Keeping Up with the Evolution
With over 890 million users on Facebook every day, there’s a pretty significant chance that your target audience is active on the social media platform. In the past several years, Facebook has evolved from a social platform where marketers could reach their entire audience for free, to a pay-to-play model that does not serve content to the majority of a brand’s Facebook fans. Because of this, organic content strategies are no longer enough to yield meaningful results.
Facebook is continually innovating its ad platform to offer new ways for a brand to tell its story. As a social media marketing agency, we will often recommend Facebook ad products as part of a larger strategy for our clients. Most online advertising reaches only 38 percent of its intended audience, while Facebook advertising averages 89 percent, making it a dominant powerhouse for digital advertising. Advertising on Facebook can accomplish a variety of marketing objectives from building an audience for your Facebook page to driving traffic externally to your business website. To get the most out of your advertising budget, you’ll want to follow these top tips for advertising on Facebook:
1. Define Your Objective
Prior to the launch of any Facebook ad campaign, it’s critical to define your objective based on both your social strategy and overarching marketing goals. Without a specific direction, you may not reach your intended audience. Looking to build the audience for your existing Facebook page, drive traffic to your website or create local awareness and reach people near your business? The Facebook ad platform has 11 different objectives a business can select from to achieve a desired goal.
Some of the objectives include:
- Building your Facebook page audience
- Driving traffic to your business website
- Raising attendance at an event you are promoting through Facebook
- Driving video views
- Mobile app downloads
- Getting people to claim your offer
One of the many ways Facebook sets itself apart from other digital ad platforms is that advertisers have the potential to target incredibly specific audiences. Once you have determined the objective of the ad campaign, defining your target audience prior to a campaign launch can ensure your message is getting to the individuals you are trying to reach from the get-go.
The ad targeting options are broken out into six categories:
- Demographics (age, gender, education, relationships, languages and financial)
- Interests (you can reach specific audiences based on what they have shared through the pages they like or even their tastes and preferences for certain movies, music or cuisine)
- Behaviors (what are they purchasing or what devices are they logging in from)
- Custom Audiences
Advanced targeting options are also available such as relationship status, languages, education and workplace.
If budget allows, testing your Facebook ad campaign can ensure your message is creative and is resonating with its intended audience. A/B testing, where two different ads are run simultaneously, is recommended.
It’s important to test only one variable at a time. Audience segments, graphics and calls-to-action are the top testing recommendations. Fixed variables should include the same time of day, bid price, and length of time.
After an ad campaign is created, it’s important to check in regularly to ensure that objectives are being met and that the campaign is delivering results. By reviewing the ad campaign Facebook insights, you’ll be able to determine if progress is being made against the specific goals set prior to campaign launch.
The insights also provide a snapshot of what ads are doing well or under-performing so that additional budget can either be added or re-allocated and creative images, ad copy, or targeting criteria can be updated and refreshed.
In addition, the data can provide a better sense of what you are spending per like, click-through rate, how many people (impressions) have viewed the ad and how many conversions are a direct result of the ad campaign.
In the past 28 days, there were 2 million active advertisers on Facebook. Is it time your brand joined in on the fun?
About the Author
Jenna Vandenberg is the executive vice president of marketing at Fifty & Five, a social media marketing agency serving local, national, and global brands, with offices in Orlando and Los Angeles.