Ads on Facebook and Social Media Gives Unprecedented Reach into prospects
If you are trying to find new prospects, Facebook needs to be in your playbook. Social Media and Facebook advertising will give you access to people , having the interests and geo targeting you seek.
Of course, everything comes at a price. You must pay Facebook for the targeted visitors you get. The question becomes, can it be worth it?
Once you appear in front of people , then what? It genuinely depends on what you want to accomplish. Are we pushing people to your website? Are we trying to get people to be fans of your page to generate "authority" status and brand recognition? Are we going for sign ups?
Before launching your advertising campaign, we can help you to identify precisely what you really need to accomplish.
Reaching Your Prospects on Facebook
There are numerous methods to appear in front of an "Audience" on Facebook:
- Concentrating on individuals who have visited your website in the past (retargeting);
- People that are followers of your page;
- Prospects who have very similar passions (such as other pages on Facebook);
- Prospects who meet demographic factors;
- Individuals that are currently your customers;
- and the list goes on...
With Facebook, we can easily aim for people - by gender, age, salary, career, job title, area, pursuits and even more. These individuals become part of an "audience" which may include any number of individuals. Facebook does not give us that list, however it will show our advertisements to individuals on that list that we have created.
We can pay for clicks, sales opportunities, ad impressions ... they will let you pay in many different ways. In the end, it is about purchasing exposure to and connecting with your prospects.
Pros of Advertising on Social Media
Pro: Facebook's Advantage Over Google: No Search Required
The main benefit Facebook offers is its capability to get to prospects who are not actively trying to find what you offer. This does not mean they won't have an interest. It simply means they are not actively performing a search when they see your ad. However, they most likely were looking for something like what you provide very recently.
The search engines like Google are restricted to individuals in fact searching. A prospect may be considering an attorney, but if they are not doing a search for one, those advertising and marketing in prospect pay per click do not appear in front of that prospect.
Pro: Facebook is Great for Getting into Local Areas
- Are you an attorney? Physician? Home renovation business? A restaurant or retailer?
- For any organization who conducts business locally Facebook is a great method to reach your target audience.
- We have the ability to focus on your prospects in many ways.
- Only need to reach women 35-65 in three zip codes? No worries!
- Want to have a special offer on Wednesday? We can do that.
The beauty of Facebook is the ability to target. You can operate a small advertising campaign that behaves in huge ways, simply by focusing on the correct prospects, in the right region, with the appropriate message.
Facebook Pricing is Lower, but So are Conversion Rates...
In general, Facebook advertising and marketing is less costly than Google and the other search engines. They cost significantly less per click. If you are choosing to pay per ad view (paying for ads to be presented, rather than paying for clicks), that is likely to come in less expensive too.
However, in our experience, clicks from Facebook vs. Google are usually of a reduced quality. It isn't that there is a downside to Facebook. Rather, the user is in some other frame of mind.
Users from Google just did a search (for example "personal injury lawyers in XYZ"). It is clear what they want, and they're searching since they have a true need. They tend to convert from surfer to qualified prospect at a greater rate, because they have a current need that they must fulfill (finding legal help).
In comparison, an advertisement on Facebook may capture someone's attention. They might or might not be proactively searching for a lawyer, but still have the need.
For these reasons, Facebook targeted traffic tend to convert at a lower rate than Google visitors... which is alright for the reasons you will discover below.
If you would like to discuss the services of our Suffolk pay per click advertising agency, our local advertising agency in Suffolk County, SEO company in NY or remarketing companies in New York
please contact our offices.
So is Social Media Advertising a Good Deal?
Whether Facebook is a "good deal" for your marketing and advertising budget genuinely depends upon the numbers.
Suppose search engine mouse clicks are $14 and Facebook visitors are $1. Which one is superior? It depends.
- If 5% of Google visitors convert, that's $200+ for a new customer.
- If 1% of Facebook actions 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 isn't any "right answer." It all depends on your marketing campaign, your offer, and the way the marketplace reacts to you. The "correct answer" is to test, modify, and test yet again.
Just remember to have your visuals strong before running ads like these. For info about our website design experts, our graphic design services or our advertising consulting services in New York call us today.
Facebook Strategies Have To Be Maintained and Optimized
Because of challenges with Facebook - and all of the variables at play - campaign management is vital. Within an advertisement we test graphics, headlines, ad copy and more. We also test the strength of the landing pages people reach after clicking on your ads. Are they staying? Signing up? Purchasing? We test the demographics, the targeting as well as the audiences.
Some adjustments can yield 2x-10x results, but until we test, you will not know. Our outstanding campaign operations is the crucial component in making the most of your marketing spend with all internet marketing, but particularly with Facebook.