Ads on Facebook and Social Media Gives Unprecedented Reach into prospects
If you're trying to reach new prospects, Facebook needs to be in your playbook. Facebook and Social Media advertising will provide you with the means to access people , having the interests and geographic targeting you want.
Obviously, everything comes at a price. You need to pay Facebook for the targeted traffic you get. The concern becomes, is it worth the cost?
After you appear in front of people , then what? It truly depends on what you would like to achieve. Are we driving people to your site? Are we hoping to get people to be fans of your page to build "authority" status and brand reputation? Are we going for sign ups?
Before starting your advertising campaign, we are able to help you to identify precisely what you need to achieve.
Reaching Your Prospects on Facebook
There are a variety of methods to appear in front of an "Audience" on Facebook:
- Concentrating on individuals who have been to your web site previously (retargeting);
- Potential customers that are followers of your page;
- Prospects who may have related pursuits (which include other pages on Facebook);
- Potential customers who meet demographic considerations;
- Individuals who are currently your customers;
- and the list goes on...
With Facebook, we can easily focus on people - by gender, age, salary, occupation, job title, location, pursuits and more. These individuals end up part of an "audience" which may consist of many individuals. Facebook does not give us that list, however it will present our ads to individuals on that list that we have created.
We can buy clicks, sales opportunities, advertising impressions ... they will let you pay in various ways. In the end, it is about getting exposure to and connecting with your prospects.
Pros of Advertising on Facebook
Pro: Facebook's Edge Over Google and Bing: No Search Needed
The primary advantage Facebook offers is its ability to reach prospects who are not actively looking for what you offer. This does not mean they won't have an interest. It just means they are not actively conducting a search when they see your ad. However, they most likely were seeking something such as what you offer quite recently.
The search engines like Google are restricted to the people actually searching. A person may be interested in legal counsel, but if they aren't performing a search for one, those marketing in prospect pay per click do not reach that prospect.
Pro: Facebook is Ideal for Reaching Local Market Places
- Are you a lawyer? Doctor? Home repair company? A restaurant or merchant?
- For any business who does business locally Facebook is a great way to reach your audience.
- We can target your prospects in many ways.
- Only want to reach women 35-65 in 3 zip codes? Not an issue!
- Want to have a special offer on Wednesday? We can do that.
The great thing about Facebook is the capacity to target. You can operate a small marketing campaign that behaves in huge ways, simply by targeting the correct prospects, in the right location, with the right message.
Facebook Costs are Lower, but So are Conversion Rates...
In general, Facebook advertising and marketing is less pricey than Google and the other search engines. They cost significantly less for each click. If you are choosing to pay per impression (paying for ads to be presented, instead of paying for clicks), that tends to cost less too.
However, in our experience, clicks from Facebook vs. Google are usually of a reduced quality. It isn't that there's a challenge with Facebook. Rather, the user is in some other frame of mind.
Users from Google just performed a search (for example "personal injury lawyers in XYZ"). It is obvious what they need, and they're browsing since they have a real need. They tend to convert from surfer to lead at a higher rate, since they have a current need that they need to satisfy (finding legal help).
In comparison, an ad on Facebook might catch someone's focus. They might or might not be actively searching for an attorney, but still have the need.
For all of those reasons, Facebook visitors often convert at a lower rate than search engine visitors... which is fine for the reasons you will learn about below.
So is Social Media Advertising a Great Deal?
Whether Facebook is a "good deal" for your marketing and advertising budget truly will depend on the numbers.
Suppose search engine mouse clicks are $11 and Facebook actions are $1. Which one is better? 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 - that hurts!
The point is... there isn't any "correct answer." It will depend on your marketing campaign, your offer, and exactly how the marketplace reacts to you. The "correct answer" would be to test, modify, and test yet again.
Just remember to have your visuals strong before launching ads like these. For info about our New York web site design experts, our graphic design or our online advertising consulting services in NY contact us today.
Facebook Strategies Need To Be Managed and Optimized
Because of challenges with Facebook - and all of the variables at play - advertising campaign management is essential. Within an ad we test images, headlines, ad copy and even more. We also test the effectiveness of the pages people reach after clicking on your advertisements. Are they staying? Registering? Buying? We test the demographics, the targeting and the audiences.
Some changes can yield 2x-10x benefits, but until we test, you won't know. Our superb campaign management is the critical component in making the most of your advertising spend with all online marketing, but especially with Facebook.