How is your organic Facebook reach? How many of your followers are you reaching on a weekly basis? 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?
I’m sure that you have noticed that the organic reach on your Facebook business page is dipping, which means less people are being presented with an opportunity to engage with your content , which means Facebook won’t feed your content out because people aren’t engaging— it’s a vicious circle!
What are you doing about it?
I suggest you need a Facebook Ads strategy. You need to change the way you think about managing your business’s Facebook page, and you need to enhance your consistent and high quality organic Facebook posts with Facebook Ads.
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 Facebook Ads to build awareness, to tell people about what you sell, what you offer, to build relationships, to encourage conversation and elicit opinion, to build re-targeting audiences, to drive people to a blog, to generate leads, to help develop an understanding of who your customers are AND to sell products and services.
Think of the best performing posts in recent months on your business’s social media channels and consider setting some of these posts up as ads, choosing the objective which makes most sense for your business at this time and putting extremely careful consideration into your targeting.
If you are keen to put this into practice quickly, you may be interested in hopping on a Power Hour with me; learn more here.
Should our Facebook business page have ads running all of the time?
I would say yes, if you have budget, you should consider running ads for a period of time each month, if not all of the time.
Facebook is a very quick way of reaching a lot of people who will be interested in your brand using effective 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 prolonged periods of running ads.
This could be, for example, 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.
It is key to note here that you pay at 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 a business 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 the business is 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:
- Relevancy score
- 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 Power Hour 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!
If our ads don’t do well, what can our business try next?
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 ad 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 does a business know if their 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 people to achieve more success with their social media marketing.