They say 2014 will be the year of social media advertising, especially as Facebook decreases organic exposure for business pages while they continually refine and improve their advertising and targeting options. This is frustrating to those who’ve worked so hard to grow their page organically, but on the other hand, Facebook ads are driving real results.
*Last year, the ‘organic exposure’ of a Facebook page was 16% (meaning that for any given post, on average 16% of fans would see it). This year it’s down to 6%.
This is unfortunate and frustrating news for those who have worked so hard to grow their Facebook presence organically, but that’s the choice Facebook has made in an effort to earn more advertising dollars. But in doing so, Facebook has also come a long way in making ads effective for advertisers. One of these improvements is configuring their advertising options not based on types, but objectives.
With Facebook ads, you can customize exactly who will see them through combinations of the following:
Here is an example of demographic targeting where we might want to show an ad to educated baby boomers with a career in business. We’ve already selected people who fall under Education Level > College grad, and Industries > Management, with the ability to add further demographic targeting, such as Generation.
*Email lists can also be uploaded to the Facebook ad manager. So if you have a customer list you can upload it, wherein Facebook will match the emails to Facebook profiles, and will show ads specifically to people from your list! Even more so, you can create a ‘lookalike list’, where Facebook will find other people with similar profiles (locations, demographics, interests, and behaviours) as the people from your list, thus growing your target audience that easily!
You can currently advertise any type of content on Facebook (text, image, video, website link, etc), but there are some guidelines, specifically for image ads…
Image ads can only contain 20% text.
Furthermore, you can choose exactly where your ads are shown on Facebook:
Note the ability to only show the ad on mobile decides when connected using Wifi. If you’re advertising a video for instance, it’s reasonable to assume people are more likely to watch it if not using up their data.
Facebook works on a CPC (cost per click, whether website clicks, “likes”, etc) or CPM (cost per 1000 impressions/views), and cost per action. So you have the ability to control how you pay, plus there’s no minimum cost and you only pay for what you get.
The results you experience for your business will always depend on your target market, the nature of your business, and how effective your advertising and targeting is. That being said, we believe it’s always possible to make a Facebook ad campaign successful.
We’ve had success ourselves running Facebook ad campaigns for clients using the custom targeting by uploading email lists and creating ‘lookalike’ lists to essentially double or triple our target audience. When we asked the client where they were getting leads from that week, they said “Facebook, Facebook! Everyone is calling and saying they found us on Facebook.”
Thanks for reading,