Getting the right message in front of an engaged audience is key

 
 

Facebook – Paid Advertising

Extend your reach and grow your network with Facebook advertising. With more than 2.23 billion monthly active users, an array of options and features, and enhanced targeting capabilities, Facebook advertising could be your doorway to business success.

 

At the Partners Group, we help our clients with a host of social media activities, including Facebook advertising, to help them reach more of their target audience. We now want to share some of the knowledge we gained through years of managing accounts, running campaigns and building up networks with you. In this blog we touch on what you can promote, which are the best options, the audiences you can target, budgets, competitors and how to get the most out of your adverts.

 

Facebook advertising offers many different options so let’s o start by breaking down some of them, whilst also highlighting some of the things to consider.

 

What you can promote:

  • Boost a post
  • Promote your send a message
  • Promote your page
  • Promote your business locally
  • Promote your contact us button
  • Get more website visitors
  • Get more leads

You will need to decide which is the best option for you depending on your business, what it offers and who you want to target. However, for most businesses, the preferred options are usually to Boost a post or Get more website visitors. 

 

Boost a post – This is the simplest and easiest to do: create your post and then promote it by putting it infront of your target audience. If you get your post message and the target audience right, then you could get great results. However, there are limitations to what you can do with the adverts and these should be considered. The first is if your webpage that you want to link to is not set up correctly in the background then sometimes the wrong image and content is pulled through on posts. Also, if the webpage is about a wider topic and there is a particular message you want to get across then it is better to do a separate post and boost it. You can set the target audience, location, budget, etc, but it doesnt allow you to edit the post in anyway. This is the best and easiest option if, as mentioned, your webpages are not set up correctly.

 

Get more website visitors – So with this option you have a lot more options and control over the advert but it can be a pain if the linked webpage isnt set up correctly, as mentioned above. However, done correctly the ads look a lot better and produce better results. You can enter the exact URL of the webpage you want to promote, add images, and set the headline and content. Another nice feature is the ability to change the call to action on the advert with options like Learn More, Sign Upand Book Now, but you do need to have the right webpage for the expected user journey. For example, it would look really odd to use the Book Nowcall to action but then the page customers are sent to doesnt have a way to book a place, and asking them to make another click to book is not acceptable.

 

Target Audience

 

The main options are; 

  • People you choose through targeting, 
  • People who like your company page or 
  • People who like your company page and their friends. 

If your page only has a low number of likes then it's not really going to be worthwhile targeting the people who like the page and their friends. For the majority of campaigns, you should define your target audience by using the people you choose through targeting. 

 

In terms of targeting options, Facebook offers the following:

  • Gender
  • Age range – Min & Max
  • Location – Countries, cities, towns, with radius options
  • Demographics
  • Interests
  • Behaviours
  • Job titles

 

You also have the option to Excludeand Narrowaudiences by setting two or more criteria they have to meet.

 

We can’t stress enough about how important it is to get the target audience correct as you can create the best advert, with a great message but if you put it in front of the wrong audience, then it is never going to work and you will just waste your budget and resources.

 

To give you an idea of the type of targeting you can do and the sort of volumes you can expect we have included some examples. 

 

Objective: - to promote fire detector training courses to electricians

Example 1: Electricians Job Titles

Gender: All

Age: 18 -65+

Location: UK

Job titles: Electrician Assistant, Electrician Helper, Industrial Electrician and Master Electrician

Potential audience size: Fewer than 1,000 people

Thoughts: Not everyone lists their job titles on Facebook so targeting based on job titles doesnt give us a big audience but it does mean we are getting in front of the right audience.

 

Example 2: Electrical and fire related interests

Gender: All

Age: 18 -65+

Location: UK

Interests: Electrical Engineering, Electrical Technology, Electricians Mate, Fire Safety, Smoke Detector, Master Electrician, Institution of Electrical Engineers and Institute of Electrical and Electronics Engineers

Potential audience size: Around 1,200,000 people

Thoughts: As you can see from the potential audience size, targeting based on interests gives us a much bigger audience but not everyone will be electricians, it will be a real mixture but at some point they have all shown interest in the areas listed above.

 

Budget

 

This works similar to Pay Per Click (PPC), you can set a daily budget, with tolerances, and you can either set an end date or it can end when your budget is finished. The more budget you throw at it, the more the advert will be seen but a bit like PPC, whose advert is displayed isnt based on who is willing to pay the most. Facebook needs visitors and they wont come back if they are bombarded with non-relevant, poor adverts so they put a lot of emphasis on making sure your advert is high quality and relevant to your target audience. Essentially, they want you to bid the right amount, not the highest, but also have good quality and relevant ads so that your ads get a good estimated action rate. Get all these right and your ads will be seen by your target audience.

 

Defining the objective, the message and the right target audience is key, or you could just end up wasting money. You can do the research to work out the numbers, but you need these defining first.

 

Competitors

 

A great place to start and something to keep your eye on is your competitors and what they are up to, as this could really help you define your campaigns and give you ideas as to the right approach. Look for competitors who are active and successful, and monitor two or three to gain insight but whatever you do, don’t copy them. They will be targeting your target audience, so you don’t want to send out exactly the same message; be unique and have fun.

 

 

How to get the most out of your adverts  

 

Getting your adverts and company page seen is the main goal so you need to use all the tricks to achieve this. Here are some tips for giving things a good boost:

  • Invite your Facebook friends to like the page and get them to ask their followers to do the same
  • Ask your colleagues to like and share the page and adverts, and ask them to invite their friends too 
  • Ask suppliers, clients and any other organisations that you work with to do it
  • Promote your page on your website and emails
  • Look for other opportunities to promote your page; for example, on delivery notes, flyers in product catalogues or on hold messages
  • Run a contest with a decent prize to gain followers, likes and shares 
  • Be social, join groups, follow others, share, like and comment; the more you get out there the more people will notice you.

 

Finally, remember that everything you do on Facebook should be pointing back to your website. There should be a clear user journey that takes the user from seeing the post to them completing your goal, whether that be making a purchase, completing a form or picking up the phone. We have seen many great Facebook campaigns fall down due to the website not being up to scratch so we would implore you to give this area the attention it deserves.  

 

NEW TO FACEBOOK FOR BUSINESS? Then check out our previous Facebook blog post that covered creating a business page, getting your activities started and how to get your first 100 followers. 

Have questions? Want some help getting your Facebook Advertising producing results? The Partners Group can be your Facebook partners and give you as much support as you need. Contact us to have a quick chat about your requirements and how we can help.

 

    
 
The Partners Group

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