How To Turn Your Facebook Into Selling Machine
As a savvy internet user, you might think that Facebook is only there for your friends’ random status updates, funny or viral memes, or their latest food porn or vacation photos.
You’ve never been so wrong.
News flash: the world’s biggest social network is growing as an advertising platform, with its users climbing to 1.59 billion and its ad revenue propelling to $5.8 billion, according to TechCrunch.
This means Facebook advertising is a very real thing—because people are actually clicking them!
But before you get overly excited and blow off your entire advertising budget on Facebook, you must first understand what it does and how it works so you can tap its full potential. In this article, we’ll walk you through the basics of Facebook Ads.
How do Facebook Ads work?
Facebooks ads work by targeting users according to their Facebook profile information: their age, location, gender, interests, and so much more. You can create ads depending on your business goals, whether it’s to get more people to shop, visit your store, install your app, or like and comment on your page.
After creating your ad, you then set a budget and bid on the cost per click (CPC) or cost per thousand impressions (CPM) your ad will get. Once the ad is reviewed and approved, users will see it on their feed. What’s great about the platform is that you get regular updates on how your ad performs, including information on how many people have seen and engaged with your ad.
Why should your business advertise on Facebook?
Some marketers that have tapped Facebook Ads during its early days concluded that it doesn’t work. The truth is, it’s only a matter of planning and strategy.
Facebook Ads works for so many businesses because of the ability to reach and narrow down the right kind of audience. You also have complete control over your maximum bid and budget per day, as well as the total budget for your campaign. Because Facebook gathers so much data from its users, it can be possible to sell, if you wanted to, handmade notebooks to a 45-year-old Literature professor in Birmingham.
While Facebook Ads can help so many marketers, Kissmetrics, however, suggests that success on the platform actually goes more to businesses with low-friction conversions and those whose business models earn revenue from Facebook in the long run and not all at once, such as daily deal and subscription sites.
Types of Facebook Ads
Over the years, Facebook has introduced a variety of advertising options. As of writing there are over 10 different ad types or objectives today. Your e-commerce business will likely not use all of them, but it pays to know about each one.
Clicks to Website – With this ad type, you can send people to any section of your website, whether it’s your home page, online store, product page, or any landing page of your liking.
Page Post Engagements – Here you pay to get more people to see, like, comment, and share the content on your Facebook page. Aside from introducing your business to new audience, you also gain more insights about what your audience likes and how you can connect to new people.
Page Likes – Run this advert to get more people to discover and like your page, thus increasing brand awareness.
Website Conversions – This lets you measure leads, registrations, checkouts, web page views and other conversions. Before you can create this ad, you’ll need a snippet of code or conversion pixel for your website.
App installs – If you want more people to know more about your app and install it, this is the perfect ad to run. The ad will show in the News Feed of your targeted audience. When a user clicks it, he will be directed straight to your app store’s landing page.
App engagements – This ad encourages more activity on your mobile app. It can reach people who have already installed the app and encourage them to take specific actions.
Event Response – Opening a new shop soon? Or launching an exclusive event? This ad lets you raise attendance for your event with ease as well as track people’s responses on your invitation.
Offer Claims – Promote customer discounts and special deals, which people can claim from your store. You can choose how long the offer runs for, who can see and avail it, and more.
Video Views – Nothing can help tell your brand’s story more than a high quality, empowering video. This ad shares your video so more people can view it.
Local Awareness – Available in only some countries, this ad lets you reach people near the area of your business.
Single Image or Video – The most basic ad format, this type of format performs well if you have picked the right, high quality image or video. You can add a description or link to the post to increase engagement.
The Carousel Format – This format is perfect for showcasing multiple products in one ad unit, explain one product or highlight its features, create one big canvas, or tell a story that unfolds in each carousel card. You can show up to 5 images or videos, and each card can have its own headline or title, text and link or a call-to-action.
Slideshows – Video ads can be time-consuming and expensive to produce. Plus, not all Facebook users can view them well, especially those with a 2G connection. Slideshows are the perfect alternative as they’re lightweight since you’ll only be using photos, cost less, and are easier and faster to produce.
There’s no doubt that Facebook’s advertising platform is getting better every day. And there’s no reason why you shouldn’t jump into the Facebook Ads bandwagon! But just like any aspect of business, it’s important that you know what you’re getting yourself into first to get the most results.
There’s so much more we haven’t covered about Facebook Ads yet. So in our next article, we’ll talk about how to create your first ad and run successful campaigns.
Have you tried Facebook Ads? What has been your experience so far? Share us your thoughts below!