RIP to Facebook’s organic reach – 2004-2013.
Gone are the days of your content on Facebook reaching a wide audience naturally. Facebook’s declining organic reach is here to stay and decreasing faster than ever. If your brand has been noticing the effects of this, it may be time to consider taking advantage of Facebook’s advertising features, and bringing back the wide reach that organic posts used to achieve.
Using Facebook as an advertising platform is great for a few reasons:
- Audience: Everyone and their nan are on Facebook (literally) – as there are currently 1.49 billion monthly active users on the platform. Other networks are great if you’re looking to target specific groups (such as business professionals on LinkedIn), but Facebook is the place to go to target many different audiences.
- Cost: Simply put, you can get great results with a small budget.
- Easy to use: The advertising manager is simple and well-designed, so checking out results is quick and easy.
- Targeting: The targeting features in Facebook Advertising is what sets it apart from the rest. If you want to target women over 50, who like jelly and have 4 children, you can. The possibilities are endless!
However, why should you use Facebook advertising instead of the trusty old Google Adwords? There are a few reasons:
- Cost: It’s cheaper. The average CPC of a Google Ad is $2.50, whereas the average for a Facebook Ad is $0.80.
- Design: Google Adwords rely on good copy and design, but with Facebook you can achieve great results through precise targeting.
- Targeting: With Google Adwords, you are targeting a search term. With Facebook Advertising, you’re targeting who people are as individuals – where they live, their family members, their relationships.
Establish your goals:
Before you embark on any advertising campaign, it’s important to establish your marketing goals in order to create a strategy that can help you reach them. Whether it’s to increase brand awareness in a particular location or to boost sales of a product by 5%, setting an achievable goal can focus your objectives and lead to more successful and cost-effective advertising strategy. Once you’ve agreed on your goals, you can tailor your advertising to help work toward these.
When creating a Facebook marketing campaign, taking advantage of all the features is what can improve your results. Segmenting your adverts means you can see where you’re getting results, and you can stop the adverts which aren’t so cost effective. You can also analyse your results with more precision.
For example, if you’re advertising to both mobile and desktop users, create 2 individual adverts – one targeted to mobile users and the other to desktop. This way, if the results show that mobile users are more likely to click on an ad, you can stop the under-performing advert with no hassle and it helps you grasp more of an understand of your audience. I recently created a campaign for an electrical company – and targeted engineers in a few selected countries. By segmenting the advertising, it was clear that the majority of the people the advert reached were using Facebook on a mobile device (which makes complete sense!). I’ve taken this piece of information into consideration for other campaigns and it’s made them more cost-effective, as well as improving my understanding of the target audience.
Use this technique with other demographics too, such as separate adverts for males and females, or for different countries to receive the best results.
A/B test and experiment:
Due to Facebook advertising being relatively cheap (compared to other platforms), it’s worth A/B testing various adverts. Similar to my previous point, you can test a plethora of different advert styles, designs and copy to decide which one works best for your audience – and then ditch the ones that aren’t working.
Put a small amount of money into many different adverts and get a feel for how it works. This is a top way to get to know the platform and its features.
As I mentioned earlier, one of the features which sets Facebook apart from other advertising platform is the precision of their targeting. If you’ve got a good enough idea of who you want to be targeting, you’ll be able to achieve that and much, much more on Facebook. You can target on Facebook by four main types: location, demographic, interests and behaviours:
- Location: You can target by country, region, city, postcode or address with this option – tip: Facebook allows advertisers to target people who reside within the radius of a certain address (this is great for shops, restaurants or any brand looking to increase their presence in a particular area).
- Demographic: Choose age, work, family, views on politics, ethnicity, financial situation and more.
- Interests: This works with what pages they have liked, what brands they interact with and pages similar – tip: Why not target users who are already fans of your competitors? This way you know they are already interested in the type of product you provide.
- Behaviour: This is where targeting gets interesting – here you can target people’s behaviours and purchasing habits.
So it’s obvious that choosing the correct targeting is important when it comes to Facebook ads, however you should also spend some time perfecting the images you are going to be using, as they need to have impact and catch people’s attention. What I’ve learnt about choosing an image for your advert is:
- Don’t use your company logo or a photo of the logo. Instead, choose a relevant photo or graphic that fits with your brand, as they have more impact on users’ screens.
- You can’t have more than 20% text in the image of an advert – it’s very important to remember this as your advert will be rejected otherwise.
- Why not create a multi image graphic with a few photographs inside it, or use a user-generated image?
As well as providing information about the amount of clicks and CPC, Facebook allows advertisers to place a tracking pixel within the code on their website, to accurately measure the amount of people completing a certain action on their site.
For instance, if you’re looking to increase sign-ups on a website, you can place a Facebook tracking pixel on the ‘Thank-you for signing up’ page, and this will measure how many people complete the journey from Facebook to completing a sign-up. It’s a good measure of success.
The main reason why brands are opting for paid advertising is simply due to the decrease in organic reach. A way to target this with a limited budget is by boosting posts. This is a super easy way to up the engagement on your posts without creating entirely new advert designs and posts. Here are some tips about boosting posts:
- Tip: Target people who already ‘like’ your page. This way, you know that they already have a knowledge of who you are and have actively expressed it already. This audience will already be likely to like and engage with a post, so doing this just ensures that it appears on their newsfeed.
- Tip: Target people who are friends of people who like your page. When the post appears in their newsfeed, it will say that ‘*friends name* and 3,298 others like this page’. If a user sees that a friend already likes a page, it make the post seem more reliable, therefore they would be more likely to interact with it.
Do you have any tips to ensure great results with Facebook advertising? I’d love to hear your thoughts and opinions so make sure to comment below.