When maximizing your efforts on positioning your company, organization or cause there’s no doubt that your marketing strategy should be efficient and cost-effective. In a new normal in which mostly everyone is online, Facebook advertising has become one of the best allies for your advertising campaigns because it provides incredibly accurate targeting to relevant online audiences.
There’s no other media source that has a searching algorithm as broad as Facebook does, which is why they are known as the largest media platform in the world. By advertising on Facebook, a small business, organization or cause that may have been financially impacted by COVID-19 can stretch its marketing budget and be more dependent than ever on reaching the appropriate audience on a minimal budget. Through Facebook, a few clicks place your ad in front of users who are more likely to be interested in your business and engage with your content. With just a few dollars, businesses, organizations or causes can increase the traffic to their website, the likes on their Facebook page, and their brand awareness.
There are some components that you should have in consideration before you start your Facebook advertising campaign that will help you design the best content, set up the right budget, track your efforts, and analyze your results.
Choose the right campaign.
You need to first consider the intention behind your advertising efforts. Ask yourself some questions. This will allow you to have a deeper understanding about the right advertisement for your company and your desired results.
- Are you trying to increase the awareness of your brand?
- Can you generate enough content to engage your audience continually?
- Do you want to increase the traffic to your website massively?
- Is your business trying to collect data to launch a new product or for future outreach?
- Are you trying to reach a new segment of the market?
These are important considerations if you want to clearly understand the goals of your marketing strategy. If executed strategically, it can increase the leads and the community awareness of your products or services. By answering these questions, you will have a better understanding of how to use Facebook’s auction-based system in your favor, ensuring that your ad will be placed in front of your ideal audience.
Craft your content
It’s essential that you have a solid idea about the type of content that you want to promote for your brand. The content you promote, known as the “creative” part of the ad, must stand out from the rest of the content people scroll through on Facebook. Recent data has shown the average Facebook user spends an average of 1.7 seconds viewing an ad before deciding whether to move on or engage further with the content. This gives you a very short window to make an impression on you audience. Facebook users are more likely to pay attention to ads that carry a message that is clear and concise, and that describes the qualities that are special about your business.
Integrate an image or video
Images and videos generate higher rates of engagement and reactions. Choosing one over the other depends on things like the budget, time, and goals of the campaign. No matter your visual preference, your ads must be engaging, relevant, add value to the individual, and have a call to action. If you find that your content is generating likes or clicks, or is driving traffic to your website, it is a good sign that your ad is well designed.
Calculate your budget
After thinking about your sales goals and your ideal audience size, you must next calculate your budget for the ad campaign. For how long will you run this campaign, and what would be the ideal frequency? Are you targeting a large audience, with lots of competition, or are you narrowing in on a smaller population? These questions are essential to clarify your budget amount. Although Facebook’s algorithm controls how many times your ad will be seen and the frequency that it will appear, you can influence this with by carefully selecting your budget. When considering the costs of your Facebook advertising campaign, keep in mind that the larger the target audience, the more you’ll pay to reach them. By selecting a smaller, more niche audience, your budget will stretch farther as you pay less to place your ad in front of Facebook users.
In the wake of the COVID-19 pandemic, businesses need to maximize tight budgets and engagement of relevant audiences in the online world. Facebook advertising can work as an extension of already successful marketing tactics, be used to explore a new market, or help you understand what resonates with your current audience. By testing and adjusting your creative, audience targeting, and budget, you can maximize the effectiveness of your advertisements and bring your marketing efforts to the next level.
By Sofia Corcho & Alex Boonstra