” Advertising works most effectively when it’s in line with what people are already trying to do. And people are trying to communicate in a certain way on Facebook – they share information with their friends, they learn about what their friends are doing – so there’s really a whole new opportunity for a new type of advertising model within that.”
– Mark Zuckerberg
Facebook is catering to over a billion peeps. They have not designed Facebook to make advertising revenue. This makes the platform quite an interesting phenomenon. It’s a self service area that you need to go and figure out yourself if you want to make it work. It’s not like you can call someone up and tell them that you are struggling with your reach or your targeting. You need to start small, make some mistakes, learn along the way and then you need to get better. I guess this is like a formulae for success in any area of life.
If you don’t see yourself as an analytically minded individual, despair not. Make a few learning connections daily and soon you will be looking forward to getting the data about how your ads are performing.
You can place ads on FB in one of three ways…
1) Boosting your post
2) Ads Manager
3) Power Editor / other software such as Ads Espresso
For the purpose of this post, I would like to have a look at the first of three…
BOOSTING A PAGE
FB is doing their best to make it easy for you to spend money with them. You will see the big BOOST button. Once you get into placing FB ads, you should get a better ROI from options 2 and 3. This being said, FB is constantly improving the way you get better results from boosting a page. The time saving from boosting a post can be huge and time is money too. Initially, you may get better results from boosting.
You can find the boost button here:
(This is how it will appear on your timeline)
(This is where you will find the from within your “page insights” area)
Facebook will give you the option to boost according to “people who like your page”. This is not ideal, because you will be promoting your content to people who are not your specific target audience. Targeting the friends of your fans is good, but you should be combining this with other interests and behaviours as well. This is something that you can only do from within the Ads manager or the Power editor.
Here, you can set your maximum budget, instead of your daily budget.
Set the maximum Budget, and determine the number of days that you want to be running the ad. FB will distribute your budget across the days.
Target your Audience
This is where the fun begins. If you know your customer, then you will be able to choose whom this post will be exposed to. You can choose the age. Try not to go for the real youngsters. They tend to be happy clickers, and your budget will quickly be spent. (no disrespect intended)
As you begin to set interests, FB will come up with suggestions that you may want to go with.
As you can see, this is quite a simple process. In my opinion, it is a good way to get started and to get the feel for putting some monies behind promoting yourself. When you are comfortable with this, you can go on to the more sophisticated ADS MANAGER. We will cover this tomorrow.