One of the aspects of digital marketing that a small business may try, and then fail at, is Facebook ads. These businesses will then go on to blame the platform for their failings, rather than actually think about whether or not there is anything that they have done wrong.
The thing is, Facebook ads can work, but, and this is an important but, you need to make sure that you are taking the right approach.
Why is it worthwhile making the effort with Facebook ads?
Okay some quick facts and figures to give you an idea how important Facebook and Instagram are for businesses selling products and services – brace yourself…
– There are more than 2.7 billion people around the world using Facebook, Instagram, WhatsApp and Messenger on a daily basis. Which means that the audience that you can reach via ads with this pan digital channel is huge.
– Facebook is the number one platform for both B2B & B2C marketing.
– The average user on Facebook clicks on 10 ads/ posts every month.
– E-commerce ad engagement has tripled in the last two years.
– 39% of users have said they follow a Facebook business page to receive special offers.
– 78% of Facebook users discovered a product which they later purchased on Facebook.
– 57% of users say that social media affects their shopping choices and 47% said Facebook was the most influential platform for them.
So hopefully now you get that idea that Facebook offers a massive proven lead pool that you can plug your business in to. The key to success or indeed failure is all down to execution The ads appear first hand to be incredibly easy to use, or so they seem. On the surface you just need to press the “boost” button and in no time at all you will see a flurry of likes and comments.
The trouble is, whilst Facebook ads on the face of it are easy to use – still waters run deep and all is not what it seems. The process is not quite as simple as that and there are certain things that you need to do in order to make sure that they work the best that they can for you. Want to know more? Let’s look at how Facebook ads actually work.
How Facebook ads work
The first thing that you need to think about is your Facebook audience and setting it up. You can do this using the Power Editor tool, which allows you to include and exclude certain users, based on a number of factors. This could be age, location, page affinities and relationship status.
Once you have this target audience, you need to create something that you can offer them, after all, the aim of any Facebook ad is to gain interest and gain trust in you too. It doesn’t have to be something huge, you could offer a trial membership, a free item or perhaps an eBook that they can download, it is just the fact that they will receive something from you. For you, this will mean that they have to visit your landing page, where they will provide you with their email address, all in exchange for the offer.
You can also, at this time offer a small upsell. This should be priced in such a way that will cover the cost of your Facebook ads and, if done right, should mean that the lead you have secured is actually free.
Once you have this information the time has come to switch to retargeting and email marketing. Not only do you have their trust, but you have their interest too, which means that they are the ideal audience for you to promote your full price service or your full price product.
Anything else I should know?
You know the basics of Facebook Ads, but is there anything else that you need to keep in mind when it comes to trying them out for your business.
The first thing to keep in mind is that you are going to need to define your budget and how much you are prepared to spend to advertise. This allows you to keep control of how much money you pay out. You can set a daily budget, or if you prefer, you can set a campaign budget instead. It really is down to you. You can even tell Facebook how much you want to spend per click, which is a useful tool.
Another thing to keep in mind is that you really should be making an effort to test your ads. This can be done using Power Editor and you can modify one part at a time, leading you to find out exactly what version of the ad that you have created will produce the best ROI for your business.
The great thing about Facebook ads is that you don’t need to worry about having a huge budget. All you need is to be accurate and learn exactly what it is that your audience wants from you. Once you know this you can tailor your ads to appeal to them and make sure that you make the most of every penny that you spend on Facebook ads.
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