Should I do paid advertising on Facebook?

Did you think Facebook was big? Well, think again…Facebook is humungous! Not only is it the biggest social network out there, but it’s also one of the largest and results-oriented online advertising platforms that exist in the entire world.

How to run a successful Facebook paid ads

This fact actually blew my mind considering its beginnings as a uni intranet system and it shows how far we’ve come.
What shouldn’t come as a surprise however is that Facebook, with a user base of approximately 2 billion, has the potential to help you nail down the majority of your target audience. I.e. People who are actually interested in doing business with you.

All this sounds great, right? But in order to get the kind of positive results you want, you need to know what goes into running successful Facebook paid ads. Because if you get that right then it gets a whole lot easier to get a high return on your initial investment.
Don’t be discouraged by the process if you’ve never worked with Facebook paid ads before it can feel really frustrating. This is your money you are investing and it is real so the last thing you want is to waste your budget, here are some ideas to avoid just that.

Choose your market goal objective i.e.

  • More sales for your latest product?
  • Are there any quality leads that you can nurture?
  • Can you improve brand awareness?
  • Can a company blog increase your traffic?

No matter what your ultimate objective is, the Facebook paid ads you create and the campaigns you run must be aligned with it — right from the start. This helps you achieve two things:

  1. You will be able to design more relevant and click-worthy ads that your audience can connect with.
  2. You will be able to choose the best and the most relevant campaign objective (e.g. Local Awareness, Conversions, etc.)

Remember, choosing the right objective is integral for your campaign, not only because it’ll stop you from losing your advertising dollars but also because it’ll set you up for better Facebook paid ads campaigns in the future.

Target properly…Don’t waste your money!

SIZE ISN’T EVERYTHING… I guess you’ve heard that before? This is also true of Facebook’s user base! And especially so when it comes to choosing your audience.

Please avoid targeting anybody and everybody with your ads… Quality over quantity and so on and so forth! Doing so may let you generate a lot of engagement and a whole bunch of paid clicks. But what’s the actual point if the people seeing your ad if they aren’t actually interested in what you have to offer? Even if they engage and click, they won’t convert because they cannot benefit from your service or product.
So, don’t waste your money.

What size is your perfect size?

Some useful questions:
How large is the group of people that will be interested in your product or service?
Is it bigger or smaller than you thought?

In order to experience a strong return on investment, try to achieve a balance between the following:

  • Quality of your audience
  • Size of your audience
  • The price you’re paying to reach out

It’s all about the images

Facebook ads are all about the visuals. This means that if users stop scrolling and look at your ad, they will focused on how interesting the image is to them.
The challenge is to match the visuals or creatives used to fit the target audiences’ taste. If you snooze you lose (their attention) and their precious clicks.

How to add more context to your social media content

Social media, dynamic and in constant flux, has become an increasingly crucial part of digital communications strategy.

2019 has seen a 9% growth of social media users compared to last year, bringing the figures to 3.48 billion worldwide (source).

Social media in digital marketing

However, social media engagement is in decline even though these networks are displaying more business ads than ever before. Why? Because users are ignoring ads that “interrupt” their social media “journey”. So, while the impact that social media has may be decreasing the number of users is increasing. In that case, what is social media being used for now?

Customers, in fact, are still depending on social platforms to interact with businesses and gather “knowledge”. So, based on this information, how about reaching those customers in a way that is really effective?

With this in mind, it is time to reach customers across social landscapes in different ways: by making sure that the content distributed is contextual. In this landscape of ever-growing decline in levels of interest it’s time to reclaim consumer interest with relevance.

Vertis Media does just this by engaging with customers with high quality information of what represents their consumer journey.

Does advertising on social media work?

Advertising on social media appears to offer more control over what is said about a brand but is actually giving less power over content positioning.

Facebook is leading the way when it comes to paid social media at approximately 2.23 billion monthly active users (source: 2018 Social Media Marketing Industry Report : Social Media Examiner). Since Mark Zuckerberg announced Facebook’s shift from branded content prioritizing user’s posts, marketers are in agreement that their reach has dropped noticeably. People are now also willing to invest in other platforms, such as Instagram the second most used social media platform, to see what works in terms of engagement.

Advertising in social media

Paid social is continuing to grow on all platforms. As more marketers realize the importance of meeting customers where they are, they’ll turn to smaller platforms to reach those core audiences.

The shifting dynamics of social media marketing makes it especially challenging to understand which steps to take towards success, but the elevated number of users and levels of activity make it one that cannot be ignored.

It’s undeniable that paid advertising on platforms such as Facebook or Instagram can be effective as part of a wider media campaign. But if what you are aiming for is to actually get results in how a brand is perceived, what you need is a native campaign strategy. With banner blindness on the up the move to a type of advertising that is able to tell a larger story which features a brand contextually is the way forward. In fact, advertising on social media appears to offer more control over what is said about a brand but is actually giving less power over content positioning. When and where an advert appears is just as important as what appears.

If the only time your advert comes up is on social media then your targeted user’s mindset is probably not tuned in to what your goals are at those moments in time. The reason they are on social media is probably to check out what their friends are doing or look at cute dog pics. If, on the other hand, they are online already engaging in content that has links and shares relevance with your brand then it will be more effective because they will be of more interest at that moment in time- they will have the right mindset to embrace and welcome the information you are providing.
See how Vertis Media can help with your campaigns.