example.
It is also worth considering the company's
profits. In calculations, it is important to pay attention to the client's
profit. Keep this in mind if your products are expensive or your service system
Remember, you can influence the quality of
your customers by increasing sales, referral programs, and word of mouth.
the competition in your industry on Facebook
Now let's talk about the competition.
Facebook and Instagram are growing very fast,
which is driving competition. If you advertise locally offered products or
services that cannot be represented in other cities and countries, you will
face much less competition. This is the easiest way to draw the line between
low and high competition on Facebook.
Think about the competitors your customers are
buying from. If you run a restaurant, think about how many more restaurants
there are in your city with similar food? How many of these restaurants have
Facebook and Instagram pages? How many ads are launched? This number will be
smaller than companies that sell products online and compete with thousands of
Let's look at companies that sell their own
products online? There will be more competition here. Even if your activity
takes place in a separate segment of the market, thousands of other companies
compete with you for the audience.
Of course, it is not always possible to track
the competition explicitly, whether the business is local or international. If
a lawyer only provides his services in Moscow, the competition will be even
greater. But if you sell information products that are highly niche and only a
few companies offer similar products, the competition will be less even if you
work in several cities and even countries.
If you know your competitors, this is the easiest
way to learn how they advertise their products. This is done by a free tool,
Facebook Ad Library.
It is enough to add the name of the competing
organization in the search bar and select its page.
Facebook will then indicate if the page is
running ads, how many ads are running, and what they look like. This is a very
simple and useful tool.
Which Facebook Advertising Strategy Is Best For Your Business
We've already made it clear that Facebook's
average customer value and level of competition will determine your advertising
strategy. There are four different strategies based on this metric.
competition / low average customer value
If your business has low competition and low
customer value, for example, you run a restaurant, hairdresser, or local store,
your ad should not stand out too much. Presenting your business, offer, product
or service is often enough to get people interested. Generally, you don’t have
to think too much about unique creativity or take a non-standard approach.
Your goal is to build interest, attract
customers and provide them with great service. It’s important that customers
want to contact you again and recommend you to friends.
Ads usually use Reach Target instead of brand
awareness, but sometimes they give the same results.
Instead of sending the same advertising budget
every month for the next few years, it is recommended that you spend the
majority (about 80%) of the budget over the next 3-6 months. This will give the
The first few months of advertising will allow
you to attract more people. In addition, it's best to set ads to rejoin the
offer, for example, a great discount or any other offer. This should be a very
low-budget ad that will remind the target customers about your product or service.
But this ad will be different from the first “aggressive” customer acquisition
competition / high average customer value
Companies with high customer value and low
competition are usually local, but their customers are much more expensive than
in the previous scenario. High customer value changes a lot, as you can get
enough value from your customers.
In this case, the advertising strategy will be
similar to “set and forget”, as much as possible in the case of ads on Facebook
As a product for advertising, it is better to
choose something that will allow potential customers to learn more about your
offer and make it easier for them to enter the sales funnel. This can be a free
You can advertise your offer directly by
setting up a campaign for leads or conversions, attracting leads to the site.
These campaigns are very effective, quite simple, and you can adjust your
budget to fit your needs.
competition / low average customer value
E-commerce and grocery companies that have a
physical location usually fall into this category. At least in terms of
advertising spending, this is the largest category of Facebook advertising.
Here, too, the most complex advertising strategy is working.
Due to the high competition, it will take a
lot of effort and money to get out of the competition. However, you can spend money on marketing because the
customer value is lower.
The best way for companies that create a
physical product to grow their brand is to reach as many people as possible.
They will use it, tell friends about it, post pictures, and create promotions
around the product.
This type of face-to-face campaign will give
you more profit at a lower cost to gain a customer. This strategy has been made
more effective with the latest privacy changes in iOS 14.
Encourage audience action. Use CTA in your
marketing, “like”, “take a selfie with the product”, “share with friends” and
competition / high average customer value
The last category is the high average customer
price and high competition on Facebook. Typically, these are information
retailers - courses, advice, etc.
Such products are often supplied remotely and
compete with a large number of companies but offer substantial profits. You
don't have to incur losses or break the original trade because your client is
In this national organization, the key is to
get out of the crowd. The most important advertising strategy here is maximum
advertising. At the same time, 8-12 different types of ads are shown to the
The goal is to find a target audience and lead
them consistently through all stages of the sales funnel for weeks or months.
At this point, through advertising, you will introduce the audience to the
brand. Tell us about the offer, highlight the problem and give the solution and
also the facility to purchase.
Another effective advertising strategy is to
use quality creatives. If you’ve spent thousands of dollars on a campaign, the
return on investment, including the cost of designers and video editors who
know how to create compelling visuals, is irresistible.
Another issue to consider is the inclusion of influencers in marketing. It
doesn’t have to be a mega-celebrity, it’s better if it’s just an industry
expert. If they approve or present the product, it will give you a huge
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