For businesses, being as visible as possible while maximizing their marketing budget is a challenge. Whether it is on TV, radio, billboards, etc., the more a company is seen on the communication channels used by its target audience, the more sales prospects are high. When developing your advertising strategy, have you thought about advertising on Facebook? In this post, I will talk about Facebook’s ad product.
Facebook offers an interesting ad product to reach your target market
Before you start an advertising campaign on Facebook, you need to create your business page
Does your company have a business page on Facebook? If so, you can skip to Creating a Facebook ad.
If your company does not have a page, you need to create one so that people can join your Facebook community. Creating a business page is a fairly simple process. Facebook will guide you through every step. Once your page is created, make sure of the following:
- Fill out the description fields so that your visitors understand what your company does.
- Choose high quality profile and cover pictures in line with your business.
- Choose an easy to remember name for your page so that it integrates well on your other marketing supports when you will be promoting it.
- Assign someone on your team to publish quality content regularly on your page. Indeed, your ads will lead people to your page, but if it does not have interesting content, people will not Like it.
Create a Facebook ad
You can create two types of ads on your Facebook page. You can create an ad where you will promote your whole page in order to get more Likes or you can choose to promote one of your posts.
Regarding your ad’s content, use an image that will attract the gaze of the people you target. Make sure it is well suited to the space available for the image on the ad then write copy that will make your business shine.
Please note that Facebook can take up to 24 hours to review the compliance of a new advertisement.
Reach the right audience with your ads
To maximize the budget you allocate to your campaign, many targeting options available to you. You can target by location (country and city), age and sex, among others.
Facebook also offers an option called Extended Categories. It allows advertisers to further filter the people they will expose their message to through the activities they like to do, their marital situation, their favorite sports, etc.
The Connections option, in turn, allows you to join the Facebook members who have a relation with your page or participate in one of your events.
Finally, your business may also appear in people’s news feed as sponsored stories. Sponsored stories appear to people in the form of an ad that mentions that their friends Like your business. Obviously, for this to work, their friends must really have Liked your business beforehand.
Manage your campaign
If you are familiar with how Google Adwords works, Facebook’s ads work in a similar way. In fact, you can use the concepts of CPM and CPC for your ads, just like in Google’s solution. In addition, you never spend more than the budget you have established at the outset or more than the actual cost that has been spent to show your ads to the most relevant users in order to achieve your goals.
You can also measure the performance of your campaigns based on several criterias such as audience, frequency and clicks with the analytics tool provided by Facebook.
Tough Mudders: A Facebook success story
Tough Mudders is an American company that is specialized in the organization of obstacle courses. It uses much of its marketing budget on Facebook and this strategy works well for the company. Indeed, it receives an ROI between $5 and $10 for every dollar invested in advertising on the social network.
Will Dean, one of Tough Mudders’ co-founders, suggests that businesses try everything advertising opportunities that Facebook offers at least once (sponsored stories, ads on the right, etc.). For Tough Mudders, ads that work best are those that are found in the news feed of people (sponsored stories) they target their advertising initiatives to.
The company also takes time to carefully choose the photos and the copy of its advertisements. According to Dean, you should ask yourself if the ad that you just created is something that you would share. If it is the case, the probability that the ad will be a successful is good.
Do you use Facebook’s ad product for your business? If so, how do you use it? If not, are you thinking about giving it a shot?
Kezber on social media