Facebook advertising can be a powerful and successful tool in your marketing toolkit – if done right.
Facebook is the largest social media platform in the world. There are more than 2 billion active Facebook accounts globally. Compare this to YouTube and Instagram, with 1.9 billion and 1 billion active user accounts respectively.
It’s impossible to ignore these astounding figures.
If you’re a small business owner, a marketing professional, or a freelancer, it is important to master Facebook as a marketing and advertising tool.
How does Facebook marketing work?
Facebook ads are a cost-effective way to get your brand in front of people.
There are several different types of ads you can use to get your message across to people, including:
- Image – a photo or image
- Video – more eye-catching than a standalone image
- Carousel – where you can show up to 10 videos or images, each with their own link
- Instant experience – a full-screen experience that displays when the user clicks on it
- Collection – like the instant experience, it will display across the user’s screen when they click on it and will show them multiple products
These ads are targeted to people based on their location, demographic, and profile information.
After you’ve created your ad, you need to select who will see your ad (based on age, gender, location, relationship status, education, etc).
This means that you will have needed to do your research on your audience first. Who are they? Where do they live? What are their interests?
Of course, you could go for the largest group possible to advertise your business. But the great thing about Facebook marketing is that it does give you the option to launch a highly targeted campaign. This way, you can speak to your target audience on a much more personalised level.
Is Facebook good for advertising?
Yes – if it’s done right.
Facebook allows you to not only target very specific segments of your target market, but also allows you to track the data.
Facebook Insights can offer interesting data on user interaction on your Facebook page. Whether you’re a small business owner managing your own page, or a marketing professional assigned the role of admin for your company’s page, Facebook Insights can give you data which will help you create more effective ads.
But remember, your audience probably aren’t on Facebook because they’re looking for a particular product or service. They’re searching for news and updates.
You need to give them something that will make them click on your ad, and away from their newsfeed.
Do Facebook likes matter?
Creating valuable organic (unpaid) content is how you will gain followers and get likes. The more likes your page has, the more people you will be able to reach with the organic content you’re sharing.
Do not confuse paid ads with organic content. When it comes to organic content, because you are not paying to have it boosted or placed in front of targeted audience segments, you need to ensure you are creating engaging, dynamic, and high value content to attract followers.
As we said above, users are scrolling through Facebook because they’re looking for valuable content, and what they perceive as ‘valuable’ will change depending on the person. Are they looking for something funny to make them smile? Something inspiring, or interesting, or educational?
Creating quality content will also help towards building your brand’s reputation and trustworthiness. It is also a good way for you to interact with your audience. Reply to their comments on your posts. Ask them questions. Make them feel as if they are part of the community.
As opposed to your Facebook ads, which are paid-for content that specifically targets sections of your audience, your unpaid organic posts should seek to give your audience something they value. The more high value it is, the more likely people are to like and share.
What is a good ROI for Facebook ads?
How many likes your paid ad gets is not as important as how many likes your organic content gets.
When it comes to paid advertising, it’s much more important for you to focus on Return on Investment (ROI) rather than vanity metrics.
ROI is how you measure how effective your ads are. It’s your revenue divided by your total ad spend to find out just how effective your ad campaign is.
But first, to determine whether your ROI is ‘good’ or ‘bad’, you need to ascertain exactly what kind of ad campaign you’re running. If you’re promoting a sale, then you would expect your ROI to be relatively high (or you at least want to break even).
However, if your campaign is focused on getting people to sign up to your newsletter, then you may not see a particularly high ROI as people are not immediately spending money with your company.
And how do you track ROI? One way is by utilising the Facebook pixel.
What is the Facebook pixel?
The Facebook pixel is code that you add to your website to monitor users. It allows you to track how people interact with your website after viewing your Facebook ad.
The data that you glean from the Facebook pixel can help you monitor your audience’s browsing and shopping habits, and can help you to retarget them again later.
Over time, Facebook will collect data from the users who visit your page, which will then in turn be used to target users with similar interests or traits.
How can I master Facebook marketing?
Understanding how Facebook marketing and advertising works is an incredibly useful skill to have in today’s fast-paced, online world.
Open Colleges has teamed up with industry leaders Social Media College (SMC) to bring you the Facebook Advertising Short Course.
The specially-designed modules of this course have been created for people looking to better understand how to utilise the marketing potential of the world’s largest social media platform.
You’ll learn how to develop structured and engaging ad campaigns, identify and target customer segments for optimal ROI, analyse the results of paid ad campaigns, and create engaging content that will establish your brand’s online presence.
Ready to dive into the world of Facebook marketing and advertising? Click here to learn more about this exciting new short course.