I have to admit it – even when I have a million other things to do, I check my Facebook feed a few times a day. It’s where I reconnect with my college friends, see pictures of distant friends and family, and see what news is trending today. If we all spend time on Facebook, shouldn’t companies be spending money on Facebook ads? Yes, absolutely. I advise all of my Clients to develop a strong advertising campaign on Facebook. But for their campaigns to work, they have to be designed just right.
I’m not the only one checking my feed during the day; Facebook claims $1.45 billion active users every day. If you can connect with your audience, you’re going to reach a huge number of people all at once. But the key is to find your specific audience.
There are a few details I always advise my Clients to include in their ads. We know that users prefer big, attractive, visual images, so it’s important that ads not be text-only. We also know that ads need to be relevant. If I see an ad for something that isn’t important to me, I’m going to keep scrolling on by. And we know that ads with video tend to get more attention. The human eye is automatically attracted to movement. This sentimental ad from Kay Jewelers is a great example – and, I have to admit, got me giggling.
But I also remind my Clients that there are certain no-nos whenever deciding on campaign strategies. No autoplaying sound on videos, for example. A whopping 80% of consumers hate it and will think negatively of a brand that uses it. And there’s no point in creating long and involved Facebook ads; statistics show that almost half of users find the most value in the first three seconds of a video, and nearly 75% are engaged or not by ten seconds in.
One of the first things I go over with new Clients is who they’re trying to reach. In marketing lingo, this is called your ideal Customer. Are they trying to reach new moms, financial professionals, or young single men who have extra spending cash? That helps us know how to target ads using Facebook’s tools.
A lot of my Clients think they should be able to just post great content and call it a day. I’d like to say that’s true. Having great content is incredibly important – I know I won’t keep reading if I’m bored – but that‘s not the point of an ad. First of all, Facebook has all but eliminated “organic reach:” a company’s post won’t just show up in someone’s feed on its own. Second, great posts and great ads are just different. A fantastic ad will grab a Customer’s attention and pull them into a Client’s sales funnel – but that’s where the content kicks in. The ad is where it all begins.
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