#SMBMSP65: 8 Golden Rules for Sure-Fire Success with Facebook Ads

Posted on: 04/14/14, 9:29pm

Anyone who manages social media on behalf of a brand knows the frustration of seeing little to no post interaction, despite posting decent content. Facebook’s organic reach has taken a nosedive in recent months, making Facebook advertising a requirement in order to reach your fan base.

The MSP Social Media Breakfast on April 14th was all about Facebook ads. Presenters Arik Hanson and Dan Olson provided eight valuable lessons:

Social-Media-Breakfast–Minneapolis-St-Paul-April-2014Dan illustrated these first two tips through a case study on his work with Meijer, a chain similar to superstores Target and Walmart. Meijer’s primary goal in this instance was to drive registration to their loyalty program. By geographically and demographically targeting ads offering a free item for loyalty members, Meijer was able to capture new registrations through Facebook. The ads were specific to their intended audience, and the in-store action (visiting a Meijer location to redeem the free item) was a natural leap from signing up for the loyalty program as prompted by the Facebook ad.

Next, Arik used examples from On the Green Line to explain lessons three and four.

Social-Media-Breakfast–Minneapolis-St-Paul-April-2014

On the Green Line is a project that was developed to promote the new Green Line of the Light Rail and the businesses surrounding it. Arik found great success in using promoted posts to highlight restaurants that were on the Green Line and evoke engagement from fans who were proud advocates of these businesses. Beautiful photos were a big part of these ads as well:

On-The-Green-Line-Facebook-Screenshot
The strategy for On the Green Line’s Facebook page was Build. Amplify. Engage. The page started out by running Like Drive ads, then moved on to amplifying content with Promoted Posts, and then sought to keep fans engaged with new content and news about the Green Line.

Social-Media-Breakfast–Minneapolis-St-Paul-April-2014

Dan used Red Stamp (one of our favorites!) as an example for this lesson. They were able to use Mobile App Install ads to drive 17,000 downloads from Facebook in two months. Since Red Stamp’s potential users were already on mobile, using mobile ads was an effective way to target them and get them to try the app. Plus, mobile ads are generally more cost effective than desktop.

Social-Media-Breakfast–Minneapolis-St-Paul-April-2014

The last three lessons came via Arik from his work on the Bike Walk Move Facebook page. The goal of the Bike Walk Move campaign is to get Minneapolitans up and out biking, walking, and (you guessed it) moving! The organization isn’t trying to drive sales or generate foot traffic to a specific spot, so it was a unique campaign for Arik.

Bike Walk Move created some infographics, then repurposed them as promoted posts on Facebook. As you’ve probably heard over and over again, visual content drives more engagement than just text alone. The page also promoted posts that were focused on driving engagement in order to boost likes, comments, and shares.

The last lesson was executed in an intuitive way. Upon discovering that the most clicked pages on the Bike Walk Move website contained bike maps, Facebook content shifted to promoting bike maps more frequently.

Have you learned any lessons in your experiences with Facebook Ads?
Comment below or send us a tweet!

Recent Posts

The Social Lights 2018 Social Media Predictions

A lot happened in the past 12 months. Social media is responsible for far more than many would have ever imagined possible. From social commerce to augmented reality to political influence, social platforms were under […]

How Twitter’s new 280-character limit creates new opportunities for Marketers.

We’ve all been there, the funniest story or best closing line, but just a few too many characters to fit into 140 characters. While “brevity is the soul of wit,” Twitter’s newest update allows its […]

5 Social Media Hacks to Give the Gift They Never Knew They Needed

Is there anything more depressing during the holiday season than finally resolving to type “Christmas gifts for mom” or “what should I get my brother for Christmas?” Other than making a mistake while coloring in […]

#SmartSocialSummit 2017: Stay true, find balance, and give your audience a voice.

October is coming to a close, which means it’s that time of year where we hop a plane to Austin, Texas, to join the smartest in social at the annual Spredfast Summit. Our team took […]

Get Social Media Insights

Get Social Media Insights

Subscribe to The Social Lights' blog to stay up-to-date on social media.

You have Successfully Subscribed!