Welcome to PART 1 of my guide to Facebook advertising for your business!
Thank you for taking the time to start this two-part learning guide. I truly hope your business will benefit from what I cover here.
The power of Facebook advertising is undeniable, “over 1 million advertisers on Facebook spending a whopping $8 billion on Facebook Ads? Advertising on Facebook has grown over 680% since 2010.” (AdEspresso.com).
Facebook ads fall kind of into the PPC category, where you pay-per-click, however, you don’t actually pay depending on each click you get; you fund a campaign with a budget (daily/lifetime) and your success can be measured based on how low the cost-per-click was. Ex: a £20 campaign attracts 200 clicks, you’ve paid out a flat rate of £20 (since that was you campaign budget), but you’ve managed to get a prospect from Facebook to a conversion based landing page for 10p each visitor.
The average ‘Cost-per-Click’ for UK businesses using Facebook ads is 45p, by the end of the guide I shall have shown you an overview of the steps required to get this down to as little as 4p-per-Click! So don’t forget to opt-in and gain access to PART 2, where I get to the meat of the matter, your ROI.
The true power of PAID Facebook advertising lies in the fundamental basis of how it targets users. AdWords is another online paid ad system that targets potential customers based on their search history and your keywords assigned to your advert. Overly simplistic Ex: You search for ‘Vans Trainers’, this will trigger adverts that have set ‘Vans Trainers’ as their keywords. This sounds great but you’re limited by keywords and the user is already expressing a need and you may be too late to fulfil this need. However, Facebook allows you to set parameters to drill down into ‘who the prospect is inside’.
Through Facebook advertising you will be targeting users based on their real lives – interests, relationship status, education level, age, gender, basically anything they have entered when filling out their Facebook profile and what they ‘Like’ on the social network. That’s targeting based on demographics and psychographics, double whammy!
In this FREE guide, I will take you through the process of:
- How to get started with PAID Facebook advertising campaigns
- How to build a successful target audience
- How to re-target users who fail to convert
- How to create lead generating Facebook Ad
- How to maximise your Facebook Ad ROI
Below is the start of your FREE guided journey to Facebook advertising, I sincerely hope you enjoy this guide and it can help you achieve your goals. (Access PART 2 via the Opt-In Form at the end of PART 1).
Let’s start by taking a look at how Facebook lets you stay in control of your budgets and allows even small to medium sized businesses to compete.
AdWords can get very expensive, very quickly, with major corporations inevitably dominating the top spots. Your brand will have to bid against competitors in an auction on how much you’re willing to pay Google AdWords every time a searcher clicks on your ad. The more you pay-per-click (PPC) the more likely your ad will appear in the search results. (Econsultancy.com)
If you have many competitors bidding for that limited set of keywords, Google AdWords can quickly become extremely expensive. (AdEspresso.com). As previously mentioned, Facebook Ads target users based on their Facebook Profile information, there’s no competing over click price and being priced out by the top brands. Of course companies spending more will normally win more customers, that’s the basic principle of acquisition; ‘whoever spends the most to acquire new customers will win.’
But, with Facebook smaller firms, especially those supplying goods and services to a niche, are going to win every time with social vs. traditional print ads. In fact, the savvy business, once fully invested in Facebook advertising, can get massive wins from micro budget campaigns. I hope you’re getting excited by all this? GREAT! Let’s get into it!
How to get started with PAID Facebook advertising campaigns
Facebook advertising works wonders, while firms are busying spending a fortune fighting over keywords, what can you be getting on with? Well, let’s suppose you have a new product, it’s a brand-new accessory for iPhones that will allow female users to SnapChat in a cool new way. I know, odd example, but stay with me. Now thinking back to AdWords you could try to target keyword ads to those searching iPhone, Apple, SnapChat but you can probably already guess that’s going to be expensive based on those keywords.
So, how does this lead to a great Facebook campaign? On Facebook you can create a striking visual (image or short video) and build an advert around it, then pay to have it put in front of Facebook users who:
- Are aged between 13-24
- Are female
- Like iPhone
- Like Apple
- Like SnapChat
You are targeting users who fit into your target market and as of yet maybe unaware they even need to do cool new things with SnapChat on their iPhones.
This may be a very simplistic example, but it’s a good way to start thinking about how powerful Facebook targeting can be. In fact by going to this granular level of targeting through custom audiences and Facebook’s own focus on improving this feature, the cost of acquiring new customers through the social network’s paid advertising has reduced by up to 73%.
And if you’re thinking that your customers may not be on Facebook, there’s a very high chance they are.
Another stunning set of real stats, helps to dispel the notion that switching budgets away from traditional channels – newspapers etc. – and putting the money into Facebook ads will exclude an older market segment.
This screen grab shows that by moving campaigns onto Facebook we didn’t miss out on reaching prospects over 24 years old (the stereotypical social media user’s age).
In fact, users aged 35-54 were the most active with those 55-64 almost matching the clicks (464) as the 25-34 group’s clicks (487). However, looking at the last column you’ll see that we generated almost as many clicks (464) from the 55-64 group from 29,765 impressions (views) compared to the 25-34 group where we need over 65k impressions to generate 487 clicks. So in summary, Facebook is perfect for campaigns even if your ideal customer is over 40.
The easiest way to create your first PAID Facebook advert is the ‘Boosted Post’.
This is simple as you’ve already created a post and published it on Facebook and all you’ll be doing is paying to have it displayed in front of users who you choose to target. Your options are limited, but it’s a great way to get going. You can also ‘Boost’ your events, this is basically achieved by the same process. Go to your events page and you’ll see a ‘Boost Event’ button.
If you want to create an advert from scratch here’s a quick step-by-step guide.
Step 1 –
Go to your ‘Ads Manager’ (This is accessed through ‘Business Manager’) and click ‘+ Create Campaign’…
Step 2 –
You’ll be asked what you want to achieve with your campaign, in this case I am going to aim for clicks to a landing page.
Step 3 –
Name your campaign: this is internal, so can be anything you want to make it easy to identify the campaign at a glance…
Step 4 –
Build your audience (more on this coming up)…
Step 5 –
Set your budget (this can be a daily budget or a total ‘Lifetime’ budget) and set how long you want the campaign to run for…
Step 6 –
Select the kind of visuals you want….
Step 7 –
Upload your visuals. NB: Facebook will punish ads with ‘too much‘ text unless your ad is exempt.
Step 8 –
Start to fill out the fields. Insert the URL where you want your audience to land once they click. Write a specific and compelling headline. Next write compelling copy. Think about what you write; try to make reference to a user’s point point. Look to ensure you clearly layout what your solution to a user’s problem is. Try to make it clear the value you’re offering (there will be examples of ad copy and compelling headlines in PART 2)…
Step 9 –
If your advert has too much text, Facebook will let you know here.
Once you’re happy with the advert, you can click ‘Place Order’ and your ad will be reviewed. If it meets all the standards laid out by Facebook, the ad will start popping up on timelines of those users who match your targeting conditions.
Now that was a little step-by-step guide as to the process of creating an advert. Give it a go, have a play and then once you’re happy with the Business Manger interface let’s look at building that dream audience.
How to build a successful target audience
This part is less a step by step guide and more about expanding thinking.
Above you will see a screen grab of Facebook’s Audience Creator.
You’ll be able to define the audience by their:
- Age Range
- Interests (Detailed Targeting)
Once you input all your desired requirements and have defined the target audience, the ‘Audience Definition’ dashboard in the top right corner will list what you’ve selected and rate your audience from ‘Specific’ to ‘Broad’ and tell you how many users you could potentially reach.
When you look at the ‘Audience Definition’ dashboard, you’ll see a section called ‘Placements’. This is where your ads will appear and it’s important for now to ensure you get the ads only showing in ‘Feeds’ on ‘All Devices (Recommended)’. Having ‘Right Column’, ‘Instant Articles’, ‘Instagram’ and ‘Audience Network’ all ticked as ‘Placements’ will be a waste of budget at this stage.
Create a ‘Customer Avatar’
The most important aspect of creating your audience is less the technical know-how and more about creating ‘Customer Avatars’ to brainstorm just what their true interests are.
If you’re selling Lawnmowers your potential customers may not like much on Facebook about Lawnmowers, you get my point, so you visualise your ideal customer, what are their hobbies, what stores to the go to, what TV shows do they watch, which newspapers do they read, what celebrities are they influenced by, their political allegiances etc. This is the power Facebook advertising bestows upon you.
This is an example of a simple ‘Customer Avatar’ you can create. Define your ideal customer on a demographic level – Gender, Age, Location etc. then start to expand on what your customer’s average day would look like:
- What will they be reading?
- What will the be watching?
- Where will they be going?
- Who are they Influenced by?
Use this to develop a full picture of your ideal customer and let this inform your decisions on which interests you choose to target.
How to use your ‘Customer Avatar’ to write your copy
As discussed in the previous section, in addition to interests, use the customer avatar to develop your ad’s copy and headline.
As with any advertising, you want to use your adverts to offer your target audience a solution to a problem they have, so your ad needs stand out. Using the avatar, look to write down what you feel will be this customer’s pain points, predict what kind of objections they may have to the purchase and what sort of proof would they need to convert.
Here’s a little check list for your adverts
Grab a user’s initial attention:
- Powerful visuals – images and video
- Bold headlines – stimulate the user; headlines sell!
Hold a user’s attention and get the click:
- Touch a pain point – state the problem they’re facing so they can agree with ad that they have that problem
- Suggest value – Where does the ad lead? If it leads to content, make this clear (Facebook users love content)
- Highlight your brand’s solution to their problem – what do you offer that solves the problem, make this very clear
- Offer some form of proof – include some stats that show how good the result could be for the user
PRO TIP: Interest Specificity
Often, when creating an audience, you get to the stage of selecting interests and these can end of too being broad.
For example, if you were attempting to reach Football (soccer) fans, selecting ‘David Beckham’ may not be the best idea. Although he is arguably one of the biggest names in the sport – ever – he also crosses that line where he has gone from being an influencer within his industry (football), to being a full blown global celebrity.
Facebook users who are interested in David Beckham, therefore, will do so for far too many reasons beyond football to ensure a good ROI.
For example, Facebook users could be interested in him for – his relationship, his brand, his lifestyle etc.; so, it would be best to avoid selecting him as an interest. Instead why not opt for a player who is still well known, but mostly only to your target audience of football fans.
Specificity is key to all digital marketing.
PRO TIP: Engage and Invite
Once you’ve created a great looking advert, and have targeted the right Facebook users, these users will start to engage with the ad, this is your chance to interact back.
First – Reply to comments and have a conversation; your brand will be seen as one to trust and you’ll quickly build a relationship.
Second – Invite these users to ‘Like’ your page if they are new to your brand (this is now possible because they have interacted with you).
By doing these two activities, you are not only driving traffic to your website through the ad, you’re:
- Building Relationships through engagement
- Growing your Facebook pages’ audience (which will help a post’s organic reach potential moving forward)
- Encouraging users to push your ad further through shares thus getting organic reach as well as PAID
More detail on this in PART 2; it’s worth reading and mastering.
Thank you for reading. I truly hope this guide can help your business in some way. Please feel free to share this knowledge.
Now, let’s take YOUR business’s use of PAID Facebook campaigns to that next level!
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