Facebook ads are a great way to get traffic to a particular place and run a lot like Google ads, only better. I say they are better because you can really drill down to who you want to talk to; in fact there are over 20 different possible combinations to try, which can really give you targeted results.
You can choose who to target by:
1. Location – within 80km of a city
2. Demographics – male, female, age group
3. Interests – just about anything!
4. Connections on Facebook – target users who are connected to certain criteria.
Once you have decided to have a go with Facebook ads, you need to consider four things:
1. What is the goal of the ad?
2. Who are you trying to reach?
3. What is your daily/weekly budget?
4. Who is going to monitor the results?
Now you might think that the first one is obvious: you just want more fans, right? Well, not necessarily. It may be that you want more people to visit your website rather than your fan page as you have a sale on soon, or a new collection being launched. In this case, your ad may be pointed straight to your chosen website landing page for visitors to find out more. If your goal is to generate brand exposure and gain more fans to communicate with, your ad will be pointed to your Facebook page rather than your website.
The advantage of pointing your ad to your Facebook page, is that when your visitor clicks ‘like’ and becomes a fan, you can then communicate with them through their Facebook news feed or by sending them an update. By sending your visitors to your website, unless you have a way for them to interact with your site, that visitor may never return, so you have lost them. Relying on them to join your mailing list may be too much to expect.
So who are you trying to reach, who are your target market? Again you may think this is obvious, but bearing in mind how you can drill down into the Facebook database, you may have a different message for different people.
I’ll discuss that next month, along with your budget considerations and how to monitor your results in order to get the best from your Facebook ads. There is a whole lot of extra information within Facebook itself for further fine tuning. Just click the advertising link at the bottom of your profile page.