And what better way to kick off our return then with a post discussing all the reasons why we love advertising on Facebook again! So, as many of you know, back at the end of 2013 Facebook decided that make some changes to their algorithm that left a bad taste in the mouth of most marketers and businesses. We all have watched as page posts’ organic reach fell from 16% in February of 2012 to around 6.51% in March 2014, according to Edgerank Checker.
Many felt that Facebook was double dipping, charging advertisers to have their posts viewed by the very individuals they just paid to like their page. A lot of people were ticked off and began deleting their Facebook pages as a form of protest. There was even a YouTube video, Facebook Fraud, that went viral and urged many not to wast their time advertising on the platform. Let’s just say people we’re angry and many began to pull back their presence on the platform.
Truth of the matter is that from Facebook’s standpoint, their primary focus is on the general user not the business pages. We can only assume that they believed that by changing the algorithm they would maintain the integrity of the site from the user’s standpoint. However, now Facebook is a publicly traded company, which means it is now accountable to shareholders too. And shareholders want to see profits, which are only generated on Facebook through the ads that businesses run.
So we can only speculate that all of the Facebook Fraud backlash has led Facebook to make changes to the algorithm yet again as well as completely overhaul the process for advertising on Facebook to make it a lot easier on advertisers. So here are our top 5 reasons why you should love advertising on Facebook again:
6 ads for the price of 1. Now when you create an ad to drive traffic to you website Facebook allows you to select up to 6 images that can be used to service your ad over the length of your campaign. This doesn’t necessarily mean that they will all be approved by Facebook but if you adhere to the ad guidelines a majority should be approved. We love this because it’s a great way to see which ads make the most impact on your target audience. Facebook has now made it very simple to do some A,B,C,D,E,F testing on your advertising which means they next time you run an ad you can make the necessary tweaks for even better results.
Watered Down. Previously when you ran an ad on Facebook you probably spent a good majority of your time trying to figure out what the heck they were talking about. The different steps to running an ad were not very well defined and left most newbies to the process scratching their heads or giving up on running an ad all together. Now once you’ve selected the appropriate objective for your ads, all you need to proceed is clearly stated for you on one easy to read page.
Conversion Pixels. This small line of code allows you to track the actions being taken on your website by the traffic you drive there with your Facebook ads. Now the downside of this is: if you know nothing about code or even how to access the back end of your website; you’re going to need to have your web developer place the code for you which can be a pain. However Facebook has even simplified this by allowing you to email the person right from the ad set up with the pixel code and instructions on how to proceed. The good news is that once it’s done, that’s it! You can continue to utilize the pixel over multiple ads. Just keep in mind that there is a pixel for each type of conversion that can happen on your site, such as checkouts, registrations, leads, web page views, adds to carts and more. So if you need some help, make sure you simply add all of the conversion pixels that pertain to your site all at once. Once a pixel has been added, you’re ready to start tracking the actions of your audience and can begin to determine how to best convert those individuals into paying customers.
Hello, Power Editor! So Power Editor is still a fairly new addition to Facebook ads, and many business owners still don’t know it even exists. This may explain why Facebook made it more accessible in the new ad setup under audiences. If you’re not using this feature when running your ad, you’re wasting your money. What we love about this feature is that it allows you to specify who your target audience is, providing you with more control over who sees your ad. In working with different clients we’ve seen a number of clients run ads that were shown to “everyone”, not realizing that they could target their ads to an audience within 25 miles of the physical location. If you choose, you can be very specific in your ad audience, but we would advice you find a balance between broad and specific. You don’t want to be too specific and miss the opportunity to attract new followers. Nor do you want to run the risk of being too broad that your ad isn’t seen by enough of your target audience.
Campaign pricing just got simpler. Simply tell Facebook how much you’re willing to spend over the duration of your campaign and let Facebook do all the math. We personally suggest selecting the lifetime budget option unless your plan is to have an ad that continuously runs, in which we would suggest selecting the daily budget. Understand that while Facebook may approve your ad and run it, your ad is competing for that space and therefore can get bumped by ads of advertisers willing to pay more per click or impression. Our advice is: if you select the manually set, price per click option, we advise increasing your bid to slightly higher then the price the system generates. Understand that when bidding, if you choose the pay per impression options your paying the every 1000 individuals who see your page. Paying per clicks ensures that you only pay for the people who appear genuinely interested in your page, because they clicked on your link.
As a side note, we want to stress that if you’re going to spend your hard earned money on Facebook ads make sure it’s worth it for you. To date, paying for page post engagements and page likes has proven to be quite ineffective from an ROI standpoint. Website clicks and conversions still remain the best option for measure the effectiveness of your ads against the money you spent.
As always we hope that you found this post useful and informative! We encourage you to leave your comments below and connect with us on Twitter!