April 20, 2016

Facebook Ads - Intro (1)

I am going to start a series of educational blog topics that may interest you. The first one is going to revolve around marketing your product or services via the Facebook Ads option within your Facebook page. Although I will go into some depth regarding these topics, it is part of the services that DM Advertising will be offering their customers. Knowledge is power, but sharing is invaluable as part of the business relationship between ourselves and our client. I know that the client may utilise these marketing tip bits and do it themselves. But you can search online and easily facilitate this anyways. My point is that although sharing our expertise may seem short sighted I believe it will enhance our business relationship and prove to be profitable as businesses focus their attentions and resolve into their services, leaving the likes of Marketing to the experts. As a entrepreneur, you only have a set amount of hours in a day. It makes perfect sense to fast track other services to those who are best suited to perform these tasks. So Lets begin our educational journey together! First on the agenda is...

Advertising your products or services on Facebook Ads

Extend your Facebook reach even further with the site's powerful advertising platform. It's flexible enough for any budget and allows you to target specific audiences, so you can make sure your ads are getting in front of the right people. This educational blog aims to help new Facebook advertisers effectively create, place, and manage their Facebook ads. I also hope to leave you with some tips for writing great ads, choosing effective images, and improving ad performance. As you can imagine there is a lot to learn but if ad ad campaign is done effectively it can provide your business with additional revenue from this new way of marketing/advertising your product / services on this exciting new medium. Also add that this will become an important part of companies marketing budget, not because its available to everyone but because people are interacting via Social Media. Your target audience is there, freely communicating between themselves, and the beauty is - if a buyer likes your product / service the mere act of 'liking' it has potential benefits for your company, not only in revenue terms but in driving more attention to your website, causing your SEO to rise. That's why its important to have a good website that enhances the viewers experience. And on that note, I will add that is one of the positive benefits of having a Business Catalyst Online Business Website. This is all related together and reaffirms my belief that successful companies need an interactive website as apposed to one that is just educational.

Introducing Facebook ads

Once you've started connecting with your customers on Facebook, you want to find more people who are likely to be interested in your product or service. Facebook ads are a great way of getting in front of the right people at the time when they're most open to discovering your business. In a nutshell the process is fairly straightforward. You create an ad. You pay Facebook to show the ad. And the right people will see it and hopefully interact with it. Facebook advertising is also extremely flexible. It works well on both small and large budgets, so its definitely worth exploring. When you create an ad on Facebook, you'll decide what it is you want to achieve, whether that's traffic to your website, exposure on a new product, views to your Facebook page or mobile application downloads, and who it is you want to target. You'll also define a budget and decide how you want to pay for the advertisements. For example, you might decide to pay every time someone clicks on your ad, or maybe you prefer to be charged anytime your ad appears on the page. And I'll be discussing all of these points in more detail later. If you've spent time on Facebook, you've likely seen a variety of these advertisements.

And Facebook ads can be shown to your audience on desktop and mobile so you reach them no matter where they are.

As we explore Facebook advertising, I'll help you identify the right type of ad to create, the right message to promote, and provide tips to help you get meaningful results.

Targeting on Facebook

With any type of advertising, the more relevant your audience is to your advertising objective, the better your results will be. Facebook has a multitude of targeting options that you'll definitely want to take advantage of. It's important that you take a minute to familiarize yourself with the options available to you, and think through what specific criteria you'll be using. The most widely used targeting option is location. With this, you'll identify cities, countries, and even neighborhoods where you want to do business.

For example, it you're a local business, you can show your ad to people who are within five miles of your store. Next up, we have demographics, and here you'll choose the audience for your ad based on criteria, such as age, gender, or education. For example, you could create a different ad to appeal to a different age groups or gender. Now those are fairly broad, so let's take a look at some specific targeting options. You'll spend a lot of time using interests, and this is what makes Facebook advertising so effective. With interest targeting, you reach people based on their interests, hobbies, and pages they like on Facebook.

For example, if you sell spices, you can reach people who like cooking, and also cooking shows or recipe sites. Facebook uses a combination of data points, everything from comments people leave to websites they've visited as a way to provide very accurate interest targeting. And beyond interests, you have the option of targeting based on behaviors. You can target people based on purchase habits, device usaage, and even recent life events.
The next targeting option is connections. With this, you'll reach people who are connected to your page, event, or application, as well as their friends. And you might use this if you're promoting an event, by showing ads to the friends of people who've already RSVPd on Facebook. Now, another really powerful feature is the custom audiences targeting option. As you become more and more advanced with your Facebook advertising, you'll want to take advantage of these custom audiences.

And you'll create audiences based on your own customer data. One of the important advantages of having an Online Business Website is that your CRM Database system, built into BC, harvests this type of information. This includes emails, phone numbers or user IDs. And you'll upload this list of email addresses and then Facebook will identify their Facebook account and show your ad. Now they keep this list private, but more often than not, the match rate is over 80%. A good example of this would be sharing a customized ad with people who signed up for your email newsletter, or purchased a product from you before. Whatever your goal with advertising, Facebook likely has a targeting option that will work best for you.

Sometimes you have to get created and make educated guesses as to where to find your target market. It's always better to be more specific with your first ad than too broad. The common mistake is going for a really big audience, and that's expensive. Try a really focused ad, and then loosen up your requirements from there.

Next time, I'll discuss basic advertising terminology.

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About Andrew Scott

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