Facebook Ads can appear to be some mystical beast that’s reserved only for the bigger companies with tonnes of money set aside for advertising but that isn’t the case at all. Facebook Ads can be a massively beneficial tool for a majority of businesses looking to grow their sales pipeline and increase their profitability.
In this article, we’ll be sharing what we’ve learned over the past few years and tell you why Facebook Ads might be the thing that your business is lacking from its marketing toolbox.
Why are Facebook Ads so important?
In simple terms, Facebook Ads can be a money-making conveyor belt if done correctly. Because of how powerful and intelligent the Facebook learning machine is, the Facebook Ads tool is arguably the most important thing that you can have in your marketing toolbox. The importance of Facebook Ads can be explained by the fact that the average user spends approximately 20% of their Facebook screen time looking at a Facebook Ad.
Generally speaking, Facebook Ads will work for an overwhelming majority of businesses, regardless of whether they are B2B or B2C. That is dependent on one thing though, and that is that the Facebook Ads need to be set up correctly and optimised so that your business is able to achieve the best possible ROI.
Many businesses claim that they don’t choose to run Facebook Ads because they don’t think that their target market will see the posts but that isn’t usually the case. A recent survey of English-speaking Facebook users shared by Entrepreneurs Circle found that 81% of 18–29-year-olds, 78% of 30-49-year-olds, and 65% of 50-64-year-olds use Facebook.
In a B2B setting Facebook Ads can also be hugely successful, despite there being a common belief that this isn’t the case. The data shows that running Facebook Ads for B2B businesses can result in an ROI of at least 3x. That is because, as many people forget, the key decision-makers within most businesses are consumers themselves and still use Facebook in their free time.
How can you run Facebook Ads successfully?
It can seem daunting for small businesses to get involved in Facebook Ads as the initial costs can be steep and they may not always have an immediate ROI, but it should be viewed as an investment and as something that will take time to generate leads, just as is with the case when you add a new member to the sales team, for example.
A common mistake that businesses make when choosing to invest in amplifying their Facebook presence is to boost their organic social content using the ‘Boost Post’ button. This is a hugely inefficient choice as it often amplifies your post to people who may have seen it already and won’t be anywhere near as targeted as a Facebook Ad.
Having a negative experience with Facebook Boost can put businesses off spending money on Facebook but that doesn’t need to be the case. When done properly, a Facebook Ad should be able to consistently deliver a superb ROI. The key thing here though is knowing how this can be done and what should be considered when building a Facebook Ad.
Know what you want to get out of your Facebook Ads
Facebook will present you with a number of campaign objectives to choose from when it comes to creating a Facebook Ad and they are Awareness, Consideration, and Conversation, with there being a number of options available for each. What you want to get out of the Facebook Ad will inform which campaign you go with and will decide how you spend your money.
For smaller businesses looking to establish their brand and create an audience that will generally be more receptive to organic content, an Awareness campaign will likely be the place to start. For larger businesses that already have an established brand in place but need to generate a pipeline of leads this step can sometimes be side-stepped.
For these larger businesses, choosing the Lead generation option under the Consideration campaign objective will typically be a beneficial route to go down as this will help develop the sales pipeline and increase the flow of coming leads from Facebook. Choosing to go with the Conversion option under the Conversion campaign objective can also be done but this is a degree riskier due to the lack of pre-existing data that will inform the Facebook Ad.
Know how you can get the most out of your Facebook Ads
Facebook Ads aren’t difficult to set up and run but it can be a lot harder to do successfully and can also take a lot of time to optimise and run. A key part is choosing your audience and getting the targeting right. Even the most well-crafted Facebook Ad can result in a terrible ROI if the targeting is off as it won’t be reaching the correct audience.
When a user is scrolling through a Meta application the algorithm is constantly making note of what the user is doing and what kind of content they are most interested in. This means that you can set your Facebook Ad to be optimised to target users that fall into three categories. You can optimise your Facebook Ad to target users based on Demographics, Interests, and Behaviour.
By targeting users using all three categories you can ensure that your Facebook Ad is reaching people who care about the product or service you’re advertising. For example, if you’re selling a video game you could choose to target men aged 18-24 who exhibit an interest in video games and have demonstrated a pattern previously of clicking on a Facebook Ads and purchasing an item. This combines all three targeting options.
The targeting options are so advanced and in-depth that, if you choose to, you could target users based on when in the year their birthday is and even whether they are a parent of a child with a specific age. It’s almost scary just how precisely you can target Facebook users based on the information that they willingly share online. That has the potential for businesses to target specific users that are most likely to engage with the Facebook Ad.
A more advanced marketing feature that Facebook now offers is that businesses are able to upload a list of customer email addresses, typically in excess of 1,000. This will allow Facebook to search for any connected accounts and generate a recommended Facebook Ad that is tailored to target the most common Demographic, Interest, and Behavioural patterns exhibited by these users. This is called a ‘Lookalike Audience’.
Know how to format the perfect Facebook Ad
It might sound simple but knowing what your Facebook Ad should look like once posted will be key to creating a Facebook Ad that will encourage users to engage with it.
All Facebook Ads will contain:
Finetune the text
This is the core body of text that users will read and this will usually contain a key message and a value proposition – this will demonstrate why clicking on the Facebook Ad will benefit them and what their next action should be. Writing this will differ from traditional copywriting as advertising copy typically needs to be a lot snappier and more concise.
Choose the perfect image
It could be argued that the image is the most important part of the visual Facebook Ad because it is what the user is most likely to look at. Getting this right is key and can be done by selecting an image that isn’t generic and doesn’t necessarily look like a typical Facebook Ad. Instead, choose an image that looks much more organic and natural.
Craft a snappy headline
This is the last thing that the user will see before clicking on the call to action. This should be crafted to grab the attention of the user and be written to appeal directly to the audience that the Facebook Ad has been optimised to target. It can demonstrate value but should primarily be done to attract the attention of the target audience.
What resources are there?
The greatest resource that you have in your arsenal is your own Facebook Ad history. After running a number of Facebook Ads previously you will be able to analyse what worked well and what didn’t in order to better optimise your Facebook Ads moving forward. They shouldn’t be treated as something which can be disregarded once completed and instead, you absolutely should use your Facebook Ads as a massive learning opportunity.
When running Facebook Ads there will of course be ones that do work and some that don't work, and this is why testing needs to be included in your strategy. This testing might not give you the results that you expect, with Facebook Ads sometimes throwing up results that may not always make sense.
At Royal Flush Marketing we have a plethora of experience working with clients both small and large, including running their Facebook Ad campaigns for them and getting back great results. A recent example would be when we were able to create a conversation campaign for Subbie Tax, which resulted in a cost per lead of £0.94. We have the team and skills in place that can get your business to that elusive next level. Let us take the gamble out of your marketing.