Facebook Advertising … Ten things everyone should know about Facebook advertising
1 Facebook is Huge …
Let’s face it Facebook is huge. According to the latest financial returns for the first quarter of 2018, Facebook is now claiming 1.4 billion daily average users (DAUs) and 2.2 billion monthly average users. (MAUs)
Advertising revenues in the first quarter were $12 billion dollars. For the latest twelve month period, revenues were almost $45 billion dollars. Facebook is the dominant on line advertising platform.
2 Facebook is not just about B2C …
We used to think of Facebook as predominantly an advertising tool for the B2C market. No longer is this the case. More business pages and more business owners identified (and profiled) as Facebook users means that Facebook is now an important B2B advertising option.
3 Facebook Advertising is easy to set up …
Setting up an ad campaign with Facebook is easy. Using the FB Ad manager or Hootsuite’s AdExpresso it is relatively straightforward to set up a campaign. Facebook is designed to make spending your ad money so easy and it is.
4 The Rules of FB ads, are pretty straightforward …
The four guiding principles of Facebook advertising are straight forward …
Visual … Attention
The ads must offer a highly engaging photo, copy light with no more than a 20% word density. Facebook is looking for an attractive content flow across the page. Ad visuals with too many words across the shot will be rejected.
Valuable … Interest
The ad promise should be valuable to the target audience, identifying the “What’s in it for me” proposition and ensure it is delivered.
Relevant … Desire
The ads must be relevant to the audience. The key is the product offer and the audience definition using the detailed and specific FB features on socio-demographics, location and interest groups.
Clear Call to Action … Action
The ads must offer a clear call to action. Specific and well defined. Using a “Button” option to boost traffic to a page, web site or event.
5 Marketing Principles Apply …
FB may offer a new platform but the old rules of advertising still apply. The ads should be part of an integrated marketing campaign. Make sure your FB page or company page is well designed and up to date as part of that campaign.
Make sure you know who you are trying to reach.
What is your specific audience? Where are they located geographically? Can you define by location, age, family relationships, hobbies, interests and type of business. FB makes it so easy to set up a specific audience campaign. You can also import an email data base for example to create a mirrored or look a like audience as part of the campaign development.
What is it you are trying to achieve …?
Make sure you know, what it is you are trying to achieve. Is it traffic to a business page, a Facebook page, a web site page, an app or an event? Do you simply want to develop brand or product awareness as part of a wider influence campaign?
What is the action outcome you seek to achieve …?
What is the action outcome you would seek to secure from the campaign? Is it likes, engagement, ticket sales or revenue. FB is great to identify cost of acquisition and ROI the return on investment for any goal set. Make sure you know what it is you are trying to achieve and measure the performance (Your KPIS and ROIs.)
6 Budget …?
Identify how much you are prepared to spend and over what period. FB will give guidelines on the size of audience defined and the coverage that may be achieved over the campaign period.
7 How much should you spend. …?
We measure our campaigns in terms of coverage and frequency. Don’t try to hit too large an audience with your campaign plans, unless you have huge budgets.
Working with a segmented audience of say 100,000 is better that targeting the near 40 million FB users in the UK with your first campaign. Quantify the audience and work out what kind of performance you would like to achieve.
8 Measure your campaign impact!
This bit is a little geeky but is the most important of all …
Track the performance of Reach, Impressions and Frequency identified in the FaceBook campaign overview. Understand the mechanics of the process.
Reach divided by audience size is a measure of the campaign coverage of your target audience.
Impressions is a measure of the OTS or Opportunities To See the “reached audience” have had to see the ad..
Impressions divided by reach is the measure of frequency. ie the number of times the “reached audience” have seen the ad.
Measure the campaign impact. Frequency times coverage is a measure of the campaign impact achieved during the campaign.
Using a carefully segmented audience, we are able to achieve an 80% coverage with a 5 times OTS. This gives us a campaign impact of 400 Gross Rating Points. That is a bog campaign weight over a four week period. How do we do that?
9 Want to know more …?
Join us at the Big Social Media Conference on the 6th July. Our experts are on hand to ensure you get the most out of your Facebook Advertising Campaigns.
10 There’s always more to learn …
As promised here is the first letter in the series on how to use social media to give your profile and business a boost - the ten things you must do now to establish your social media profile ...
1. Be famous for thirty seconds. Establish what you want to be known for. What is it that makes YOU unique? Figure out your thirty-second elevator pitch and make sure it's no more than 50-100 words! Once done, modify and use this across all your social media channels (Twitter, LinkedIn, Facebook, etc.). And don’t forget your website and email footer. A simple message stated with intense frequency is the key to communication.
2. Create a keyword strategy. Identify three keywords or phrases that encapsulate your thirty-second pitch. Consider what you do, and the phrases people are likely to use when searching for your products/services/brand. Make sure these appear across all your social media profiles and promotional channels. Pay particular attention to your LinkedIn profile, making sure your keywords frequently appear in the summary and profile section.
3. Get yourself a good photograph. If you're creating a social media profile a good profile shot is essential. Make sure the lighting is right. A selfie in a dark room just won't cut it! If necessary get one done professionally on a day you feel good! To keep consistency of branding, ensure the same photo appears (in some form) on all of your social media platforms.
4. Establish a mailing list strategy. Your contact list is one of your main social media assets. Start as you mean to go on and select a mailing list product such as Dotmailer or MailChimp to help you manage and maximise this. Build your list from you contact files, LinkedIn and more. It's also worth considering the aesthetics of any mailers as well as the content. Make sure this echoes your social media profiles.
5. Become a blogger. A cost-effective marketing and communications tool blogs give you a voice. And, when used in conjunction with other marketing channels that voice can be heard. Combine the power of blogging, social and email to tell people what you are up to and what your new business is all about. However, make sure to be consistent with the frequency and issue of these blogs. Would monthly, bi-monthly or weekly work best for you? As a rule, people want to know what you are up to so weekly works well. But don’t overdo it. Become an email inbox habit. Later I’ll send you a letter with some top tips for bloggers. You write well, in reports, prose and poetry - out those skills to good use.
6. Build your content authority. You have so much to offer, now is the time to get writing and share this with your audience. However, if you are going to be deploying content to help boost sales, it's vital to add a little strategy to the process. Figure out what you want to produce (blog posts, e-books articles) and what you want this to do for your business. Don't have time to create content yourself? Brief someone to write it for you! Or take down your ideas and translate into a blog.
7. One asset, many products, many platforms. As well as sharing your content across different platforms, use your assets in as many ways as you can. A blog post can be used to create tweets, a LinkedIn post or a Facebook update. An email can form the basis of a Slideshare presentation or an ebook. One asset can become many products distributed over many platforms.
8. Leave your mark. Make sure your fingerprints, footprints and photographs are widely distributed across all your social media platforms. You want to make it easy for people (and Google!) to find you. A simple message, shared with intense frequency using the same graphics across many platforms aids search.
9. Accept we are all copywriters now. Make sure you know how to write (or have someone who can help you to write):
· Headlines that hook
· Paragraphs the punch
· Content that kills
10. Understand the importance of beacons, cascades and R(0)s. These, along with #hashtags, hooks, lists lures and landing pages (not to mention the development of a comprehensive LinkedIn and Twitter strategy) will help develop your social media following. More on this in the next letter!
For now, concentrate on the basics. Get it up, and then get it right. The great thing about social media is that it doesn’t have to be perfect at the start. You can polish as you go!
friend of mine recently set up his own business. He asked for some tips on
using Twitter. Here’s the letter
(well an email actually).