Facebook advertising is strongly recommended with over 1 billion people using the platform. Don’t be intimidated by that number though; the beauty about Facebook advertising is that you are able to concisely target the right audience for your business to get the most amount of traffic for the lowest price possible.
Get a great click through rate (CTR)
At its core, Facebook advertising will cost you less when more people click on your ad. A good aim is at least a 10% CTR. But this doesn’t just happen on its own. You can’t just place an ad and hope for the best. So here are the things to keep in mind when developing you advertisement.
Make sure you target the right audience
The best way to make sure you generate the most amount of traffic through your ads at a low cost, is by choosing the correct audience that will view them. Through Facebook advertising, you can narrow down your audience based on factors such as location, gender, age and even interests.
Be sure you know your customers. If you are a local maternity retail store based in only one city, then there really is no point targeting the entire country of Australia males and females aged 13-60, as it will reach individuals who may never even step foot in your city, who will never need maternity wear or who are not yet at that point in their lives.
The real power of Facebook advertising targeting however, lies in choosing the interests and categories of your audience. This will help you really drill down to the people you want to reach – those women, for example, who are currently interacting with baby-related Facebook pages, may very well be looking out for a maternity store as well.
Make your ad stands out
Putting together a creative ad that stands out from the other advertising on Facebook is important. Make it loud, make it colourful and make it compelling. Follow the 80/20 rule – 80% percent image and 20% text, to make sure that your audience isn’t bombarded with too many words. If you’re ad is intriguing, they will be more likely to click through and get the extra information they need!
Tweak and test
Over time, the same people will keep seeing your ad on Facebook. This means that they will eventually either become blind to it, or can end up hating it. Why does this matter? Well, eventually you’re click through rate will suffer. You may realise a 10% CTR in the first week of your ad running – that’s great! But over time this will more than likely drop; unless you refresh your ad’s image. Change the text slightly, put a new image up, make it new again for the people who may have already seen it.
Along with this, test your ads. Have a number of different versions and see which ones perform best. That will give you an indication of what is working with your target audience and what is not.
Facebook advertising essentially works as an auction system. You place bids for advertising space, and the best bid wins. So, make sure you bid high to begin with. This puts you in good stead to have your ad placed in a better position, which means a better chance of being clicked. Facebook will give you a suggested bidding range, so use that as a guide, but if you are willing to go those few cents extra per click, you may end up with a much lower CPC anyway.
Facebook advertising does not have to be incredibly expensive. In fact it can often be a much more affordable option. But follow these tips and you should see some good results. Just remember to persevere and continue to test to see what works best with your audience!
Contact us today if you’d like some help with your Facebook advertising. You can also download our free social media checklist which may highlight other areas you can invest some time in to build your business.