Facebook ads are great, but do they give value for money?
All of our social media campaigns are based on growing an engaged audience, but that doesn’t mean that we don’t sometimes advocate using Facebook ads. It can be quite cheap to run an ad campaign, but it can be very easy to waste money on them. Here are our tips for running a successful campaign that gives you value for money.
Don’t run a campaign asking for likes.
This may work for a brand-new page, but you want an engaged audience for your Facebook page if your focus is on organic engagement. A large audience of people who never interact with your page will affect your organic reach. It is much better too un an ad that has a specific
Call to action
The Facebook algorithm will downgrade some calls to action within posts searching for phrases such as “visit our website”. If you are promoting something specific such as an event or asking people to sign up for your newsletter, then you should consider running an ad.
Use Facebook insights to create your audience
We have already spoken about creating an engaged audience organically. Once you have this audience it is much easier to create a Facebook ad that will be successful
Facebook insights gives lots of information about the people who like and follow your page and the posts that they respond to. Using this information to create your Facebook ad audience will ensure you are targeting similar people who like your page, meaning that they are more likely to respond to your ad.
Facebook make this easy for you by letting you create a Lookalike audience for your ad.
Don’t boost a post because Facebook suggests it
Periodically Facebook will encourage you to boost a well performing post. In our experience there is often not a lot to be gained by doing this. However, it does give you information about what resonates with your audience that you can use to create successful future ads.
Boost or a Facebook ad campaign?
There are people who say that an ad campaign is more professional than boosting a post. We say this may not be true and that it depends on what you are promoting.
