Facebook Marketing Ideas for Small Business. We know the struggle
There are plenty of Facebook marketing ideas for small businesses. One of them is Facebook boost posts and they are the easiest to do. But it doesn’t have many options like Facebook ads manager. In both cases, Facebook charges based on CPM, Cost per 1000 Impressions ( Number of times to show your ads 1000 times )
In 2016 Facebook announced that it’s running out of space to advertise in Facebook newsfeeds, so bad ads or ads that don’t perform will not be shown, hence the default setting of audience networks. This means you think your ads are showing on Facebook and Instagram, but if you look at the placement reports, you will be surprised that your ads are shown on different facebook partner network sites and apps. In our experience, audience networks don’t perform as much.
Want to generate leads through Facebook? After cambridge analytica, Facebook no longer shows how many people you can reach for a particular target. Also, many of the partner data will be gone soon and the targeting options will be limited. So how do you fuel your Facebook marketing ideas and strategy?
For Lead Generation campaigns, Conversion campaign types are best but they have the highest CPM. As you are asking a user to click, leave Facebook, and complete action on your site. If you have 50 conversions per ad set per week. and then your cost of ads can come down lower if Facebook has more data.
To tackle, the high cost of marketing, one can start with awareness campaigns like – View Views, Reach, Engagement & Website Traffic. The CPM rates are cheaper and you can reach a lot of people. Let’s call these users cold audiences.
Warm audiences – are people who have seen your ads. so focussing more on website clicks and conversion campaigns here can make more sense. These are called consideration campaigns
Hot Audiences – These are people who know you and have visited your site and they are most likely to convert. The CPM is high.
Make sure there is no audience overlap in different ad sets, as the same audiences may end up watching your ads multiple times and it can increase the ad cost with low engagements.
Show video ads to people, and then the ones who watched the videos, show them carousel ads with a different ad set.
Did you know 65% of Facebook users log on daily? As marketers, we need to know how critical it is to have a Facebook presence. However, it is becoming increasingly challenging to stand out, as the competition amongst businesses is very high. With almost 1 billion daily active Facebook users, it’s tricky, but it’s not impossible! Check out the Facebook marketing ideas.
Ads with emojis get far higher click-through rates than ads without. 92% of online users use emojis, and frequent users feel emojis express their feelings more accurately than words. The moral of the story, use emojis in your Facebook marketing posts to add personality and emotion to your text.
Leads Dubai is a Digital Marketing Agency in UAE. We are also Google Certified and do Social Media Marketing. Our SEO Services improves your website rankings. Get in touch to improve your paid marketing returns.
- Read the blog post, email list, buy your product, past customers etc
- With a custom audience, you can target or exclude those who have connected with you, interacted with you
- You can upload your customer list up to 15 identifiers to match with Facebook account data
- Facebook matches your contacts with Facebook users. Typically 30 – 70% match rate and you can target or exclude these people in your ad sets
- App activity audiences like opening the app, or purchase etc can be used as custom audiences to show ads
- As long as ads are working, frequency doesn’t matter.
Facebook will mix and match to find the best combinations. This results in many ads without manually creating them and letting the system do the work. Saves time you see. The dynamic creative shows up only in the draft when you save it as a draft and then it shows
Ads targeting based on language is imperfect as 1 person can speak many languages. In dynamic language optimization you can set up 5 ad variations based on language and Facebook will automatically distribute the ad to the right person in their newsfeed
Facebook optimizes to show ads to people who are most likely to act. By default, FB optimizes for your objectives and hence the audience shrinks. If you optimize for link clicks, comments or conversions the algorithm will work to help get you more of that action.
What about Facebook Ad Creative?
TIP = Since facebook background is blue, have your images in contrast so it stands out.
In any ad set, if you have the same ads twice, it doesn’t matter as Facebook doesn’t recognize duplicate ads. Each ad is a separate Ad ID. So you can take that Facebook ad id from the URL and create a new ad exactly the same. Facebook doesn’t rotate the ads within the ad sets. It picks up the winners quickly. And only that 1 ad is shown more and more. The option to solve this is through the split test. You can split-test creatives, placements, audiences, and ad delivery types.
Facebook Dynamic Creatives is the new thing. The creatives can look different. For example for the same ad set, you can select up to 5 different ad copies and change image or text headlines to run them and find the winners.
If your ads are more relevant, the cost to show the ads are lower
So how can ads be relevant? – Aim for More Engagement in your ads.
- Video Creative = High Engagement and low number of leads
- Static Image = Low cost and a decent number of leads can work
- Slideshow Ads = It doesn’t work much in leads result
- Carousels = With many images together in one ad, the results for lead generation can be great
- Canvas Ads = It is expensive CPM and difficult to get results.
Leads Dubai is a Lead Generation Company. We do this through social media marketing. One client at a time, we are making difference in the small and medium businesses space. Contact us to talk about custom Facebook marketing ideas for your company
The Source of this blog is a social media examiner webinar
- Facebook needs a certain amount of conversation from pixels so they can optimize
- Like link clicks and landing page views or add to cart as a funnel to optimize
- People abandon website visits to landing pages due to load time or speed
- If the page doesn’t load well the Fb pixel doesn’t load and hence it doesn’t track.
- Better to optimize for landing page view to measure that instead
Run a Simple Contest to Increase Engagement
Facebook contests are not new. You’ve likely been exposed to many, but have you actually tried running one yourself? Running a contest with a tempting incentive is one of the best ways to increase ad engagement on Facebook. Running a contest doesn’t have to be overly complicated. Simply ask people to submit photos with your product in them, and choose a winner at random!
Create Short And Interesting Video Posts
Have you tried marketing your company with videos, but people just don’t seem to be interested? This is likely due to one of two reasons:
Facebook users are looking to be entertained. They are spending their time on a “social” platform that can be very distracting, so you need to divert their attention quickly. Companies like Tasty have it figured out – keep it short and sweet. (See Example)
This tip might sound funny. But it works! Because who doesn’t love pets and babies? When you’re doing Facebook marketing, it’s a good idea not to take yourself too seriously. Insert some playfulness into your posts. If they are not related to your brand, make them by giving hilarious, brand-related captions.
Facebook introduced Split testing which helps you find which ads or targeting methods are working: You can split test the following within your Facebook ad manager.
- Automatically creates audiences from ones who engage with you
Make Your Brand Relatable
You need to show the people behind the brand to connect with your audience. The original intent of Facebook was to interact with friends, not advertise your business, but it’s easy for marketers to forget this. Pushing solely product-related messages is only going to take you so far.
Additional Insights
Facebook marketing help to reach organically as the new Facebook newsfeed has changed. This means Facebook wants to show more of your friends and family updates above the pages or promotional content. As a result, it will become difficult for brands and pages to reach more users organically. Get Ready to use Facebook Advertising. This space will heat up and more people will do Facebook marketing. As a result, the CPM and cost of advertising on Facebook will increase dramatically. Facebook Is changing rapidly so it’s important to keep up with the change or be left behind. Through this post, we uncover some of the latest Facebook advertising methods you can use early on.
One of the major reason marketers fail is because of the structure of the campaign. Do not use the same audience in multiple campaigns or ad sets. Keep them all in 1 group and test multiple ad formats to see which is the best one that works against 1 audience. Do not overlap the audience. Not enough testing etc could have a problem. This is why Facebook has built-in split testing. It includes:
How to manage multiple campaigns at once.
It can be time-consuming and with bigger ad budgets. It’s also easy to miss KPI and overspend. With bad results
- Under create manage you find these automated rules
- Automatically update campaign / added Turn on / of / Inc budget /Dec budget / notifications all based on
- Spend requirements, results, and many more factors.
What do people do after clicking your ads, do they comment, share, like, emotes etc,
See all these details in Facebook Analytics from measure and report under. You can also track reports from FB posts to a website within analytics.
Reach optimization
Similar to daily unique tech. Best for awareness or micro-targeting. It limits reach to x times and x days. Flexibility
Optimize for better conversions
Facebook needs to know when conversions occur. Must have the pixel installed for conversions. A minimum number of conversions are needed before it works. You can start with the learning phase of landing page views and then switch to conversions.
Link clicks to conversions
Facebook needs 50 conversions to optimize – else it will still be in the learning phase. Facebook can start to optimize for link clicks and then switch to conversions if the sample size is big
Key Results metrics to watch for
By default, FB reports on objectives. Budget optimization – optimize budgets across ad sets to optimize for. conversions
Advertisers control the budget at the asset level.
Fb can now optimize the budget based on asset performance. So it’s good they distribute the budgets in between ads. So they will skew toward winnings ads.
Offline activity audiences
In physical stores, when you run ads you don’t know the impact of those ads on sales from the store. Create an offline event set for Facebook ad tracking. Make a file of the customer sale data. Involve the lifetime value of customers and upload your file with a new column on which customer is more valuable
