Are Facebook Ads Effective?
Marketing your new or small business can seem like an overwhelming and even daunting task. You know it’s important, but where should you begin?
There are too many options: newspapers, grocery store flyers, pizza box toppers, television, solo ads, movie theatre ads, billboards, radio commercials, social media, guerrilla marketing, magazines, someone on the corner spinning a sign, and a host of other options.
Advertising is all about getting your name out there and reaching new potential customers in order to build your business and thrive.
So, what advertising venue is right for you? Chances are, a mixture of several will best serve you, but on a limited budget – what about Facebook?
Is spending your money on this social media platform an effective use of your advertising budget?
First of all, you need to go where your target audience “hangs out.” There is a high likelihood they hang out on Facebook. It is the social media platform with the most users. Of it’s more than 2.17 billion users, 74% of them are accessing their profiles and newsfeeds daily.
If you want to start somewhere, I generally recommend Facebook. But, there is a caveat: If your niche audience is anti-social media – buying sponsored ads on Facebook would be a poor use of advertising dollars.
I like Facebook because it’s a good place to dip your toe in the water. As far as reach goes, you’re going to get your widest audience on Facebook. With a little work, you can learn how to buy ads and then you can experiment with audience demographics. There are a ton of options for you to reach specific demographics. Facebook ads help you to effectively find the kind customer you want connecting with your business.
You can also use a little psychology when you target your audience. For instance, you may choose to use a picture of woman holding your product and schedule that ad to only go out to women. Then, you can use a picture of a man holding your product and target that ad to only men.
Hold up! It’s about now that you could be thinking: “Can’t I get by with just making normal posts to my business’ Facebook page?” (FYI: These are called “organic posts.” Whereas posts you pay for are called “sponsored posts.”)
Here’s my question back to you: “How will you get new people to your Facebook page if they don’t know about your product?”
Your Facebook page becomes an echo chamber if you don’t continue trying to widen your audience.
The hard truth is that organic reach on social media is getting less and less engagement (likes, shares, comments, etc.).
The problem is that a lot of people (especially small businesses) are putting more and more content out there and without a boost, your content is getting lost in a sea of other posts. So, spending a few of your advertising dollars to boost that post about this month’s special is what is going to get your name in the mix. Once you boost your post, Facebook algorithms begin looking for the right type of consumers for your business, matching your ad with the newsfeeds of people who are most likely to be your next customer.
Relying on boosting alone is not enough to make Facebook ads effective for your business. You must stay actively engaged on your Facebook page. Respond to consumer questions, comments, and messages.
If you don’t stay active on your page, people won’t stay active following you. Creating content that draws potential customers in and entices them to click to your Facebook page or website is crucial to making sure that you’re getting the most bang for your buck.
Pro Tip: Videos are widely considered to be the most productive form of advertising media. Images are very close behind videos and are also quite effective. People are drawn to images – not a block of words.
More and more people are beginning to trust Facebook Advertising as a means of buying new products.
Thanks to the targeting feature and Facebook’s data collection and algorithms, people are seeing content and products that are the right fit for them. This means that people are more likely to click on an ad in their newsfeed and purchase the product (or use the services) even if it’s at a later date.
So, overall, are Facebook ads really effective? The simple answer is yes.
They provide businesses (especially small businesses) a simple, easy, cost-effective way to reach potential new customers. However, it is important to keep in mind that just like with all forms of marketing some ads will do better than others. Spend some time thinking about your goals for your business and who you are looking to reach before diving head-first into the world of Facebook advertising.
If you’d like some basic Facebook training this linkwill take you to a short free training module.
As always, if I can help in any way with your online business then drop me a line in the comment box below or send a message via this link.