Facebook isn’t traditionally a sales space, it’s a social space. That’s why a lot of Facebook ad campaigns fail. But guess what? I’m here to tell you there IS a way to target Facebook users and make money from them. Read on to learn more…
It’s All About Being Social.
As you’ve probably gathered… I love a good party! Who doesn’t? Am I right?! Seriously… give me any reason to celebrate and socialise with my besties, and I’m there with enough bubbles to sink the Titanic.
But have you ever gone to a pissup, been warmly welcomed by the host, and then been asked if you wanted to buy a pink toaster… before you’ve even had a chance to top up your glass?
Well that’s the general gist of Facebook marketing.
Facebook Has Changed The Face of Online Marketing… By Making It Harder 🙁
Advertising on Google makes sense, and it’s pretty easy to do (click here if you don’t believe me). After all, Google visitors are there to FIND your marketing message.
However, Facebook is a whole different creature. The audience is there to socialise with their mates, share pictures of kittens and annoy one another with Candy Crush Saga requests.
So how do you advertise to these party animals? Well it certainly helps that Facebook has one secret weapon up its sleeve.
Facebook Has One Massive Advantage Over Google PPC.
See, conversions are great on Google because people are LOOKING for your advert. However Google misses a massive segment of your potential audience.
Google misses the people who aren’t looking for your advert.
“Huh?!?! What crazy talk is this Bianca??” I hear you say.
Now now… think about it. Picking off the customers who know what they want is easy, but what about the people who don’t know about you? You ARE the solution they didn’t realise exist. You might even be a solution to a problem they didn’t realise they had!
Getting those customers can be harder… but they can also be more profitable when you do get them. Especially as you’ll be beating your competitors to the punch… you see…
Facebook Advertising Gets You In Front of People Before They See Your Competitor’s Ads on Google.
Facebook doesn’t focus its advertising on keywords people type into a search field, no, it actually targets VERY specific groups of people.
And BOY does it do a great job of it! Using Facebook you can target people based on a combination of the following criteria:
- What sex they are.
- How old they are.
- What country, city or town they live in.
- What activities and hobbies they take part in.
- What languages they speak.
- Whether they are single, engaged or married.
- Their level of education.
- And way more! This is just the tip of the iceberg.
Do you know what this means?! If you have a product which you want to target at ‘single 18 year old men who are interested in action films starring Sylvester Stallone’, or ‘30+ year old Melbournian women who speaks Spanish and like classical music’ you can.
You just can’t get that EXACT with Google. It’s an awesomely powerful way to accurately target EXACTLY who you want to advertise too.
So What Type of Adverts Can You Setup On Facebook?
There are four key types of adverts you can setup on Facebook:
- Market Place Ads: These are the small adverts that appear to the right of your Facebook updates.
- News Feed Ad: When setting up the above advert, you can link it to one of your Facebook groups (if you have one) to improve exposure on audience’s newsfeeds.
- A promoted post: A promoted post is an advert you create that is only shown to fans of your page and their friends. It can be a great way to target like minded people and is one of the highest converting methods of Facebook advertising available.
- Sponsored Stories / On Page Ads: These are similar to promoted posts, as they can reach fans and friends of fans. But they also be used to reach out to non fans as well.
You can read up on how to setup Facebook adverts from their own official help pages.
However, You’ve Got To Be Careful… Facebook Advertising Is Still In Its Infancy.
As you can clearly see, Facebook has a huge amount of potential due to the variety of the audience you can reach. But Facebook are still playing around with their advertising model and word on the street is there are A LOT of changes coming in the next 6 months.
Like I said earlier, Facebook advertising is like going to a party and the host offers you a pink toaster. But hey, that’s great if your toaster literally blew up before the party and you desperately want toast tomorrow morning to recover from your hangover. But it’s useless and annoying if all you want to do is dance around like a mad woman and your handbag is too small to carry the bloody thing!
OK, jokes aside… What I’m trying to say is this: Facebook is perfect if you offer something incredibly specific to a very specific group of people, but it tends to be less effective for those offering general products and services.
Have You Had Any Experience With Facebook Ads?
Then why not share it with us? We’d love to hear all about your Facebook experiences in the comments section below.
And in the meantime, if you’d like to try out Facebook ads for yourself, why not do a small experiment? You can do it RIGHT now simply by logging into your Facebook account and clicking on the ‘Create Advert’ button on the left hand nav bar of your Facebook feed.
Once you get in there, you’ll see just how easy it is to target super-specific-refine-audiences with the click of a button!