NCET helps you explore business and technology
By J Hodnett
Because of changes to Facebook’s algorithm this year, regular posting to your company’s page probably isn’t getting the return you once enjoyed. This means loyal customers likely aren’t seeing your posts, and potential customers have fewer opportunities to discover you. The way to get content in front of Facebook audiences now is buying ads, and luckily Facebook makes this very easy and inexpensive — you can spend as little as $1/ad.
Here are some tips for getting the most for your money with Facebook ads.
- Know what you want.
Like any ad campaign, you need a specific goal. Do you want visitors to your website? Your storefront? Your event? Choose a goal, input your budget, and Facebook will provide an estimated reach, giving you an idea of just how many will see your ad.
- Know who you want.
Facebook’s biggest draw is its ability to segment audiences, so giving careful thought to the people you want to attract is key. When you’re setting up your ad, Facebook will give you cues about whether your selected audience is too broad or restricted, so you can refine. Keep in mind: Facebook users have an option to report your ad as not relevant, and Facebook logs this information.
- Start by boosting a well-performing post.
If you have a regular post that was well-liked, start by boosting that post. You might be tempted to try getting more reach for very important information that didn’t generate interest the first time around, but trust your followers. They’re a great proving ground for what will do well with a wider audience while you’re figuring out the platform.
- Use video.
Video is great for Facebook Ads, and you don’t always have to start from scratch. If you have a Facebook Live that did well, or even an engaging portion of the video, see if those clips can stand alone. Keep in mind that Facebook videos often autoplay muted, so watch your video with no sound to see if it makes sense, or if you need to add titles or graphics.
- Be flexible.
Although you’ll need to give your campaign a little time to get going, if it isn’t doing well, or seems to be going in a new direction, don’t be afraid to include new audience segments or change up your content. You might be surprised at who responds to your ad, or what information they’re seeking. And that can be a good thing.
Learn more about Facebook ads at NCET’s Biz Bite luncheon on Oct. 24, when two local social media experts provide an overview of Facebook ads and how to ensure you get optimum results. NCET is a member-supported nonprofit organization that produces educational and networking events to help people explore business and technology. Register for the event and get more info at NCETbite.org.
J Hodnett is Social Media Specialist at the Estipona Group, a creative agency that has been building brands and buzz since 1993. For more information, visit estiponagroup.com.