Facebook Advertising Channel - ARE YOU KIDDING ME?
Small businesses need an option to Google Adwords, a more affordable advertising channel is possible within the Facebook customer base.
Facebook is a social rocket, a giant marketplace for any brand looking for the dedicated 1.79 Billion Global Daily Users , 1.09 billion mobile users daily in September 2016, 84.9% of this growth is outside of the USA. However, 16% of those numbers are USA-based users.
When you think of Google you think of words like search and lists of search results. When you think of Facebook you think of connected people. Large groups of connected people.Facebook has a large daily user population that use Facebook to communicate within their friend and family base and now businesses are dialing into this network.
Facebook allows marketers to really target the specific audience, location, gender and personal interests. This really helps identify, in a smart way, where your budgets and marketing messages show up and to what audience. How about those who are all connected to your company or press the famous <LIKE> button!
Once you have defined the audience target you need to decide where your marketing advertising messages will show up with in the FB pages. This is a big consideration to make if you get it wrong your results will have you pulling back the wallet strings.
Facebook Newsfeeds – These are the embedded ads in the mainstream front pages of Facebook. Its what you scroll down through to see what happening in your personal friends and family Facebook connected world. Yes you have already seen the ads they are there.
Right-side Column Ads – The smaller ads show up on the right side of the of the center aisle, news feeds. Small square boxes with light weight descriptors designed to have advertisers buying competitive positions, views, clicks and the targeted audience responding in large numbers.
These Facebook ads have been designed by a diverse amount of people and the results can also be just as diverse for each company. A great amount of attention is given to both the IMAGE posted and the COPY or messaging that is readable, enticing and motivates the user to take the next step of engagement.
To get this process right here are a few ideas that we use to research, prepare, write, test and post, then switch the posting for a different audience. Take a look at what we have learned and see if this makes sense for what you are trying to accomplish.
Images - To get noticed think about visual “SHOCK MEDIA” and how effective hand selected, targeted images motivate you, on your personal selections of advertisements. You know you want to click the image. The images are a very important element of user engagement so you need a really great source for images or a great eye to go get the images (and budget!)
· Take extra time to find two or three images that will work for your ad.
· After you have selected the images, write a caption that fits your marketing message. Make sure to include the essentials of ad writing so that it makes sense to the user, creates an interest, urgency and action.
· Share your three designs with, as many people as you can, trusted people who make you think objectively.
· Unlike your global website – write your ads as if you are focused on one person at a time, your best customer or even friend. Be enthusiastic about your text. People like it!
· Video is a very effect way to gather interest of thousands. More later.
Ad Layout – The main idea of the Facebook ad is to be seen and to be clicked. There is nothing more important to a marketer than to successfully place an ad that attracts viewers in to engage the “Click”. The image at this point is 90% of the eye traffic. If you have the right picture they will actually read your title description.
Image – It’s a visual experience. The picture will not capture everyone across the board, however it needs to capture the interest of your specific audience, your target. Stimulate the senses with images so clear you can smell and taste the food, fabrics so close you can feel the softness or texture, style so real that your want to see more fashions, you want to learn more. This is a one sec glance effect, a scan, colors and detail that intrigue a second glance – easy to identify with your message that surrounds the image, your brand, your product or service. The image is the most important to a visual visitor. Pinterst has a lot to share on this subject. People like people.
Important Note : in 2015 Facebook launched a process that reviews your overall relevance which is made up of your ad image, copy and landing page for audience relevance. You want to pay special attention to the quality in all three areas. You need a high relevance score to compete.
Title Text – This is the first text they will read. This is a high value statement to your audience. It has to be interesting, trusting, and well written in a short form. Take the time to wordsmith your message in a tasteful easy to read format.
Something like – Jasper’s Market
This ad is used by Facebook in their guides for ad design and deployment.
Take a look at the [LEARN MORE] button in the ad above. The offer is simple, if you like this dessert recipe you will be interested in others as well. ONE FOCUS, one engagement. If you have too much going on the viewer will leave the site, they want decisions handed to them, they don’t want to feel effort to find anything.
Plan your engagement and Call-to-Action with great interest in the customer experience and the end result for a win–win.