The first step to having Facebook advertising that works is understanding the difference between Facebook ads and Google ads. Google search advertising is created for people who are actively searching on Google, for your product or service; whereas Facebook advertising is optimised for generating demand, and creating desire in people who are not yet actively searching your product. Google advertising can be perfect for businesses who sell simple and searchable goods and services such as massage, psychology, promotional items or cars.
Google advertising can be perfect for businesses who sell simple and searchable goods and services such as massage, psychology, promotional items or cars. Google search advertising is advantageous to utilise when targeting audiences who are actively searching on Google for your product or service.
Facebook advertising is a strong advertising channel to disrupt people who aren’t actively searching for your product or service, but who may be subconsciously interested in your offering.
By disrupting their newsfeed with your product, then educating, and motiving audiences on your landing page you can gain both quality and quantity leads. Facebook advertising generates leads from target audiences who aren’t actively searching, and until moments earlier they may never have known your brand nor service.
Now that you understand the nature of facebook advertising, the second step to employing FB ads that work; is understanding the strengths of the platform. Facebook ads are great for creating demand and instilling desire. Products or services that aren’t well known such as leasing out a shared work space, using SMSF to invest in property, nearby dance classes or property investment seminars can have large success on Facebook.
Facebook generally offers a lower cost per click and can segment your target audience incredibly well.
Often when a client calls Kaizen Marketing with a somewhat new or unheard of product, with low search traffic on Google, we will set up their advertising on Facebook where they have incredible success. This is because the masses may not be searching for the product, yet if they are shown it in their newsfeed, the desire will then be created. We also find, as mentioned, clients hit ROAS (return on advertising spend) faster due to the lower cost per click that Facebook generally charges compared to Google.
The third critical step to effective Facebook advertising is designing a stunning, thought- provoking, disruptive ad with imagery that will disrupt audiences who are scrolling. Try to have your image fit the 1200 x 627 px size as smaller ads won’t stand out. Other handy tips are to find something colourful, different,
Other handy tips, are to find something colourful, and different imagery. Try to include people in the imagery – also have at least one person looking at the camera, this creates a sensation of someone looking straight at you when you’re scrolling through your newsfeed, which is bound to get your attention.
The fourth tip is one we all see too much on Facebook and why many people may believe Facebook ads don’t work.
It’s simple. Stop writing spammy ads.
Stop selling at people and instead, try the approach of educating or entertaining them. Use the wording in your FB ads to communicate social proof, the problem your product solves and a clear call-to-action.
The final tip for effective Facebook ads is to trial different advertising placements. There are a variety of options when creating a Facebook ad:
- Desktop newsfeed
- Mobile newsfeed
- Audience Network
- Right-hand side ads
Trial which ad placements offer the strongest results for your business, never assume an option won’t work, always split test and fine tune to base your decision on results rather than beliefs.
For more great techniques check out this more in-depth blog by AdEsspreso.
Director of Kaizen Marketing