Advertising

Advertising on social media allows us to promote custom ads or content to specific audiences. No other technology currently provides the level of targeting that social does. Using these platforms correctly means that our brands will be promoted to people who want to hear from us. The more targeted the ads, the better the return on investment.

Organic reach is non-existent

On average, a post published on a Facebook page with a community of 50,000 will reach approximately 2% of it's fans organically. 'Organic reach' means the amount of people who saw a post in their newsfeeds without any advertising budget.

A monthly advertising budget must be allocated to each social media page in order to develop your community size and to increase awareness.

By applying advertising budget, the reach was increased from just over 3,000 people to over 27,800.

Targeting

Facebook currently provides the most sophisticated advertising platform for both Facebook and Instagram. They have also provided a simple 'Boost Post' option. As tempting as it can be to use this functionality, your results will be far better if you take the time to learn how to use the advanced Power Editor.

As you can see in the table below from a recent study, Boosted Posts do ensure that your content reaches more people. However, the Power Editor's advanced targeting means that the people you do reach are more likely to be interested in your products or service. In turn, this results in more action being taken and a lower cost per action.

Take a strategic approach to your ad spend. Identify your target audiences, put yourself in their shoes. What do they want to achieve that you can help them with? What are they influenced by? Are they local, expats, tourists?

The more you can drill down to who you are trying to reach, the more successful the cumulative effect will be as your community grows.

Facebook has a number of excellent resources including easy to digest videos that explain their Facebook for Business platform further.

Don't try to kill two birds with one stone

Rather than running a generic ad campaign think about your key goals and run separate campaigns to address those goals. For example, one goal might be to get more page likes to grow your community size, whilst another may be to increase the reach of your posts so more people among your target audience are aware of your offers or services. Different ad content (images, text, calls to action) will work better for different goals, so plan and place your ad campaigns accordingly.

Experiment

Play around with targeting and different ad types but don’t change too many things at once. That way you can identify which changes are creating better or worse results. Also beware of bombarding the same people with ads as this can have the opposite of the desired effect. In Facebook, you can monitor this in the "frequency" column in the ads manager.

Resources

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