Social media ads are an essential piece of any digital marketing strategy in any industry in today’s world. Even though the core of the ag business (growing things) operates outdoors and offline, technology touches the plants and livestock we grow, both directly and indirectly.
Further, growers (aka decision-makers) are humans, and most of them are on social media. It follows that having a reliable tracking method for ad engagement on social channels is at the foundation of a successful agri-biz ad campaign.
We’ve got a few tips for all of you with your feet in the literal or figurative dirt of the ag business. In this article, we’ll show you the basics of creating an exceptional Facebook ad for growers.
We’ll also show you how to gather the data you need to ensure your ad campaign is worth the money you’re spending on it.
At Romain Berg, we have a unique affinity for Ag-industry businesses. We want to show you how our expertly executed comprehensive digital marketing strategy places you at the top of the search pile and squarely in front of a ready-to-purchase audience.
Visit our website today and fill our contact form. We’ll be in touch immediately to talk about your digital marketing needs.
The audience is always first
At the foundation of a successful Facebook ad campaign is your audience. Facebook is unique for advertisers, in that they allow you to choose your target demographics down to a ridiculous level of detail.
Plus, you can import email lists you’ve compiled from existing customers, as well as lists you may purchase from a third party. Once you’ve got all those contacts in place, or even if you’re building an audience from scratch, we can help you craft your Facebook ad audience.
Here are the criteria you’ll want to clarify about the audience to whom you are targeting your products and services:
- Location (country, state, county, city, township or smaller)
- Crop types (commodity or specialty)
- Farming method (organic or conventional)
- Land ownership volume
- Gross business income for farmers
- Number of individual parcels farmed
If you don’t already have this data at the ready, a third party list-builder can help you acquire contacts based on the criteria you choose. Once you’ve got your target list built, you can import it easily into Facebook for your ad run. One resource we love for these lists is www.bigreachnetwork.com.
Your ad message should be part of your customer’s story
Collecting useful sales data from your ad means that your targets must identify with your brand message because it fits their personal or professional story.
In other words, you have to create an ad that will speak to your target audience in some way for them to engage. Many companies tout the features and benefits of their products, or how “leading-edge” and trendy it may be.
To win the Facebook ad game, you must focus instead on how your product cures the pain points of the targets from the demographic criteria mentioned above.
Contact a sample of existing clients, or even a few of the types of people you’re trying to reach with your ad.
Have them give you an idea of how to reach them with your language and visuals. A short demo video or specific words could make the difference between a click or a scroll.
Pixels: Yes, they are a thing. But what are they, exactly?
Once you’ve selected your target audience groups, figured out what they want, and written an attention-grabbing ad, you’re ready for pixels.
Pixels are bits of code copied from your Facebook ads page and pasted into your website. They operate a bit like a tracking collar on a wolf in the wild.
The pixel code you embed into your web pages from your Facebook ad will tell you how many customers are visiting your landing page and converting to subscribers.
Pixels will also let you know where on your website your customers are magnetized, like specific product specs and pricing, or your “about” page, for example.
Pixels operate as a general tracker and also as a precise indicator of how a particular ad set performs.
Base Code is the pixel you place on every web page on your site.
Standard Event Code is the pixel you place only on your thank-you page. You use this code to track how many people are converting to subscribers from your ad.
If and when the steps for embedding pixel code on your web pages get confusing, we’re ready to step in and assist you at Romain Berg.
Check and tweak your ads regularly
When you’re crafting your Facebook strategy, you’ll likely have to tweak your approach as you start gaining data on your ad set. You’ll want to be sure you have the following:
- A high impressions score, or the number of times your ad is placed in front of your audience, regardless of whether they engage.
- A high click rate, or the number of times a user clicks your ad
- A high relevance score is given out by Facebook based on how people respond to your ad. The relevance score influences how many times your ad is served to users in your target market.
- A rising conversion rate; or the number of times a person sees your ad on Facebook, clicks to your website, and subscribes to your list.
- A rising number of customers, because, after all, you want your Facebook ads to lead to increased sales.
If any of these metrics are performing underneath your goals, your ad needs to change. You may have to adjust your ad content, audience, or other factors.
For instance, if your clicks are high, but your conversions are low, you may be creating an expectation in your Facebook ad that your website does not deliver. Or, if your subscribers don’t become buyers, you may be targeting the wrong type of audience.
At Romain Berg, we handle your Facebook ad sets, including pixel installations with ease and reliability. If you’d rather run your business instead of running ads, we’re here for that service and much more.
Visit Romain Berg today, and fill out our contact form, and we’ll begin creating Facebook ads that will increase your visibility and lead generation among the growers who matter most to you and your business success.