As most of you already know, Facebook released a new algorithm a while back which made it harder for business pages to see success with normal posting and updates. While this has likely been very frustrating for many of you the good news is that Facebook allows you to run promoted posts and pay-per-like campaigns to help improve your brand’s reach.
We are seeing a lot of success and great return on investment for our clients that are running pay-per-like and/or promoted post campaigns on Facebook. Over the past year we have been polishing our technique and strategies and want to share a few tips and tricks with you.
1. What are your goals?
It is important to write down your goals before starting any paid advertisement campaign so take some time to think through what you want to achieve. Are you looking to promote a new product, open job opportunity, increase your audience and drive traffic to your site? Your answer to this question will provide the foundation for your ad campaign and ultimately control which ad type you end up choosing.
For instance if you are looking to increase your audience size you would most likely setup a pay-per-like campaign whereas if you are looking to promote a new product you would most likely setup a promoted post campaign with posts about that new product.
2. What is your budget?
Budget is important to consider and the great news is that you do not need to bankrupt your business to get positive results with Facebook ads. While we have seen budgets as low as $35/month and ones over $1500/month, often times, $100 to $500/month is enough to start moving the needle.
3. Who is your audience?
This is perhaps the most important piece to the puzzle. Take some time to think, not only, about the audience that your business currently serves but also the audience you would like to reach. Some important questions to consider are:
a. What gender is your audience?
Even if you serve both male and female it is important to think about who the decision makers are in that purchase process. For example both men and women enjoy watching television but most of the time males will likely be the decision maker when it comes to making the purchase. On the other hand, the female of the household will likely control the grocery shopping decisions.
You might being saying, “Wow they are being very general and making a lot of assumptions.” You are correct we are being very general and making a lot of assumptions and in this particular scenario it is important to think this way at least a little bit. The goal here is not only to reach a lot of people, but also reach people you are more likely to convert.
If you target both male and female and the male makes the buying decisions you might be wasting a lot of ad spend dollars for ads that are being shown to people who are less likely to convert.
b. What Age is your audience?
Age is very important when setting up your ads. We recommend setting your age range slightly below and slightly above your audience age. This might need adjusted as you go along or as you run different types of campaigns.
For example if Dick’s Sporting Goods was running a special on baseball bats they would want to target high school students and parents of those high school students. This age range could look like 16-35.
It is possible that a 15 year old and a 40 year old could be looking for a baseball bat but targeting 16-35 will target the group that is most likely to convert.
c. What is your audience interested in?
Do you have a large national competitor that has a lot of Facebook followers? If so, there is the possibility to target only people who follow that competitor’s page. It is important that this is done with integrity and in a way that follows Facebook’s advertising guidelines. For instance you can target those who follow a competitor’s page but you cannot add their logo to your images or pose as that competitor.
I hope that this article provides you with some valuable information about how to go about setting up your Facebook ads. Feel free to ask questions in the comments below and if you would like to talk to someone about social marketing contact us today!