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How to get great ROI on your facebook advertising campaigns

Writer's picture: Rita ShamuRita Shamu

Find out how to get great ROI from Facebook advertising by targeting your ideal audience. Any great content strategy starts from formulating a buyer persona. Ideally, you want to develop a conversation with a customer who is buying what you're selling.




Pun intended.


You need to find out whom really are you talking to. who is your target audience? By creating a buyer persona it becomes easy to have a conversation with your customers. It's like turning a switch, from cold-calling to a relationship, and like all great relationships you need to foster it and nurture it.



With so many products flooding the market it is really hard for businesses to sell their products easily. To beat the competition companies have to use some form of advertising to get in front of their customers. But as many people are also jumping on the bandwagon of advertising you can not afford to just throw money at ad campaigns hoping for more sales. You have to come up with a creative plan. A plan that involves engaging with your potential customers. it should be your chief mission to not be too broad with your ad strategy but to sieve out your ideal customers and leave the rest.


One way of doing this is focusing on your look-alike audience. A look-alike audience is generated from your target audience (people who have already engaged with your content before, be it bought from you or engaged with your posts). A look-alike audience looks like the custom audience that you can create from either your subscribers or your email list, they are basically people who look the same as the people who have engaged with your content before.


This has proved to be more effective than targeting your own customers. I mean if you think there is a chance to beat the algorithm, you can try but out of tens of millions worth of dollars ad campaigns that were run look-alike audiences had the best CTR in 80% of the campaigns analyzed and they also had the lowest cost of acquisition per customer in almost 60% of the campaigns. This just proves that if you want to get a greater ROI from Facebook advertising leverage look-alike audiences.



So how do you get that ROI from your Facebook advertising?

Here's a step-by-step guide to creating a lookalike audience:


1) Go to Facebook ads manager


2) Create a custom audience






3) Generate a customer file either from Mailchimp or you can upload a copy of your list or just copy and paste it. This is the LIST that you generated from your customers over the years.





4) After you have uploaded the file it might take a while so give it some time.


5) After that is completed you go on and create a look-alike audience from the files you have uploaded.




6) It is better to start with 1% of your audience size as increasing the audience size increases the cost per lead.





7) Bonus point: In your customer file ensure you have included the lifetime value of each customer in your list. lifetime value is the money a customer spends in your business from when they were first acquired to their demise.


Customer lifetime value is a primary metric for understanding your customers. To be more precise, it's a prediction of the value your relationship with a customer can bring to your business. This approach helps organizations demonstrate the future value they can generate from their marketing initiatives.

I hope you have found this article to be helpful.


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