Google is not the only game in town when it comes to advertising. Facebook has a viable platform for advertising considering it’s user base is well over 1 billion people. Before you jump on this platform with your advertising dollars, consider some of these tips for advertising on Facebook.
Drive leads to your website….
There are multiple options for advertising on Facebook and a common goal for advertisers is to drive leads to their websites. They want users to learn more about their brand and the website is the place to do that. Simple ads for driving website traffic are seen on the right column. Advertisers choose the title, description, and URL to display. Another option for website traffic is the promoted post which has more options for display, including the user’s news feed and mobile devices. When the ad runs in the newsfeed, it can include a large image that will help get the user’s attention. In addition to your picture and a URL, remember to give them a reason to visit your website from the Facebook ad.
… or not
If driving leads to your website is not your goal of a Facebook ad, that is okay. You may prefer to gain more likes on your page or more engagement with your page. Know what your goals of a Facebook campaign are before you create your ads.
What’s your “now what”?
After users click on the ad, is it obvious what they should do next? If you drive them to your site, you need a page that is specific to what is presented in the ad. If you send them to a generic home page that has no connection to the ad, they will likely leave rather than take the time to search for the relevant content.
I sound like a broken record telling people to use images. Since you can include multiple images in a Facebook ad, you have a great opportunity to see how people respond to different ones. You do need to be careful though that the amount of text in the ad is below 20%. Image ads will be declined if Facebook believes it contains too much text. If you do not have any text on the image, overlay some that tells users why they should stop on your ad. They need a reason to stop scrolling and click on your ad.
Target your audience
Not everyone wants your product or service. If you are a brick and mortar store, you definitely want to target by geographic location. Beyond that, you also have age, gender, interests, and behaviors. There is a lot of opportunity to get granular with your advertising. Read about Facebook’s Core Audience targeting so you know exactly how you can target your ads.
Your fans may not be your audience
Choosing to target an ad for your fans is probably the easiest option when you dig into the audience options. However, your fans may not be your audience. Some of them could be fake accounts and they are obviously not going to buy from you. Your fans could also be people who liked the page because they are friends with you, but are not a buyer for what you sell. Keep this in mind when selecting the target audience for your ads campaign.
Be careful with your bidding
It can be easy to run with whatever bid is offered to you. If you do this, you may find your ad costs maxing out your budget in little to no time. Decide if you want to bid on clicks, impressions, or likes (depending on your goal). Also pay attention to type of budget, which is daily or lifetime.
Check your reports
Do not let your ads mindlessly run until you max out your budget. Take a look at the Facebook Ads Reporting tool to see who you reached with your ad. From here, you can learn the demographics of who has seen your ad and the amount of your budget that was spent on each target group. If you do not see a good representation from your ideal audience, you may want to make changes to the ad as well as your demographic parameters. Your parameters may need to be more narrow to reach that specific group. On the flip side, if users are converting for a very specific demographic, it may be time to put more dollars into that specific group.
With any paid campaign, watching budget and performance are crucial. Pay close attention to how the campaign performs so adjustments can be needed to make the most of advertising dollars and to get the highest ROI.