In late 2012, Facebook went from the world’s largest social network to the world’s most closely watched young company. Facebook now had to prove to shareholders that it could generate as much in revenue and profit as it could in likes and shares.
Maybe you have played around a little bit with Facebook Advertising. Maybe you think it’s too confusing or even pointless. Let me reassure you that it is not pointless, it can be a wonderful marketing tool; everyone is on Facebook. Don’t let it be confusing for you, there are a lot of rules and guidelines, but you’ll get the hang of it.
Who are you targeting? – Everyone? Wrong answer! Everyone is not going to find relevance in your ads. It’s nothing personal, it’s just a fact. So if you are spending all this money to send out your Facebook Ads to a lot of people who aren’t going to find them helpful or interesting, you are spinning your wheels. Not only are you wasting money by not targeting more precisely, these people who don’t want to see your ads can mark them as spam, which hurts you. Plus, the percentage of people who will actually engage is low in that scenario, which hurts your ROI. Focus on the people on your email lists, the ones who have expressed interest in your company already, who subscribe to your blog. Send your Facebook Ads to a more precise audience, and you will get the engagement and ROI you want.
Where are you sending them? – The typical goal of Facebook Advertising is to send visitors back to your company’s website, so that they can get to know a little about your business or let them know about a sale you are having, or even to sign up for a free offer. Make sure that you are spending just as much time and effort on your landing page (the place where visitors will land when they click on your Facebook Ad) as you are on the Facebook Ad itself. The page or website you are sending them to should be clear and concise and easy on the eyes. Don’t clutter it up or use crazy colors that hurt people’s eyes. State what they need to do and make buttons easy to see.
What are you boosting? – Maybe you don’t have a super sale coming up. You are just boosting your Facebook posts to get more “Likes” or traffic to your site. That’s ok. Brand recognition is an effect of putting your stuff out there. That’s a good thing. What are you being recognized for though? You want to only boost quality posts, that viewers will find value in, don’t bombard them daily with a bunch of nonsense, just to get your name out there.
It’s not all about “Likes” – If your Facebook page is newer and you want to promote your business, then targeting people to “Like” your page is alright. But after you are established, what exactly are all these “Likes” you’re paying for, doing for your ROI? Not a lot. The people who you target, as we talked about above should be people who will become leads and customers, who will visit your website, not just like your Facebook page once and never come back.
Still confused about Facebook Advertising? It’s ok. We can help you figure it all out and get your Facebook Advertising Campaign started today!