Over the past few years, digital marketing and advertising has evolved from being niche areas of expertise to full-blown marketing platforms that can be used to communicate and connect with consumers across multiple platforms. While traditional media like newspapers and magazines struggle to keep up with the changing times, digital native publishers like BuzzFeed, Hello Fresh, and Nowruz enjoy healthy audiences and impressive revenue streams.
Why Did These Publishers Buy Ads On FB?
According to Facebook, the average user spends about 90% of their time on the platform interacting with friends and family, and about 10% using the platform to seek out and consume content.
With that in mind, Facebook ads aim to reach the right audience so that you can engage with them and grow your business. Whether you’re a startup or a large corporation, Facebook ads can be used to reach people and potential customers in countries around the world.
What Do These Publishers Do With All Of This?
Well, as you may have guessed, these publishers use all of this to grow their businesses. When we think about marketing and advertising in 2019, we often think about pay-per-click models, social media ads, and digital display. However, these are just the tools that advertisers use. What’s actually happening is that marketers are using broader platforms to gain a deeper understanding of their target audiences and create highly personalized, one-to-one marketing strategies.
Take BuzzFeed, for example. Besides having one of the most popular blogs on the platform, they also own the popular lip-syncing app, Lip Smack Challenge. These apps are integrated with the rest of their platform, allowing them to gain even more user insight and engage with consumers on a more personal level. This allows them to show advertisers content that’s highly relevant to whoever they’re trying to reach. In other words, if you have a business aimed at men, you might show them humorous memes or videos of funny guys. If you’re marketing to women, you might focus on fashion or lifestyle content.
How Is Facebook Ads Different From Google Ads?
While both platforms offer pay-per-click models for advertisers, they function a little differently. For starters, Google Ads are much more structured. You generally only see one or two ads on a Google search page, and those ads are usually displayed above the organic results.
In contrast, Facebook Ads are much more interactive. You generally see multiple ads on a Facebook search or browsing page, and they’re often positioned near the top of the organic results.
Additionally, while Google Ads focus mostly on clicks, shares, and conversions, Facebook Ads go a step further by also measuring the quality of those interactions. For example, if you run a campaign to promote a women’s clothing store, you might decide to measure the “likes” and comments on your social media posts to see how effective your campaign was in driving traffic to your brand.
Conversely, if your goal is to increase the visibility of your blog on the platform, you might choose to focus on creating high-quality content that naturally draws in and engages an audience. You might also test out different types of content (e.g., videos, infographics, blog posts) to see which one performs the best and use that as your standard for all of your marketing content.
Examples Of How To Get Started With Facebook Ads
To help businesses get the most out of their Facebook Ads, the platform provides several ready-made campaigns that you can use as a launching pad. For example, if you’re a clothing store, you might want to use the “Men’s Jeans” campaign as your starting point. From there, you can either create your own campaign or click one of the available templates to get started.
If you decide to create your own campaign, you have a variety of options. You can target users based on their location (e.g., the United Kingdom, Canada, or Australia), their interests (e.g., technology, movies, or business), their demographics (e.g., males aged between 18 and 24), or their behavior (e.g., how they engage with other content on the platform). You can even target specific types of individuals (e.g., influencers, journalists, or bloggers).
With so many options, it can be hard to know where to start. That’s why we recommend that new users first take the time to get to know the ins and outs of Facebook Ads.
To that end, here are a few steps that you can take to get started with Facebook Ads and begin to build a digital marketing strategy that will evolve and grow with you as you gain experience:
1. Set A Goal
One of the first things you need to do to get a clear picture of how successful your Facebook Ads will be is to set a goal. Setting a goal doesn’t mean that you have to beat it. Instead, it simply means that you want to reach a certain amount of a given metric (e.g., views, clicks, or leads) by a certain date (e.g., within the next six months).
For example, let’s say that you’re trying to gain visibility for your fashion blog in Australia. You can set a goal of getting 500 clicks from Australian users on your Facebook page in the next six months. This is a relatively easy goal to hit. You’ll simply need to create a Facebook page for your fashion blog and build a following of at least 500 Australian users. Once you have a decent amount of followers, you can use your Twitter account to retweet relevant content from your blog and gain even more visibility.
2. Measure Progress
It’s important to track the progress of your efforts in order to know if you’re on the right track or need to make some adjustments. The same goes for your Facebook Ads. You can either use a tool like Google Analytics to manually track the progress of your campaigns or choose one of the many free tools available online that can do the same thing for you.
These tools will help you identify the demographics and interests of your audience and allow you to track the success of your campaigns over time. For example, if you set a goal of gaining 500 clicks to your blog’s Facebook page in the next six months, you can use Google Analytics to track the progress of your campaign. Over time, you’ll be able to see how successful your efforts were in driving traffic to your blog and, more importantly, how you can evolve and improve your strategy moving forward.
3. Create Great Content
The best content will always rise to the top. In the same way that great food takes time to be discovered, so too does great content. Great content can only be created through careful consideration of the target audience and the right tools. Additionally, you need to have something to say that will be valuable to your target audience. Once you have that, the funny memes and quirky infographics will flow easily.
While it’s not always easy to get content ideas, you can use your existing knowledge and the platforms available to you to easily find content that’s valuable to your target audience.
4. Test Different Types Of Content
You can’t always assume that just because your existing content is valuable that a different type of content won’t do the same job. That’s often times how you get into trouble with digital marketing. You run a test and assume that a tweet about fashion will work just as well as a blog post about fashion. However, that’s not usually the case. You need to test different types of content to see which one drives the most engagement and, therefore, makes the most valuable asset to your campaign.
If you’re not sure what type of content will perform the best for your target audience, you can always choose from a variety of topics (e.g., technology, lifestyle, business) and use the search bar in the header to find content that’s relevant to your niche.
5. Use The Right Placements
Just because your content is great doesn’t mean that all of your efforts will be in vain. You need to choose the right placements for your content. When it comes to Facebook Ads, that means that you have to consider where your audience is and choose content that’s relevant to that audience. For example, if you have a technology blog, you might want to place your ads on sites that cover technology news or technology-related events such as hackathons and startup launches. If your target audience is actually other businesses, you might want to consider using Facebook’s lead generation tools to find potential customers in your area.
Whatever your target audience, there are always options. You just need to know where to look. When you place your ads on the right sites, with the right audiences, your efforts will surely pay off.