5 Best Practices for Facebook Ads
April 25, 2017
No one knows for sure the number of active small business pages on the Internet. Obviously, it is in the millions. A much smaller number would be active advertisers and an even smaller number would be small businesses who think their paid advertising hits the mark.
At one time, businesses could go viral on Facebook organically, today Facebook is becoming a “pay to play” marketing channel. Creating a meaningful presence and customer impact within Facebook requires knowledge of how to tap into Facebook ads. As organic content on Facebook declines, paid ads become more important.
The following are five best practices for using Facebook ads:
1. Understand the various advertising formats: Facebook offers many ad formats to suit a business’ goals...video, photo, text, or a combination of these elements to put a business in front of its target audience. A business can decide on its ad format and then "Boost a Post" with a click in the lower right corner. Choose an audience, budget, and time length of the campaign and a business is marketing on Facebook.
2. Advertise based on your business goals: Facebook allows advertisers to build an ad based on business objectives such as building awareness, driving visits to a website, or encouraging users to call a phone number. There are many targeting options. A business just has to decide what is the goal for a particular campaign. One campaign might have one goal while another campaign has a different goal. Make the goal simple and straightforward.
3. Target audiences with extreme detail: It is estimated that there are over 1 billion people on Facebook each day. With this extreme number, businesses can target users with keen detail. Ad targeting allows a business to zero in on users who are potential customers and avoid paying for irrelevant audiences. Targeting might be based on:
• Demographics: age, gender, relationship status, or education
• Interests: hobbies, favorite entertainment, or pursuits
• Job title: professional interest, titles, or industries
• Location: by zip code, designated market area, city, or state
• Behavior: mobile or desktop online usage
In addition to targeting certain groups, particular audiences can be opted out with certain deselect criteria to avoid paying unnecessary click charges.
4. Visuals matter: Ads need some type of visual. Multimedia assets evoke the senses far more than just the written word. According to one source, when people hear information, they are likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.
5. Use Facebook Insights to make informed decisions: With a small budget, a business can experiment with Facebook advertising and discover its effectiveness. Within the Ads Manager of a Business Page, social content – both organic and paid – can be viewed for performance through insights such as:
• Performance: shows results, reach, frequency, and impressions.
• Engagement: shows like page post, messaging, media, clicks, and awareness.
• Conversions: shows website conversions, purchases, cost per conversion, mobile app installs, and mobile app purchases.
• Settings: can be customized to include metrics such as start date, end date, ad set name, ad ID, delivery, bid, and objective.
There is no need for small businesses to fear advertising on Facebook. Business strategies must evolve to reach modern-day customers.