As of June 2015, Facebook has 14.9 million Australian users, and 1.44 billion around the world.* That’s a lot of eyeballs. If you’ve got a product or service to sell, how do you grab these users’ attention? It’s all about talking to the right people at the right time about the right thing in the right way.
Let’s break this down and give you a winning recipe for marketing your brand on Facebook.
Finding the right people
Obviously, your product won’t appeal to 14.9 million Australians. Just like other channels, not everyone is ‘right’, so you need to identify who you want to talk to and then set about finding these people on Facebook.
Fortunately, there is a wealth of information to help you do this. You can look at user behaviours, living arrangements, marital status, interests, location, net worth and more, to create very specific personas for your campaign.
Don’t forget to look after your loyal website customers. And remember, your targeting strategy may vary depending on whether you are prospecting or remarketing.
At the right time
You can schedule your ads on Facebook to target the time of day that’s more likely to convert for your business, or even set similar ad schedule with other media channels to have better response. For example, a food retailer could run effective communication right before lunch/dinner time while people are deciding where to eat, so they can set a schedule around 11am – 1pm and 4pm – 7pm. If they also advertise on local radio, they can also schedule similar time to engage with audience across channels.
You can find the Budget & Schedule setting (see below) on Facebook new interface, I suggest that instead of selecting Daily Budget, you will need to select Lifetime Budget for the time frame that you want. For example here, I set $2161 lifetime budget from 12nd Aug to 12nd Nov.
After filling in Lifetime Budget and selected your time frame, you are able to select the hour of day for appearing your ads now! See below, I only want to advertise during 12pm to 10pm from Monday to Thursday!
Doing the right thing
Facebook does some of the hard work for you, giving advertisers a relevance score for every ad. At the outset, you can test creative options before running a campaign, to see which variant gets the highest score. Then, you can keep checking back on this score to make sure you’re talking about the ‘right thing’ to your audience.
Higher relevance scores translate to greater impression shares and lower costs-per-engagement, making your ads more visible and more cost-effective.
In the right way
When it comes to how you deliver your marketing campaign on Facebook, you’ve got a few options to play with. As above, the option you choose will likely depend on who you’re targeting.
- Carousel Ads. These let you to display 3-5 products within a single ad unit. Each image has its own description and link, and you have the option to let Facebook automatically optimise the order of images or arrange them yourself.
Carousel ads are great for e-commerce and retail businesses with multiple products, services or offers – we have seen higher engagement, 30-50% lower cost-per-conversion and 20-30% lower cost-per-click than single image link ads. Plus, the performance on mobile is simple stunning.
- Video. You now have a new bid strategy with video, where you only pay for ads that get at least a 10 second view (instead of paying on a cost-per-impression basis).
This is a great solution for Facebook’s previous problem, whereby the video auto-play function did not let marketers know whether someone had actually watched their ad or unwittingly scrolled down without paying any attention to it at all.
- Shopping section. As you’ve no doubt read, most social platforms are looking to enhance the shopping experience to capture revenue. Pinterest rolled out buyable pins earlier this year, and Google recently began experimenting with a ‘buy’ button in its search results. Facebook, of course, has been testing out shopping features on Facebook Pages, and ‘Buy’ buttons on Facebook ads.
Its new shopping feature allows you to turn your Facebook page into a mini storefront. On mobile, it appears in a new section on your front page; while on desktop, it appears as a separate tab. Either way, it leans on the growing trend for people to shop via social.
Your recipe for success
With all of these things in mind, you have a great opportunity to strategically target your Facebook ad campaigns to the right people at the right time, doing the right thing in the right way. Your recipe will differ from others, but get it right and you will increase engagement and lower your ad spend. It’s a winning formula.