Welcome back for part 2 in our series on advertising your business through social media. This week I’ll be looking at Facebook and showing you why it’s such a good option for your organisation.
Ads appear on the right-hand side of your Facebook profile and newsfeed. They take the form of ads from the specific company and require no social interaction. It’s very simple and can be used to transport the user to your organisation’s website or even your Facebook business page. This can easily be initiated from: https://www.facebook.com/advertising
When promoting your Facebook page, you’re able to select where the user wll end up when they click on your ad. To get the most Likes, sending them to your timeline is usually the best option; there they can see the summary of your organisation and easily Like your page. On the other hand, if you want to promote another part of your page, you can easily send them to another area of your page. Be careful to make sure the user knows where they are going before clicking on the ad; it might be considered annoying and unwanted otherwise. If people expect one thing in the ad, and land on a page unrelated to what they saw in the ad, they’re much less likely to remain on the page and engage with your content.
These work as a result of someone interacting with your ad and what you are promoting. Usually they appear as “John Doe Likes your organisation”. Sponsored stories can be beneficial because they appear on all this user’s friends’ newsfeeds; bringing awareness of your brand to there conscious, that they might not have been the case otherwise. Many companies track higher clickthrough rates from this medium than other types of Facebook advertising; just goes to show the power people have on influencing others, even through social media.
Another nifty tool the wonderful people of Facebook have created is promoted posts. These allow you to promote a post that already exists on your page. The idea is raise awareness or draw attention to specific offers or announcements on your organisation’s Facebook page. You can promote any post that has already been posted to your page (you just might need to look back a bit if it’s an old one).
Please note: when you’re posting something to your page with the intention of promoting it in the future, you cannot change the copy of the ad generated. All this means is that the first line of your ad will be the promoted part; so keep it exciting and eye-catching so that it engages with your target audience. A lot of companies use this method of advertising to draw attention to some piece of corporate social responsibility work they took part in or to advertise their latest deals.
If your business has an app on Facebook, you can sponsor that app to get new users or increase it’s engagement with other users. When you click on the app settings, it will offer you the option to ‘Get New Users’. Here Facebook will generate an ad for you app and you can edit it to reflect the app’s benefits, before it goes out to new users. If you select the ‘Increase App Engagement’ option, your ad will be shown to current app users to increase their engagement with the app. It’s a simple way of promoting the app aspect of your company’s Facebook page.
Ever wanted to increase the attendance of one of your company’s social functions to the public? Event sponsorship is a very handy tool to do just that! Here Facebook creates an ad and shows it to people who are likely to attend your event. This has been proven to increase attendance rates at certain public events organised by organisations. A lot of people need to be reminded that upcoming events are there and available for them to attend. A little ad here and there can plant the seeds in their mind and chances are they’ll bring a friend!
Targeting & Optimization
I’d like to finish off by talking a little bit about targeting and optimization of ads on Facebook; I mean what’s the point in creating the message if it’s not effective and reaching the people you want it to reach, you know? So here are some targeting and optimization tips:
- Facebook allows you to target by location country (and sometimes city), as well as by gender. So keep this in mind when targeting a specific market for your ads.
- You can also target by interest! Simply pick the applicable interests to your ad and away it goes. Facebook can manage this because they track the interests people have stated they have, as well as following the pages people Like.
- Facebook know how many people are attached to each interest, location, or gender so you can check if your targeted area is too small and whether or not you should expand your niche.
- Facebook have also released Sponsored Results which allows marketers to sponsor their results in the search bar on Facebook. This means that when people search for something related to your sponsored result, your page, app, or event will appear in the search bar.
To get some help with your Facebook advertising, please contact us.
Felix McCabe (LinkedIn)