Facebook Ads: Reach Your Audience Easily
If you’re a business owner that’s savvy about digital marketing, you probably wouldn’t spend precious advertising dollars on a Yellow Pages ad, newspaper classifieds, or a diner placemat. But one of the dirty secrets of internet advertising is that PPC — Pay Per Click — on search engines, blogs, and websites isn’t as effective as it used to be either. If you’re an SMB looking to spend a limited budget wisely, you want to reach your prospects where they are. That increasingly leaves brands turning to Facebook ads.
What Are Facebook Ads?
Facebook ads are displayed within the News Feed on desktop or mobile, or can be placed on the right-hand column on the desktop version of the site. Unlike Google search results, you have multiple options for the types of ads you place.
How do Facebook Ads Work?
A bit like chess, actually. Learning the rules is the easy part; it’s the strategy that’s the challenge. You’re able to target users based on their location, demographics, profile information, pages they like, groups they belong to, or even interests shared in common with friends.
Ad spend is based on CPM (cost per thousand impressions) rather than cost per click. That incentivizes you to test and optimize constantly, since you’re being charged by eyeballs rather than by clicks.
Types of Facebook Ads
Facebook ads come in two types: static and dynamic.
● Static Ads: Think of app installs, articles, and page likes.
● Dynamic Ads: These are photos, infographics, and videos. It’s content that takes longer to get right, but that tends to have a higher degree of engagement.
Why Facebook and Not PPC?
So what would be the advantage of a Facebook ad over a traditional Google PPC campaign? For one thing, there’s a higher degree of customization. Want to find qualified leads in the Hudson Valley but exclude clients from North Jersey or Buffalo? You have that option. For another, the average person spends much longer — 50 minutes per day, or just shy of six hours a week — on Facebook than they do on Google. Finally, likes and shares are the currency of Facebook, potentially multiplying your reach beyond your ad spend.
Three Key Takeaways
There are three key things you can do to help your Facebook ad campaign thrive.
• Keep it Timely: If your ad has a current seasonal or current events “hook,” that’s a big help.
• Keep it Short: Content that can be seen, understood, and acted on quickly works best. That means brief, punchy copy, an enticing headline, and a video, photo, or infographic that stops your prospect in their tracks.
• Keep it Moving: Short videos — from 30 to 120 seconds — work best, partly because the algorithm prioritizes video, and partly because if you can be pithy or funny, that’s the kind of content that makes your brand and your message sticky and shareable.
To determine what’s working, you should always split test your ads. Keep your branding consistent, but experiment with words and visuals constantly to find what works best.
HV Social Media are social media pros
Perhaps the most important reason is that people go to Google to find what they already know they need. That’s where Facebook ads gain an edge: they let you let a prospective customer know that they need you before they even realize they need your product or service. If you’re navigating the Facebook Ads landscape and find yourself in uncharted waters, let HV Social Media be your guide.