When you think of pay-per-click ads, you probably think Google. Well, today we’re going to show you why you should seriously consider using Facebook Ads.
You’re probably thinking: “but Facebook is where my old high school classmates post pictures of their children and boast about unfounded political beliefs.” All the more reason to invest in Facebook ads, because everybody uses Facebook. No matter your business’s demographic, you can reach them there – unless your target demographic is small children that can’t read. In which case, you can reach their parents on Facebook.
Facebook has around 1.5 billion members. That’s more than the entire population of China. Baby boomers use Facebook to feel more connected to family members and long lost pals. Generation X uses it to keep tabs on their children and keep up-to-date on their favorite businesses and local events.
Then there’s “Generation Y” that uses Facebook to show the world what they’re doing. They’re more commonly found posting pictures, “checking-in” to establishments, “liking” events, and keeping up with news. In fact, 88% of millennials get their news from Facebook. Facebook is an easy way to reach a broad audience that’s ready to consume.
Targeting Your Audience on Facebook is Easier than Google
Facebook’s targeting is smart. If you know the demographic you’re trying to market to, you can easily put them in your ad’s cross hairs. You can target audiences based on their behaviors, gender, ages, connections, languages, interests, and locations.
The cool thing about location targeting on Facebook is that you can target small or large scopes of geographic areas to the T. If you want, you can even target college campuses. You can layer their targeting options, making it easy to reach an incredibly specific audience.
Creative Targeting Strategies with Facebook Ads
With Facebook ads, there are a number of targeting strategies that can find users that will be lucrative leads for your business.
- Look at recent purchasing behavior. Facebook has access to consumer’s purchasing behavior, making it easy to create a buyer profile. For instance, if you’re a dentist that’s selling teeth whitening services, you can target users that have recently purchased whitening toothpaste.
- Target life events. Facebook allows users to post recent life events on their timeline, like new relationships, jobs, engagements, moves, or weddings. Using the same teeth whitening example above, you could target users that are recently engaged. Or, say someone has moved to a new town, then chances are they’re looking for a new and trustworthy family dentist. This is a perfect opportunity to market your general dentist services or offer new patient specials on Facebook ads.
- Create your custom audience. This is the most obvious strategy for targeting an audience. If you want to retarget to people that have already visited your practice website, you can try and close a deal by creating a retargeting list. You can target users that have used specific apps or played specific games on Facebook. Another good tactic is targeting users with certain incomes or occupations.
Facebook Ads are Better for Small Budgets
Facebook ads are REALLY inexpensive, making them perfect for local businesses with small budgets.
They’re way cheaper than traditional ads, about 11 times cheaper than Google ads, and 3 times cheaper than LinkedIn Ads. According to Moz, Facebook ads average about $0.25 for every 1,000 impressions.
Since Facebook ads charge you per 1000 impressions, you can make your business’s presence known in the community on a really small budget. Creating awareness of your business is key to having a leg up on your competitors. With Facebook ads you can reach 4,000 potential customers on just $1 a day.
Creating a Successful Facebook Ad Campaign
With Facebook ads, you can stretch your dollar further by implementing smart strategies and displaying your ads to the right audiences. If you just cast a bunch of seeds out randomly, they’re not going to come to fruition as successfully as the person that takes the time to plow and water the field. A lot of advertisers lose money on Facebook ads, because they create a broad target audience, don’t test their ad copy, and have poor retargeting strategies.
For dentists, it’s easy to make the mistake of targeting too broadly, because you typically want to market to all ages. Knowing the demographics of your patients that are willing to purchase treatments is a good place to start when it comes to setting a target audience.
Another no brainer that can cost you a lot of budget spend is ignoring location settings. Obviously if your business is located in Nebraska, you probably don’t want to market to users out of state, unless you’re offering a tourism package. Another way to hone your location is by thinking about languages in your community. If you only want to market to Spanish speakers, you can include this in your Facebook audience.
Not testing your copy is a huge advertising faux pas. Some words will appeal to your audience better than others. And there’s no way to know until you test different headlines, calls to action, and body copy. Discovering writing that creates the best conversions per impressions will stretch your budget further. You should also make sure you’re gearing your copy to your audiences. You might make your headlines for millennials more conversational, while baby boomers might respond better to authoritative copy.
Another common Facebook mistake is boosting the wrong posts. It doesn’t make sense to pay good money to boost memes, or posts that don’t link to your website. Sure, boosting memes might make your audience raise their eye brow or chuckle, but they don’t do anything to bring in new clients. Plus, if an audience is already following you on Facebook, they’re going to see your meme shares anyways.
Besides making your copy relevant and compelling, your Facebook ads should be easy on the eyes. The ad images should captivate your audience, but also leave some curiosity for them to read the headline and ad copy. It’s important to remember to keep the text on your Facebook ad images to a minimum. You can include a number, but anything and Facebook will penalize your ad.
Let Us Handle Your Facebook Ads For You
At Now Media Group, we offer an entire search engine marketing package. From handling your SEO to pay-per-click campaigns, we’re here to help your business grow. Part of helping your business succeed includes stretching your budget further, which is why we highly recommend Facebook ads to help brand your business. If you have any questions about Facebook ads or want us to launch a successful ad campaign for you, contact us today at 858-333-8950.