A lot of my clients ask me about Facebook ads. What do I recommend, are they worthwhile, how do they work? I definitely see a value in running Facebook ads, so I recently broke things down for a client of mine who has little experience with social media.
Boosting a Post v. Page Promotion
Boosting a post is a great way to get more people to see that specific post and when it features a link to your store, it’s a great way to get more clicks to your website. Another great way to increase your page views and let people know about your store is with a page promotion. A page promotion is just that. You select your audience and Facebook will serve your add to those people with a photo and a button that says, “like page.” The more people like your page, the more people yours posts will reach organically.
Local Awareness Campaigns
Another type of promotion that’s great if you’re hosting an event or if you have a physical store, is a local awareness campaign. This type of promotion targets only people in a specified mile radius of your location. You can even make it specific so it will only be served to people who have recently purchased similar items or looked for the type of service you provide. For example my husband’s family has a business, they do septic pumping. Local awareness ads are great for them because people don’t always know a septic company off hand. If they need one, they’ve probably Google searched one recently and Facebook can use that information to target them. For this type of ad to be effective, you need to know your audience. If you’re in retail think about the kind of shoppers who frequent your store. If you’re a service provider think about the people who need your services. For the septic business, a great filter is homeownership. I target people who are homeowners or first time home buyers. It’s also important to think about age. Don’t waste money advertising to people who are 18-25 if your store sells products for parents of school aged children, or your clients are generally affluent adults. There will always be outliers, but try to target your stereotypical client or customer.
What Kind of Ad Should I Run?
If you’re having a sale or a promotion, a great way to reach more people is to boost the post that has the sale info etc. Another option is to create a special paid promotion via Facebook. I haven’t had as much success with this – I think boosting a post is more effective.
How Much Should I Spend?
As for pricing – I have a lot of experience with ads and I’ve always had best results when I spend a small amount each day, but run the ad for more days. For example, a $5 budget per day for 10 days will perform better than a $10 budget per day for 5 days. Both will equal $50 total, but when it comes to daily budget – less is more.
I hope this is helpful!