So you’ve given Facebook advertising a go but you’re perhaps a little disappointed or disillusioned with the results? here are some pointers that might help improve your campaign next time.
This advertising model has certainly been tweaked and changed internally over the years and we love that, its at the core of the whole marketing concept; trial, test, adapt and change.
Much like any advertising tool, getting it right depends on several elements, here’s our guide to understanding this a little better:
The first thing to take into consideration might sound a little obvious but surprising how many businesses ignore this vital research. Recently Facebook reached 1.19 billion monthly active users, 874 million mobile users, and 728 million daily users. Despite these numbers, are the people you want to reach here and if they are will they respond to your ads? Some business activity is just from a corporate social responsibility angle and will focus on their people, charity involvements etc but for others Facebook is their key advertising and sales generating space. Where do you fit in with that?
It’s all about understanding your audience and your customer, how old are they? what do they read ?, where do they live ?, where do they shop ? what other interests do they have? which social media channels are they active in? you’ll have a pretty good idea of this information but if you don’t then its time to start talking to your customers and finding out.
Facebook is usually a good choice if you can say yes to most of these questions:
- Do you sell products or services direct to consumers?
- Do you offer entertainment or educational services?
- Do you regularly promote special offers or discounts?
- Are you selling membership services to consumers?
- Do your products offer personalisation or customisation?
- Are you in the travel tourism industry?
- Are your product/s cool and on trend right now?
Segment and Target
The excellent thing about Facebook is that it has copious amounts of data on the people that use it’s platform, this then allows you to segment and target to only the people you want to reach. If your business has a CRM (Customer Relationship management) system you can take advantage of using the Custom Audience tools which allow you to precisely target the people who have already engaged with your products or services.
You might not have any of this in place in which case you are starting fresh. Let’s use an example; a sports company specialising in cricket gear. This company doesn’t have an offline store so wants to drive traffic, brand awareness and sales through their website but to UK orders only to begin with.
Their target audience could include:
- Age & Gender – male, 15-55
- Location – towns, cities, UK
- More Demographics – school, college, university, cricket club members
- Interests – ball sports, Cricket, Golf
- Behaviours – online and offline purchase behaviours
- Connections – people connected to them already on Facebook and their connections
The key is to target in depth as there is nothing worse than a Facebook campaign targeted at anyone over 18 living in the UK! If in doubt, get some professional advice, (you can talk to us), look on the Facebook business help pages which are really informative or you may end up getting this bit quite wrong.
It’s all in the Ad
Your ad needs to have instant impact, it needs to grab the interest of your audience and entice them to click on it, the graphics you use, the copy you write is absolutely key in this success. Cheesy stock photography should be avoided if possible too, and try and avoid the hard sell. Remember, these ads are going to be targeted at people who are either already interested in you or who are interested the product or industry you represent. So what to write?
- Title (up to 25 characters) – try asking a question or state something – Looking for new gear? or Don’t miss out!
- Body (up to 90 characters) – describe the product, benefits and what your offer is, add a snappy call to action Buy, Shop, Try
- Message (up to 500 characters) – appears in FB newsfeed – get talking about your key benefits and advantages for the customer here, encourage engagement and shares but keep it clear and simple
Timing is Everything
You can set your ad to run on a specific day/days and at a specific time of day. Ensure you have your timezone setup correctly if you only wish to promote in one country. Have a think about other activities you might be doing, are you sending a customer email? are you tweeting the same deal or offer? other activities, who see’s what first? personally speaking, if I’ve signed up to a product email, I’d like to think I get that offer before its posted out to the masses, even more important if I’m a regular customer already, these are very important customers so treat them well!
Facebook gives you a really slick tool to use to work out how much your ads might cost based on reach, audience and more. You are in control, you set day rates or entire campaign spending cap
After all that, how are you going to know how well your ads have done, especially if you are promoting a flash sale and have traffic flying in from all sources? Tracking is vital when advertising and without this, even if you do generate huge sales, your effort are futile. Invest in some professional help and ensure you have ecommerce tracking in place and that you are maximising the power of Google Analytics.
This has been an overview of Facebook advertising, but should you want more help or are interested in talking to us, please do get in touch.