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 will web advertisements look like in the future?

Let’s take a quick look at the three main trends for the end of 2019

2019 web advertisement trends

1) The Rapid Rise of Identity-Based Pay-Per-Click Marketing

The variety of targeting options have continued to evolve at an amazing speed lately. It is possible now to target people with incredibly specific ads even based on details such as phone numbers and email addresses.

2) AI: The machines strike back!

Manual modalities of optimisations are being increasingly replaced with
automated solutions. This comes with its pros and cons.

Want to know a pro? A pro is that automatic optimisation saves a lot of time.

And now time for a con: there is a degree of loss of control when it comes to the automatic take on advertising.

3) The new mantra is Recycle-Remarket-Recycle-Remarket

The future is the Convergence of paid/organic teams and the rise of content remarketing. It is sooo difficult to be seen at all in organic social feeds, and this is the case EVEN IF users have already liked or followed your brand.

There is a mind boggling amount of competition, and not only from other businesses but from users’ media publications amongst other stuff.
This is where content remarketing makes an entrance: it can distribute your content among the right audience segments, increase brand recall, and generate qualified leads and sales.

The way forward is recycling the fantastic content you already have in order to make the most of the interest consumers have expressed for the ads you are promoting.

Viewability is not the only metric

“We believe digital video advertisers should have their ads delivered in a manner that is viewable to their target audience.” IAB, 2018.

computer charts and diagrams

When it comes to Native advertising, performance is about a lot more than simply having your eyeballs on the ad.

Without doubt, ad viewability is an important parameter of success for some campaigns, the link to performance depends on targets. There is audience delivery to consider, but also other measurable metrics exist.

In fact, here at Vertis Media, it’s been proven the percentage of ad viewability is actually rarely the best indicator of performance success for campaigns. Instead, sales are the focus of our campaigns. We have never attached KPIs to our ad viewability rates- rather we consider content engagement and the cost attached to them as being metrics that make much more sense.

When it comes down to it, it’s not only about the viewability rates, but it’s also about the cost.

Native ads, because of the pre-programmable optimisation process they rely on, make it possible to allocate less financial resources for campaigns that are still effective. For brand and performance campaigns alike, today’s programmatic native buying environment enables businesses’ budgets to be allocated to real-time to sources that deliver the lowest cost per action — sources that may not always have the highest ad viewability rates.

Programmatic and native: a match made in heaven?

Combining programmatic with native advertising will help to create the perfect combination that will ensure a rise in sales for your business.

What is Programmatic advertising?

It is an automated process that involves an auction, where the winner is the one willing to bid the most on a web page. The top price each advertising company is willing to bid for the impression is fixed which means that these mini auctions are be completed within the time it takes for a page to load.

What is Programmatic advertising4

Programmatic advertising allows you to target the right audience– the once actually interested and more likely to have an interest in your brand.

Vertis Media combines programmatic with native advertising creating that perfect combination that will ensure a rise in sales for your business.

This report shows that native advertising, with its tailor made created format, will be responsible for 63.2 % of all mobile display advertising by 2020. The combination to programmatic means we can gear audiences to your brand message in a way that is guaranteed to generate the results you need to hit your targets.

Native and programmatic together lead to ads are delivered contextually to consumers who are most likely to be interested in what you are promoting, which for your company means a more efficient use of your advertising budget. It is a match made in heaven: the native side ensuring that the information you are transmitting adapts to the look&feel of where it is positioned and the programmatic side, able to extend your reach to the right audience.

Programmatic marketing is seen as the future of advertising on the web, with Google targeting 60% of digital advertising budgets spent on Programmatic by next year. According to these stats, programmatic will see a constant and steady rise over the next few years and to take this a step further this other report predicts that by the end of 2019 it will be 50% of all advertising.

Programmatic and native have partnered us in order to involve individuals in advertising campaigns in both a more relevant and respectful way, ensuring that the information they see is engaging as it is pertinent to their existing horizon.