This is the second part of a two part series on Facebook Advertising. See part one of Effectively Leveraging Facebook Advertising here. Here are some recent graphs from a client’s Facebook advertising campaign.
In our last post, we talked about what we measure, how each metric is affected, and what they all mean. But you can’t just go sign up for a Facebook ad and automatically get these results. How do we get such great results from our Facebook ads? Read on…
We wouldn’t be in business if everyone could come up with a creative way to convey a client’s message to target audiences. Our creative team has been doing this for over 20 years, and Facebook ads are simply a new way to convey that message. When our creative team spends time working on our Facebook ads, they consistently achieve significantly higher results. We’ve tested!
We don’t ever just blast out an ad to “everyone.” In this business, there is no “everyone.” There is always a specific target audience, usually many, that will be more interested than others in a clients message. If we are paying to send clients’ message to the wrong people, it’s a total waste of money. What we like about Facebook Advertising is that we can target users several different ways. We can target people based on their: location, likes/dislikes, relationship status, age, school, workplace, and more. With all of those options, we can usually pare down the audience to exactly the type of people that we want to target. That way, each time money gets spent to show the ad, it isn’t wasted on people that don’t care.
Tweaking and Maintenance
No, Tweaking and Maintenance aren’t our nicknames for the office interns. Rather, the terms describe the art of a successful Facebook Ad; the continual maintenance and tweaking of things like the ad copy (words in the ad), graphics, title, demographic targeting, keyword targeting, and bidding. We don’t have time to explain all the terms here, but the idea is to hit your different audiences sequentially, instead of all at the same time, so that you aren’t spending tens of thousands of dollars in a month. Instead, you target one audience after another. We monitor the real-time statistics to help determine when an ad has saturated a certain audience. When our results decrease to the point where our clients’ money is less effective and less efficient, we tweak (or completely redesign) the ad to target new audiences, or target the same audience a different way. This might be through different keywords, different creative strategy, or any one of the myriad adjustments that we can make.
Research and Planning
We didn’t just come up with a cute ad for our client out of nowhere. We started working with this client months and months ago, as every good campaign starts, with a marketing plan and a creative strategy. That way, every time we want to create a new campaign or a new ad, we have all the information we need at our fingertips, and we are better equipped to clearly articulate our clients’ value proposition to their different audiences. Without the appropriate research and planning, we wouldn’t know who target audiences are, where they interact online, or what the client’s message should be.
So there you have it – more than you ever wanted to know about Facebook Advertising. Any questions?