Facebook has rolled out several updates that are targeted at small businesses. These include audio & video chats in Messenger, live audio rooms and many other features.
These updates come just in time to celebrate the holiday shopping season which is reportedly responsible for 20% of small business’ annual revenue.
This season businesses will have more options to communicate with their customers, including the ability to book more appointments through Facebook and more ways to create ad campaigns.
Here’s a summary of all the Facebook announcements this week.
New Facebook Features For Businesses
Audio & Video Calling
Facebook will begin to test audio and visual calling with small and medium-sized businesses that use Messenger’s Business Inbox.
This app will allow you to combine phone, video and text communication in one application.
Messenger allows businesses to seamlessly communicate with customers and facilitate transactions.
This enhanced capability can be used to help businesses close more sales by allowing customers access to hard-to-find items right away.
Live Audio Rooms
Facebook expands the ability to create live audio rooms for small businesses.
The Live Audio Rooms were launched earlier in the year and are widely considered to be Facebook’s answer for Clubhouse.
Small businesses have the ability to host live conversations about topics that are relevant to customers. People can also find them on Facebook.
Hosts may invite followers, creators, friends, or anyone else in the room to speak. You can invite speakers either in advance or during the conversation.
Bookings for Appointments
Booking appointments on Facebook is expanding worldwide. This feature is being gradually introduced by Facebook to small businesses around the world.
Owners of small businesses can manage and receive appointments from existing and new clients through their Facebook page.
Businesses have the option to book appointments at no additional cost.
Modifications to Personalized Ads
Facebook uses personalized ads to show people that they support small businesses.
Users may, for example, see messages when they click on small business ads.
This message will remind the user that they are helping small businesses grow and be found by more customers.
Facebook Business Suite Updates
Facebook Business Suite now offers new tools that will allow small businesses to save time and concentrate on holiday orders.
Updates to Business Suite will simplify the process of creating ads and give business owners new insight.
You can see the full list of changes here:
- Ability to create Instagram-only ads from your desktop
- We have new insights that will help us measure our ad performance.
- Recommendations for audience targeting
- Recommendations for campaign optimizations
- Access to the best official practices is easy.
Up-to-date information about Ad Creation
It’s now easier to create ads on your Facebook Business Page.
Facebook has aligned the Ads Manager ad creation process to better align campaign goals with traditional marketing goals like awareness, site traffic, leads or sales.
Three goals are now being combined from the 11 options that businesses had to choose from previously:
Create an Ad
Enhance Existing Content
Source: Facebook For Business
Featured Image: Screenshot from facebook.com/business/news
5 Effective Ways to Run Facebook Ads A/B Tests
Facebook Ads A/B Tests or split tests help them try different versions of ads with various campaign elements. This process helps them arrive at the best version for the organization’s target.
A/B Tests offer a vast pool of resources to try out various versions. You may get caught up and lose your way to arriving at the best version in a limited time. To better understand this topic you can read the Facebook ad testing guide. Here are five effective ways to run Facebook Ads A/B Tests-
1) Start with the minimal number of variables
This approach will help you analyze the impact of a variable much better. The lesser the variables, the better will be the relevant results and more conclusive. Once you have various versions, you will need to run them through the A/B Significance Test to determine if the test results are valid.
2) The second way is to select the correct structure.
There are two structures in A/B tests. One is a single ad test, and the other is multiple single variation ad sets. All the variations will go under one ad set in the first structure. Each variation will be under a separate ad set in the second one. Out of the two, the second one works out to be better and gives better results.
3) Use of spreadsheets is important to stay organized.
These spreadsheets help collect and analyze data to get meaningful insights and arrive at data-backed decisions.
4) Do target advertising and set realistic time goals.
One approach is to choose an entirely new set of audiences. Also, the data pool should be vast and not the same as some existing campaigns. The reason for choosing a different audience is that Facebook may mix up your ads and give contaminated output.
Another approach to choosing the right audience is to pick geography. It works better, especially when you have business in a particular region.
It’s also essential to set a realistic timeline for your testing. Facebook suggests one should run a test for at least four days, but you can choose to run the test for up to 30 days.
5) Set an ideal budget.
The concept of a perfect budget is subjective. But, you can fix it yourself, or Facebook can do that for you based on your testing data. A large part of the test budget is spent on avoiding audience duplication. If the same audience sees variations, it could affect the test results.
Besides these top five effective ideas, you will need to take a few more action points to make the testing process efficient. Make sure you put the website’s domain link and not the landing page link in the ad, as that doesn’t look good. Put appropriate Call To Action Button, such as ‘Learn More,’ ‘Buy Now,’ etc. It’s also important to see how your ad is coming across on various electronic gadgets- mobile, tablets, etc.
Another strategy that works is trying to engage the customer. You may add social engagement buttons such as ‘Like’ or ‘Comment.’ Use high-resolution images as they work better with the customers. Low-quality, highly edited images are often not liked and trusted by the consumers.
You can learn more about the audience behavior patterns with A/B test results. Conducting these tests on Facebook streamlines the entire process and makes it smooth for you. With the test results, advertisers and marketers can work on the creatives they need to utilize.
To sum it up, you can run an effective A/B test campaign within the specified budget. You don’t need to spend massive amounts to get your advertisement right. You’ll make the correct assumptions about the performance of variations with a good understanding of business and consumers.
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