Of course not….you don’t have to do anything you don’t want to do. However, not using Facebook Ads is the same as a business back in the days before the internet saying they don’t want to put ads in the local newspaper.
Every single household in town got the paper tossed onto their lawn or stuffed in their mailbox. Dads would read the paper in the evening, cover to cover usually, to find out what was going on in town, in the state, in the world. They followed their favorite teams.
Moms poured through the sale pages and ads looking for a deal on whatever household item was needed, or to help plan the family meals.
People looked for information about their particular hobbies, interests, and pet causes.
They eagerly anticipated the next article from their favorite columnist.
And while they were reading all this content, their eyes would fall on the ads placed here and there by businesses.
All of this activity now takes place on the internet. Think about it…..
Every single news outlet has a website AND a Facebook page, whether they are local or global….
There are sites and Pages for cities, states, political parties, sports teams and entertainers….
Magazine and newspapers are even online now…..
Every imaginable hobby, sport, interest, cause….you name it…..has a website and Facebook page….
Who is seeing all of this content? Well, according to updated information just released at the beginning of 2018, here are Facebook’s latest stats:
- 2.13 billion active monthly users worldwide (14% increase)
- 1.15 billion mobile daily users (23% increase)
- 1.4 billion people on average log onto Facebook daily (14% increase)
- On average Like and Share buttons are viewed on 10 million websites daily
- Five new profiles are created every SECOND
- One in five website page views in the U.S. occurs on Facebook
- 300 million photos are uploaded per day (shows highly engaged users)
- 510,000 comments and 293,000 status updates occur every 60 seconds (more high engagement)
- 16 million local business pages had been created by 2013 (100% increase over 2012) and it’s more now
- According to SEC filing, for the first time, Facebook’s U.S. ad revenue will be larger than the biggest traditional media companies — trailing only behind Google.
What does this all mean for you and your business?
Facebook is too big to ignore.
Your competition is most certainly on Facebook.
The potential audience for your business is growing exponentially.
Facebook users aren’t just reading content, they are engaging with it.
Facebook continues to reign in popularity over other social media channels
You’re probably saying now, “OK, great, but how exactly do I use all this awesomeness for my business?”
How do you find YOUR customers and make sure they see your ads?
FIRST, you must create a Business Page on Facebook. All ads are tied to a page. Not a Profile, which is your personal Facebook account. Your profile can create Pages. You can have as many pages as you want, but you can only have one Profile (legally anyway).
I like to say that Facebook’s advertising super powers can be summed up in a couple words:
Whether we like it or not…..when we are online, we are being watched. I know there are those out there who refuse to participate because they feel their privacy is at risk and horrible things will happen if they let the internet into their lives.
So they won’t be in your target audience….so be it. Topic for a different discussion.
But, because everything we do, everywhere we go online is recorded somewhere in the CLOUD, businesses can use this information to their advantage.
Have you ever noticed this phenomenon: You go on a website like Home Depot and look at closet systems (yes, we’re remodeling currently). Then you pop over to Facebook and see what everyone’s up to. Magically, a Home Depot ad for closet systems shows up in the sidebar on Facebook. What the wha?
Well, it’s very simple. Home Depot is running an ad campaign on Facebook that targets anyone who has been on their website recently and shows them an ad for the product they were looking at. Cool, huh?
You can do the same thing.
But if you aren’t a big box store that can retarget customers who’ve been to your site, there are other awesome tools to use when choosing the audience to show your ads.
You have the ability to target Facebook users in many many ways. These are the main targeting options you have when creating an audience for your ad campaign:
- Location (as large or small as you want)
Then, you can include or exclude people based on the following:
This is where the detailed targeting happens.
Let’s say you are selling a weight loss product or program.
You can create an audience which not only includes people of a certain age range, gender, location, etc. that you feel would buy your product, but you could also tell Facebook to show your ad to people who:
Like Weightwatchers website and Facebook page
Who follow certain weight gurus on Facebook
Who have an interest in dieting
You can target certain types of people: Type in MOMS and you get these choices, plus more:
- Corporate moms
- Stay at home moms
- Soccer moms
- Moms of gtrader school kids
- Big city moms
- Moms of preschool kids
- Fit moms
- New moms
- Trendy moms
- Moms of highschoolers
- Dance moms
……..you get the idea
The point here is, you can create a very specific audience for your ads so that you make sure only people who are MOST LIKELY to be interested in your business are seeing your ads.
So that’s the power of Targeting…
Now for the Tweaking power.
Typically the way a Facebook ad campaign is created consists of doing some research to narrow down what types of people you want to target. It is not an exact science so you’ll want to do some testing.
You create several different audiences which differ only in one or two ways. In other words, change the gender, or change the ages, etc. So you may come up with 5-10 different audiences to test.
You create your ads and run them to ALL of these audiences for a couple days — using a very low daily ad budget. Then after those initial testing days, you look at the results in Facebook’s data for your campaign. You can easily see which ad/audience (one or two) is performing the best. This may mean it got more clicks, the cost per click was lowest, etc. There are many stats to look at.
When you identify the audience or ad that is performing the best, you turn off the others and then up and budget to the highly converting ads and let them run. You decide how much and for how long.
This is how Facebook ads are so much more effective and productive than the “shotgun” approach used with newspapers for example. Send a paper to everybody in town, and hope the 12 people who are looking for what you sell actually see your ad.
There is an art and strategy involved to creating good quality Facebook ad campaigns.
With help you can learn to do it yourself, or you can hire someone to do it for you.
Either way, you can be sure your marketing dollars will be spent in a much more effective way with a better chance of converting into actual customers and sales.
Of course, the ads alone don’t convert people to customers. What happens after they click your ad is HUGE. Is your offer truly irresistible? Are you providing the answers and value they are seeking?
If you run ads and they don’t get you more customers and sales, do not immediately blame the ad and say they don’t work.
There is a whole list of other factors that have to be analyzed to see where the process is broken. Even if it is the ad, there are many factors that can be tweaked in the ad itself to optimize it better.
Bottom line — if you have a business, whether online, virtual, physical — you really should be investing in Facebook ads. This applies to any kind of business from physical products and services to online courses, coaches, bloggers, and more.