Facebook Ads

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 also have 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 facebook advertising 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 facebook advertising service knows 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.

A good Facebook agency possesses a combination of technical skills, strategic thinking, and creative abilities to effectively manage and optimise Facebook advertising campaigns.

They should have a strong understanding of Facebook’s advertising platform, including ad formats, targeting options, and bidding strategies. They should also be able to analyse data, identify trends, and make informed decisions to optimise campaigns for maximum impact. Additionally, they should be able to create compelling ad copy and visuals that capture attention and drive engagement. Finally, they should be adaptable and can quickly adjust their strategies to accommodate changes in algorithms, ad formats, and audience behaviour.

Here are a few tips for optimising your Facebook Ads for SEO:

• Use relevant keywords: Use relevant keywords in your ad copy and targeting options. This will help your ads reach people who are searching for those keywords.
• Link to your website: Include a link to your website in your ad copy. This will give people an easy way to find your website.
• Create engaging ad copy: Write compelling ad copy that will capture people’s attention and encourage them to click on your ad.
• Use high-quality images: Use high-quality images that are relevant to your ad. This will make your ads more visually appealing and engaging.
• A/B test your ads: A/B test different versions of your ads to see which ones perform better. This will help you improve your ad copy, visuals, and targeting options.
• Track your results: Track your results to see how your Facebook Ads are performing. This will help you identify what’s working well and where you can improve.