Facebook and Instagram have been crucial for businesses wanting to connect with their customers and grow their brand. They offer great tools to reach the right people and engage with them effectively. However, as the costs of running ads on these platforms keep rising, many businesses are finding it harder to get the results they want. If you’ve noticed your ad spend climbing without an increase in ROI, it’s a sign that you might need to rethink your approach. It’s important to take a fresh look at your Meta Ads strategy and consider new ways to get better results while managing your budget more effectively.
Refine your Targeting Strategy
If your audience is too broad, consider refining your audience. Meta’s sophisticated targeting tools allow you to segment your audience based on various factors, such as interests, behaviours, and demographics. By narrowing down your audience to those most likely to convert, you can reduce wasted spend and increase your ad relevance.
Use detailed targeting: You can select either categories or keywords related to your target audience, such as interests in particular brands, hobbies, or online behaviours like online shopping. Additionally, you can exclude certain demographics or interests to further refine your audience, ensuring your ads reach the most relevant people.
Create a Custom Audience: Use data from your existing customers, website visitors, or email lists to create a Custom Audience. This helps target people who have already interacted with your brand.
Experiment with Lookalike Audiences: Create a Lookalike Audience based on your Custom Audience. Meta will find users who are similar to your existing customers, increasing the chances of reaching people who are likely to convert.
Optimise Ad Placements
Relying exclusively on the Facebook or Instagram Feeds could mean missing out on more cost effective and high performing placements. Consider enabling Automatic Placements in Meta Ads Manager. This feature allows Meta to distribute your ads across a variety of platforms, including Facebook, Instagram, Audience Network, and Messenger, optimising delivery based on where they’re likely to achieve the best results. This approach can help lower costs and broaden your audience reach.
Additionally, don’t limit yourself to traditional single image or video ads. Experiment with different ad formats such as Carousel, Collection, and Stories. These formats often engage users more effectively and can outperform standard ads, depending on your audience and objectives. Regular testing and analysis of these formats will help you identify the most successful strategies for your campaigns.
Include Retargeting Campaigns
Retargeting is one of the most cost effective ways to reach users who are already familiar with your brand but haven’t converted yet. Target website visitors who have already shown interest in your products by visiting your website. These users are often closer to converting than those seeing your ad for the first time.
Include Dynamic Product Catalogue Ads. These ads are particularly powerful for retargeting by automatically showcasing the exact products that users have viewed or added to their cart, creating a highly personalised shopping experience. By leveraging your product catalogue, you can dynamically generate ads that display relevant products to each user, increasing the likelihood of conversion.
Increase your Organic Reach
While paid ads are important, don’t overlook the power of organic content in building your brand and engaging with your audience. Organic content serves as the backbone of brand building, offering a sustainable way to engage with your audience and establish a lasting presence in the market.
Organic content enables you to build a vibrant, engaged community around your brand. By actively interacting with your audience through comments, stories, and social media groups, you foster a sense of belonging and loyalty among your followers. This community driven engagement not only strengthens customer relationships where satisfied customers share your content with others, further amplifying your reach.
By harmonising paid and organic content strategies, you create a comprehensive approach that leverages the strengths of both, leading to more sustainable growth and a stronger, more engaged brand presence.
Tackling the challenge of rising Meta ad costs requires a strategic approach, at Built for Growth, we’re here to help you navigate these complexities. Our team specialises in developing customised strategies that drive results, focusing on refining your Meta ad campaigns and optimising your ad spend.
