How many people are engaging with your content? How many people are clicking your links? How many new people are you reaching each week? How many sales are you making? How many leads are you generating?
Organic reach on Facebook™ is dipping, which means less people are being presented with an opportunity to engage with your content. This means Facebook™ won’t feed your content out because people aren’t engaging— it’s a vicious circle!
What are you doing about it?
Have you considered Facebook™ Ads? In the 2020s ads are the only way to consistently reach new audiences.
Facebook ads can be used for more than simply selling.
Facebook™Ads, like social media marketing generally, shouldn’t just be about sell, sell, sell. You can use them to build awareness, to build relationships, to encourage conversation and elicit opinion. You can build re-targeting audiences, drive people to a blog, generate leads, help develop an understanding of who your customers are AND sell products and services.
Think of the best performing posts in recent months on your business’s social media channels. Consider setting some of these posts up as ads, choosing the objective which makes most sense for your business at this time. Research your ideal clients and take this into consideration when targeting.
Should our Facebook business page have ads running all of the time?
If you have budget, you should consider running ads for a period of time each month, if not all of the time. This helps the algorithm understand who your audience are more quickly.
Facebook™ is an effective tool to reach a lot of people who will be interested in your brand using laser focused targeting.
If your ideal clients are on Facebook™, and lets face it with more than 2 billion active monthly users there is a big chance they will be, then it’s worth testing ‘always on’ ads.
This could be a piece of evergreen content set up as top of funnel ads with the objective which makes most sense to what you want the top of funnel activity to achieve. Check out this recent video on my Facebook™ page for a quick run down on available objectives.
Depending on budget you might want to test these ads going out to one audience, then switch to another audience after a few weeks. Or test multiple audiences simultaneously to understand what performs best. Be aware that you should NEVER stop testing with Facebook™ ads.
You pay for ads at Campaign or Ad-set level (which is where you define your audience targeting), not ad level. So you can test 2 or more ads at any one time to ensure you understand what is working for your audience. Bear in mind, the more ads you test, the more budget you need.
Test different images, copy, headlines, audiences etc — you just never know what is going to work best until you test!
Remember to always start with your end goal and work backwards- what ad objectives do you need to use at top of funnel, middle, bottom?
How much money should we spend on Facebook™ Ads?
This is a question I get asked a lot. The answer is, why wouldn’t a business spend as much as it can? Facebook™ Ads are a very quick way of reaching lots of the right people with a targeted approach. The best thing is, if the ads aren’t achieving what you want them to achieve, you can turn them off (after you have allowed an appropriate amount of time for testing, i.e. at least 3 days).
Work out what you want to achieve, allocate some budget and test. Look at the data, and if it’s working — up your budget. If it’s not working, change up what you are doing and test some more.
How can I understand if we are achieving good return on adspend?
Define some KPIs prior to running ads and keep checking the data. Daily (give Facebook™ some time first to optimise your ads – allow around 72 hours for this).
Depending on the chosen campaign objective, some things to monitor and strive to improve through continually testing and optimising are:
- CPM — cost per 1000 impressions
- CPC — cost per click
- Link CTR — link click through rate
- Landing page views
- Number of leads
- Number of conversions (you can choose many different conversion events)
- Purchase ROAS
If you’re looking for more information on ‘what good looks like’ in terms of Facebook™ or Instagram ads you might be interested in booking a Strategy Session with me to go through the data. Click here to book your Power Hour now!
If the evergreen ads do well, what can our business try next?
You can scale your ads; if they are getting the desired results, why not show your ads to more people? You can also test new audiences or re target your warm audiences. As a starter for ten, you can re-target people who have:
- interacted with a page’s content in the last x days
- visited your website in the last x days
- visited a specific web page in the last x days
- added to cart in the last x days
- purchased in the last x days
- watched x% of one of your business’s videos in the last x days
- You could also start to test different colder audiences, including Lookalike audiences, created off the back of your warm audiences, to find more people likely to be interested in your products or services.
Please note, for re-targeting of website visitors you need to have the Facebook™ pixel installed. If you are running ads without a Facebook™ pixel on your website you are leaving money on the table!
What if our Facebook™ Ads Don’t Work?
You need to have sufficient data to be able to analyze and draw conclusions on what has worked well and what hasn’t.
Deep dive into your delivery data and understand who was interested and create new audiences based on this.
Have a re-think on your copy, images and headlines and check out your website user experience to ensure that this isn’t the problem.
You can also contact me — we can look through the data together and I will give you some actionable tips on how to improve. Click here for more information and prices.
Can I run Facebook™ ads without posting organically on my page?
Yes you can…. BUT, if you have a high quality Facebook™ page, i.e. consistent, optimal posting which really talks to your audience, your Facebook™ ads will perform better. Facebook™ scans your page and your landing page (if you’re directing people to one) and considers this when feeding your ads out.
You also need somebody in your business available to engage with comments and messages received off the back of ads, to gain best return on ad spend.
How do we know if our ideal clients are on Facebook™ or Instagram?
It’s worth testing, for most verticals. As mentioned above, there are more than 2 billion active monthly users on Facebook, and more than 1 billion active monthly users on Instagram, which also uses Facebook™ Ads Manager’s sophisticated advertising platform.
Additionally, the average internet user is online for more than 6.5 hours per day and social media accounts for the greatest share of that time (figures via We Are Social).
Do you have questions about Facebook™ or Instagram Ads?
Ask away — I’d love to hear from you! I’m passionate about helping you to achieve more success with your social media marketing.