Each month, we answer your questions about a topic in digital marketing. This month, we will be dealing with common questions about Facebook Advertising.
Why should I be running retargeting ads on Facebook?
|John Maver||"One of the greatest things about Facebook is that everyone is on it. Facebook is always building up demographic profiles of each user based on the information that they enter and the actions they take. This means that, even for B2B marketing, your potential customers are targetable on Facebook. The Facebook Pixel adds one more piece of key information, linking those potential customers to specific pages they visit on your website. So, now it is even easier to build interest-based campaigns to drive leads, purchases, and engagement."|
|What are the benefits of using Facebook Carousel Ads over other ad types?|
"Facebook Carousel ads are a great tool because they let you show multiple images (or a single large image spread across several smaller ones) instead of one. In a single ad you can easily showcase multiple products or services and provide different messaging and links for each. It allows you to tell a complete story within the context of a single ad unit; moreover, Facebook breaks down all metrics per-card within the carousel so you can see which parts of the carousel are performing the best, allowing easy testing."
|If I have an ad that is driving traffic but nobody is converting, what should I do to fix the problem?|
|Zach Chastain||"If people are clicking on your ads then you've got the first step of your funnel in place, but if nobody is converting, then you've got a problem with the next step in the funnel. You may need to tweak your landing page in order to increase your conversions, though it could also be an issue with the offer itself. Ask yourself whether it fits with the audience you've targeted and if what you're asking for in exchange for it is worth handing over to get the offer. If you're convinced the issue is with your landing page, you can use the "Experiments" feature in Google Analytics to A/B test your landing page. Once you've setup an experiment, people who visit your primary landing page will either see that landing page or may be shown an alternate version of your landing page. Try to include at least 3-5 variations on your original landing page to test your theories for how you can get visitors to convert at a higher rate."|