Historically, people have considered Facebook Ads and Google AdWords to be mutually exclusive, competitors, and think that a choice has to be made between the two. It doesn’t have to be one or the other. Each has its strengths and challenges so it truly depends on what your brand needs when it comes down to a decision of using one or the other, or both platforms.
AdWords is all about paid search and helps brands find new customers based on keywords. Advertisers bid on keywords in order to have their ads displayed in search results for those specific words or phrases. The advertiser is then charged each time a user clicks on an ad, thus, the “pay per click” name of this type of advertising. The bidding process is a bit complex and can be a confusing and frustrating experience for novice users.
Facebook Ads fall into the category of paid social which is, simply, advertising on social networks. Facebook Ads helps brands find users based on their interests, online behaviors, and a myriad of other demographics. Facebook controls 62% of online ad growth and has changed its algorithm making it more essential than before to spend a bit of money advertising on this platform instead of relying only on organic posts.
One of the main advantages of Facebook Ads is that it provides the unparalleled ability to target segmented audiences. Additionally, Facebook Ads has received some major renovations recently making it easier to use and providing more bells and whistles. When you create a Facebook Ad campaign, you are using for your advantage Facebook’s extensive database by tapping into this immense audience on a targeted level. And with 93% of marketers regularly taking advantage of Facebook advertising, you can be pretty sure that your competitors are using this platform. Overall, for non-experts, it may be a better choice over other online advertising options.
AUDIENCE
Facebook Ads offers you an excellent option for brand growth compared to organic reach by giving you the ability to designate a new audience based on any number of criteria. Your buyer personas can help you narrow in on the traits important for potential customers and relevant to your products and services. You can also market to multiple audiences at the same time. There are three general types of Facebook audiences.
Saved audience: defined by choosing interests, general demographics, geolocation, etc.
This option allows you to target an audience based on a combination of interests and demographics versus by keywords being searched (like Google and Bing). You simply describe your ideal customer by interests, age, gender, employment status, income, location, etc. Audience insight tools allow you to focus in on data points such as household size, education level, spending methods, and more. Insights such as page likes, platform usage, purchase activity and so on can help you define your targeted audience even further.
Custom audience: retargeting audiences compiled from past site visitors and consumers who have engaged with your content but not converted.
This option helps you retarget email lists of previous or current customers. Facebook looks for any customers on the list who have a Facebook account linked to that email address and then includes them in the target audience.
Lookalike audience: consumers similar to your existing customer database and, therefore, likely to convert.
Facebook helps advertisers create these audiences based on uploaded information from a brand’s current customers. The lookalike consumers have the same interests and online behaviors as those existing customers.
FORMAT/CONTENT
Facebook Ads are visually focused using a blend of images and videos to create compelling and persuasive ads. There are multiple ad formats available to include standard ads, promoted posts, video ads, and event ads. You can also promote your products and services by creating ads as targeted storefronts. Links embedded within these ads enable you to direct traffic to specific pages on your website and reduce the number of steps it takes to go from browsing a Facebook feed to buying your products and services.
Regardless of the format you use, it is important to show your brand’s personality and provide viewers glimpses from inside your organization. Post useful content and use a consistent voice that maintains your brand integrity. Interact with and show appreciation for your followers. Plan content out ahead of time to ensure a higher quality level and flow of information. Schedule ahead of time to reduce the stress of deadlines.
Videos offer more attention-grabbing content than static posts. In fact, one study found that videos received a 135% increase in organic reach compared to photos. Facebook Live Video helps you compete with Snapchat, YouTube Live, and Periscope. Facebook recorded video is also an effective means of engaging a robust audience. However, you shouldn’t use video just for the sake of using video. Have clear objectives and a strategy behind your video efforts. Pack your videos with relevant, rich content that taps into viewers’ emotions, increases brand awareness and results in higher engagement. To stay competitive, brands cannot afford to ignore consumers’ love of video. A Cisco study predicted that by 2019, 80% of all global Internet traffic will be comprised of video consumption.
OPTIONS FOR PRICING
Facebook Ads can be a cost-effective means of advertising with a lower average cost per click than other online advertising platforms. To keep Facebook Ad campaigns cost-effective, utilize available pricing options to stay within your weekly or monthly budget. You can set a spending amount per day, specify a lifetime budget allotment or choose from other predetermined options like a maximum click per day. Facebook also offers brands the following choices:
Pay per engagement: identifies people (within the targeted audience you specify) who are more likely to interact with your ad through a comment, like or share.
Pay per click: identifies people more likely to leave the Facebook platform to interact with content on other sites.
Pay per conversion: identifies people most likely to convert (utilizes lookalike audience option).
The metric options available through Facebook Ads make it easy to track your campaigns. Facebook offers conversion tracking for ads via code placed on your confirmation or “thank you” page. You can track the click-through rates, impressions, cost to acquire, and other metrics to understand which ads are having the most success and which might need to take a different approach. It is important to analyze metrics and learn from what works and what doesn’t work. See what is popular in your niche to learn from the successes and mistakes of others, too.
As you create, track and tweak your Facebook Ads campaigns, it is still important to post organic content to show your brand’s personality and to provide to your followers valuable and educational information. Keep your content fresh – update ads weekly and post organically three to five times per week.
Remember that building brand awareness is the first priority. Advertising actual products or services comes second. Aim to build relationships and engage your audience in conversation. Shared experiences build trust and social validation – highlight real people interacting with your brand to help consumers see your organization on a more personal level. Take full advantage of your Facebook Ad campaigns to boost the return on your investment and to increase your growth.
To maximize the impact of your Facebook Ad campaigns or any of your digital marketing needs, contact Strategy Driven Marketing for a free, 30-minute consultation.