Digital advertising is continually developing and changing, opening up new avenues for businesses to connect with their target audience. It offers a range of strategies, including programmatic, Google AdWords and website direct advertising. We’re going to look at Facebook.

Since the release of Veritasium’s Facebook Fraud video earlier this year, the marketing world has been buzzing about the viability of advertising with Facebook. In short, the potential for uninvited click farms may significantly increase the number of likes your page has, but can damage page engagement. Is the ROI worth the risk?

Facebook advertising is not for everyone, but it is effective if done correctly. Here are a few do’s and don’ts when considering advertising on Facebook.

Know What Audience You Are Targeting
Facebook offers great filters to target a custom audience. Here’s a Facebook tutorial you can read that shows you how specific you can be.

B2C ads will produce the quickest results. Put an offer out there on Facebook that appeals to consumers and you have a good chance of them responding. In an interview with the online magazine slate, Sean Bruich, head of measurement platforms and standards for Facebook, said research numbers of ad campaigns on Facebook back that up.

“Of the first 60 campaigns we looked at, 70 percent had a 3X or better return on investment,” Bruich said. “That means that 70 percent of advertisers got back three times as many dollars in purchases as they spent on ads.”

Bruich also said half of the campaigns had a 5X ROI.
Facebook has incredible targeting options – enough to make any marketer feel like a kid in a candy store. Aside from the common geo-targeting option, you can target based on interests such as favorite music, books, food, hobbies, etc. You can also target your audience based on behaviors, such as purchase habits, buyer profiles, the type of internet browser that is being used, and many other options.

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The options are there so be as specific as possible. You don’t want to spend money on people who you have no chance to convert.

B2B connections happen, just not with the same kind of turnaround as a B2C connection. There is probably no offer that will lead to an instantaneous transaction, but there are opportunities to generate leads. B2B connections on Facebook are gradual, but offer a chance to build brand recognition and interest with content. This may not be the place to target top-level company executives, but you can connect with other influencers in a company with Facebook’s updated filters.

No matter who the audience is, the objective remains the same: Drive traffic to your website. Facebook has options to help achieve that goal, options that allow you more freedom to customize your ads and allow more valuable traffic to reach your ad’s destination. Ask any digital marketer which they’d prefer – a Facebook ‘like’ or a website lead – and it is likely that all would answer with website lead.

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Know Who You Are ‘Promoting’ to See Your Page
You can expand the reach of your ad by paying Facebook to promote it. That sounds good, but you cannot be sure who will see it. Page awareness can be successfully grown organically. If you provide good content, you’ll notice your “likes” begin to increase over time. There’s no need to spend money to make it increase right away, especially since it may bring the wrong type of traffic. Providing good content is a double-win since it can also improve SEO.

News Feed ads are incredible. As opposed to an ad that will appear on the right side of the page, a News Feed ad give you the opportunity to put your product or service on center stage, right in front of your target audience.
If you target your audience properly, a News Feed ad will not annoy your audience, but engage it. Done correctly, a News Feed ad will blend in with other posts.
We have used News Feed ads for a few of our clients and the numbers are surprising. The ads are bringing in more leads than AdWords and increase page “likes”. That’s a win-win.

Give Some Direction With a Landing Page
If you have an ad that will engage, make sure it pays off. Don’t direct the traffic you generate to your Facebook page or even the home page of your website. You can have a much stronger call-to-action with your ad if you direct your audience to a page on your site where you can have them convert on that action.

This ad for the Dollar Shave Club was the first one post I saw on my News Feed this morning.

dollar-shave-club-facebook

It got my attention, so I followed the link that urged me to “Try the Club,” and landed on this page.

dollar-shave-club-website

They are able to briefly explain their products and unique service. This is a great landing page because it quickly and effectively educates the audience. The “learn more” link on the landing page starts the purchasing process. It’s a perfect Facebook ad.

So, yes, I ‘like’ Facebook ads and you could too.

Just be sure to use it in a way that makes the most sense. Stay away from optimizing your ads for Facebook “likes” and take advantage of target filters to reach the right audience. You’ll find that your ads are bringing better leads and you aren’t becoming a victim of foreign click farms.