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How Effective is Facebook Advertising?

Wise business owners and digital marketers competing in the very competitive world on Internet marketing make use of both organic and paid online marketing channels. With Google controlling 67% of the search engine market in the United States, it is but logical for these marketers and business owners to do so.

Facebook Ad Campaign Strategies to Boost Your ROI

Now that we’ve shown you that Facebook certainly can provide a positive ROI, there’s still the small matter of planning and executing an effective campaign. While you may be comfortable using Facebook, building Facebook advertising campaigns is a completely different thing. Most businesses get themselves into trouble by underestimating the platform and system and then overspending to get results. Facebook Ads are, in fact, the most sophisticated advertising platform available right now. Just because it’s accessible, doesn’t mean it’s easy to use…properly.

So where should you begin? Here’s what you need to know to get started

Track Properly.

The most critical place to start is with your Facebook Pixel. By installing this snippet of code on your website, it allows you to specifically target visitors to your site based on their engagement with your brand. For example, if you want to target someone who has been on your pricing page, gallery or even filled out a contact form on your website with Facebook ads, you can. But be careful—while this seems simple enough, proper installation of the Facebook Pixel alludes many and is essential.

Build ads around your goals.

Facebook’s advertising platform lets you create ads based on any of 12 specific objectives, each of which is categorized by stages in a basic marketing funnel—Awareness, Consideration and Conversion. Knowing which is your priority will not only let you build your ads to the best possible effect, but accurately gauge your ROI as well.

Target audiences specifically & accurately.

Facebook allows you to target consumers with remarkable precision, by creating custom audiences defined by metrics like age, gender, location, interests, occupation, income and many more. But it goes so much further than that, your business can target based on behaviors. MedSpas can target people who are not only a certain age, but who like name brands of dermal fillers or medical aesthetics before and afters.

Be creative.

Facebook users are bombarded by advertisements 24/7, and not just on social media. It’s important to remember that people aren’t there to be sold to—they’re there to watch cute cats, their friend’s kids in the school play and maybe even check up on an ex. In order to stand out you’ll need to deliver great content that genuinely appeals to your audience. That means amazing, succinct copy, striking visuals and engaging video content are key.

Always be monitoring.

Facebook’s low minimum budget of $5 and the short half-life of social content make for a platform that’s uniquely suited to aggressive testing. Facebook ads are never a “set it and forget it” tactic. It is critical that you constantly monitor and review your progress. Very rarely will you build a campaign and it instantly produces the results you set your goals on. Your campaign needs to optimize itself, which means that your results will usually cost more in the beginning.

 

 

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Do Facebook Ads Work?

If you want to be sure you’ll get a good return on your marketing investment from Facebook ads, the first place to turn for insight is naturally going to be hard numbers. We’ve compiled some statistics here to highlight Facebook’s effectiveness as an advertising channel:

  • 22% of the world’s population is made up of active Facebook users, including 68% of adults in the United States.
  • 76% of users look for interesting content on Facebook and content consumption on Facebook has increased 57% since 2014.
  • 66% of social media users log on to learn about new products and services.
  • Customers who like a business on Facebook are 79% more likely to make a new purchase than non-fans.
  • A 2015 study found that 52% of consumers were influenced by Facebook when making both online and offline purchases—and rising.
  • Facebook’s hyper-targeted Custom Audiences feature lets you advertise so specifically that advertisers have seen their new customer acquisition costs decline by as much as 73%.
  • When it comes to building awareness, the average cost per thousand impressions (CPM) for Facebook ads is around $7.29 versus upwards of $35 for television commercials.
  • Facebook is also useful in the B2B realm—73% of people say they use Facebook for professional purposes.

All in all, it seems pretty clear that Facebook has a great deal of potential when it comes to delivering an appreciable return on any business’s marketing investment.

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