Facebook ads work differently than Facebook posts, so make sure you adjust your marketing strategy accordingly.
Facebook Pay-Per-Click (PPC)
Ads are the best way to capture the attention of your target audience and gently steer them towards your website. Facebook ads cost more than Facebook posts, so you will want to make sure you are getting the most out of your money by targeting the right people. One way you can better hone in on your target audience is by using lookalike audiences. You upload a list of your current customers and Facebook will use that list to try and capture customers that are similar but new.
Creating Memorable Ads
Ads are a great way to get creative when it comes to showcasing your brand. Think about what sort of Facebook posts and ads you find the most engaging. Ads that feature videos and carousels catch our attention because they move, but even a simple still image can be incredibly striking.
Choose a medium that fits with the message you are trying to send to your customers. Facebook has a seemingly endless supply of ad types, so take the time to look through them and find the one that really suits your needs best.
Make Your Ad a Strong Performer
Have a clear goal in mind before you start to create your ad. If you can’t decide what you want your audience to do (share? comment? buy?) then your audience won’t know what to do either. You should always give your audience a clear call to action (CTA) such as asking them to like your page, even if the goal of your ad is only to build brand awareness.
Once you have your ad ready to go make sure you proofread it before you post it. You don’t want your top comment to be someone fixing your spelling or grammatical errors for you. You should also double-check all of your links before you make your ad live. You are creating an ad to drive traffic to your website, not to that funny cat video your coworker sent you.
Track Your Conversion
In order to decide how much money you are willing to spend on Facebook ads you first need to be able to tell if your ads are giving you a good return on your investment. The best way to do this is to track your conversions using Facebook Pixel. Facebook Pixel will allow you to measure how effective your ad is, and also helps Facebook’s algorithm learn who it should target with your ads.
Choosing When to Post and When to Advertise
The best campaigns have a clear goal and a clear message. To start, let your audience know if you want them to interact with your page or post (liking/commenting/sharing) and then develop your strategy from there. If you aren’t sure which action will have the most impact, then choose one and test it.
To help you decide whether you should choose a post or an ad I have compiled a small table weighing the pros and cons of each.
The Pros and Cons of Ads and Posts
- Lookalike audiences
- Demographic targeting
- Conversion tracking
- Customization (including placements and exclusions)
- Machine learning
- Can be intimidating
- Must have a clear marketing strategy
- Higher cost (minimum $5 per day)
- Easy to get started
- Lower cost (minimum $1 per day)
- Lookalike audiences
- Great way to earn new followers
- Not intended to earn conversions
- Must already have a post to boost
Whether you choose to go with an ad or a post you should know what sort of ad is going to grab your audience’s attention and prompt them to act.