Facebook Ads: Why and How to Use Them
Surely by now, you’re familiar with the advertisements that pop up on your Facebook Newsfeed. They can appear on the right hand side or within the actual feed while you’re scrolling. Some of these ads can seem targeted specifically, sometimes too specifically, for you. If you’ve experienced this before, you have experienced the magic of Facebook ads.
More and more businesses are moving away from traditional advertising channels to advertising on Facebook. But why? Because it works! Facebook ads are able to target audiences that no other medium can – not even Google!
Yes, it’s true, not even the almighty Google has the targeting power that Facebook has.
The truth of the matter is that with Google, you can only advertise to the people who search for keywords related to your product. That’s a pretty limited audience and there are a limited number of keywords that you can use for any product. Then, when you take into account that your competitors will also bid on these limited keywords, Google Adwords can get pretty pricey.
Do you really want to be pouring money into a bidding war on an already limited audience? Maybe not.
Here’s where Facebook is different than Google: It doesn’t matter what your users are searching, all that matters is who your customers are. Rather than targeting web users with keywords, you’re targeting real people with jobs, interests, and personalities.
The Custom Audiences feature on Facebook allows you to target or retarget a very specific niche of users. This laser-focused type of advertising has proven so successful that even B2B companies are finding Facebook ads useful.
It’s fairly simple to create your own Facebook ad. You can go to Settings in your Facebook account and then ‘Facebook Ads Manager.’ First, it will ask you what your objective is. Do you want to promote your Page? Send people to your website? Increase conversions on your website? Raise attendance at your event? Reach people near your business? There are 12 different objectives you can choose from.
Once you’ve selected an objective, it will prompt you to name your ad campaign and fill in some basic information. Then you can start defining your audience. After selecting the basic demographics of your audience — locations, age range, gender, and
languages spoken — you’ll move onto the detailed targeting where you can select specific demographics, interests, or behaviors or your audience. This is where you can get creative! You might be surprised how specific you can get, and just how much of an audience each of these specifications has.
For example, if you wanted to target an audience that buys eco-friendly and environmentally-conscious products, you could do so by entering the drop down menu and selecting Behaviors > Purchase behavior > Buyer Profile > Green Living. This specification on its own yields a Facebook target audience of over 33 million people. Not, bad huh? You can also add Connections, or people who have a specific kind of connection to your Page, app, or event.
Once you have specified your audience, a little meter on the right hand side will tell you whether your audience is broad or narrow, and about how many potential users your ad will reach. All that’s left to do is to select ad placement (it’s recommended to set this on “automatic”) and set your budget and schedule. You can set a daily or lifetime budget, and you can make your ad run continuously or have a start or end date.
Once you’ve done all that, you create the Facebook ad, place the order, and you’re good to go! Facebook makes tracking your ad’s success easy, allowing you to customize the notifications you receive. So give it a try and watch your conversions grow! If this seems daunting or you simply don’t have the time, contact us and we can help connect your business to the rest of the world using Facebook Ads.