What Is Facebook Ads & How Does it Work?
Everybody knows about Facebook, but do they know how to make the most of Facebook advertising? We’re so used to scrolling through Facebook and seeing ads that we almost don’t notice them, and for marketers, this is a powerful tool. How can you put Facebook ads to good use for your business and see that all-important return on investment?
Why Should You Advertise on Facebook?
It’s hard to look past Facebook’s reach. With nearly 3 billion active users, that’s a whole lot of people seeing Facebook ads on a regular basis. We’re always talking about being targeted with your marketing though, so reach is just one part of the equation. Successful marketing doesn’t reach everyone, it reaches the right people, and this is where Facebook is incredibly useful. When it comes to detailed targeting, Facebook is almost unparalleled. It knows so much about its users, and this information helps advertisers reach the right people with the right message. This ability to accurately target specific groups of people draws in nearly 10 million active advertisers and earns Facebook $28.6 billion per quarter. You can’t argue with the results which means you can’t deny the power of Facebook ads. They’re super profitable. (If, and that’s a big IF, you know what you’re doing.)
Who Should Advertise on Facebook?
A key thing to remember with Facebook advertising is the people you reach aren’t actively looking to buy your product or service. They’re relaxing, engaging with friends, looking for funny videos, etc., and you’ve interrupted that with your advert. It’s not often you make a sale with a single touchpoint, but it’s even less likely with Facebook ads because people aren’t actively looking for your products. Businesses that get into Facebook ads expecting a quick sale often end up disappointed. Many businesses fail at Facebook advertising because they are not a good fit. You should always test new marketing channels, especially before demand drives up prices, but make sure to consider whether your business model is a good fit for Facebook.
Businesses With Low-Friction Conversions
The businesses that succeed with Facebook ads ask users to sign up, not to buy. You must use a low-friction conversion to be successful. A visitor to your website wasn’t looking for your product. They clicked your ad on a whim. If you’re relying on them to immediately buy something to make your ad ROI positive, you will fail. Facebook users are fickle and likely to click back to Facebook if you ask for a big commitment (purchase) upfront. Instead, stick to simple conversions like signing up for your service, filling out a short lead form, or submitting an email address. Even if you sell products, not services, you should consider focusing on an intermediate conversion like a newsletter signup. Then you can upsell later through email marketing or Facebook retargeting ads.
Business Model With Long Sales Cycle or Small Purchases
Even if you only ask for an email address initially, you’ll need to eventually make money from these users if your ads are to be profitable. The best business model that fits Facebook ads earns revenue from their users over time, not all at once. A user may have given you their email, but you’ll need to build more trust before they are likely to buy anything. You shouldn’t depend on one big purchase. Several smaller purchases are ideal. Daily deals and subscription sites are great examples of business models that can thrive on Facebook. Both have customers whose lifetime value is spread out over six months or more. At Udemy, they focus on getting users to sign up on their first visit. By aiming to be profitable on ad spend in six months (not one day), they turn Facebook users into long-term customers. They target a 20 percent payback on ad spend on day one and 100 percent payback in six months. These numbers can serve as a rough guide for your business.
How Do Facebook Ads Work?
Facebook ads now come in several varieties. You can promote your Page, posts on your Page, actions users took, or your website itself. Despite Facebook’s increasing focus on native ads and keeping traffic on its site, you can still be successful in sending users to your website. There are also several ad formats including images, videos, carousel (multiple images), Instant Experiences, and collections. Facebook ads are targeted to users based on their location, demographic, and profile information. Many of these options are only available on Facebook. After creating an ad, you set a budget and bid for each click or thousand impressions that your ad will receive. Users then see your ads in the sidebar on Facebook or in their newsfeed. As marketers, our main goal is generally to drive traffic to our own websites. Building your Facebook presence is great, but when you bring someone to your website, you control the medium, and this gives you the best chance of converting on your goals. Facebook’s other ad options are great for driving engagement and brand awareness, but ads driving users off-site are still the best option for direct response advertisers looking to make a sale.
Facebook’s Vast Audience Network
Facebook ads extend beyond just the Facebook platform. It includes its broader audience network and additional applications like WhatsApp and Instagram. Facebook’s complete network includes 2.2 billion daily active users and 2.8 billion monthly active users (Facebook, Audience Network, Instagram, Messenger). In theory, it is possible to reach 37% of the world’s population with Facebook every month. Its user base offers companies almost unlimited possibilities to target and discover their core audiences. Facebook marketing provides a comprehensive and easy way to reach different customers at varying stages of a sales funnel. Facebook ads are a cost-effective and efficient tool for digital marketing, increasing a company’s profitability and online visibility. As advertising on Facebook continues to rise, companies that utilize it will gain positive and long-term results.
Mastering Facebook Ads: Key Takeaways
Utilizing Facebook ads effectively requires understanding your audience, crafting compelling ads, and setting measurable goals. With Facebook’s robust targeting options, you can reach the right people at the right time, boosting your chances of conversion. Remember, testing different ad types and strategies is essential to finding what resonates with your audience. By harnessing the power of Facebook’s vast audience network, you can maximize your marketing efforts and achieve long-term success. So, dive into the world of Facebook advertising and watch your business thrive!
