Facebook made over $68 billion from ad revenue last year. This means that people are clicking on you and your competitors’ Facebook ads! Your business needs to know how to stand out and take advantage of this platform for marketing.
There are 1.62 billion users who visit Facebook everyday and it is the world’s third most visited website. You are missing out on reaching a wider audience if your business is not marketing on Facebook.
Have you been wanting to utilize Facebook for lead generation and sales but do not know where to start? We are here to help you get started!
What is a Facebook Ad?
You may be wondering what a Facebook Ad is and how it works. A Facebook Ad can be a video, picture, or slide-show of multiple pictures that you can post and use to target an audience within specific locations, demographics, and interests.
You can access Facebook Ads within your personal or business Facebook pages by selecting ‘Ad Manager’ from your Facebook Business Manager account. This tool within Facebook will become your marketing ‘best friend’ and will be your go-to space for creating and tracking your Facebook Ad campaigns.
When you are first setting up a Facebook Ad, there are goals that you can set. For example, we had a client who wanted to gain leads, so we chose to make ‘lead generation’ the objective for the ad. We started the lead campaign with a video post and generated over 100 Facebook leads with a budget of $10 a day for the duration that we ran the ad.
With the ‘lead generation’ objective within your Facebook Ad Account Manager, you are also able to set-up a ‘lead capture’ form to obtain contact information from people who clicked on your Facebook Ad. This lead list is then found in your Ads Manager account and you can receive the contact information in the form of an Excel sheet.
Other objectives you could choose from include brand awareness, website traffic, conversions, app installs, engagements, video views, store traffic, and messages. When selecting a marketing objective to track with your Facebook Ad, you want to ask yourself how you want people to respond to the ad. Do you want them to watch the video, visit your website, to like and comment on your ad post? The answer to this question will help you decide which objective fits best for your specific ad.
With the creation of a Facebook Ad, you will also have to decide on a marketing budget for each ad. Depending on the objective you choose, you may be charged each time someone clicks on your ad, fills out the lead form, or watches the video.
It is easiest to set a daily budget when you are first creating Facebook Ads, because then you can check your ad each day to see how it is performing and make changes if necessary.
Here at Bolster, we advise that small businesses start Facebook Ads with a $10 daily budget for the duration of the ad. For larger businesses, your ad budget may vary.
Facebook Ads costs vary, so the best way to determine how much it will cost is to run a few ad campaigns and figure out what is best from your business from there.
Creating Facebook Ads that Stop The Scroll
So now that you know your target audience is on Facebook, how do you get them to click on your ad?
As businesses and marketers, we want our customers and prospects to stop scrolling on social media and to click on our ads. We want them to interact with our content.
One way that we can create a compelling ad is by using high definition videos and pictures that are eye-catching. There are free stock images websites that you can utilize such as; Pixabay, Unsplash, and Stocksnap.io. These websites are full of beautiful photos that are free for you to use for your ads or better yet you can use your own photos too. Just make sure that they are high-quality and not blurry.
Now that you have a beautiful image or video that represents your brand, you will want to create compelling copy for your ad.
First, you will want to have an attention grabbing title for your Facebook Ad. For example, one of our clients was selling a learning tool to students and educators that would make distance learning easier. We used the title, “Capture the Math Process on Video.” This statement gave the audience an idea about what the product was and created intrigue as they wanted to find out more.
When creating copy for your Facebook Ad, you also want to create a call-to-action (CTA). For our client’s ad, it was “learn more.” We wanted the audience to fill out the lead generation form to find out more about the device.
For your CTA, it may be that you want them to “shop now,” “install now” or to visit your website. You can come up with creative call to action phrases that also coincide with your branding too.
Point Blank SEO uses the creative CTA, “Be Awesome” instead of “join now” or “learn more,” it is effective because it is an unconventional call-to-action that people do not often see. Another example is seen with The International Rescue Committee. This organization used a CTA that stated, “help provide refugee families with safety” and then offered a CTA button that states “give monthly.” This worked as it gave a clear statement of what is expected from the customer and gave information about their altruistic efforts.
Converting Facebook Clicks to Customers
Now that you know how to create a Facebook Ad and what it entails, you are probably wondering how you can get sales and new customers from this marketing tool.
It’s easy! As long as you selected an objective that you wanted to meet, set specific audience targeting for your ad, and created a Facebook Ad with great graphics and copy, you should have no problem getting conversions!
If you set your objective as lead conversion, you have to make sure that someone from your business is following up with those leads. Whether you call them or email them, this will remind them of your business name and product that they wanted to learn more about.
With many marketing campaigns, you may not get the results you want right away. Do not worry, you can always try again. With the Facebook Ads Manager, you can easily create ads with different target audiences selected, different copy, or different media to be shown through split A/B tests. This will allow you to better track what your audience responds to better.
Facebook Ads are just one of many ways you can market to your target audience for your business. Here at Bolster, we offer these services and more for your business! We have assistants trained within Facebook Ads, Google Adwords, and many other marketing platforms and they want to help your business grow.