If you are familiar with advertising on Facebook, you would know that the best way to receive a great return from ads is to keep the CPM as low as possible. For those who do not know, CPM refers to cost per thousand impressions. It is a measure of how much you have to spend to get your ad displayed. In case you are on a tight budget, you can also Buy Real Facebook Likes to increase your reach at a cheaper price.

Specific Targeting

The first step of reducing the Facebook ad costs is to ensure that you have chosen the right audience to display the ad to. This is important because when you run the ads that appeal to the targeted audience, your relevance score increases. Just like Google AdWords Quality Score, the relevance score, measured on a scale of 1 to 10, shows how relevant the ad is to the chosen audience is; higher score means lower costs and vice versa. Facebook features some excellent targeting options, where you can choose audience based on their demographics and interests. Under these two categories, there is a whole range of sub-categories that enables you to select a very specific and tight audience. To have a decent relevance score, break the market intro segments and run campaigns targeting the segments.

Also Read: Facebook Ad Targeting Strategies

Ad Frequency

Frequency of an ad is the measure of how many times the same users saw the ad, and this number should be as kept as low as possible. When the same people are viewing the ad over and over and not taking any action, it is indication that they did not find your ad appealing. Higher frequency means lower relevance score, which will in turn, increase the advertising costs. Ideally, you should ensure the frequency is less than or equal to 3. If it starts going above that, it means you need to make some changes to the ad or perhaps, take it off completely.

Engaging Images

The key to lowering Facebook ad costs is to get more engagement; more people engage with your ad, the less the overall cost and vice versa. One of the ways to get your audience to engage with the ad is to include an image that stands out and instantly grabs their attention. Look for a high-quality image that is relevant to your product or service. The purpose is to make the audience pause and see your ad while they scroll through the newsfeed. Hence, look for something out of the box, that is different from the typically used standard set of graphics. Use a high-resolution image so that it does not appear blurred. Facebook recommends an image measuring 1200 x 628 pixels.

Call to Action Buttons

The platform offers the best options when it comes to choosing the call to action (CTA) buttons for your ad campaign. If you are not using a CTA, then you are missing out on a great opportunity to encourage to engage and take an action. Some common CTA buttons include:

• Shop Now
• Book Now
• Sign Up
• Learn More

These and other CTAs can be used for different purposes. For instance, an advert for rent a car service should feature Book Now option, but an ad for a volunteering service can opt for Sign Up. If you are not sure which one to select, go for Learn More, as it is the least committal of choices and generates a higher CTR (click through rate). CPM is inversely proportional to CTR, which means a higher CTR results in lower costs.

Social Proof

When talking about social proof, people usually think that it only belongs to the website landing page. However, a social proof can be useful for your Facebook ads as well because it can positively influence ad engagement. Include the social proof in the “text” area of the copy where you have additional space to add more detail. Write something that you think will resonate with your target audience. Some common types of social proofs include:

• Quotations or testimonials from satisfied customers
• An endorsement or recommendation from a famous public figure
• A list of brands or companies that use your products/services

Ad Placement

Did you know that ads displayed in the Facebook newsfeed tend to receive higher engagement? This means that if you want to maximize engagement, keep the ad copy confined to newsfeed, especially if you are not very experienced with Facebook advertising. The reason most people use Facebook is to scroll through the newsfeed and it is the spot where most of their attention is devoted. Hence, to make sure a larger number of users see your ad, place it in the newsfeed. Often advertisers position the ad in the right-hand sidebar, but that area usually does not receive that much attention and so, the engagement rate is less. Conversely, ads displayed in the newsfeed get a greater number of reactions, comments and shares, which can decrease the ad CPM.

Facebook cover photos for pages can be used to make audience better understand the brand. It is one of the few elements that a visitor notices when they first visit your page, which means it could be an important factor in deciding whether to hit the like button or not. Speaking of page likes, did you know you can Buy Real Facebook Likes for a very cheap price?

Facebook Rules

Almost all regular Facebook users are aware of these rules and yet some of them tend to overlook and do their own thing. Nonetheless, here are the Facebook rules for cover photos:

• Cover photos have to be authentic; which means they cannot be misleading, deceptive or malicious in any way
• All cover photos for pages as well as personal profiles are public and can be seen by anyone on the internet. This means, Facebook page owners should go for something that appeals to a larger audience of potential and existing fans.
• Covers are yours alone; which means brands cannot ask advocates to load their cover photos as an advertising technique.

These seem like pretty simple rules but violating them can adversely affect your Facebook marketing. The last thing a marketer wants to lose their brand’s presence on the platform because of a bad cover photo.

Also Read: Facebook Marketing Trends And Updates In 2018

Simple and Clear

Now that you have learned the rules, you are ready to look for the perfect image. The key to success on social media has always been keeping things simple and clear. When users visit your Facebook page, they are looking for a simple introduction to your brand. Some of the best cover photos include a single image with negative space. This draws a lot of attention and makes the additional features become more appealing, like the Follow button and other calls to action. A good tactic is to combine a brand logo, a simple product image and a tagline. Keeping the image in the center will draw more attention. If you cannot put up product images, look for any other picture that indicates the nature of your brand, without being too distracting.

Relevancy

Often people underestimate the significance and impact of visuals, but research shows that we process images up to 60 thousand times faster as compared to textual information. This means that with the right cover photo on your page, you have the opportunity to engage your audience and get their attention even before they go through your Facebook posts. Keeping that in mind, it is essential to make sure that the cover photo represents what the brand sells. This will ensure customers that they are on the right page and presents a more consistent image of your company.

Behind the Brand

A Facebook cover image serves the purpose of a storefront. It shows what you are selling to interested customers and encourages them to come and learn more. So, the idea is to use a cover image that can convince customers that there is more to your brand than what you sell. This can be achieved by:

• Showing your team: Introduce your fans with the people behind your organization. You can show happy smiling faces of your team.
• Providing a sneak peak of your office: If you have an attractive office or a building, it can be a good idea to introduce users with the professional side of the brand.
• Displaying the products being used: As discussed earlier, you should demonstrate what your brand sells by showing a picture of a customer or employee using the product.

Focus and Attention

When it comes to size of the Facebook cover photo, social media experts have different thoughts. While some of them think it is creative to combine the cover photo and profile picture into a single cohesive image, others suggest that spreading the imagery is a better option to get more focus. The good thing is that both these ideas can be carried out at a time, as long as the photo looks visually appealing. Ideally, you should try to make profile picture blend in with the cover image. This can be done by using the same design elements or consistent colors. When a user visits your page, their experience should be cohesive while keeping their focus on the right elements of the page. When it comes to keeping the focus, make sure you do not use any directional cues, like arrows, to direct audience’s focus. These tactics look aggressive and since cover images appear differently on different devices, the arrow could be pointing nowhere on a mobile screen.

Shareable Cover Images

The significant aspects of selecting a cover image have been discussed; however, there are still three key elements that most shareable cover images include:

• Text: While a brief slogan or small text like that can be used to describe the brand, too much can be overwhelming.
• Relevance: The image should go with the nature of your brand and audience’s interest.
• Emotion: Smiling employees and happy customers can make users more interested and feel more connected to your company.