Facebook has changed a lot in the last few years, and with these changes, we’ve seen the evolution of Facebook advertising. Back in the day, the focus for many advertisers was on farming as many likes, comments and followers as possible. With brands and businesses reaching out to users organically in order to engage, connect and nurture their customer relationships.
Unfortunately like all good things, it didn’t last forever. With the sea of content available on social media today, organic reach can no longer be used in isolation. If your goal is to immediately tap into the millions of users that are active on Facebook and Instagram, then the only way is to do it is through Facebook advertising.
Sure, regularly posting and responding to users on your profile can help nurture those relationships with your existing customer base. But when it comes to lead generation, you need a targeted Facebook Ads campaign. One that turns prospects into repeat purchasers; boosting your ROI and reducing your cost-per-click.
Facebook advertising let’s you pay to have your posts placed directly in front of your target audience as they’re scrolling online. Of course not all 2 billion active Facebook users are going to fall under your target audience, but you will have the opportunity to cast your net over millions of prospective customers every day.
Make no mistake, Facebook advertising is not for the time-poor. Rather it requires the technical skills and experience to effectively set-up, test and track campaign performance. With so many tools and features available on the Facebook advertising platform, it’s important to find what works best for your business.
Luckily, you don’t have to do it alone. Our team of experts are here to help. As a Sydney-based Facebook advertising agency, we know the ins and outs of social media marketing. By harnessing the full potential of the Facebook Ads platform, our team of experts are able to craft highly relevant and targeted campaigns that deliver jaw-dropping results for your business.
Did you know there are approximately 2.7 billion monthly active Facebook users in the world, with 16.5 million coming from Australia alone? Pause for a moment, and just let that sink in.
With over nine million active advertisers using the social networking platform to promote their products or services, finding ways to cut through the noise and stand out from the crowd is critical. This is where Facebook’s remarkable targeting capabilities come into play.
Through the Facebook advertising platform, you’re able to run ads across all placements owned by Facebook. These of course, include Instagram, Facebook Messenger, Facebook marketing partners, and more. So when you jump on the Facebook bandwagon, you effectively have access to the world’s largest social network.
Facebook’s razor-sharp targeting is far superior to simply reaching out to an audience that is already connected (but possibly disengaged) with your business. Did we mention the endless targeting options available that make Facebook advertising such a powerful tool when used with knowledge and expertise? Not only are you able to use off the shelf targeting such as demographics, location and interest, but you can also overlay and combine different layers of audience targeting that includes your own data.
Facebook advertising can be used in a number of different ways depending on your business goals. From a broad cost-effective targeting strategy aimed at finding new prospecting opportunities; to a more hyper-targeted campaign that focuses on a very niche, selective audience. It also allows you to choose a selection of your best customer groups so you can target the users who’re most likely to convert based on their similar interests, preferences and traits.
CREATIVE THAT HAS AN IMPACT
Building your own Facebook advertising strategy can be somewhat of a challenge to navigate. As Facebook regularly updates their algorithm, many businesses are left feeling in the dark on how best to target their ideal customer. Without effective market research and audience targeting, you could wind up spending thousands of dollars on meaningless campaigns that provide little to no value.
If you want a campaign that delivers, then it’s time you partner with Sydney’s leading Facebook advertising agency. We’re always one step ahead of the curve, so you can rest assured knowing your ads are built on data-driven insights and years of industry experience.
To make sure we target the right customers at the right time, we structure your Facebook advertising strategy around each stage of the customer journey. We start by asking ourselves – where are they located? What’re their interests? What kind of content do they consume? What level of interaction do they have with your brand? From here we’re then able to craft compelling copy and creative that drives the ad home and targets only the users who’re most likely to convert.
Another key aspect of Facebook and Instagram Ads is the crucial importance of the creative of the ad itself. The accompanying visuals and messaging must be powerful enough to stop the users in their tracks. They need to work ‘in the moment’ and capture their attention immediately as the user is scrolling through their personalised feed.
Once your campaign is live, we’re not just a ‘set and forget’ kind of Facebook advertising agency. Our team of experts are always closely monitoring the performance of your ads, to see what’s working and what’s not. From here we can access what areas are in need of improvement to deliver the highest ROI for your business.
We know you care more about real tangible results over simple vanity metrics such as the amount of likes and comments on a post, so we’ll make sure you can see the numbers for yourself. After all, there’s no trust without transparency. As a team, your success is our success.
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So one thing is for sure, Facebook advertising is not a set and forget (if that even exists in digital marketing) but an ongoing commitment to improve your results based upon your learnings from running the campaigns. Or you could go for the easiest choice and let the experts run it for it hiring our social media advertising services, and knowing that with the best Facebook advertising agency in Australia you are in good hands!
Facebook Ads can deliver instant results with the right driver in the seat. If you have a website you should definitely be investing in Facebook advertising. Without having your ads expertly written and optimised to appear on Facebook you are almost certainly giving away business to your competitors.
Our services for Facebook advertising include:
- Campaign planning
- Campaign setup on Facebook
- Ad creative review and testing
- Daily campaign management
- Daily campaign optimisation to boost performance and maximise targets
- Online reporting
- ROI that knocks your socks off!
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Facebook Advertising FAQs
Bottom line is: if you’re not actively using Facebook Ads, you’re missing out on a huge opportunity to scale your business and grow your brand awareness online.
Like any type of advertising, Facebook Ads have also their role in a solid and well balanced digital marketing strategy and can help to reach your business goals. But a mistake that we often see is when businesses try to compare their performance to one of other channels, like Google Ads for example.
But this is where a good Social Media Marketing agency will be able to guide you through, and explain the role that each channel plays in your digital marketing strategy.
If you run a small business, Facebook Ads is one of the most-effective and affordable forms of online advertising.
The cost of Facebook advertising really depends on your own budget and personal preferences. Luckily, you don’t need to spend millions to have your ad served to the most likely prospects, in fact, you can advertise on Facebook for just $5 a day.
Facebook gives you the option to set up a daily or lifetime budget. A daily budget sets the average amount you’ll spend every day. Once you’ve reached your limit, Facebook will stop running your ads until the next day. Your budget is reset at midnight, specified by the time zone you choose, every day.
The Facebook Ads platform gives you the option to set a daily or lifetime budget. With the daily budget, Facebook will set the average amount spent per day and stop serving your ads once you have hit the daily limit. The budget is then reset at midnight (specified by the time zone), and your ads will continue running again.
For a lifetime budget, you can set the amount you would like to spend over the course of the duration of your campaign. Facebook will then average the amount you spend daily over the lifetime of your campaign, based on the indicated amount.
Let’s address the elephant in the room, and talk about how success is measured, and some of the challenges that it might imply.
Many businesses (of all sizes) rely on Google Analytics as their main source of truth for reporting, but the limitation here being the platform is only built to track website hits (therefore clicks) and not ad impressions. So any medium that has a strong focus on driving awareness and making an impact through impressions, will find it difficult to accurately measure.
The reality is that channels like Facebook will deliver a considerable amount of impressions, and a relatively low number of clicks to your website when the all experience is consumed on the Facebook platform, i.e. with lead generation ads. But on a platform where clicks, rather than impressions, are rewarded with conversions, proving the effectiveness of your Facebook advertising can be a challenging task.
Likewise if you were to use Facebook’s own reporting, you can face a number of roadblocks in determining the real value of the channel and its contribution to conversions. This is because Facebook reporting will favour exposure and impressions, and is likely to overstate the number of leads, sales and revenue generated by the campaigns.
While the quality of a click can be measured looking at engagement metrics in Google Analytics, such as bounce rate, time spent on the website and content viewership, with ad impressions it is very difficult to discern between those that influenced a user’s action, and those have just been a background experience.
So one thing is for sure, Facebook advertising is not simply a ‘set and forget’ campaign, but an ongoing commitment to improve your results and performance based upon your learnings and data.
If you’re in need of a helping hand, our team of social media marketing experts know all the ins and outs of campaign optimisation and performance tracking in Facebook advertising. Witness the magic with our specialised social media advertising services.
One thing that we must clarify is that Facebook Ads often run in conjunction with Google Ads, and as such their performance is compared. Although they bear a number of similarities, they’re still two very different forms of advertising.
Facebook ads are a form of push marketing, whereas Google Ads are typically a form of pull marketing. The latter are driven by the demand of users actively searching for information, products or services, meaning that the user intent is extremely high. In push marketing, they’re more of a disruptive experience, appearing where the relevant user is most active.
Not to say that Facebook and Instagram campaigns are not capable of delivering leads, sales and revenue, but as mentioned above we really must remember the difference between push and pull advertising, and as such it wouldn’t be fair (or realistic) to expect that showing ads (no matter how targeted) to users scrolling through their feed and therefore disrupting a very personal experience, is the same as the intent that motivates a user that is actively searching in Google.