Marketers have more options today than ever when it comes to digital marketing channels. If you choose only one social media platform, it will be Facebook. It has 2.13 billion monthly active users. This means that every business can gain from being on the platform. You will likely have to pay to reach potential customers, given the declining organic reach of Facebook posts.
Many business owners remain skeptical about spending money on ads on social media. Social teams are frequently asked if PPC ads work on Facebook. It all depends on how effective your campaigns are. This page will discuss how to create PPC ads that will help you grow your business.
How to make Facebook PPC work well
Advertising with Facebook is likely to come easily if you have ever used PPC ads across any platform, such as Google AdWords. Even if you are new to paid advertising, it is easy to set up, target, budget, and analyze your campaigns.
This process can be broken down into four steps:
1. Create your ad content
Facebook ads must include appealing visuals and copy that is easy to scan. Facebook users must be compelled to click on an ad to make them take action (e.g. click on it). Think about what will grab your attention. You might even consider running A/B split testing on ads to test different content and see which one performs best.
Facebook Ads Manager will guide you through the actual process of putting together ads. However, it is best to have a clear idea of what you want before you start. It is important to follow the advertising guidelines for your ads. Most importantly, you should keep the text on images to a minimum.
2. Your ads should be targeted
There are many options for targeting Facebook PPC ads to the right people. You wouldn’t waste your money marketing denture adhesives for teens or college students.
Facebook allows you to target specific geographic areas by gender, interests, and other criteria. You can also choose your audience by factors such as whether they have liked your page before. This can allow you to engage people who already know you or reach new prospects.
You may go back and forth between Steps #1 and #2 quite often, especially if this is your first Facebook PPC campaign. To create solid ads, take your time and learn about your customers.
3. Establish a budget
It sounds great until you are asked what you would like to pay for each prospect who clicks on your ad. You want to spend as little as possible, but this is the problem. The less you charge for your ad the more likely it will show up.
It’s a Facebook perspective. If a Facebook PPC customer wants to spend only 35 cents per Click, rather than one who is willing to pay 75 Cents per Click, which ad would you expect Facebook to show more often?
It’s economics. You have to ensure you don’t lose your chance of success. You might consider hiring a social media expert for your first PPC campaign. Although you will need to pay them for their time, it is worth learning how to budget your PPC campaigns.
4. Analyze your data
Although going live is thrilling, the process does not end there. Analyzing your ads will allow you to determine how they perform and what you can do to improve them in the future. You can quickly determine which ad performs better by performing A/B split testing with ads that have similar content and adjust your Facebook Pay Per Click budget accordingly.
Remember: Do not check your PPC campaigns every hour. This will only lead to frustration and a waste of time. It is better to monitor performance every week. This will allow you to get a better understanding of the campaign’s performance.
How to target Facebook users with your PPC ads
Although Facebook PPC ads are relatively easy to run, creating effective ads in any context can be challenging. If you think about why people use Facebook, your ads can be tailored to appeal to them.
When someone logs in to Facebook, for example, they aren’t looking for too serious or “salesy content”–they just want to relax. Here are some ways you can get their attention instead:
Curiosity
Facebook users rarely log in to complete a task or accomplish a goal. They are looking for entertainment.
Your ad will perform well on the platform if it can spark their curiosity enough to make them want to learn more about your business. This is particularly useful if your campaign goal is to increase brand awareness.
Openness
Social media allows businesses to be more human. This is one of the greatest advantages. You don’t have to present a serious corporate image. Instead, you can have fun and interact with your customers.
This openness will help you reach more customers. This will make you stand out from other companies that are only there to sell. You can also use Facebook to build relationships.
Bottom line: Facebook PPC is effective!
Facebook PPC is a great tool for many companies, and you might be missing out on significant traffic and revenue. To get started in online marketing, you don’t need to be a guru.
Follow these steps to create successful Facebook PPC campaigns. Contact us if you don’t have the time or desire to create successful Facebook PPC campaigns. Our social team is happy to assist you in creating and managing paid and free content for all your company’s social media platforms.
