With organic reach at an all-time low, for most brands Facebook is no longer the guaranteed communications channel it once was without the addition of a little advertising budget. Facebook advertising continues to be a powerhouse for marketers who want to engage customers in new and creative ways.
If you have a vision, chances are, Facebook ads has the right set of opportunities for you.
Most households are using, sharing, interacting and even shopping with content and brands on Facebook each day. With over 15,000,000 monthly active Australian users Facebook in January 2018, approximately 60% of the total Australian population is an active Facebook user.
Facebook Demographics in Australia
Age Bracket Number of Users*
13 – 17 940,000
18 – 25 3,500,000
25 – 39 6,100,000
40 – 55 4,100,000
55 – 64 1,600,000
What Goals Can We Achieve Using Facebook Ads?
Facebook is a multi-platform offering with multiple opportunities available for advertising, as well audience networks for native ads. Ads can be placed on both Instagram and the Messenger app and reach can be extended using audience networks for native ads.
Here’s a quick overview of the different offerings:
❒ Facebook: Advertising inventory available for mobile and desktop news feeds and right column
❒ Instagram: Sponsored posts and Instagram stories advertising
❒ Audience network: Adverts are shown in third-party mobile apps and websites
❒ Messenger: Facebook messenger chats now handled in a separate app which also offers advertising inventory.
Facebook Success in 2018
If you want to be successful on Facebook in 2018, you’ll need more than just incredible content.
With organic reach continuing to decline for most Pages, Facebook marketing success is as much about distribution as it is content. So how do you get your Facebook content in front of more eyeballs whilst staying targeted?
Here are five Facebook advertising tips to help you get the most bang for your buck in 2018…
1. Think About Who You’re Targeting
With Facebook advertising, it’s all about reaching the right people.
Sure, big numbers look awesome on your reports, but at the end of the day you need to measure the metrics that matter most to your business. Aim to reach people who are open to discovering your content, curious about your business and receptive to your message. And that’s probably fewer people than you think.
When it comes to targeting and reaching your audience with a super-relevant message, you need to understand:
- What platforms do your audiences use?
- How do they communicate and what type of language do they use?
- What types of content they engage with most often?
One of the best places to look to learn more about your audience is Facebook’s Audience Insights.
Audience Insights gives you the opportunity to learn more about a specific audience. For example, by checking out Buffer’s insights I was able to learn:
To check the Audience Insights for your own Page head to: https://www.facebook.com/ads/audience-insights/ and choose the “People connected to your Page” option.
2. Use Video Ads to Tell a Great Story
Mobile audiences eat up video more hungrily than ever. Altogether, Facebook users watch over 100 million hours of video a day.
As a result of their demand and improvements in video players, we have seen an explosion in both paid and organic video content.
On average, videos on Facebook get 135% more organic reach than photos.
Your business can potentially improve both its organic reach and engagement on paid posts by creating more promotional assets as videos. Making the switch does not have to be expensive or painful either.
With just a few Facebook video ads, you can improve engagement and prospecting. You also help people remember your messaging since people remember video almost seven-times better than they do text.
3. Monitor Performance and Adjust in Real-time
Going back 10 to 15 years ago, if you ran an advert on TV, radio or even online, there was really no way of knowing how it was being received in real time. Now, social media enables you to monitor your ad performance during the running of your campaign.
Monitoring your Facebook Ads campaigns in real-time enables you to know whether or not your ads are resonating with people and allows you to make adjustments as you go along. For example:
If your clicks are slightly lower than expected, it could be worth optimising your call-to-action. If your engagement isn’t where you want it to be, you could create a new ad set with updated creative. If your reach is too low, try updating your audience targeting parameters. Ideally, you want to create several ad sets and ads before you start your campaign and then eliminate under-performing ads as your campaign progresses.
4. Track the right metrics for your business
Before you start thinking about launching any Facebook Ads campaign, think clearly about how you will measure the performance of your ads. For example, is brand awareness your primary focus or driving leads?
In Buffer’s State of Social 2018 report, they found that most marketers (42 percent) measure the success of their ads by how much engagement they receive, with leads (17 percent) and sales (15 percent) being the second and third most common measures of ROI.
5. Think long-term
The key to any kind of advertising or marketing, including Facebook, is to have a long-term strategy behind your actions.
Let’s say you create an ad set targeting brand awareness. Fantastic! But what’s the long-term plan here? How will you turn this awareness into something more tangible for your business?
For example, if you’re running a health and fitness business that sells online exercise programs, you might run a video ad showcasing a simple home workout. This ad would be aimed at engagement and getting as many people to view, like and share your video as possible.
But instead of being the first and final piece of the jigsaw, this could act as a starting point to get new prospects into your funnel.
Using the Facebook pixel, you could then create a custom audience for people that have watched more than 10 percent of the video. Then, you could run an ad towards those people for a class schedule that’s hosted on your website or a trial of your exercise program. So even engagement campaigns can fit into your long-term strategy.
Here’s a simplified look at how that campaign might look:
- Ad Set 1: A video ad showing a simple home workout for people in our audience who are interested in fitness
- Ad Set 2: A carousel ad looking to drive clicks to our website and increase brand awareness amongst people who watched 10 percent of the video in Ad Set 1
- Ad Set 3: A conversion focused ad aiming to get people who clicked the link in the previous ad to become customers of our fitness company
It is important to consider your customer lifetime value (LTV) before launching into Facebook ads. LTV is the amount of revenue you generate from your average customer over their lifespan with your business.
A general rule is that you should aim to acquire customers for no more than one-third of your LTV.
Understanding how to leverage Facebook Ads is now a staple part of every social media strategy. And if you want to get your posts seen on Facebook, you’ll have to pay for reach with Facebook Ads.
Download Your FREE Facebook Advertising Guide
In this Guide we share everything you need to know about Facebook Ads to get your campaigns up and running quickly and with maximum return on ad spend:
Step 1: An introduction to advertising on Facebook
Step 2: What goals can we achieve using Facebook advertising?
Step 3: Targeting using Facebook
Step 4: Placement: Where and when will my ads appear?
Step 5: Ad types and what they offer
Step 6: Bid types: What are the options on bidding?
Step 7: Tools – How are ads created? Understanding the Ad Manager, Power Editor, and Business Manager
Step 8: Creative Best Practice
Step 9: Tracking and Reporting: How do I know if my ads have been effective