Facebook Question: Are you doing more than promoting posts?
For a lot of companies, Facebook Advertising mostly equals ‘promoting posts’. Regular posts on the company’s page get boosted or promoted, but no other advertising options are explored.
Facebook Advertising has a lot more opportunities than promoting posts to fans (or friends of fans). You should ask your agency to take the lead in suggesting several campaign setups and ad formats.
Some options offered by Facebook are:
-Campaigns to push people to your website
-Campaigns focus on conversions on your website
-Give people an offer. A discount, for example
-Video campaigns
-Local Awareness campaigns
-Brand Awareness campaigns
Are you having an impact with this budget?
It might also be a good idea to reconsider promoting posts if you are spending a very small budget on every post.
Chances are you are reaching the same small number of people most of the time. Ask your agency about the frequency for all campaigns combined in these last weeks to find out.
Your unique reach might be quite low if your budget is small. Are you sure reaching such a small group can have impact on your business results?
A good way for a marketer to estimate how much budget is needed to make the advertising effective could be: define the size of the whole target group and then ask the agency how much it costs to reach a certain % a certain number of times.
For example: “I want a proposal to reach 50% of my target group (women interested in cars, 20–45, higher education) and I want to reach them 5 times with this campaign.”
Important to know: you can promote posts to anyone on Facebook. Not just fans or friends of fans. Ask your agency about the different target groups they’ve created for your campaigns!
Post by CheesecakeMedia.be (Sigrid Dufraimont)
sigrid@cheesecakemedia.be
