In 2017 over 1.2 billion people spend an average of 50 minutes a day scrolling through Facebook. This creates a massive opportunity for promoting your business using Facebook paid ads because your ideal customers are already there — relaxed, reading, liking, and scrolling.
Facebook’s targeting power is unlike anything else out there when it comes to getting in front of your ideal clients and every year it gets better. Now you can upload your own email list, create look-a-like audiences and even target people who have visited your website.
If you are still in the process of building an audience, you can get in front of new, highly-targeted audiences. For example, you can show your ads to Facebook users in your zip code, of a certain age, and with specific interests or academic degree. The possibilities for creating custom audiences are endless and get better every year. This is because Facebook works with the major data aggregators to understand audiences across all of their purchasing behaviors, not just how they behave on Facebook.
There is no longer any such thing as free traffic. In 2017 you will have to pay for eyeballs. In the world of social media, Facebook is proving to be the best investment you can make right now. Organic (free) Facebook content reaches only about 2-3% of a prospective audience. Paid traffic will reach a very targeted audience as large as your budget allows.
The good news is that Facebook ads are easy on the wallet. Facebook has a much higher ROI than Adwords, the local paper, weekly mailers or Yelp. Plus, you will know within 3-5 days whether or not your ads are working, so you don’t over-invest in something that isn’t working. You can test and perfect your ads for a very low cost. As little as $5 per day per ad.
If you are wondering where to start, with paid ads you do not need to have an active Facebook page. However, you will need to design a solid funnel strategy, an enticing piece of content or offer, a professional and persuasive landing page, a process for capturing and storing email addresses, and ideally a lead nurture campaign. Awareness is not enough anymore: you will need to deliver real value in your ads, and not just sell.
Video content is seeing the highest engagement in 2017, with carousel ads a close second. And quality really does matters when you are putting your ads together. Avoid saying anything negative or spammy-sounding in your ads, because Facebook may now reject your ad outright, or pull it after it starts running. Facebook’s primary goal is to protect the experience of their user, not their advertiser. They do not like content that is off-putting. Now and always, it’s important to start with a goal, and then determine which ad format will drive the most engagement (image, video, slideshow, or a featured blog post?) In 2017 it has become a good idea to let Facebook optimize where it shows your ad (desktop vs. mobile).
Keep in mind that if your conversions are handled at your website, not on Facebook, you will save a ton on your ad budget. Test. Test. Test. Think of the first 2-3 months of each campaign as a laboratory experiment. Test different audiences, imagery, and messaging at $5-$10 / ad. Let each ad run for at least 48 hours and 1000 views before making any changes or turning any off. Test one variable at a time in unique ad sets. Then put your budget behind the ad that drives the most sales. While you may see immediate results, in most cases you will need to experiment a bit first.
Speaking of conversions, 2017 industry benchmarks show that the average cost per click (CPC) in the United States is 28 cents, and the average cost per like is 23 cents.
Finally, review Facebook’s ad policies every quarter: they are often updated and you need to stay on top to ensure that your ads run to the largest and best audience possible. Facebook’s goal is to provide positive, relevant experiences for their audience.
Want to discuss how your business can grow using Facebook paid advertising? Send me an email and let’s schedule a call! [email protected].