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How it works

  • Facebook Ads can help you get in front of specific, and often motivated, segments of your audience with some powerful ad targeting options:
    • Use Standard Audience – to target new customers you can create audiences based on a wide variety of demographics such as location, age, gender, interests, behaviours, job titles, career genre, income, business size and connections.
    • Use Custom Audiences to nurture leads and build loyalty - simply upload or import a data list and Facebook will cross-match the people on your list to find them on Facebook. Facebook takes the data points from a source audience that you specify and uses them to find similar people. It’s like cloning your existing audience.
    • Use Lookalike Audiences to reach new people who are likely to be interested in your business because they're similar to people who already are. When you create a Lookalike Audience, you choose a source audience (eg your email lists, website visitors etc) and FB identifies the common qualities of the people in it and then finds people who are similar to (or "look like") them in the location you choose. Lookalike audiences are the holy grail of Facebook Ad targeting because they consistently deliver the best results!
  • Ad types – single image, slideshows, carousels, videos, canvas (a mix of images, text and videos).
  • Lead Ads - potential customers can sign up for what you’re offering, and you’ll get accurate contact info to follow up with them. By clicking your lead ad, customers will see a form that’s already filled with info they’ve shared with Facebook - like their name, number, or email. The form is mobile-device friendly and designed for the least amount of typing possible. So it’s quicker for customers to reach you - and gives you accurate, actionable info.
  • The best practice of Facebook Ad creative is to create multiple ads as you run your campaigns. By creating multiple ads to test variations in copy, imagery, and even overall ad format, you can improve performance over the life of your campaign.

The benefits of Facebook Ads

  • You don’t need a huge budget – you can run ads from as little as £5 per day.
  • Businesses can target users by location, demographics, age, gender, interests, behaviours, job titles, career genre, income and connections.
  • If your competitors aren’t advertising or doing it well and you can, you gain a fantastic advantage and an opportunity to win business you might have otherwise lost out on.
  • You can also target fans of your competitors on FB – eg the Fans of another Facebook Page with a Facebook Ad. If you know that another Page has a good audience for you this can be a powerful technique.
  • With the sophisticated targeting options available, you can make sure your ads are seen by your specific target audience when they are in a relaxed mind-set. It can be difficult to get your message through in conventional work hours as people are always too busy to be sold to. But when on Facebook, individuals can be subtly advertised too, without the pressure and time-constraints of a work environment.
  • You can clearly see what you have spent and what results it has provided.
  • You can track a huge range of performance metrics to help you gauge performance and measure ROI.

    How Facebook Ads can work for your business

    If you have an email list then delivering your message via Facebook ads and email marketing is twice as effective.

    • Customers will see your message in their inbox and when they browse Facebook.
    • Target a Lookalike Audience similar to your email lists to reach new clients and a Custom Audience to nurture leads and build loyalty with your existing clients.
    • You can also target fans of your competitors on FB – eg the fans of another Facebook Page with a Facebook Ad. If you know that another Page has a good audience for you this can be a powerful technique.

    For B2B companies it can be difficult to get your message through in conventional work hours as people are often too busy to engage with your brand. But with the sophisticated targeting options available, you can make sure your Facebook Ads are seen by your specific target audience, without the pressure and time-constraints of a work environment.

    Considerations

    • Content – you will need a selection of strong images, videos, messaging etc to use.
    • Please note, Facebook only allows you to cover up to 20% of an image with text.
    • Starting out with FB advertising is trial and error in the initial stages. The good news is, even if you have scheduled a budget and a set campaign period, ads can be turned on and off at the click of a button so if you identify that a specific ad set or campaign is not delivering, you can switch it off immediately and switch on an alternative if needs be.

    Next steps

    • Review your FB page - make sure your branding and content is up to date.
    • Add the FB pixel to your website/landing pages. For more information read Facebook's article.
    • Identify your campaign objectives.
    • Identify target demographics, interests, job titles etc.
    • Set your budget and start advertising.

    Leeza Morley, Marketing Consultant