Social Media advertising is a highly effective way for any company to make a splash or stay competitive in today’s digital marketplace. In our virtual internet world, where 4.8 billion people access the internet, there are tremendous benefits at reasonable costs based on the massive audience in a matter of seconds with one single ad post. Many small business owners that have been “burned” by conventional advertising before have expressed reluctance to advertise on social media and don’t seem to know where to start, as well. Targeting a specific audience, learning your consumers’ habits, creating your warm leads, and finding lookalike audiences is easier than ever with the tools available. And Facebook ads deliver great bang for your five bucks (minimum spend). While there are many social media platforms to choose from, let’s start with Facebook and its 2.74 billion monthly active users. Facebook is used by 59% of the world’s social media users, more than any other platform to date.
What’s the best way to take advantage of and maximize your outreach efforts through Facebook?
First and foremost, with Facebook especially, you have to make sure to use high-quality and compelling photos and videos that communicate your message (s) distinctively and clearly, critical to providing maximum brand and messaging visibility. Also, it’s important to avoid overusing filters with Facebook because ads or posts with filtered images can get your ad “denied.” Filters often distort images, and so it could, conceivably, “misrepresent” your product. In general, this is good ad practice because you want your customers to see your product as clearly and accurately as possible. Your posts and ads must align with your brand’s style to maximize its value.
Before you implement a Facebook ad campaign, make sure you understand the following goals and objectives. These should align with why you are on social media already, so you are just adding a “boost” supporting your organic social media reach.
Social Media Ad Goals and Objectives:
- Traffic – Drive as much traffic as possible to your website or other social channels
- Engagement – Increase page “Likes” and Event Responses
- App Installs – Encourage users to download your app.
- Video Views – Repurposed TikTok and YouTube videos can support this channel, as well.
- Engage Your Audience – Reply to comments as quickly as possible to begin conversations.
- Lead Generation – Drives Sales & collects emails, often from audience engagement.
Running ads on Facebook should be a part of your ongoing social media engagement strategy.
As stated, social media, in general, is a fantastic way to reach thousands, maybe millions, of followers in a short time. And yet, these forums can also make followers feel a personal connection to your company because comments can (and should) get an almost immediate response from the company. Your direct responses can make followers feel connected to your company in a very personal way. Social media pages can gain followers and engagement without ads, so why pay for more? Because, for a very nominal price, it can be very effective in growing your followers and getting your audience to take action.
10 Tips for Facebook Ads Success
- Facebook will typically reject an ad image that contains more than 20% text
- On single image ads, Facebook recommends 1200 x 628 pixels
- The most commonly used call-to-action buttons on Facebook ads are Learn More, Shop Now, and Sign Up
- Take full advantage of the Facebook Pixel and install it
- Use casual Imagery
- Use shorter Video Creative
- Relax your grammar
- A/B Test regularly
- Check out the campaigns of your competitors
- Use data feed to optimize all aspects of your campaign
Let’s break down some benefits that can come from Facebook Ads
Facebook is among one of the most cost-effective advertising types in the forefront of Instagram and Linkedin, in 2021. Facebook Ads Manager is a free tool and is freely available to all businesses. The average CPC for 2021 for all industries is $1.72, however in some industries like Travel and apparel, CPC was on an average between $0.45 to $0.70. Both of those options are cheaper than a traditional marketing ad.
- Micro – Target your exact audience
Facebook has targeting capabilities that let you fixate on objectives like interests, behaviors, demographics, ages, connections, locations, and even languages. The detailed targeting option gives the user the ability to narrow your audience down for a better chance of conversion. Targeting potential customers and leads instead of random visitors or higher quantities of random visitors is what your objective should always be.
The available tracking data within Facebook can be retargeted to enforce your objective to specific users who have already viewed your material. A simplistic way to look at the flow of how retargeting works is as follows:
- A person engages with your brand
- Facebook Algorithm will identify the activity and connect that person’s account
- Facebook ads will show up on news feed
- Find New Leads
Once you have that target audience that converts, Facebook gives you the ability to use “lookalike audiences.” This feature allows Facebook to find people that are similar.
- Highest ROAS (return on ad spend)
With Facebook dominating multiple ad placements like Facebook Feed, Messenger, and Marketplace, it’s not a question to why it is the single best preforming ad type for eCommerce. According to Statista, 41% marketers claimed that Facebook gave them the best ROAS and an overall 80% of all U.S. social referrals to eCommerce sites. To calculate your ROAS, simply know the total revenue generated from your Facebook ads (your return) divided by total ad spend. Just remember that 4:1 ( $4 in revenue for every $1 spent) will typically suggest a successful campaign.
Two Forms of Facebook Ads
Instead of relying on a purely organic post, individuals and organizations can sponsor a post through boosting, a form of paid media that improves the reach, theoretically enhancing the post’s performance.
Facebook was among the first adopters of this strategy as it began to monetize its platform. The change in its algorithm essentially limited organic post reach, forcing a paid system amongst posters. The need to use paid media to gain attention has forced businesses and marketers to consider the click-through rate, often referred to as the “CTR” as a component in evaluating the costs to related customer acquisition.
Some argue that boosting isn’t worth the time or money. However, independent research indicates that 26% of Facebook users who clicked on an ad went on to a purchase. Still, the algorithm deployed by social media companies offers insight into the potential performance of a post’s engagement. Understanding this makes it worth evaluating the organic post-performance before boosting.
A Facebook Ad is more of a traditional, direct-response ad. This type of ad, designed to seek a direct response and subsequently create a call-to-action. Facebook’s Ads Manager requires the promoter to create an ad through a series of steps requiring artwork, photos, text, and or videos to support your call to action.
Boosted posts and Facebook Ads will fall under your advertising budget, and both can be effective. Facebook Ad options give you performance feedback to see what messages generate the most positive response and highest engagement numbers. Facebook Ads and boosting both provide learning opportunities with affordable spend matrices. Once you have mastered Facebook Ads, then you can look at advertising on other platforms.
Early adopters of any social media platform benefit from the lower cost of advertising and the potential reach of organic posts and, therefore, should always be considered.
*Cassie Baugh is a Digital Marketing Specialist for UrbanLink Media marketing company.