The digitalization of advertising platforms has never been more important to increase traffic, connect with target audiences, build brand awareness and strengthen customer loyalty during a time that e-commerce is experiencing exponential growth. According to Statistics Canada (2020), as more Canadians stayed home, 41% experienced increased screen time attributed to social media scrolling.
Between Instagram, email, Google, Youtube, Facebook and other trending platforms, where do you start? The advertising opportunities are endless, but the budget isn’t. Instagram’s popularity has trended upwards, but Facebook still holds the prominent social media influence at 2.7 billion active users (Statista, 2020). Facebook’s greatest strength is its adept target marketing, yet its greatest challenge can be understanding how to utilize these tools. Understanding five key outcomes to expect when running your first Facebook campaign is key to drive your goals within realistic means and take advantage of Facebook’s potential.
1. Digital ads are not magic bullets
Let’s begin with the hard truth. No matter which platform, digital ads do not have the power to reach a 100% conversion. If it was that easy, anyone would be able to start a business. The idea that a customer will pay for almost anything as long as the product or service is targeted correctly is false. Social media is an extension of business – Facebook is not a separate entity in which the rules of customer interaction don’t apply. The digital game is centred around building a successful brand, fought with hard-won loyalty.
In Walker’s 2020 Customer’s 2020: A Progress Report, the future of business relies upon the customer experience model. Facebook’s digital ads will find potential customers, but to make them your customer relies upon the layers customers uncover after being made aware of your digital ad. Digital ads are bullets that choose your target audience. You must create the magic by inspiring customers on a personalized level. People don’t pay on most initial interactions with new companies. According to Walker (2013), “Immediate gratification is not fast enough.” Digital ads will increase brand awareness to initiate trust with your customers through targeted recommendations.
2. More data, more targeted
Target marketing is essential to attract new customers that offer true gains for your business. Now imagine if Facebook knew exactly what the customer had been contemplating purchasing… The most effective form of ads for conversions is retargeting. Have you browsed the web for new sneakers and then scrolled through Facebook only to find personalized sneaker recommendations? This is retargeting – remarketing ads in front of people who have already expressed a level of interest.
3 out of 4 customers notice retargeted ads. The cost of these ads are slightly higher for social media, but compared with online ads, Facebook retargeting boasts a lower cost per click. By joining an email list, being a follower or having visited your website already, target audiences are designed with multiple needs in mind. When advertised a product or service, some customers may want to shop later, learn now, cushioning lost click through rates. Facebook retargeting ads are only possible after the display ads’ initial campaign of gathering the first level of interest. Facebook retargeting ads still aren’t magic bullets, but they do help us find some needles in the haystack.
3. Product market fit
Facebook’s digital ads are a great way to challenge or prove your assumptions about your target market. Do you think your supplement brand customer is all athletes? You may find out quickly this is or isn’t the case. Maybe in actuality, this customer already has reached their brand loyalty capacity and isn’t as open to adopting new ones.
Facebook Audience Insights pairs your brand to customers (rather than you choosing a target audience) within your Facebook page and throughout the platform. Facebook Audience Insights goes beyond the broad scopes of what your customers like, narrowing audiences down to data-driven points such as:
- Time on device
- Relationship Status
- Job Title
- Relationship Status
Try different segments, they may surprise you. Maybe your customers are actually yoga moms who appreciate your colourful brand. Maybe it’s hikers who need quick snack options. Be flexible and adapt to the data!
4. Engagement, clicks, and conversions
Clicking “I’m interested” on a survey is miles apart from “I will put down my hard-earned dollars”. Engagement builds the likes and follows necessary to gain clicks and conversion – but don’t measure your Facebook campaign’s success off of engagement. The amount of support feels great, but the true value needs to eventually turn into sales.
Turning customer clicks into revenue lie in a trustworthy landing page, enticing offer and perceived reasonable price. If something is missing from this perfect combination, the conversion breaks away from closing the deal. Engagement, clicks and conversions are completely dependent on each other. After your investment in display ads and retargeting ads, you have both the customer’s engagement and click, but most importantly, how do you get them to pay? It starts with your landing page.
Customers will be directed to your landing page via pay-per-click Facebook ads. Landing pages provide the organic content that customers sort through to decide if they connect with your business. Ensure the design and message of your landing page matches your ad, with a continuity of images and a clear call to action. Your call to action is your enticing offer – the click you’ve been waiting for. Through monetary or an experience valued type of incentive, your offer must reflect what your landing page portrays the customer gains. If a customer observes the enhanced sleep statistics on your landing page, they are trusting you with their money to perform as their click promised you would.
The customer has been introduced to your brand through your initial ads. Your targeted connection has sparked their interest. Now, your landing page has shown them the experience bought through your product or service. With original content and an incentive to pique their interest, the price offered through your landing page must be representative of the quality of the content throughout your Facebook campaign.
5. Ads take time to work
It is disputed, but the general consensus is that ad accounts starting from zero need at least 2 weeks to come to its average data points. Ads begin with research into the target market, designing visuals amongst content to drive engagement. Cost per click, relevancy, and engagement is then measured throughout ads and landing pages. If creative, written and performance assets are done correctly, a few days is not enough to gauge effectiveness. Alongside a digital marketing agency, Facebook ad campaigns can be cost and time-efficient.
After looking at the marketing process, an aspiring business may be daunted by the intricacies of Facebook ads. Facebook is one of the most cost-efficient opportunities to begin your social media portfolio from a highly specialized target audience. When done correctly, Facebook campaigns result in high-quality engagement. Paired with a lower CPC than other advertising channels, Facebook campaigns should not just be a shot in the dark.