Error message

  • Deprecated function: implode(): Passing glue string after array is deprecated. Swap the parameters in Drupal\gmap\GmapDefaults->__construct() (line 107 of /home/roimaxco/public_html/kb/sites/all/modules/gmap/lib/Drupal/gmap/GmapDefaults.php).
  • Deprecated function: The each() function is deprecated. This message will be suppressed on further calls in _menu_load_objects() (line 579 of /home/roimaxco/public_html/kb/includes/menu.inc).
  • Deprecated function: implode(): Passing glue string after array is deprecated. Swap the parameters in drupal_get_feeds() (line 394 of /home/roimaxco/public_html/kb/includes/common.inc).

Facebook ads and how can bring you customers!

It is sure that if you are using Facebook then you have definitely seen Facebook ads. They are usually on the right side of your homepage, profiles, events etc. Facebook was firstly launched as a social network and not exactly as a business tool. However, when businesses started to using Facebook was inevitable that ads were the next step.

Facebook advertising

How Facebook ads work? It is a similar way with Google Adwords but have significant differences. Facebook works on an auction system like Adwords however when on Facebook you bid on peoples interests and ‘likes’, not on keywords users are actually searching for. Why that is a useful information? Google Adwords advertising system is based on keywords people are looking for whether is a restaurant or gardening tools. Users are active and type queries creating important information for advertisers. On the other hand, Facebook advertising system is based on users’ interests and ‘likes’. This means that people ‘like’ pages and add interests on their profile pages but that does not necessarily means that they want to buy the product or the service. In other words, Adwords can be more effective while targeting active users that they probably want to buy. However, Facebook ads can maximize your ROI when used wisely.

How this can happen? You will now probably wondering how you can use Facebook ads since Facebook users are not searching for your product or service. The best thing you can actually start with is to advertise you Facebook page. When promoting your page, you create a long term relationship with your customers that can potentially result into a purchase. Another limitation with Facebook, is that a lot of users don’t spend time to fill out the interests or press ‘like’ on pages. Thus you have to be very careful when optimizing your target groups.

Engagement ads

Within Facebook you can advertise an external link, an event, you page as we previously said, a place or an application. When you create an ad within Facebook (the url links to a Facebook page) then you create an engagement ad. With engagement ads you get customers to your page and then you can advertise your products or services to your existing Fans, maximising the possibilities of a purchase. Engagement ads are also effective because the user stays at Facebook. Surveys have shown that users don’t like changing websites when searching for things. Thus, it is better to take advantage of this notion and leverage the potentials. Moreover, when you create a ‘like me’ ad for your page, remember that the user has to go to your page and the press the ‘like’ button. It is crucial to create an attractive welcome page tab of even offer something special to engage more audience.

Sponsored stories

Facebook has also a very helpful feature called ‘Sponsored stories’. This feature allows you to promote a post or more usually advertisers promote when a friend ‘likes’ a page, encouraging you to do the same. ‘Sponsored stories’ are also a powerful tool because they trigger friends news feed. It is now understandable that when a post shows on news feed especially from a friend it is more likely to get a lot of clicks. What is more? ‘Sponsored stories’ can also be less expensive than usual Facebook ads.

Targeting

Targeting can affect your bid, your CTR and apparently the money you will spend on your ads therefore you must be cautious and smart when selecting your target group. Choosing a location for targeting it is important for an advertiser however this may vary from campaign to campaign. Age is an important variable but is also misleading in Facebook. A lot of users lie about their age or don’t fill out this variable so age targeting should be broader than you expect. It is also better not to require an exact match . Interests are also controversial as we covered previously.

Testing!

You will now wondering how will you know which is the best practice for you or the best way to advertise on Facebook. There are no manuals on these questions however there is a method that always proves everybody right. Testing! The best way to find which is the most suitable ad for you is test their performance. More importantly, create a split testing campaign that will determine you what is the best for your business. You can arrange your ads and test different variables at time. Remember that is significant to change one variable at time and keep same all other variable in order to get useful results.

A good tip is to vary with the picture of your ad. It is important to remain a relevancy with your page and your website especially when you direct the user to an external link. It is also crucial to rotate your ads often. No matter how good performance your ad might show, it is served to a specific audience every few days. Thus, rotating your ads can generate your CTR.

Measure!

The next key part of Facebook advertising after testing in measuring your results. It is very important to monitor daily your ads’ performance and evaluate your results. Facebook platform gives you a detailed report of your impressions, clicks, CTRs, social reach and other important factors of your campaigns. Evaluation of your results can determine you to choose the best advertising practice for your business after testing your ads.

What are your insights on Facebook ads? Any good tip?

Category: