Despite the rumblings from bloggers that Facebook has peaked and other social media are overtaking its presence, Facebook remains the social entity that keeps on growing. It has evolved from its initial form into an interactive platform for personal and professional usage. As we’ve seen in 2016, Facebook has no plans of slowing down and only seeks to expand its reach to appeal to individuals and companies around the world. During the Facebook F8 Summit held in April, the company announced countless enhancements to the platform in order to maintain and reclaim precious advertising market share.
If you’re going to pay for advertising on any one social media platform, Facebook is probably your best bet. Facebook has access to exponentially more data than the other major networks and, as a result, is able to deliver much better customization and targeting for advertising partners. However, with so many different tools comes an increased risk of failure.
Are You Making These 5 Mistakes?
When you first start using Facebook advertising, it’s not uncommon to become overwhelmed with the sheer volume of features and settings available to you. There are campaigns, ad sets, individual ads, audiences, objectives, budgets, tracking tools, and much more. Juggling all of these different components – and leveraging the right ones – can seem nearly impossible at times. And while you can’t expect to be perfect, you should try to avoid the following debilitating mistakes.
Facebook advertising is renowned for its flexibility, customization features, and large reach. It’s a component of nearly every successful digital marketing strategy and continues to offer strong conversions. However, if you truly want to maximize the value of Facebook advertising for your brand, you must get better at image selection and implementation. Here are some tips to help point you in a positive direction:
1. People Want to See People
Content marketing is becoming increasingly visual. Videos and infographics have replaced static blog posts in the hierarchy of content and it’s clear that Facebook advertisers need to focus on the visual nature of their digital marketing campaigns as much as the calls-to-action. With that in mind, there’s no need to go crazy and develop eye-popping visuals. In fact, simple may be better.
We have previously broken down the steps for creating successful Facebook Ads, but we found this infographic provided by Premium IT Solutions extremely helpful in understanding the process even further.
It all starts with understanding your customer.
How well do you know your customer? Be sure to examine ALL of the Facebook demographics at your disposal before you determine who to target your ads to:
1. Target Location
Where is your ideal customer located? Do you only sell your services to certain locations?
If you recall from our latest post about setting up advertisements within Facebook, there is a campaign structure to adhere to when creating your ad.
While we focused on the cost structure in your ad sets in our recent piece, we realize we only scratched the surface on the intricacies of defining a profitable audience for your Facebook ads.
In any form of marketing, targeting is essential to a successful marketing campaign; because without targeting, you’re just blasting your message to everyone and anyone who happens to see your advertisement. And that method becomes expensive.
It’s no secret that digital advertising is the next big thing in marketing. But the extent to which this new(ish) frontier will expand over the next few years is really quite staggering. Cloud computing powerhouse Salesforce recently released a study about digital ad trends that highlights the trajectory of digital ads between 2013 and 2017, and they’ve gathered the findings into a very illuminating Slideshare presentation. You can devour the full presentation at the bottom of this post, but first you should snack on some of the highlights we’ve collected below:
We are delighted to finally announce the launch of a project our engineers have been hard at work on for quite some time: Facebook ads from Pagemodo! This new feature is an exciting complement to the management and design tools in the Pagemodo social marketing suite, bringing together paid and organic tools for marketers in the same dashboard.
Why did we build Facebook Ads for Pagemodo?
We know from studies like the Social Media Examiner Industry Report that social media marketers see Facebook as their most important social marketing platform. We also know that the number one reason small business owners are using Facebook is new customer acquisition. However, in order for a business to gain new customers on Facebook, those potential leads have to be able to discover their content. Therein lies the problem we set out to solve with Pagemodo Ads.
In an increasingly pay-to-play social media market, joining a competitive advertising environment such as Facebook’s can be quite daunting. This is especially true for small businesses or agencies that don’t have a large wallet to draw from.
We are here to reassure you that when joining the social media advertising world, you have as much control as you wish in your budget for ad campaigns. But, it is important to be educated about all of your options to make the best decisions for your business and your budget.
Have you seen this message when logging into your Facebook Business Page?
This is due to Facebook deleting fraudulent and inactive accounts in an effort to provide more value to their business users. And while we appreciate Facebook’s effort, it turns out business accounts lost an average of 4-5% of their fans in one day!
Let’s face it – increasing your organic reach is a tough thing to do these days, and having more fans means you are likely to reach a larger audience with your message. So how can you get back the fans you lost in this update?
Compelling advertising experiences will be centered around the user.
Relevance will be the Holy Grail; user experience will be king.
– Tom Phillips, Microsoft
These words were written in February 2013 when Microsoft decided to sell Atlas to Facebook for a rumored $100 million dollars. For those who have not heard of Atlas, “Atlas is a digital ad server and measurement platform for marketers and agencies, providing one place to manage, deliver, measure and optimize digital campaigns” (Atlas Advertiser Suite Facebook).