This past year I’ve seen thousands of dollars being spent on Facebook advertising for various clients and companies I mentor. I’ve also seen thousands of wasted dollars and frustration behind the lack, or perceived lack of ROI, from these ads.
Unfortunately it is not the Facebook advertising platform that is flawed, at least not completely (there is plenty they could be doing to make it better, but that’s for another post), but rather the mentality of the advertisers that needs the overhaul.
Excuse me while I channel my inner Grandma for the next paragraph.
In the olden days, back when Facebook wasn’t the number 1 advertising platform in the world, if you wanted your local product or service to be seen by the local masses the options available to you included:
- local magazines and newspapers (expensive)
- local pinboards in community centers (time consuming)
- word of mouth (if you were lucky)
- repeat business (if you were good)
- if you were flush, local TV or radio stations (expensive)
- designing, printing, distributing fliers through letter boxes (expensive and time consuming)
- email marketing campaigns (if you had a database of email addresses)
- sponsoring community events and community outreach (sometimes expensive and time consuming)
ALL of the above took time and money, lots of time and money, for an oft unmeasurable ROI.
Now from the comfort of your home office or office office you can select who you want to target, what you want to say to them and click GO for mere $$ a day. Yet, all too often I hear “stop the ad it’s not working.” Or I spent $100 and didn’t see the results. We have become conditioned to seeing our advertising spend as 100 clicks, costs you $50 and 5 people bought my product which cost $10 each so I made my money back but it wasn’t worth it for me… NO you are WRONG! It was worth it… even if 0 people bought your product it was worth it, and here’s why.
HOW ELSE ARE YOU GOING TO GET 100 PEOPLE TO CLICK THROUGH TO YOUR WEBSITE!! Stop thinking of it in terms of wasted clicks and money and start driving traffic to your website where you sell your product. THEN you need to optimize optimize optimize optimize. If 100 people click through and 0 people buy then something is WRONG! Maybe you are sending the wrong traffic to your website? Maybe it’s the price? Maybe it’s the way you display your product? Maybe it’s the way you take payments…? You obviously MUST keep optimizing and fixing until you hit that sweet spot. You have to completely SWITCH your mindset from $50 a campaign and let’s measure results — to — “I am willing to spend xxxx a month to drive traffic to my website.”
From that traffic to my website, I expect to see results and data that will help me measure what they are doing, and change my product to be more saleable. It’s called a product-market-fit and without it you are wasting your time. Seriously, for $5 a day (which is the minimum you can spend on an adset by the way) you are looking at $35 a week, which is $140 a month, which is ONLY $1,680 a year. If by the end of the year you are still not getting conversion then seek professional help! I doubt one local paper ad, or one printed and distributed flyer will get you as much traffic to your website or brand exposure for only $1,680. Once you nail that product market fit and start to see goal conversion, then you can up your budget and scale!
I will leave you with this thought!
When you stop your ads because you are not getting the click-through conversion you think you want it’s like saying you will take away the door to your shop because people come in and browse and don’t buy!Good luck and if you want training on how to set up and optimize Facebook advertising or want an agency to run your ads for you, ZoecialMedia is here for you. But please don’t come at me with small one-off budgets. They are so last year :)
This is a cautionary tale about how wrong Facebook Ads targeting can be sometimes. Everything, and I mean everything you do with FB ads demographic targeting should be taken with a grain of salt. Make that 200,000 grains of salt. Here’s why!
So I have a client. That client wanted me to advertise to US students between the ages of 17–22, with an interest in college. When I was setting up the ad, I was a little surprised that Facebook Ads Manager indicated there were only 220,000 17–22-year-olds in the US in the estimated potential reach. I hadn’t yet got to the detailed targeting part of filtering to people with an interest in college.
What I didn’t realize is that I still had a previously selected “detailed target” demographic in the “Narrow Audience” field, from a previously saved audience, of “Parents (with children aged 18–26).”
Say what?? So Facebook seems to think there are 220,000 17–22-year-olds in the US who are also “Parents with children aged between 18–26.” hmmm. Don’t believe me, go into FB Ads Manager and do the same demographic settings I just mentioned. Or just check out this screen-shot below:
Once I got rid of this erroneous narrowing. Added in the “interested in college” narrowing — the actual estimated potential reach was more like 4,800,000. Whew, wouldn’t wanna target any college age kids with college aged kids now would I!
Ever had a weird FB Ads targeting blooper? Share below.
Watch this short tutorial to find out how to add the GROUPS tab to your facebook page and link any groups you manage to your business page. It's simple. ENJOY!
You may not have noticed it, but Facebook may slowly be on a path to world domination. Imagine a world where you no longer need to “Google it” or you don’t need LinkedIn. Sound unrealistic? Perhaps not…
Here are a few ways Facebook may be encroaching on LinkedIn and Google, and you probably haven’t even noticed it:
When you search in Facebook now you are served results across the web not just what’s inside Facebook. What’s more, the results are now separated for you into categories, much like in Google, so that you can easily find exactly the thing you are looking for. Try it, search in Facebook for “next full moon” in the FB search bar and the results offered [as shown below] will include links and also Videos outside of FB, well before you are shown the posts by friends or those made public on FB.
Rumor has it that soon you will be able to connect your community pages to your company pages and interact with a community as a company. There is some information here in this Adweek piece, but only 2% of FB accounts currently have this feature and according to the Adweek piece it is not expected to reach the masses until June.
WORKPLACE BY FACEBOOK:
Still a new concept, Workplace for Facebook is meant to be a professional “group” for businesses. There is a cheesy advert here you can watch about it or you can go to this link to sign up for a limited time free trial. I am still not clear why any business would use this over a free “group” on Facebook. At least in a FB group when someone posts, shares, comments and likes then the content has a much bigger reach potential. According to the Workplace for FB page the main features will be Messaging, Groups and Calling. All of these are available right now in FB for free! I’ve just signed up so stay tuned for another blog post on how it works and whether you need it.
ADVERTISING ON FB:
Again, this is just a rumor, but from a fairly reliable source. Apparently you will soon be able to target members of a group in the advertising target settings. This will be great for some of those baby product companies who want a way to tap into the very active Mummy groups on Facebook, for example. It is not yet clear whether they will allow advertising INSIDE groups, I honestly hope not, but at the moment the targeting option does seem cool, if it ever becomes a reality.
Do you know of other features and services FB is offering that if successful could seriously impact the way we currently work, search or advertise online? Add to the comments below.
THE SOMETHING OLD, SOMETHING NEW, SOMETHING BORROWED AND STICK IT ON BLUE STRATEGY:
Want a very simple, but effective, daily social media marketing strategy? One that assures you will not spend more than 20–30min a day on social media?Congratulations, you are getting married.
Just like when you get married you are told to have something old, something new, something borrowed and something blue, so too your social media marketing strategy should follow this pattern.
SOMETHING OLD: Each day your should take something you posted a few weeks before and repurpose it. You may need to beef it up or post it in a different format, for example a blog post that was on Medium you can publish on LinkedIn and then promote across all channels. Or you may simply write the blurb about it in a different way.
SOMETHING NEW: Each day find a new asset of yours to share with your audience. Like a new blog post, an upcoming event, a PR, or some product information. If you generate enough content you should ideally have more than one of these each a day. Try and target it to the audience that follows you on each platform. For example your audience on LinkedIn is bound to be more thought leadership/industry lead than Facebook which tends to be more consumer focused.
SOMETHING BORROWED: Finally for something borrowed, find an interest piece that someone else has written and highlight it as such. Try and identify an influencer or thought leadership piece that confirms a belief you support, or mentions an industry trend you are working towards, or even just something that someone else says that you either agree with or don’t agree with. Remember to add acknowledgement and emotion (the why should anyone care to read this piece) to the borrowed piece so that the source gets their due recognition and you explain why you are sharing it.
SOMETHING BLUE: Now post all of them on Facebook, LinkedIn and Twitter (you may have noticed that all their logos are BLUE!). Remember that according to some sources the lifetime value of a social post is very short. In fact Moz claim that a Tweet is only actually ‘alive’ for 18min (unless you are Donald Trump and 1K people will retweet every word you say every 5 min). So post those tweets 2–4 times in the same 1 day period and make sure you repurpose your tweets.
NOW: You should have a minimum of 3 posts per day (12 on Twitter), combining a mix of something old, with something new and that also borrows from other people to give you balanced, interesting, and active social accounts.
USE IT OR LOSE IT: If I may, just one more piece of advice. If you don’t use it, lose it. There is nothing nothing nothing that says lazy and disconnected as a dormant social media account where the last post you created was several months old.
Let me know where to send the wedding present when the happy day arrives :)