It’s a known fact that using Facebook to attract new customers is an effective tool when executed properly. Facebook allows you to segment your target audience by age, interest, location, and many other factors. Since the recent algorithm update, Facebook has changed how customers see your posts. Businesses now need to place more emphasis on ads to reach new customers. Here are three ways on how to get the most out of our Facebook advertising budget.
Understanding Facebook News Feed Ads
Facebook News Feed ads were launched in late 2012 and have shown their weight in gold. According to Search Engine Watch, advertisers have increased their social media marketing budget for News Feed ads by 140 percent in the third quarter of 2013, compared to the previous quarter. This goes to show you that News Feed ads are effective. To put it simply, Facebook News Feed ads now allow the advertiser more control over how their ads look on a user’s news feed. Advertisers now have the ability to execute ads in more of a “card” style”, a bolder image presentation, and a simplified left column that mimics Facebook Apps. In a nutshell, Facebook’s News Feed ads are easier to execute than previous formats.
Once you have determined your target audience for your posts, now it is time to promote them. This task is relatively simple. On your Admin Panel, you will see all of your recent posts. Under the “Promotion” column, click on “Boost Post” as seen below:
The great thing about promoted posts is the fact that you have full control on how much you want to spend on each post. The higher your budget, the greater the chances your post will show up on a user’s news feed. Let’s say that you manage a page that sells skis and you are running a promotion for an upcoming sale. Once you have created the post telling your fans about your sale, you can target new customers by their interests. In this case, we would target people who are interested in skiing.
Check Your Performance
After you have placed the promoted posts, it’s always key to check the success of your campaign. Tracking your social media advertising on Facebook is also simple. Facebook Analytics allows you to see the performance of each post, whether organic or paid. You can find the data by clicking on the “See Insights” tab on the top of your Admin Panel. After you clicked on the Insights tab, you can now see how each post is performing. If your posts are not getting the traction you would like organically, you can then promote the post to increase reach. Here’s an example:
This information is also very helpful when determining how active your users are when you send out a post. Have you ever wondered if your audience is engaged with your content? The Insights tool will show you the exact amount of people that engaged with each post.
Advertising on Facebook is just one piece of the puzzle to online marketing success. Social media, search engine optimization and digital marketing in general are evolving at the speed of light. Stay on top of things and learn about the latest and greatest in our upcoming digital marketing webinars and workshops.