While many businesses have social media accounts such as Facebook to try and reach a wider audience, fewer companies actually advertise on Facebook. So first things first, are Facebook ads worth the trouble? To put it simply, yes they are!
Although the demographic of people using Facebook has shifted slightly in recent years – it’s not just a young crowd anymore – this can actually be an advantage. While teens may be good at generating hype, millennials and older generations tend to be the ones actually making the purchases, as they’re more likely to to have a disposable income.
There are some products and services that you can’t advertise on Facebook, such as forms of medication, tobacco products, and surveillance equipment, so if you’re working in one of those industries, perhaps give this blog a miss. But for any other business looking to reach a percentage of Facebook’s active users (estimated to be almost three billion), we’ve outlined the basics of Facebook ads below!
know your audience
Within the world of digital marketing, knowing your audience is a fundamental part of any strategy, and it’s no different for Facebook advertising. If you’re aware of your target demographic, and what sort of person you’re hoping to convert, this sets a solid foundation for your future campaigns.
There are three audience categories on Facebook, so once you’ve determined the characteristics of your potential audience, you’ll then need to think about the below:
- Core Audiences: You can select your target audience manually, based on things like age, location and certain characteristics. This can be a great way to reach out to people who have not yet heard of your brand
- Customer Audiences: This is essentially remarketing to previous customers, or people who are already interested in your product or service
- Lookalike Audiences: You can use details about your current customers to find people on Facebook with similar interests
The cost of advertising to each group varies, so you’ll probably need to experiment a little with how you split your budget. While it can be tempting to just opt for custom audiences, it’s good to bear in mind that these are people that may already be aware of your brand, as they are looking for products or services similar to yours. While it’s not a bad idea to remind these people that you exist, you’ll also want to advertise to completely new audiences too.
create engaging copy
It goes without saying that unless you use high quality images and content in your Facebook ad campaigns, you’re unlikely to get very far. The message needs to speak directly to your audience, so you can put all the research you’ve done to good use!
Try to tailor your message to your target demographic. So if you’re marketing to a younger audience, you may wish to use exciting visuals and quirky content, whereas for an older audience it might be better to keep things simple and classic. It’s also important to consider how your product meets the needs of your customers, so that you can make the advantages obvious in your ads.
consider types of facebook ads
It’s not just the type of audience on Facebook you need to consider – you’ll also need to think about the right type of ad. There are several options to choose from, so you may have to experiment a little with what works best for you. To get you started, we’ve outlined three of the most popular types of ad below:
These are the most common type of Facebook ads, and they tend to perform the best, as they’re a great way to showcase several products at once, or the various benefits of one product.
In terms of the restrictions for carousel ads, you can add up to 10 images in total, the headline can’t be more than 40 characters, the link description 20 characters, and the body text can’t exceed 125 characters.
Image ads are probably the quickest and simplest type of ad to create, so may be a good option for beginners. High quality images are always a great way to illustrate the appeal of a product or service, especially if you have an engaging message to go alongside them.
As with carousel ads, there are limits to the number of characters you can use – the headline and body text are the same, but you’re only allowed to use 20 characters in the link description with image ads, rather than 30. Facebook will also warn you if your image is not the right size or unclear.
In order to set up dynamic Facebook ads, you’ll need to set up a campaign within your Facebook Business Manager account, and upload your product catalogue. The ads are automated – Facebook will look after the campaign for you, showing your products to people who have previously shown interest in them.
set realistic goals
Before launching your Facebook campaign, you should consider exactly what you want to get out of it. There are several benefits to running any marketing campaign, but it’s a good idea to determine the key goals. These goals could include:
- Higher quality leads
- More website traffic
- Increased conversion rates
- More brand awareness
Once you’ve set your goals, you can then work out how much it will cost to run a successful Facebook ad campaign. There are even calculators available which will forecast and calculate how much you’ll need to spend to succeed.
You’ll also need to ensure that your average CPC (Cost Per Click) is as low as possible. There are a few easy tricks you can try with this, such as scheduling your ads during times your audience is likely to be online, customising your ads for different platforms, and experimenting with target cost and lowest cap bidding, to see which is more successful.
Once you’ve got your Facebook ad campaign up and running, unfortunately you can’t just sit back and relax! You’ll need to track the success of each campaign, and make slight variations to see which method works best for your business. Perhaps duplicate a campaign and just change one element, and then directly compare the results.
And if you’re looking for support with your Facebook ads, The Pineapple Agency can help! Get in touch with us to discuss the various digital marketing strategies we can assist you with.