What Is Facebook Ads?
How To Optimize Facebook Ads For Website Builders
With such a wide reach, you would think that marketing on Facebook would be very expensive, but it is not. Not only does Facebook allow you to specify a maximum spend, but it also charges you less to reach the same number of people you reach on another platform.
Advertising that runs exclusively through Facebook’s advertising platform is becoming increasingly important to companies. So what exactly is Facebook Ads and how to optimize it? Let’s find out with me through the article!
What Is Facebook Ads?
Facebook Ads are paid messages that businesses place on Facebook. This gives you the flexibility to write in your own voice. Plus, you can reach the people that matter most to you, as explained in the social networking beginner’s guide.
An essential component of this definition is payment. Anyone can post on their Facebook page for free – but you never know who will see your posts.
Paid advertising allows you to target a specific demographic, and you can be as specific or as broad as you like. Facebook ad campaigns come in many different formats. You can also specify how much you want to spend, including:
[+] The total amount
[+] Your daily budget
[+] Your cost per result
You can even define the user action you want to pay for. That doesn’t mean Facebook will just charge you when your ads work the way you want them to. For example, charge for views or clicks. You have different options depending on the objective you set for your ad.
Why Is Facebook Advertising Important?
Nearly 96% of social media marketers believe that of all the platforms out there, Facebook offers the best return on investment (ROI). And there’s a good reason for that:
[+] “Facebook” is the most popular search term worldwide
[+] The platform has 2.4 billion users and over 7 million advertisers
[+] People use it an average of 35 minutes a day
[+] 68% of US adults have an active account
With such reach, you would think that marketing on Facebook would be very expensive, but it is not. Not only does Facebook allow you to specify a maximum spend, but it also charges you less to reach the same number of people you reach on another platform.
Facebook Ads Best Practices
To get the most out of your Facebook ads, you need to know what the platform likes to see about user behavior. That can help you rank high and expose your ad to more people.
Know The Algorithm
Facebook is not as famous as Google for changing its algorithm. But it still has marketers looking for information every time it changes. One of the most significant changes happened in early 2018 when Facebook released a “meaningful engagement” update.
The platform designed this update to de-emphasize the brand and prioritize posts from users’ friends and family. Suddenly, showing ads on Facebook became a lot more competitive. Businesses quickly realize that they have to focus on engaging users in order to gain attention.
Facebook still aims to show users “stories that matter”. When deciding whether to show a post or not, it considers 4 things:
[+] Inventory: All possible assets that can appear on the user’s feed.
[+] Signals: All information about a given post. These include passive signals like the time it was posted as well as positive signals like the number of likes, shares, and comments a post has.
[+] Prediction: The likelihood that a user will actively engage with a post.
[+] Score: A numerical representation compiled from the previous 3 categories that indicate an opportunity for positive interaction.
Active and passive signals are the only indicators that you can control as a brand. That means one of your main goals when creating Facebook ads should be to inspire engagement with your content to increase the number of likes and shares you receive.
Know And Speak To Your Audience
You can only engage your audience if you know their needs.
Consider all possible customization options on Facebook and answer as many questions as you can for your target audience:
[+] Do they buy high-end or affordable items?
[+] Do they tend to do in-depth product research before buying?
[+] How old are they?
[+] Do they have a spouse and/or children? What are their hobbies? What do they value? Are they health conscious? Interested in sustainable living?
Be specific with your questions. Facebook’s demographic data allows you to target based on specific combinations of qualities.
Get Your Readers To Chat With Each Other
Comments and likes are great, but peer-to-peer conversations are what really keep interactions going. Facebook allows people to connect based on shared interests — that’s part of the reason the platform exists. Take advantage of that and invite people to share their thoughts and experiences not only with you but with each other.
This has 2 benefits: It allows you to collect information in a way that appeals to your customers. This also goes for business-to-business (B2B) customers.
They may have never met, but they share a need for your service or product, so they may have similar career dilemmas. The stats from these conversations can be like gold to your company, and when you engage them on Facebook, you don’t even need to look for proof.
Choose The Right Campaign Objectives
Facebook introduces ads on its website as part of broader advertising campaigns.
The first thing you do when you create an ad chooses a marketing objective. Proposed goals include:
[+] Brand awareness
[+] App Installs
[+] Collect lead information (such as email addresses or phone numbers)
[+] Interact with your Facebook post or page
Remember that your goals can affect how much you pay to run these ads, so choose the ones that will bring a lot of value to your business.
Monitor Post Performance And Adjust Accordingly
With affordable advertising costs and real-time analytics tools, Facebook allows you to test different post styles and adjust your strategy based on audience feedback. Check the Insights section of your Facebook Page and see any changes that happened on the days you posted your ad:
[+] Which post led to a sharp increase or decrease in likes?
[+] How many likes come from paid ads?
[+] Which post has the most unique views?
[+] Does your audience respond better to photo or video content?
Most importantly, you can use these insights to inform the design of your next ad. Because you need to always create new ads if you want to get in front of your audience. Take advantage of that quick change to tailor your ad design as much as possible. When you find something that works, stick with it!
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