In my last post, we covered the foundations of your Facebook Marketing strategy – your “why”, targeting, and what to post. Today, it’s all about Facebook advertising and what to look for when measuring your efforts.
Everyone is doing Facebook advertising so, honestly, you may as well too. With Facebook’s algorithm, it’s almost a requirement to boost some posts in order for your content to be seen. But don’t worry – it will not bust your marketing budget.
On Facebook, desktop ads have 8.1x higher click-through rates while mobile ads have 9.1x higher click-through rates than normal web ads. Social media advertising is the most cost-effective way to advertise in this day and time, and Facebook leads the way with various, and amazing, options available to businesses.
Here are some easy steps to setting up a Facebook Ad:
When running a Facebook ad, you need to know what you are promoting and why you are promoting it (much like your overall social media and/or Facebook strategy). There are three decisions to make:
Selecting your audience is the most important part – more important than the ad itself. When selecting your audience, you are narrowing in to target the ideal customer/client. Your choices are to either:
Your choices for placement are:
If you’re not sure, Facebook will recommend using the default placements for your objective:
For more information on ad placements, visit: https://www.facebook.com/business/help/175741192481247?helpref=related
Ah, the budget. Here’s where you determine how much you are going spend for your ad. You have two choices: daily budget (how much you spend per day) or lifetime budget (how much you want to spend for the entire campaign). Yes, you can run an ad for as little as $1/day but not every ad will let you do that. Here are the daily spend minimums:
For more information on ad spend minimums, visit: https://www.facebook.com/business/help/203183363050448
Now the second-most important part of the whole process – creating your ad. You can choose an existing post as your ad or you can create one from scratch. If you are creating an ad from scratch, you have 5 formats to choose from:
Note: Formats will vary based on the ad objective you have chosen.
How do you know if you Facebook advertising is working (or did work)? You can view the results of your ads in the Campaign Dashboard and view each ad (as shown above). You can customize your reports through Columns and Breakdown.
If you’d like a more detailed guide to Facebook Advertising, you can download my Facebook Advertising 101 Guide here.
Before measuring your efforts, you have to know what your ROI and KPIs are. Not all social media success is measured in money. So, welcome to Facebook Analytics!
There are many programs on the web that can pull detailed information for you about your Facebook page and your Facebook content (Sprout Social, Simply Measured, etc.), but Facebook Insights work just as well. Here are some main metrics to track:
The number of people your content is seen by by either paid or organic efforts.
How many times your posts were seen (does include multiple views by a single person).
How much traffic Facebook is referring to your site. You can view this in Google Analytics.
Look for growth each month. Give yourself a goal of 5-10% growth each month.
Facebook Marketing is not all that hard and it’s easy to manage. Here are some tips to wrap everything up:
Facebook can be a great place for your business to see success in the social sphere. It’s full of potential and endless possibilities.
Did I leave anything out? If you have questions about your Facebook strategy, contact me or comment below!