Advertisers everywhere are making use of social media to enhance their business. The majority of these are using the free tools such as Facebook, Twitter and Youtube, but a lot more marketers are realising the need to increase their social media budgets for the year. In order to reach the right audience, at the right time and direct more traffic to your website and gain new customers, it’s becoming essential to also pay for advertising in the social media space.
However unlike other marketing campaigns, this can even be done on a small budget. There are various paid media channels to choose from on Google, LinkedIn, Twitter and Facebook so right now we are only going to concentrate on what Facebook has to offer, since is this where most people’s social media campaigns start.
Currently Facebook only shows 10-16% of your fans your posts. Facebook’s algorithm ranks your posts according to how people have previously interacted with content type, the weight of a post, ie photos get seen by more people, the time decay on a post or how old it is and the connection/affinity you have with the fans. So unless each of your fans go and check out your page EVERY day, chance are they are missing a lot of your posts. And I’m sure you are all familiar with those certain fans who always seem to comment and like your stuff. You might think they are your biggest fans, and in a way they are, but it’s more likely because of their previous interactions that are part of the 10-16% usually selected to see your recent posts.
To start a new paid advertising campaign on Facebook, go to your page. On the right hand side, near the top of the page you will notice an Ads Manager button. Once you click into this, the option will then be to Create An Ad.
Choose what you are advertising – Your page, Another URL for your website, a Place, an App that you have designed or a link to iTunes for example, or an Event.
In this instance we are going to choose to advertise your page to get more likes. After you have selected the page you want, you need to choose the goal:
Now you want to create your ad with the following:
Insert headline (25 characters) and some text about your product or service (90 characters) and which page – Timeline or Photos, you want people to land on when they click your ad, also known as landing view.
For no further cost you can also choose to show sponsored stories about people liking your page.
Now you have to choose your audience. You can enter some very specific criteria here to narrow down your search to the most relevant people on Facebook. This is how you grown your fan base with people who are interested in your product or service.
Once you have selected the country / countries you wish to advertise in, you will see a figure of the number of people you could potentially reach. However you can target your audience even more specifically and this will either cause the reach number to fall or rise, depending on the criteria selected. As you can see below, I have narrowed my search down by selecting to only show the ad to women.
Now I want to choose even more Advanced Targeting Options to select people that have an interest in Autos as well. You will notice the reach potential then increases again.
On top of people who have an Auto interest I also want to target Small Business Owners in Zimbabwe too, so I selected that option too.
Campaign, Pricing and Schedule
SO how much is this all going to cost? Well the beauty of it is that you decide. When you run an ad you are only charged for the number of clicks (impressions) it receives and this never exceeds your daily / lifetime budget. The bigger your budget, the more people you will reach. The distribution of your ad factors the following in: bid, marketplace competition, target audience and performance history.
If you choose a per day budget, Facebook will spread out the spending per day, however a lifetime budget will be paced over the lifetime of the campaign. Ads will stop showing once your daily budget has been met. Once you have input the info, you will get a chance to review your ad and then you will either Place Order or go back and Edit. Once you click the Place Order button you will then need to add your funding source.
If you, like many others are sceptical about the return on investment with social media and are unsure of how to measure your efforts, you may want to initially just try simple yet interesting paid campaigns. Another way to find more funding for Facebook ads is by cutting back on resources in other areas of marketing that just are not performing as planned.
Like they always say…don’t knock it until you tried it. Have you tried it or are thinking about it? Please feel free to share your thoughts on this.