As someone who has worked in digital marketing for almost a decade, I can tell you that there is a lot more to Facebook advertising than clicking a few buttons and hitting send. Not sure what Facebook advertising is yet? No fear! Read our earlier post, A Beginner’s Guide to Facebook ads, and then come back to us here to dig in. There is so much to consider when it comes to targeting with Facebook advertising, and below, are a few questions to answer before you start. The key to this area of promotion is precision and full knowledge of what you want. You should be able to quickly answer these below before getting into Facebook advertising.
1) What does your brand stand for and who does it speak to?
You should have at least 3-5 brand objectives or points about what your brand stands for. This should also help to indicate if your audience is (for example) middle-aged men, or republican millennials, or middle-class couples in their early 30’s who appreciate outdoor sports. Narrowing it down means finding more people who will authentically enjoy your brand.
2) What is the objective in this ad?
Is it to sell products, grow likes to your page, gain engagement to your page or awareness? The trick here is often these will overlap. For example, launching a likes campaign can often result in more sales. Launching an engagement campaign can result in more likes. There is not one right answer here, other than to think about trying just one campaign and seeing how it feels.
3) What is your budget?
One thing that I personally enjoy about Facebook advertising is that you can spend anything up from two dollars. For example, you can boost your posts that are already active, ensuring that they get a little “boost” to the eyes of other Facebook users. If you have the budget, you could also spend $15,000 on a larger campaign. Campaigns can run for hours, to days, to months. Time to figure out what works for you!
4) Will you have many different campaigns?
As I mentioned, Facebook advertising often pops up in your news feed. At a previous work experience, I was instructed to run one Facebook campaign for three months. After a few weeks, my friends began to text me, wondering why they kept seeing the same ad over and over. The bright side is that it stuck with them enough to reach out to me. The less-than-bright side is that it appeared repetitive and likely resulted in less clicks. One thing to consider is breaking your budget into halves or thirds, and running three different campaigns with different visuals. These can run all at the same time, or one after the other, the latter of which I recommend.
5) Are you willing to experiment?
If you are looking to run two different campaigns through Facebook advertising, the beauty here is you can experiment with what you think will allow you to benefit. For example, maybe you have a hunch that your website is preferred most by 50-year old men and thirty-year old women. Or perhaps Google Analytics has informed you of this, and you want to see which will give you a greater result. Facebook advertising a great way of testing this out and locking in on the groups you really should be targeting.
Now You are Ready for Facebook Advertising!
I hope this has gotten you thinking a bit more on what you want to get out of Facebook advertising. It can look a little tricky at first, but once you run a campaign or two, it will start to feel right. Even more importantly, the more you launch campaigns, the more effective your targeting will become! Now that you’ve conquered this area, looking to learn a few more tricks to tweak organic growth and efficiency for your Facebook page? Click here, friends.