Paying to promote your content on Facebook is as easy as hitting ‘Boost’, but knowing if you’re putting your money to the best use is harder to tell.
It’s no secret that social media algorithms have evolved over the years to show less and less content from brands, and with 1.6 billion users (yes, billion with a ‘B’) logging in to Facebook every day, there’s a high chance that your content is getting missed by your customers.
One way to get in front of potential customers is to put money behind your posts on Facebook, but how can you ensure that your ads will be seen by people who might be interested in spending their cash on your brand, and not just anyone and everyone on the platform?
Well, that’s where targeting comes in.
Avoid the ‘Boost’ button
When you ‘Boost’ a post on Facebook, you’re throwing money at Facebook for the algorithm to do with what it wants. You’re giving up all control you have over the specific people who get to see your ad. When a user joins Facebook, they share information about who they are and what they’re interested in, and as a business, you can take advantage of this information to pick out potential customers to target your marketing to.
By building ads in Facebook’s ‘Ad Manager’, you have a lot more control over targeting and can pinpoint potential customers based on their age, location, interests, gender and even the device they’re using to browse on. You know your customers better than Facebook does, so don’t leave the targeting to chance.
Install the Facebook Pixel
The Facebook Pixel is a handy string of code that sits on your website and allows Facebook to track the users that visit. Having the Pixel enabled lets you re-market to customers who’ve already shown an interest in what you offer.
Have you ever looked at a product online only to have adverts for it follow you around social media for the next week? You have the Pixel to thank for that!
Why frequency matters
In the same thought process as above, how many times have you clicked onto a site only to have their adverts follow you all over social media every single time you open the app? Instead of tempting you in, these repetitive ads can lead you to become annoyed with the company and might even influence you to ‘hide’ their ads altogether. This is where ‘Ad Frequency’ comes in. Facebook Ads Manager allows you to track everything, including how many times your ad has been seen, on average, by each person.
As a rule of thumb, if your ad is being seen more than 3 times by people, it’s likely to negatively impact your ‘Cost Per Click’, making your ads more expensive to run. If your ‘Frequency’ metric starts to creep up past that 2.7 mark, it might be time to re-think the audience you’re targeting for this particular ad set.
Get the visuals right
You could have the best targeting in the world, but if the photos you’re promoting are low-quality, your audience won’t take any notice. Users can be bombarded with information when they’re scrolling through their feed, so to make the most of your ads, you need to come up with creative imagery that converts. Usually ‘scroll-stoppers’ are bright, high-contrast images or videos that auto-play and capture the attention of your audience.
Sound like a lot to take in?
Don’t worry! Our social experts are here to help, with hands-on experience of managing paid social campaigns across a wide variety of industries. We’re able to take the time to fully understand your brand and work with you to build your ideal campaign that matches your marketing goals, whether it’s to generate leads, drive website traffic, increase engagement or boost conversions.