Back in January we warned you of the approaching death of your organic reach on Facebook, and now 4 months on we are all feeling the pain of this loss. Although we have come to terms with this, we are still deep in mourning and in order to pick up the pieces and move on, we have to pay the gatekeeper, Facebook.
Facebook advertising is not the easiest thing to master (especially with all their current changes), and it’s all about trial & error. You’re lucky your friend FRANk knows all.
This post is a 101 of Facebook advertising!
What is a Facebook Ad and why should your business be using them?
Great question Billy! Facebook ads main purpose is to bring new fans to your Facebook page and/ or website. You can achieve great results with Facebook advertising, both during promotion and non-promotion periods in growing likes, engagement and reach, as well as growing traffic and sales on website.
Even for posts to reach fans who HAVE liked your page already via their news feed, Facebook limits what they see… unless you advertise through them!
Advertising Rules 101:
- Only promote your own content – If you’re sharing a post that features a website link to an interesting article away from your brand, put your wallet away. This isn’t the right post to promote.
- Don’t just talk sales – Talk sales sometimes, but you’ll do better promoting posts that feature interesting content.
- Don’t get too wordy – Follow the Grid Tool: Ads that have more than 20% of text in their image won’t be approved to run in News Feed. Too much text can look like spam and make people think that your ad is low quality.
When to create an ad?
- Advertise during promotions – Great way to build brand awareness, when you have a strong call to action.
- Announcing a new product
- Directing them to your website
- Sharing great content you have posted
Who to target?
- People in certain demographics, geographical location, job/uni status – think what is relevant to who you want this to reach and click through
- People who have liked or expressed some form of interest in a subject matter – from social media to Masterchef, or travel to cake decorating, there are so many targeting options available.
- Those who have signed up to your email database. – import your hard earned data to a ‘custom audience’ in Ads Manager and let Facebook find them and target your ad at them.
- Those who have visited your website in the last 30 days – one simple code on your site tracks all your visits in this other custom audience
- Add conversion tracking and re-target – If someone has already purchased from your site, then chances are they will again so track them using conversion pixels
- Create ‘lookalike’ audiences based on the previous two targeting options – A whole new target audience at your disposal from these according to their previous actions on Facebook.
- Recent introduction of targeting a lookalike audience based on your current Facebook fans. – similar to your current fans, just more of them!
- People who already like the page or remove those who have. – Hit new fans or engage current ones; think about what you want the ad to achieve
- Many, many more to come – watch this space for even more tracking additions that are being rolled out on a regular basis
1. Boosted Posts:
A boosted post will ‘boost’ your post so that it increases the chances of featuring in your target audiences news feed. You will find the option to boost a post on the bottom right hand side of your post (see image). It’s all pretty self explanatory, select your audience, budget and Facebook will tell you an est. of the people you could potentially reach.
Targeting ‘People who like your Page and their friends’ targets just that, whereas targeting “People you choose through targeting’ allows you to be more selective/ specific about who you want to target by selecting their location, age, gender and up to 10 interests. This option is basically a very quick way to set up a promoted post.
Example of a boosted post:
Whilst easy and applicable to all content on your page’s timeline, it doesn’t give you the most bang for your buck. If you’re wanting reach & to engage more of your current fans, use a promoted post over boosted post.
We don’t recommend you use the boosted post option. The boost option doesn’t allow you to properly focus on your audience but rather your fans only. If you’re going to invest time and money into ads, you might as well do it right and use a promoted post instead.
2. Promoted Posts:
Essentially, setting up a promoted post means you actually have to put a bit more time and thinking into your ad/s… and so you should unless you’ve got money to burn. In order to ‘promote a post’ you will need to go Ads Manager or Power Editor (we use and highly recommend Power Editor).
But why go to all this effort when I can simply just click the ‘Boost Post’ button? Well, back to burning money you go, but if you utilise the array of targeting options at hand in Power Editor, you’ll see a lot better, and most relevant results, with relevant being the keyword. It’s all well and good gaining hundreds of new likes, but if they’re not going to engage with your page and content, click through to your site with intent to purchase and have absolutely no interest in your brand and/ or industry, then they are a waste of money and simply a like-ego booster.
One of the most recent changes to Ads Manager was the introduction of segregation across Campaigns/ Ad Sets / Ads, which basically separates out your ads based on their objectives. This allows you to keep all your Page Like focused ads together, or your Clicks to Website ads together resulting in easier tracking and updates for all of those responsible for tracking Facebook ads for their pages/ businesses.
And remember all those targeting options we mentioned earlier in the article? This is where you can get target-happy with these. So if you want to get more Likes to your Page Like Ad to a Facebook page all about travel, then start targeting all the travel keywords you can think of in the Interests section. Or better yet, type in some peers in the industry or similar topics, and get reaching these fans.
In the Custom Audience section, you will have all your brand new audiences uploaded and ready to go, so get targeting your Email List or your Lookalike Facebook Audience in this section.
Next up, pricing. You’ve got CPC, CPM or Optimised CPM at your disposal here. CPC and CPM are all manually set, Optimised CPM is at Facebook’s own disposal to position and pay for your ad as it sees relevant. As sceptical as we were at first at giving over this ‘control’ to Facebook, it does know best and is proving in our ad campaigns to bring the most relevant results.
Still confused? Don’t worry, we at FRANk are experts in the Facebook Advertising field, so get in contact with us today on 03 8517 2000 or email firstname.lastname@example.org to discuss how we can help your business!