Facebook Ads | FutureProof Digital
With over 2 billion users worldwide, Facebook is certainly one of the marketing channels that cannot be ignored. But over recent years it has become harder and harder for businesses to reach people on Facebook.
The number of your page fans that see your organic posts has been getting smaller, and is now at a maximum of 2%. Every business need to put a proportion of their marketing budget into Facebook Advertising.
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The options for advertising on Facebook are many and varied. Let’s take a look at some of the most popular and those that will matter most to small and medium sized Irish businesses
Facebook Image Ads
A Facebook Image Ad is the most simple of all the option offered by Facebook. Having said that, an image advert is where most businesses start and they can still generate great returns. Only use your best images, and link to your best website pages. Keep the copy short and to-the-point, all you want is that click.
Facebook Video Ads
If your company uses video in it’s promotional already, on your website, or a YouTube channel then why not use those clips in your Facebook advertising.
If you are not using video, then why not give it a go. A service business can highlight a specialist process, a hotel can walk around their lobby or a bedroom, a retail website can show of customers using their product.
A Facebook Carousel ad is a step up from a single image or video advert. It offers greater flexibility, increased image/video, text and multiple website links.
“The carousel format allows you to showcase up to ten images or videos within a single ad, each with its own link. With more creative space within an ad, you can highlight different products, showcase specific details about one product, service or promotion, or tell a story about your brand that develops across each carousel card.”
Facebook Lead Ads
“Lots of people want to hear from your business, but filling in forms can be difficult on mobile. Facebook lead ads makes the lead generation process easy. People can simply tap your ad and a form pops up – it’s already pre-populated with their Facebook contact information and ready to be sent directly to you. With just a few taps, they can get the information they want, and you generate a qualified lead for your business.”
These are the 4 types of Facebook ads that most businesses will use. For example…
A painting and decorating business might use lead ads to collect email addresses and phone numbers for potential customers in their local area.
A carpenter might make a video about different types of timber and how they might be used in a home.
A gift shop might use a carousel ad to showcase 10 of their best selling products.
Reach the Right People, in the Right Place, at the Right Time....
Having a killer video or image with excellent copy, linking to a great web page that converts for your business is all a waist of time if the wrong people are looking at your ad.
Facebook Advertising works because you can design detailed advert targeting. And if you get it wrong it can cost you a lot of money and time.
Let’s take a look at some examples of how a business might use Facebook Advertising to reach the right audience.
Facebook Custom Audiences
Advertising is now Facebook makes money, they want to give advertisers every tool they need to market their products and services.
The majority of Facebook advertisers will have their own website. Facebook gives webmasters the tools to track each website visit and tailor their Facebook Advertising campaigns accordingly.
A business that sells a product on their their website for example. The Facebook Pixel will record every visit that results in an abandoned cart (a customer adds items to their website shopping cart. but does not follow through with the purchase). In the days, weeks and months that follow Facebook ads can be shown to only these people, and a discount can be offered to return and purchase the items.
Website visitors that view multiple product pages but never add any items to their cart. This may be because they have question about shipping or returns. Facebook Advertising can target these users with answers to their questions.
Facebook Look Alike Audiences
Once you have custom audiences in place and collecting data you can take your Facebook Advertising to the next level… Look Alike Audiences.
For every custom audience that you create, you can ask Facebook for an audience that is similar to it.
For example, one of your custom audiences will be people who have purchased from your website. After a year of building this audience it contains a pool of 5,000 previous customers.
Creating a Look Alike Audience based on this list will generate tens of thousands of target customers for you to show ads. Facebook will determine that they have a similar demographic and behavior profile to your existing customers. You can set the level of similarity based on a percentage level, the larger the percentage of similarity, the smaller the pool.
This is an extremely powerful tool. It can be used to move your business into new markets. Using the profile of your existing customers to create a list of potential customers who are similar in every way, the difference being their location.
Facebook Advert Targeting
Even without the advanced tools outlined above, Facebook offers some very sophisticated targeting. If you are a new business, with the website traffic or previous customers to dare custom data you will still have a pretty detailed idea of who your customers will be. All the information that you have; where your customers will be located, their age, their gender, their hobbies and interests. All this data can be included in your initial target audience.
For example; a recent client only sells to businesses. How do you target only those Facebook users that run a business, or are at a decision making level within a business? Easy… any user who is a Facebook Page Admin, show ads to only those users.
If you are new to Facebook Advertising and you would like to learn more about what we can do for your business give us a call or send us an email. Facebook ads give every business a new window on their customer base, everyone is on Facebook, you need to be on Facebook.
Let's have a chat about your Facebook Ads Campaign...
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