The Facebook advertising platform is a powerful tool that allows you to use both social media and paid advertising to take your business to the next level. Facebook offers businesses access to more potential customers than any other social network in the world. With two billion active monthly users on Facebook (33 million of those being in the UK alone) and 500 million daily Instagram users, Facebook advertising gives you the chance to engage with a near-endless stream of potential customers.
With Google Adwords offering paid search listings, many businesses will neglect to consider the value of social media advertising channels. In this post, I will explain to you the main benefits of advertising on Facebook, how Facebook Ads work and how to get the best results from your Facebook marketing campaign.
The benefits of advertising on Facebook
Due to the popularity of the platform and the flexibility it offers, Facebook advertising has a number of strengths that can make it a top choice for many businesses alike. The main benefit of advertising on Facebook is the ability to fine-tune targeted ads. The Facebook Ads Manager offers a sophisticated level of targeting and retargeting options that enable you to narrowly define your audience by demographic, profile information, location, interests, behaviours and more.
When you advertise on Facebook you are given access to extensive analytics and reporting for ad performance. Information on conversion rates and various other social metrics are made readily available. The Facebook Insights tool allows you to see the value of each ad campaign and adjust it as needed for the best outcome. This means you can get to know your audience and understand what people like so you can create meaningful campaigns that drive real results.
Facebook advertising is a versatile marketing tool that allows you to clearly define your business goals and objectives. Advertising on Facebook is quickly becoming an essential part of business growth and companies that utilise the power of Facebook marketing will have a competitive edge in social media.
How do Facebook ads work?
When you first set up a Facebook advertising campaign you have the option to choose between four pricing options:
- CPC (cost per click) pricing is when you only pay when somebody clicks on your ad.
- CPM (cost per mile) is the price of showing your ad 1000 times to Facebook users, cost per impression is the number of times your ad is displayed.
- CPA (cost per action) is the amount you have to spend for someone to take action or convert on your website
- CPL (cost per like) is the amount it costs each time someone likes your page
CPC is the default pricing option set by Facebook. If you are just starting out with Facebook advertising then we recommend keeping this pricing option selected. As The CTR (click-through rate) is lower, paying for clicks works out cheaper for the same number of impressions compared to CPM.
The Facebook ad you create will be displayed directly on the Facebook News Feed targetting users by interests and behaviour. As your ads appear in the news feed people can comment on them and “like” them, just as they do with all other content shared on the social network. If people like your ad then it will continue to show up in their feeds and their friends feeds for free.
How do I get the best performance?
If you’re new to Facebook advertising then a considerable amount of trial and error may be necessary to find what works best. While you may need some outside assistance to do this, the platform provides plenty of options to help find your winning formula and drive those numbers up. Better yet, the more successful your ad campaign is the less Facebook is likely to charge you.
To get started, first, you will need to decide on your advertising objective. This is what you want people to do when they see your ads. Setting up your campaign objective is the first action you need to take. At the time of writing, there are 11 objectives you can choose from:
You should then target the right people with your advertisement by selecting your audience, ensuring your business is exposed only to those who may be interested. The more specific your ads are then the more likely you will engage potential customers, as your ad content will be relevant to them. If you have a website with Facebook Pixel installed then you can build a custom audience based on your website visitor behaviour. This means you can target ads to anyone who has visited your website, specific pages on your website and even people who have not visited your website for a certain amount of time.
Finding the right audience takes time and practice to master. At Digital Mad we run A/B split testing on ad campaigns across different audiences, alternating the image and headings used can often prove useful here too. A/B testing allows you to uncover the best-performing ads and use your ad budget more effectively. Throughout this testing process, your stats can be tracked using Facebook and Analytics to monitor which campaigns get the highest conversions and ROI. Testing is the way to success and if you fail to do this properly then you can end up wasting a lot of money on the social network marketing platform.
Not sure how to make Facebook work for you?
Facebook advertising is a fairly new development in digital marketing and businesses are still learning how to take full advantage of it. With inexperienced ventures often getting few results and the system featuring an interface that some find confusing, the full power of Facebook advertising remains hidden from most businesses. Properly utilising the system now, however, will give you a head start over your competitors and see you harnessing one of the most exciting marketing tools available.
Here at Digital Mad, we understand that not all business owners have the time or manpower to effectively handle their marketing in-house. For this reason, we offer our expertise in Facebook advertising to our clients. Our aim is to create highly optimised ads for your business that will reach the right audience and result in better conversion rates.
Our extensive experience in online marketing and dedication to staying abreast of new technologies has placed us in the ideal position to help your business make the most of Facebook advertising. So give us a call on 01202 901 607 or contact us and let us show you how we can give your business the boost it deserves.