Social media is everywhere, people are connected more than ever. Whether you want to like, share, retweet or re-post there are a range of platforms designed for them. In this article we look at how to create an effective paid Facebook advertising campaign for your organisation.
What are Facebook paid ads?
Facebook advertising is very similar to Pay Per Click Advertising. In short advertisers set a budget and outline where they want there advert to appear. Facebook then holds a a virtual auction for the ads to appear in peoples news feed.
A Facebook advert varies to search engine pay per click advertising. Adverts on Facebook are accompanied with a photo of or a video, making them visually appealing.
1. Audience Targeting
Facebook allows you to choose who you would like to advertise too You can do this by choosing a range of interests, behaviours, whether they have liked your page or their physical location. Audience targeting lets you focus your advertising efforts and therefore helps you spend your budget more effectively. The key considerations you should make regarding audience targeting is to make sure you understand what interests your audience may have.
We recently supported a local Yoga company promote their Yoga sessions. The aim of the campaign was to raise local awareness of sessions and encourage people to come and take part. We use location targeting to target people in the local area of each of their sessions venues, we also targeted men and women over the age of 30 as that was representative of their customer base. The position of the Yoga business is to encourage people to come and take part regardless of ability, so for this reason we did not target those with an interest in Yoga as we wanted to keep the audience broad.
2. Creating your Facebook Advert
Facebook advertising is a digital billboard, your organisation can be found in a place where there is a lot of passing traffic. To create and effect advert you need something visual that will catch the eye. This could be a photograph, graphic or a video. Consider carefully what you choose and also consider what you intended audience may want to see. Video is a great way to stand out, as it is visual and can easily capture and showcase what it is you offer. We have also found educational or tutorial type content that informs your customers and gives them information around their services works well. This is because you bring value to your audience and they in turn may feel informed to engage with you.
Creating a good advert with strong creative content is one of the most important points, so do you research and develop your creative with care and consideration. Much of this is trial and error so make sure to test and explore different ideas.
Look at your budget that you would like to spend on the campaign. Think about how much you are willing to invest to gain 1 customer. This is called cost per acquisition. If you are selling jumpers and they retail for £50.00 with a cost price of £10.00, are you willing to spend another £10.00 to make the sale? Working on this basis you are in good stead to monitor your advertising campaign effectiveness. Decide whether you want to set a campaign budget or daily budget.
4. Scheduling and Placement
Facebook allows you to decide how quickly your budget is spent and where you have your adverts shown. You can set the cost per click (CPC) yourself or you can let Facebook manage this spend for you. The ad manager gives you lots of information and allows you ads to show up to such as the Newsfeed and Instagram.
5. Destination or the outcome of your advert
When you create your advert you have to decide what you want your advert to achieve. You can set a range of outcomes to get more page likes, post engagements or encourage people to visit your website. Whatever you choose make sure that the destination has been considered. We deliver a lot of campaigns that are designed to get people on to an organisation’s website so they can promote their business. Before delivering the campaign make sure your website is ready to receive visitors by making sure they land on a suitable landing page and can easily get in touch. For more information on things to consider in a business website read our other article here.
Engage with your audience
Most of all it is important to engage with your audience. If people engage in your advert in a positive way then make sure you interact with them. Ignoring someone on social media is effectively like ignoring someone in the street. From time to time we see a negative comments, be careful not to be drawn into discussions, arguments or debates. Our policy at Hubspoke Marketing Ltd is whilst someone may feel the need to post something negative, we certainly will not be drawn into discussions that go against brand values or reputation – we will let you decide your position.