Facebook itself may have a reputation for being obsolete and dead. But in reality, Facebook ad campaigns are still a very good source of lead generation and income. Almost all businesses new or established, big and small have a Facebook Business Page. As a result, sales through Facebook Ads and Facebook ads revenue itself has doubled.
This proves Facebook and Facebook business page is still a key player in digital marketing and that it isn’t the platform that is unreliable but in fact most people just post their advertisement on the newsfeed or the wrong target audience.
In this article, we will help you understand the best ways to advertise on Facebook and how to set up a campaign on Facebook.
To start with the basics, let us answer some common questions our clients ask:
Is it a good idea to advertise on Facebook?
According to EMarketer study, 96% of digital marketing experts consider Facebook advertisement the best-paid option out of all social media platforms. The most important reason to remember is the size of Facebook and its advantage for small businesses. It gives access to billions of users and a competitive start to small businesses.
Take a look at the advantages of Facebook advertisement:
- Easily targeted ads via Facebook data to a large group of target audience compared to other platforms.
- Easy lead generation for business profiles voluntarily submitted by Facebook users.
- Facebook advertisement is cheaper than Google AdWords.
- Better reach for smaller businesses.
If you still haven’t incorporated video content as a part of your marketing strategy maybe it’s time to change that.
What are the different Types of Facebook ads?
There are 5 types of Facebook ads:
- Mobile news feed
- Audience network
- Desktop News Feed
- Desktop right column
What are the ways to manage your Facebook ads?
There are two ways to handle your Facebook advertisement:
A. The beginner version – Ads Manager
Ads manager is a simple effective tool that comes as you set up your business page. An ad manager makes it easy for you to manage and control your Facebook page it helps with:
- Setting up new campaigns.
- Create new ads for each of these.
- Manage your bids (or how much you’re spending on each ad).
- You can create different audiences to target.
- Optimize, enhance, or improve these campaigns while running.
- Even track and test ad campaigns, too.
B. The Pro version – Power Editor
Power editor is a more advanced version. This tool gives you a few more customisable options. Also, important to note is that Instagram ads can only run through a Power Editor tool. Consult with our digital marketing team to know more on how MarketinGROW utilizes Power Editor.
How to make effective Facebook ad campaigns?
Now that you are aware of what a Facebook ad campaign is and what it does let’s understand the basic requirements to make your Facebook campaigns a success! And by success, we mean More Reach, More Views & More profits!
It’s important to understand why Facebook advertisement fail. The main reason is that most people are just on Facebook to pass time or catch up on friends and family not to shop. So how do you get people aren’t even interested in shopping to visiting your business page? Well for that we create a hierarchy or a sales funnel, what this does is while some of the ad campaigns create awareness and interests and get the customer’s attention others just nurture. Something similar to email marketing.
Let’s go step by step
Step 1: Create a Budget
Your budget can decide your reach and conversation rates. Decide a budget that is pocket-friendly but also accommodates a few campaigns to run side by side. This is because as you read above your sales funnels will have a few simultaneous campaigns running aiming at leads, awareness and nurture. Facebook will ask you to set a daily budget aside for the promotion and calculating this will remain crucial.
Use the below-given formula to decide your budget.
Product value example 100 x Sales needed: 10 = $1000 at 1% Conversions rate.
At this rate, you will need 1000 clicks to make $1000.
Alternatively, you can opt for manual or automatic bidding here Facebook will decide how much you should spend for a good campaign.
Step 2: Creating Campaigns
a. Awareness campaigns:
Keep simple content that grabs people’s attention. Something that blends into their feed and doesn’t feel like a sponsored ad. In other words, doesn’t annoy the customer. What this does is it makes viewers receptive of your information.
Facebook places a pixel (java code) on each users’ device so this helps with retargeting ads, ever searched for something and noticed all your ad feed fill up with similar items? That is the retargeting audience with relatable ads they may be interested in. Find your audience based on interest and demographic details.
b. Consideration campaigns:
Now that you have your viewers’ attention target them with offers that help convert them from just viewers to leads. For example, shoe business from Brampton- if your users looking for new shoes on the website target them with updated campaigns of “sign up for free e-book on how to dress right with the right shoes”. The plan is to give them something for the least amount of money as possible in exchange for their information. Other examples for these kinds of lead magnets are webinars, giveaways, checklist and eBooks.
c. Conversions campaigns:
This is the final step the step where you take the stage and showcase your product. You have created the awareness and have your viewers’ attention which has led to your page generating leads, now you just send them the campaigns with your offers that seem irresistible leading them to give you a payment for your service or product!
Keep in mind to price your product a bit lower than your actual high-end price this helps a customer feel comfortable to spend on your product. Selling something for a lower value initially will build trust. This is called “tripwire” you may have seen ads on low-cost EMI or subscription rates this is exactly the that.
Step 3: Monitor and Analyse Campaign Progress
Like any other advertisement campaign, you must monitor the response each of your ad-set is receiving. Ideally, you should come-up with multiple ad campaigns and diversify your budget to analyse which ad is faring well. Ads with less text and more thought-provoking visuals typically tend to garner better response over the ones with lengthy text and standard stock image. Create A/B testing model to analyse different messages and then based on the response, you can pull your budget towards the ad set that is gaining the most traction. This needs to be an on-going process.
Although this can be a tedious and confusing process the right team and approach to Facebook marketing can still be very complicated and competitive for beginners and small businesses.
Let us help you book a consultation to know how Facebook advertisement can help your business grow.
What are Video Ads? Do they perform better?
In the early 90’s-00’s while television was still a major source of entertainment and commercial ads, only second to movies and blockbuster our streaming godfather. Television ads were still in demand.
But with the average person spending more time on their phone compared to watching tv. Opting for faster broadband compared to tv subscriptions was a clear sign that large brands had to find a new way to get to their customers.
“According to Nielsen ratings, TV viewing has been dropping about 10% per quarter.
And thus ads on social media and searches started to boom.
This brought in a unique opportunity for small players as well. The growth in social media and frequent online searches meant with a few tweaks a small player could directly compete and in some cases even win over their larger counterparts. Thereby, providing equal opportunity for business of any size to reach out to its audience.
Now to the second part do Google Ads and Video ads in general perform better ? short answer it depends on your goal. If you are looking for engagement and video ads are better but in case you are looking for reach and to remain easily scannable image ads would be a better option. Although, in our experience what suits your business is only determined by your audience and target market preferences.
SERPs like Google and Bing had already begun testing video ads in 2017 and now most searches on google immediately show up a related video. With audiences and search engines both showing an interest in video content it’s no surprise companies large and small are trying to monetize and create a niche for their brand through video ads.
How to create an effective video marketing content?
Creating videos for ads or as a brand content has been easier than ever before. With the right vision in mind, a marketer can convert company videos into a lead generating tool on its own. Given the current scenario where social media marketing and content marketing has redefined how we see marketing strategies. Branding and storytelling have taken the spotlight. Propelled by humanizing and adding empathy to your product and services allowed the business to connect with its customers in a meaningful fashion. Especially now where due to pandemic empathy is what will dictate how your customers see you.
Take note of these few points on how to create good video content for marketing
- Make it informative, share your story;
- Show products or services utilization;
- Showcase customer feedback, testimonials;
- Demonstrate product usage;
- Show the people behind the screen, introduce the team and staff;
- Answer customer FAQs on live sessions &
- Add an informative video as a banner on your website.
With the average online audience’s attention around 10 seconds(or less), it becomes critical to make the first impression the best one! Be it by adding an informative video to your website banner or creating video ads for Facebook and social media in general. The sooner you incorporate video content into your marketing strategy the better it will work.
This goes without saying but customers will look at the content as well, so rather than just making too many videos try and focus on making a set number of video content a month but with a clear agenda and motive behind creating it. This could be a campaign, a new launch or lead gen activity but it becomes momentous for the organization to know its marketing strategy and how to make it work in order to result in good profits.
To conclude, do a simple search, say for example look up “how to make Gold leaf art” and the first 5 results would be a video. With search engines looking to provide value for their users’ time and artificial intelligence learning from your behavior online be it on Facebook or Google. Your customers are sure to be shown video results or ads as a part of their daily internet browsing experience (simply based on search keywords they type). So much that they may not even realize it! And that is exactly why you will need video marketing and content for your business to stay relevant.
Need more help creating good video graphics and content in Brampton, Mississauga, and Toronto? MarketinGROW offers graphic and video marketing along with its digital marketing expertise for your business. Book an appointment or take a digital marketing assessment to know what your business needs today!