Despite the rise of newer social platforms like TikTok and Snapchat, Facebook and Instagram aren’t going anywhere anytime soon. These platforms are staples for social media consumers and vital to brands’ advertising success. Knowing this, your Facebook and Instagram personalization strategies need to beat out the competition.
We have the tactics and best practices to help you level up your personalization efforts and create more effective, cross-platform advertising campaigns.
Personalization in Facebook advertising
We’ve done our homework. Our 2021 Digital Advertising Trends Report shows that Facebook is an essential tool for brands big and small. Out of our respondents, 87% use Facebook ads—and 25% of those marketers say Facebook drives their highest return on ad spend (ROAS). With these statistics in mind, you may be wondering, why is Facebook so effective when it comes to advertising?
The answer here is simple—personalization. Facebook has been around since 2004, which means it’s had a lot of time to capture user data. Facebook has huge caches of consumer behavior data that inform its ever-changing algorithms. With all of this data, personalization comes easily. Audiences can be segmented, and you can target who you want to target when you want to target them.
Best practices for Facebook personalization
The following best practices are non-negotiable and should be part of every marketing plan. Let’s look at some best practices step by step.
Identify your goals. This is the first step and by far the most important. If you don’t have clear goals, your ad spend will disappear quickly with no benefit to you. When identifying goals, you should ask yourself:
- Who am I targeting?
- Am I using personas? If so, what are the personas?
- Do I have customer data to support my personalization decisions?
After identifying your goals, the next step is to evaluate your ad targeting. These are the questions to ask yourself in the evaluation process:
- Have I segmented my audiences?
- Have I created custom audiences?
- Have I created lookalike audiences?
- What’s my budget?
Once you’ve answered these questions—and added any audiences you were missing—it’s time to make a plan and start executing.
Types of Facebook ads
There are two types of Facebook ads: Basic ads and dynamic ads. Here’s what you need to know about each:
Basic ads. These ads are exactly what they sound like—the traditional Facebook ads you’re used to seeing. When utilizing basic ads, you create each ad individually.
Dynamic ads. These ads allow you to automate the promotion of your complete product catalog without the need to create hundreds or even thousands of individual ads. Not only will these dynamic ads be accessible on Facebook, but you can also choose to have them appear on Instagram and the Facebook Audience Network.
Advertising on Instagram
The difference between Facebook and Instagram ads
There are a few differences between Facebook and Instagram ads, including the platform requirements and the specific audiences that use each platform. Many younger people are leaving Facebook and heading over to Instagram—making the audience age much lower. There are still people of all ages on Facebook, but it’s important to assess who you are targeting and how their needs and expectations change based on the platform.
The platforms are also used differently. As Instagram is almost completely photo-based, product advertisements can be very effective as long as you have captivating imagery. Instagram leads the way in purchases, with one-third of its users having purchased something on the platform—and there are nearly one billion users.
Check out the visual from Socialbakers below to compare where and how your ads are seen on both platforms:
Which best practices carry over from Facebook?
Many best practices are similar for Facebook to Instagram. These include audience segmentation and the importance of brand guidelines, compelling and complementary ad copy, strong focal points, and linear carousel ads that create a narrative.
Best practices unique to Instagram
It’s essential to use your text wisely on Instagram (since it’s a visually-based platform) and respond to comments on both organic and paid posts.
Create optimized post-click landing pages
Once you have your Facebook and Instagram ads figured out, the next step is to optimize what happens after the click—the post-click experience. One of the best ways to do this is by creating fully optimized landing pages. Postclick is here to help. We would like to offer you a complimentary analysis of your ad campaigns. We will review your campaigns to analyze your post-click health, compare your site against industry and competitive benchmarks, and identify the most effective opportunities to increase your ROAS. Request your free conversion analysis here.