There is a lot of money floating around out there on Facebook, and they are making the advertising process seemingly easier than ever. Looks are not always what they seem though and money can be wasted on this platform, arguably more than any other, if you are not sure how to proceed. Though there are too many considerations to list in one article, use these few tips as a good place to start.
- Define Your Goals – Though they may shift from month to month, make sure that these goals are VERY clearly defined and make a strategy based around them. For instance, if you are starting a page and just want to get some general likes to give your page “authority” that is a very different approach than targeting a very specific niche. The more specific you are with your ADS the better results you will get, but that doesn’t necessarily mean 1,000 likes a day, it means truly connecting with your market.
- Measure – Whether it is for website conversions, page likes, app downloads, or some other end goal, make sure you are measuring the results, and making sure they line up with your previously defined goals. Again, if your goal is just to get page likes and you are running ads for “vampires living in SOCAL” it could be a little too specific for gaining large numbers of likes. You get the point.
- Pick the Right Approach – You can run a variety of different ADS which could be useful in different situations. Whether it is a “post boost” or a mobile ad, make sure it is the right one for what you are trying to accomplish. Research, Research, Research
- Judge a Book by its Cover – because unlike elementary school everyone will be viewing your AD for a split second and if it doesn’t look good they will not “like” you. Doesn’t have to be a Picaso or an AD campaign put together by a multi-billion dollar brand, just a solid image with pertinent information to the end user. The preview feature allows you to see exactly how it will look to your target audience.
- Don’t get Comfortable – You should have different approaches and different AD sets going to make sure that you are not limiting yourself. Of course if it’s not broken don’t fix it, but still try new things simultaneously even when the old method is still working. The old method will slow down eventually and you should have some tested methods on the backburner to launch.
Facebook has well over a billion users and the marketing power of this platform is undeniable, but make sure that your SMB is not wasting money here. Look at the right numbers and focus on what is important for your business, connecting with your market. If you have 1 million likes and 0 business from this marketing effort the ROI is still 0. I say it again, focus on what is important!