I am in love with Facebook ads! I couldn’t even believe that I would say that.
It’s so TRUE though.
But I didn’t always love it. In fact, I thought it was like a rigged Texas holdem’ game where there were three people working together as a team to.....
Sorry, sorry...bringing up a bad memory.
Anyway, yeah...hating Facebook advertising was my point.
But I knew Facebook wasn’t a problem. 74% of Facebook users access the platform regularly. In addition, they use for at least 58 minutes daily. That’s a lot of time to scroll through ads in their newsfeed. Additionally, you can serve ads for as little as $3/daily. Where else can you go for ads as cheap as this?
While younger people are flocking to Instagram, Facebook is still king in terms of audience insights and targeted marketing. Whether your business is a B2C or B2B, you need to start using Facebook ads to target your ideal customer.
Here are some things to consider BEFORE you start creating your first Facebook ad.
Advertise with a specific audience in mind
If you are advertising to everyone, you are advertising to no one at all. You need to make sure that your audience profile is neither too broad nor too narrow. If you don’t know who your ideal audience is, you need to get this ideal client guide.
Knowing your audience is vital, as Facebook is designed for engagement and community, not as a lead collection tool. Yes, Facebook is moving into the space where you can collect contact information, but most people prefer not to give contact information to an unfamiliar advertiser.
Have killer copy and creative
Since Facebook is an engagement tool, people want to engage in creatives that appeal to them.
A creative is imagery and text used together in advertisement.
Your ad creative must complement your audience. You might have to test different variables to figure out which creative resonates best with your audience.
Most people are using ad videos instead of text and images. If you choose to use video, be sure to include captions. This will accommodate the visually impaired, as well as users who use Facebook without audio.
The power of the network effect
Have you noticed on Facebook that you will see an ad that mentions certain Facebook friends who also like a brand or product? That’s not by accident! People trust brands that other people view positively.
That’s why it’s important not to delete ads that receive positive interaction. Positive interactions are likes, comments or shares of your content.
You can expand your organic reach every time someone interacts with your posts.
Sometimes it’s necessary to delete or modify an advertisement, but do so sparingly. When you delete your ad or change your audience information, you will lose your organic reach. I recommend only deleting ads that had no organic reach and/or minimum money spent on it.
Facebook ranks demographics over behaviors and interests
Facebook ranks demographic information (race and gender) over interest and behaviors. This means that if you have an ad targeting a 35-year-old white divorced male who likes golfing and tennis, your ad may be served to that 35-year-old divorced man who likes golfing OR tennis, but not necessarily both.
I suggest creating a profile that is very specific on the demographics of your ideal client. This will ensure your ad is served to your ideal client.
I hope these best practice recommendations will be of use to you. Feel free to contact me if you have any questions. Happy Facebook advertising!
About the Author
Denise Lee coaches businessowners and leaders. She offers counseling sessions to help nurture professional growth and development. Visit her website to learn more. Need more business support? Consider joining Money Makers, a free Facebook business support group.