Facebook Ads Done Right

One of the biggest complaints we hear is that Facebook reach for pages is decreasing. It’s one of the biggest frustrations of business owners and community managers around.

Facebook has become a ‘pay-to-play’ platform. To be able to reach all of your customers, you need to allow a budget.

The social network did announce late last year that this was the direction they were headed.

Whilst many weren’t (and still aren’t) happy about it, Facebook advertising could be one of the greatest things to happen. And the best part, it can be affordable and simple to set up for your business. It’s time to get your Facebook Ads done right!

Why Facebook Advertising has become important

Facebook provides access to over 1.4 Billion users and amongst those users, they have developed some extremely accurate profiles and information of each.

The beauty of Facebook Advertising is that it targets the interests of it’s users based on what they like, engage with and their network of friends.

It’s also extremely economical. Facebook’s system finds the people that most likely to perform the action you want them to, based on the objective of your campaign.

This approach helps target your advertising dollar to the right place while not wasting money on users that aren’t interested in what you have to offer.

While this method might sound strange to some, Facebook is always making sure that it’s newsfeed is built with the user in mind. It doesn’t want to clog it with advertisements that aren’t relevant. So rest assured that your advertising budget is safe with Facebook and will be directed appropriately.

Why Facebook Advertising is different

As opposed to other popular advertising platforms like Google Adwords, Facebook relies on the information it’s users has gathered for it to allow marketers to target it.

Targeting this information based around their interests and demographics means it opens up a whole new window of information to make sure you are targeting exactly the right people.

This ‘laser-focused’ targeting is nearly impossible on most other channels. This element sets Facebook apart.

Facebook Ads Setup & Terminology

The terminology in Facebook’s Advertising console can be confusing to some but when you see it set up functioning together, it makes sense.

Campaigns: Determine your objective for your Ads. EG — what you want people to actually do when you advertise to them

Ad Sets: The audience groups you will target. They can be made up of any number of demographics, interests and custom audience groups.

Ads: This what the actual user will see.

Why you should use Facebook Power Editor to setup your ads

Facebook has a basic and ‘advanced’ option for setting up your ads. The most basic option is the bright and shiny ‘Boost This Post’ button on all your posts…DON’T HIT THIS BUTTON! This basic function doesn’t allow you the customisation options that the Power Editor does.

Remember, the further you customise and find the right audience, the more money you save.

At first, Facebook’s Power Editor can seem overwhelming but here is why you should use Power Editor:

  • Gives your more advanced selections
  • Allows for easier workflow
  • Extra customisations
  • More control over bidding
  • Easier to find campaigns and ad sets

Power Editor sits ‘separate’ to the normal Facebook Ads console though so make sure you always hit ‘Download’ when you first visit and ‘Upload Changes’ to submit any changes to the Facebook Ads console.

Why you should be patient and play the long game

When people first embark on Facebook Ads they go in with a short term view and want to see immediate results.

While you might want some positive results straight up, it will hurt your business in the long run when you try to replicate the same results.

This is why you should play what Jon Loomer has termed, the Long Game.

You need to take a step back and set your advertising strategy before spending any money on ads:

  • What outcome will it achieve?
  • Who is the right audience to target? (don’t forget to download our free worksheet at the end of this blog post)
  • How will it help build a relationship with those fans?
  • How will I be able to re-market to this audience without always asking them for money?

Playing the Long Game helps:

  • Build trust
  • Serves the reader (it’s not about you)
  • Establishes authority

Be patient with your advertising and always be looking to offer something to your readers and only sell to them when you know they have shown an interest in your content or have provided something of value to you (e.g. an email address)

By taking this approach, it secures the relationship with your customers and the longevity of your sales when you ask something from them down the track.

How you can re-target to warm leads

This is possibly the feather in Facebook’s Advertising Cap.

Facebook allows you to retarget users as custom audiences, based on actions they have performed OUTSIDE of Facebook.

Because Facebook users are extremely active (they spend up to XX mins on it per day) it makes sense to advertise to them where they consume most of their lives.

Custom Audiences can be made of up of a different sources:

  • Mobile App visitors
  • Website visitors
  • Email lists

Mobile App Visitors

By installing a custom ‘tracking pixel’ on your app. You can target to fans that have downloaded your app or performed a certain action.

The beauty of this means you can also EXCLUDE users that have performed those actions. Again, Facebook wants to provide the right advertisements to it’s users so you save money by not re-targeting advertisements to people that have already performed your desired outcome. Pretty neat huh!

How you could use it: You run an advertisement to your target audience asking them to download your app. When they reach the confirmation screen that they have downloaded (e.g. — they open up the app) it automatically puts this Facebook user in to a pool of users that you don’t want to serve the ad to them again and excludes them from any further advertisements and costing you $$$.

Website Visitors

Because this is the epicentre of your online presence, the opportunities to integrate with Website Custom Audiences (WCA) are phenomenal.

The custom pixel that is installed on your site only needs to be put their once. You do the rest of the customisations from Facebook’s Ad Management console.

It not only allows you target users who hit certain pages, but also if they have converted to a checkout page or a thank you page. This feature provides two sources of great information, it adds that conversion to your report so you can track an actual ROI and it adds them to another website custom audience so that aren’t served the ad again (see mobile app example above).

How you could use it: You promote your latest blog post featuring the latest product, its features and basically how awesome it is. A browser visits the blog post but doesn’t purchase your product (yet). When they visit Facebook next time your ad for said product appears in their newsfeed, offering them a small discount if they buy it now. Winner! They can’t resist and click through to purchase the product, enter their payment details and now it’s on it’s way. When they reach the ‘confirmation’ page Facebook puts this browser in to a new custom audience so they aren’t served the ad again and also adds a dollar value to that conversion in your reporting. Now imagine repeating this process with everyone of your products!

Email List

This simple method allows you to upload an email list to Facebook and add them to a new custom audience to serve an add just to them!

Got a number of email subscribers? Upload them! Got a list of confirmation emails from event attendees or past customers? Upload them!

To be clear, when you upload these email lists Facebook puts them through a system that searches the list and then recognises any accounts that use that email address in their profile.

It doesn’t tell you exactly who these users are or any information about them, just how many emails it recognises from the list you uploaded. So keep in mind that if people use different emails for their personal Facebook accounts then what they use for your business, there may be a lower number of email addresses it recognises.

How you could use it: Imagine you had a subscriber only offer that is just for your mailing list or members. You send them a launch email but the open rate is low. Now you can target just those users on their Facebook newsfeed to make sure they see it. Strength in numbers means you can target your most loyal customers to make sure they see what you have to offer and build a closer relationship with them along the journey.


Originally published at organikdigital.com.au on August 5, 2015.

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