Advertising on Facebook Gives Unprecedented Research into Consumer Choices
If you are trying to reach consumers, Facebook needs to be in your playbook. Facebook will give you access to millions of people, with the interests and geography you seek. Of course, everything comes at a price. You do need to pay Facebook for the traffic you receive. The question becomes, is it worth it?
Using Facebook Ads to Drive Action
Once you reach people, then what? It really depends on what you want to accomplish. Are we driving people to your website? Are we trying to get people to become fans of your page to create "authority" status and brand recognition? Are we going for registrations?
Before launching your campaign, we can help you to pinpoint what it is that you really need to accomplish.
Reaching Your Audience on Facebook
There are many ways to reach an audience on Facebook:
- Targeting people who have visited your website previously (retargeting);
- People who are fans of your page;
- People who have similar interests (including other pages on Facebook);
- People who meet demographic criteria;
- and the list goes on...
With Facebook, we are able to target people - by gender, age, income, profession, job title, location, interests and more. These people become part of an "audience" which can include any number of people. Facebook doesn't give us that list, but it will show our ads to people on that list that we have created.
We can pay for clicks, for leads, for ad impressions ... they will let you pay in many different ways. In the end, it is about buying exposure to and connecting with your prospects.
Pros and Cons of Facebook
Pro: Facebook's Advantage Over Google: No Search Required
The primary advantage Facebook offers is its ability to reach people who are not actively searching for what you offer at this very moment. This does not mean they won't be interested. It just means they aren't proactively conducting a search precisely when they see your ad. However, they probably were looking for something like what you offer very recently.
The search engines are limited to people actually searching. I may be in the market for a lawyer, but if I'm not doing a search for one, the pay-per-click listings on Google aren't showing me one.
Pro: Facebook is Fantastic for Reaching Local Markets
- Are you an attorney? Doctor? Home services company? A restaurant or retailer?
- For any business who does business locally, Facebook is a great way to reach your audience.
- We are able to target your prospects in many ways.
- Only want to reach women 35-65 in three zip codes? No problem!
- Want to have a special offer on Tuesdays? We can do that.
The beauty of Facebook is the ability to target. You can run a very small campaign that behaves in very big ways, by simply targeting the right people, in the right area, with the right message.
Cons: Facebook Costs are Lower, but So are Conversion Rates...
In general, Facebook advertising is less expensive than Google and the other search engines. They charge less per click. If you are choosing to pay per impression (paying for ads to be shown, instead of paying for clicks), that tends to cost less as well.
However, in our experience, clicks from Facebook vs. Google tend to be of a lower quality.
It isn't that there is a problem with Facebook. Rather, the user is in a different state of mind.
Users from Google just did a search (such as "personal injury lawyers in XYZ"). It is clear what they want, and they are searching because they have a real need. They tend to convert from surfer to lead at a higher rate, because they have a present need that they need to satisfy (finding legal help).
In contrast, an ad on Facebook may catch someone's attention. They may or may not need a lawyer, but may still click on the ad. They may be thinking about contacting a lawyer, but may not be as serious as the person who is searching for a lawyer.
For all of those reasons, Facebook visitors tend to convert at a lower rate than Google visitors
So is Facebook a Good Deal?
Whether Facebook is a "good deal" for your advertising dollar really depends on the numbers.
Suppose Google clicks are $10 and Facebook clicks are $1. Which is better?
- If 5% of Google visitors convert, that's $200 for a new customer.
- If 1% of Facebook visitors convert, that's $100 for a new customer - great!
- But of only 0.2% of Facebook visitors convert, that's $500 for a new customer - ouch!
The point is... there is no "right answer." It all depends on your campaign, your offer, and how the market responds to you. The "right answer" is to test, adjust, and test again.
Facebook Campaigns Must Be Managed and Optimized
Because of challenges with Facebook - and all of the variables at play - campaign management is essential. Within an ad we test images, headlines, ad copy and more. We also test the effectiveness of the landing pages people reach after clicking on your ads. Are they staying? Registering? Purchasing? We test the demographics, the targeting and the audiences.
Some adjustments can yield 2x-10x results, but until we test, you won't know. Our superb management is the critical component in making the most of your advertising dollarswith all online marketing, but particularly with Facebook.
Call Us to Discuss Your Marketing - and Facebook
Everyone's needs are different, there are no blanket answers.
Call our offices at (888) 420-0063, fill out the form below or follow this link to schedule an appointment. We're happy to discuss your business and needs, and see if there is a way we can help you successfully grow your business online.