There is no question that Facebook is a major driving force in the world of social media. What you might not know is what kind of powerful advertising platform it is and what harnessing the power of Facebook ads can do for your business.
Facebook has one of the most well-designed and better-executed ad platforms anywhere on the internet. In some demographics, it can reach further than the major search engines and yield much more finely-targeted impressions than even the best PPC/CPC services out there.
The real trick is learning enough about how Facebook Ads work and implementing it in the most effective way(s) possible. There are so many effective Facebook ad strategies; it would be difficult or impossible to even list them in one article. Today, we would like to give you a brief crash course in Facebook ads and show you how they work, how they can best serve even your most aggressive goals in terms of reach, click-throughs, and conversions.
Two Types of Ads
Facebook uses algorithms much like the major search engines to deliver targeted content to its users. This could work well to your advantage before you ever pay a single penny for ads.
Organic Facebook ads are those that propagate as simple posts or status updates before boosting (we will get into what that is in just a minute) or applying any kind of marketing strategy beyond the quality of the content itself and a little optimization for keywords, visuals, etc.
It is worth noting that the organic reach of Facebook ads has been on the decline for some time. Paid ads will always get you further. Organic ads can, however, give you a good idea of where to spend your money.
Paid Ads are exactly what the name implies: ads you pay to run and adjust to fit your daily advertising budget. You can start running ads on Facebook for as little as a dollar a day, but a minimum of $5 is recommended to see tangible results. You can always increase your spend or your bid rate on ads that perform well.
Getting Your Ads Seen
Well-optimized posts will propagate well if you already have an established following. However, if you’re new to the Facebook game, you might need to give those posts the aforementioned boost to get them seen. Here is how to do it.
First, you will need to establish a business page on Facebook. It seems a bit elementary, but it can be overlooked. The option to boost posts appears on every post of every Facebook business page. If a certain post is getting higher-than-average engagement, it is worth boosting to extend its reach. If that shows positive results, try to replicate it with further posts.
Compare the posts that get attention to the ones that don’t. Look for patterns in the type of content and its presentation. What words or phrases seem to click with your audience? Once you have a clearer idea of what your followers want to see, start flooding your page with that kind of content. Boost posts and crunch the numbers. You can then take your most popular posts and convert them into ads using Facebook’s Power Editor. Don’t let the name scare you; the power editor is very intuitive. Best of all, it allows you unprecedented control over who sees your ads.
Ad Targeting Strategies
Now let’s have a brief look at several ways you can target ads to get the best possible return on your investment. The power editor, coupled with numerous, effective third-party tools can help you with all of the following:
#1 – Target Ads Based on Specific Buying Behaviors:
Analyze current trends and target ads to buyers who have recently purchased products similar to yours. Don’t zero in on a specific product. Rather, focus on things that a customer might be likely to buy after making a particular purchase. If, for example, you are selling smartphone cases, you would want to target ads to individuals who have recently bought a phone.
#2 – Build Custom Audiences
Another feature of the power editor, custom audiences allows you to target (or split-test) ads to specific groups of people without having to re-enter demographic information each time. You can create custom audiences with slight variances (age, interests, etc.) and see which is most effective.
#3 – Zero In On Smaller Audiences
Through Layered Targeting, you can narrow down an audience that includes just one person. Granted, you would never want to do that, but that is how meticulous Facebook’s system is. Layered Targeting takes time, but it can really help you zero in on the exact audience you want to reach.
This method is ideal for sniffing out your ideal customer. It will cost you some money in the beginning, but once you have your target audience firmly established, the returns can be astronomical.
Keeping Your Audience Engaged
The ultimate reach of your ads will have quite a bit to do with how good a job you do staying in front of and interacting with your audience. Here are a few ways you can maximize the reach of your ads:
Deliver a steady flow of high-quality, sharable, and – when possible – branded content
Interact with your audience in real time
Research and utilize trending keywords in your ads
Use contests, quizzes, and other fun interactive tools to boost engagement
Keep your descriptions brief and provide short links to your product pages
Keep text within visuals to a minimum – Facebook will reject any ad that has too much text
Avoid too much sales language in your ads – sell via the engagement value and quality of your ad content
Don’t miss out on the benefits of advertising through Facebook. It is among the best places to showcase and sell just about anything (within Facebook’s guidelines). Be smart about the ads you pay to run and make full use of the tools at your disposal, both in the power editor and in third-party applications. They can help you target and reach the most people possible with your brand’s message.
Need help piecing together everything you need to do to launch a successful Facebook ad campaign? Call us. We offer a free initial consultation just for reaching out and we are here with the help and advice you need.