Getting the Most Out of Facebook Ads

Earlier this week, I listened to a Facebook marketing webinar hosted by Marketing Profs and sponsored by Facebook. As the social media giant has been making strides towards going public, they have been making an effort to engage directly with small business owners and marketers more and more. Any time there’s an opportunity to get the scoop straight from the source, I take it! Especially when dealing with a behemoth like Facebook and the amount of attention and dissection (and sometimes twisted interpretation) of their plans and intentions, it can be like a game of telephone getting the real story.

The presenter was Chris Luo, Head of Global Small Business Marketing for Facebook. Luo discussed 4 Keys to Successful Facebook Marketing, including a look at the highlights of Timeline.  Hubspot will be offering a 4-part series of webinars on the same topic. While I’m not going to go into all that he discussed here, I do want to focus on one very important aspect: Facebook Ads.

As of this writing, there are 845 million people using Facebook…putting them well on track to most likely reach the 1 billion mark at some point this year. With more and more people turning to Facebook to share and discuss their lives, it becomes more and more important for businesses to create quality content to share and discuss with their audience. With all the chatter that is happening on Facebook on a daily basis (2 Billion posts are liked and commented on daily, according to Luo), status updates on the News Feed are flying by faster than ever! Did you know that on average, only 16% of a Facebook Page’s audience actually sees your posts? When you consider the amount of effort that goes into strategy and content creation and cultivating relationships in social media, that number can sound a bit defeating.

Enter: Facebook Ads.

The primary goal of Facebook is to “connect people with the things that they care about.” One way of doing this in a meaningful way is to utilize Facebook Advertising. Before embarking on what can be an expensive journey when not done thoughtfully, here are a few things for you to keep in mind:

1. Keep it on Facebook.

Historically, Facebook Ads that encourage people to take an action that stays on Facebook perform better than ads that take people off-site. Use ads to drive people to connect with your business.

2. Promote Social Activity Surrounding Your Business

Focus your ads on social activity surrounding your page in order to influence the friends of your audience.You can do this by promoting check-ins, and Likes.

3. Create Multiple Ads

Don’t rely on just one ad or one demographic to hit your campaign out of the park. Try multiple ads across multiple demographics to discover which ad performs best.

4. Promote Posts

Less than a quarter of your audience is likely to catch you posts fly by in their News Feed, so when you have something really important to share, consider promoting individual posts with an ad. Not only will this display your post in the upper right hand corner of the screen but it will also give your post boosts within the News Feed.

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Have you experimented with Facebook Ads? What has been most successful for your business? Tell us in the comments below!

If you have any questions about using Facebook Ads to promote your business, don’t hesitate to contact us.

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Comments

    • Joanna Doubleday says

      Hi Karen,

      Not to worry! I’ve found the CPM model to be pretty successful for community building, too.

  1. Shaqir Hussyin says

    thanks for the tips Joanna! and the hookup with the facebook
    training by hubspot, i had no idea they were doing this,

    my team are going to utilise this :)

    cheers J!

    Shaqir

  2. Karen Nierlich says

    Hi Joanna,

    I used FB ads in the recent past. They were more affordable than I expected and it worked well for adding “likes” or followers to our page. I really saw no drawbacks to it.

    Best, Karen

    • Joanna Doubleday says

      Hi Karen,

      Another thing I hadn’t mentioned in my post was that Luo said most people go with a CPC model but I’ve been really successful in paying per 1000 impressions. If you don’t mind me asking, which have you had the most success with?

      Thanks for checking in with us again!

      Best,

      Joanna

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