7 Steps to the Best Ads for Facebook and Google Campaigns

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Are you looking to explore paid advertising strategies for your business in 2024? If you have the budget to invest in platforms like Facebook or Google Ads, these channels offer some of the most effective ways to connect with your target audience throughout different stages of the  customer journey.

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But where should you begin when building high-performing online ad campaigns? We’re breaking down the essential steps your business needs to take to maximize your return on investment. Let’s divein!

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Understanding Facebook and Google Advertising

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Both Facebook and Google offer powerful, highly targeted methods for running ad campaigns. Let's break down how each platform works.

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Facebook Ads

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With nearly 3 billion users worldwide, it's no wonder businesses turn to Facebook ads for reaching potential customers. Facebook Ad Manager allows you to create tailored ad campaigns targeting specific audiences based on factors like age,gender, location, and other demographics.

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What sets Facebook apart from other platforms is its wealth of userdata. This includes detailed lifestyle characteristics such as education,interests, past purchases, income, and even political preferences. By using this data, you can craft advertising campaigns that target segmented audiences with precision.

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When you select a specific demographic for your campaign, Facebookserves your ads directly to that group, making your advertising efforts more efficient and effective. This ability to tap into rich user data helps businesses refine their targeting strategies, increasing the success rate of their campaigns.

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Facebook offers a variety of ad formats, including sponsored posts,images, videos, carousels (multiple images in one ad), polls, and slideshows,giving you flexibility in how you engage your audience.

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Google Ads

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As the world’s most popular search engine, Google is a prime platform for running ad campaigns, no matter your business size orniche. With Google Ads, you only pay when a user clicks on your ad, which can appear in Google search results, across the Google Display Network (which includes over two million websites), and on platforms like YouTube.

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Google Ads allows for custom targeting based oncore demographics such as age, gender, location, and income. Additionally,businesses can target users by leveraging search intent, utilizing specific keywords relevant to their campaigns.

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Google offers several ad formats, including text-only search ads, display ads featuring images, and shopping ads, giving advertisers multiple ways to engage their target audience.

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Key Advertising Terms to Know

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Before launching an ad campaign on Facebook orGoogle, familiarize yourself with these essential terms:

• CPC (Cost per Click): The amount you pay each time someone clicks on your ad.
• CPA (Cost per Acquisition): The total cost to acquire a single customer.
• CTR (Click-Through Rate): The ratio of clicks an ad receives to the number of times it’s shown,     expressed as a percentage.
• Conversion Rate: The percentage of users who take the desired action after interacting with your ad.
• CPM (Cost per Mile): The cost per thousand impressions, or how much you pay for every 1,000 times your ad is shown.

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3 Key Elements of Compelling Ads

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Now for the exciting part—creating compelling ads!This process requires time and effort, so let's break down the essentials to get you started.

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Before launching any ad, regardless of theplatform, make sure to cover the following:

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Eye-Catching Visuals

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You only have a split second to grab attention, so make it count! Use your branding and keep the design simple yet visually appealing. Picture your ad through the eyes of a consumer scrolling online—you want something that will make them pause because they’re intrigued.

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Clear and Persuasive Text

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For text-based ads or designs that need copy, keep it short and to the point. With most consumers browsing on their smartphones,use minimal text on visual ads to avoid overwhelming them, allowing the designto do most of the talking.

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Strong Call to Action (CTA)

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Include a concise and actionable CTA, such as"Shop Now" or "Download Today," to make the next step easy and clear for potential customers.

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Best Practices for Creating Effective Ads

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The saying “Fail to plan, plan to fail” rings especially true when it comes to digital ad campaigns.

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Now that you understand the basics, the most crucial next step is developing an advertising strategy that fits your business, target audience, and campaign objectives. Let’s dive in!

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Research Your Target Audience

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You can't create compelling ads without a clear understanding of who you're targeting. Gather insights about your audience's values, interests, shopping habits, and more. Conduct thorough research to ensure your campaigns resonate with your audience and drive engagement.

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Set Clear Goals

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What do you want to achieve with your ad campaigns?Whether it's increasing brand awareness, collecting email sign-ups, driving website traffic, or boosting sales, it's essential to set clear goals. These objectives will help you measure the success of your campaigns and refine your strategy over time.

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Establish a Realistic Budget

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Once your goals are set, establish a realistic budget for each campaign. Consider your maximum customer acquisition cost (CAC)—the highest amount you’re willing to spend to gain a new customer.Research the costs of running ads on platforms like Facebook and Google, and choosethe one that offers the best return on investment for your business.

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Use A/B Testing

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A/B testing, also known as split testing, helps you identify which version of your ad resonates better with your target audience.It’s an effective experiment to run during your campaigns.

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In an A/B test, you compare two versions of an adby tweaking elements like graphics, text, color, messaging, or imagery to see which one your audience responds to more positively.

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Deploy Strategies to Increase ROI

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To maximize ROI and reduce costs, continuously evaluate your campaign performance and adjust key components. Modify your bidding strategies based on results to spend less per ad while still reaching your goals.

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You can also run retargeting campaigns to display ads to visitors who browsed your website but didn’t make a purchase, keeping your brand top-of-mind.

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If you sell online with Rekisa, you not only get a beautifully designed online store, but you can also leverage tracking pixels within your store. A pixel is a small piece of code placed on your website that tracks visitor behaviour, allowing you to retarget potential customers who left without making a purchase.

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Here are the pixels you can add to your Rekisa store to optimize your ads:

• Facebook Pixel
• Snap Pixel
• Pinterest Pixel
• Google Tag
• TikTok Pixel

Automate and Optimize Your Ads

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As a busy business owner, there are plenty of ways to simplify your advertising efforts.

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For example, if you sell online with Rekisa, you can connect your product catalog to Facebook’s Product Catalog. This integration allows you to sync your product and inventory information across platforms, helping you manage orders within Rekisa and saving you time and energy.

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Rekisa’s integration with Facebook offers powerful tools to deliver the right content to the right audience at the perfect time.These tools allow you to:

• Target shoppers based on demographics like age and interests.
• Launch various ad formats, such as dynamic, video, and carousel ads.
• Run retargeting campaigns with Facebook Pixel to bring back potential customers.

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When it comes to Google, Rekisa has you covered as well! With Rekisa’s automated Google Shopping ads, simply select the audience and products you want to promote, and Rekisa will handle the rest. This ensures your products appear on Google’s search engine results and Google Shopping,without additional effort on your part.

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Make Data-Driven Decisions

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Evaluate your ads’ performance and make data-driven decisions to refine your campaigns. For instance, if text-based ads generate fewer visitors or sales than display ads, you may want to allocate more budget to display ads in future campaigns. This is just one example of how consumer behavior and data can influence your advertising strategy.

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In addition to Facebook and Google ad insights, you can leverage tools like Google Analytics to gain a deeper understanding of your audience’s behavior.

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Rekisa sellers also have access to an integrated Reports feature, offering valuable insights into the effectiveness of your marketing campaigns. The Marketing section provides detailed information on campaign performance, order sources, and the strategies that convert visitors into customers.

Final Thoughts

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Starting ad campaigns on Facebook and Google can seem overwhelming, but by conducting research and starting small, you’ll quickly gain confidence and master larger campaigns. Whether you’re working with a small or large budget, keep the strategies we’ve covered in mind to create effective ads for your target audience.

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Understand your audience, set clear goals, and stick to your budget to lay a solid foundation. Use A/B testing to see what resonates with your audience, and make adjustments to optimize ROI. Lastly, letdata guide your future campaign decisions to continually improve your approach.

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In today’s competitive market, advertising is crucial for running a successful eCommerce business. Fortunately, Rekisa is here to support your growth every step of the way. From building an online store to offering advanced marketing tools, Rekisa is your all-in-one solution for eCommerce success.

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Sign up for Rekisa Academy and grow your business with automated Facebook and Google advertising strategies.

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Originally sourced from Ecwid by Lightspeed

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