How Can a Construction Company Improve Facebook Ad Performance?

how to improve facebook ad performance for a construction company?
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5 Simple Ways to Improve your Facebook Ad Performance

When 93% of marketers use FB advertising, it is worth spending on Facebook ads. Going by the trend, currently, Facebook Advertising is the cheapest form of advertising. You can spend as little as $5 and reach more than a thousand people. However, many don’t want to invest in Facebook ads citing reasons like fewer leads and the exhaustion of money with no results to show for it. It is the usual notion that Facebook ad campaigns are no less a money pit. Here we will talk about how a construction company can improve Facebook ad performance by following a few easy steps.

Facebook advertising is not as much of a killjoy as many business owners think. You just need to be strategically cautious with  your marketing plan. And your construction company’s Facebook ad performance will depend on a lot of factors.

Facebook marketing for construction companies is not as simple as it is for a restaurant or a clothes boutique; that’s why marketers need to be super creative with their Facebook ads.

What are Sure-Shot Ways to Improve Facebook ad Performance for a Construction Company?

To conceptualize concrete Facebook marketing ads, one needs to answer these questions, first:

  • Did you choose the right campaign objective?
  • Is your ad campaign relevant to your target audience?
  • Did you choose the right ad placements?
  • Are you targeting the right audience?
  • Did you set the right bid amount?
  • Is your content flawless?
  • Does your ad stand out, or is it easy to miss?
  • Where are you directing leads – to a landing page or your homepage?
  • Does your ad grab attention, or is it easy to miss?
  • Is your audience experiencing ad fatigue?

If the answers to all these questions are mostly “NO,” then you need to check what is going wrong with your Facebook advertising strategy. Here are some simple ways to fix and improve your Facebook ad performance:

1. Do Facebook ads split-test

Split tests or A/B testing is not just for websites; it applies to Facebook ads too. What do you do in a split test? Create two different versions of one ad. The difference between the two can be an image, ad text, or format. Then you need to do the following:

Facebook Ad testing will split your audience into two and run your A and B ads for both groups to see which one performs best. Let the ad run for a considerable time, otherwise, you will not be able to gauge the results. Once you can see the data, analyze, and compare the performance of each ad.

facebook ads

Use the better performing ad to go forward with and show to the rest of your target audience.

Your Facebook business account will have an ad manager section that has a split test feature. This feature allows you to create multiple ad sets and pit them against each other. This way, you will know the best ad to use for your campaign.

2. Check for ad fatigue

If you have never run ads before, you probably don’t know what ad fatigue is. When your target audience is seeing your company’s ads too many times, know that they have hit a saturation. There will be a constant drop in click-throughs, and your audience is probably getting really annoyed seeing the same set of ads again and again. It is also possible that some of them have already been converted to leads. This phenomenon is called ad fatigue.

Ad Fatigue

How do you control this? Facebook ad manager calculates the frequency of your ads by dividing the number of unique times the ads were displayed, (“impressions)”, by the number of individual users your ads reached your audience (“reach).” This will tell you how many times your ad is showing to each user. The best way to beat ad fatigue is to have different ad versions. Optimize ad frequency by showing more ads; give fewer chances for your audience to see the same advertisement. Preventing ad fatigue should be your prime focus when doing Facebook ad management.

3. Schedule your Facebook ads to leverage payday

You have probably noticed how at the beginning of every month, online retailers have ads specifically mentioning payday. Riding on the “paycheck effect” cashing in on big time as the customers are more willing to pay around the starting of the month. The paycheck effect is an ad trend. Likewise, you have probably noticed various patterns if you have run a good number of campaigns for your construction business. If you have just started, be patient, and monitor your competitor’s ads.

Facebook Ad Scheduling

As far as Facebook is concerned, you can schedule ads to run at a specific time. After you crack down on the best time to post advertisements, you will reap the benefits.

4. Watch your Facebook ad placements

You know now when to schedule your ad, but do you know how to place your ads? While you are scratching your head over the cost of running Facebook ads, you need to bother only about one thing, and that is ad placement.

If you place your ad right, you will get better results in terms of clicks and conversions. And to find out what would be the right way to place ads, you need to run tests. Don’t randomly put your ad anywhere. If your ad is performing poorly due to incorrect placement, you will be able to check it on Ads Manager. In the “Ads” tab, look for “Breakdown.” Click on this and then click on “Placements” to see the performance of each ad. Ads manager reveals metrics like reach, impressions, and cost per click.

Facebook Ad Placement

On Facebook, placement of ads happens in the following places:

  • Feed
  • Right column
  • Marketplace
  • Instant articles
  • In-stream videos
  • Stories

5. Facebook remarketing is the trick

Did you ever notice how ads of things that you recently searched for on online retail websites keep popping up even when you are not doing online shopping? This is what remarketing is. It means remarketing to customers that have already visited your website or have already been converted to a lead.

Facebook remarketing

How can a Facebook marketer do remarketing? There are many options, including customer lists, app activity, and website traffic. Remarketing is one of the prime reasons why Facebook is a great platform to use for remarketing. And since Instagram is now owned by Facebook, you can also extend your remarketing efforts to Instagram as well.

Read more: 6 Facebook Marketing Tips for Construction Companies

The first requirement to have an unbeaten Facebook ad campaign is deciding your goal. It could be brand awareness, lead generation or something else. Next is being particular about what you are offering to your target audience. With an understanding of the motto behind your ad campaign and better knowledge of your audience, you will gain the best insights on running Facebook ads that perform exceptionally well.

This is how a construction company can improve Facebook ad performance. Don’t fear Facebook advertising. Any day, it will cost you much less than any other traditional marketing/advertising method. That’s why you should advertise on Facebook in 2020, too, as the advantages of using social media are just going to become more with every passing year.

With changing times, the rules of advertising are also bending. For all the riddles related to how social media marketing for construction companies work, come to CMGurus. With our certified construction marketing experts, we can do wonders for your overall marketing strategy.