What marketing avenue do you have at your disposal that offers 1.59 billion highly targetable consumers, over a billion of which check in daily, and spend almost a half hour using every single day?
Answer: If you haven’t guessed by now (and the title didn’t give it away) I’m talking about Facebook. Today, I will walk you, step by step, through the process of creating a kickass Facebook ad campaign that converts like crazy! In part 1 of this 2 part series, I’ll cover how to market through boosted posts.
Facebook is the largest congregation of potential clients in the world and they’re just waiting for you to introduce them to your product or service. Not since the creation of the internet itself, has something directly impacted so many people in such a profound way.
In recent years, a social media presence has become an absolute must for any company seeking legitimacy. For marketing purposes, Facebook allows entrepreneurs the opportunity to engage with their target audience where they KNOW their audience spends time every single day.
Here is EXACTLY what I’m going to show you today;
⦁ Why understanding your target audience is important
⦁ The methods big brands use to market boosted posts on Facebook
⦁ How to properly utilize the ad targeting features for boosted posts
⦁ Looking at the results
Alright, let’s get started…
Step #1 – Mastering the Marketing Basics First
Since Facebook began allowing paid advertisements in 2012, the potential of this platform has increased exponentially. Although some Facebook pages defy the odds and have a post that goes viral, which brings in viewers organically, it’s much easier to build a following through paid features.
Like any ad platform, Facebook allows you to pay to be seen. Unlike other ad platforms, users have the ability to interact, share, and respond to the ads you present them, which is one of the many reasons why Facebook is so cool. This comes from creating a post, choosing your demographic, and having a stellar sales funnel in place to collect and convert leads.
Of course, the first step in any advertising campaign, whether you’re a multi-national corporation like Nike, or Sam’s Pet Shop down the street, is to understand your target market. Not only will it drastically increase the effectiveness of your campaign, but will save your time, money, and sanity as well. There’s nothing worse than shelling out hard earned cash on a marketing ploy that falls flat because you didn’t do your due diligence.
We can do better than that!
A simple method for identifying your target consumer is to literally draw a picture of your “perfect consumer. Trust me, your artistic ability does not matter. This exercise is meant to single out the specific traits of someone that would be most interested in purchasing your product or service.
What are their likes? What are their dislikes? What is their gender? Who are they and what do they do? Even before you begin creating your first Facebook campaign, it’s essential to narrow down the specifics of who you plan to target.
You and I could spend hours discussing methods of identifying the perfect prospect, but then we wouldn’t have enough time to get to the meat and potatoes of Facebook marketing, now would we? So, for the sake of brevity, we’ll leave it at that, but remember, even the “best” marketing campaign will fail miserably if it doesn’t target the right audience. This is marketing 101 and must be adhered to for optimal results. This will come into play later on…
Alright, now that you’ve identified who you’d like to advertise to on Facebook, let’s discuss how you would go about doing so.
Step #2 – Creating Something that Gets a Response
What do you want your audience to see? There are unlimited options when it comes to what you present in your ad. Photos, videos, blog posts, links directly to your offer all work.
The medium you choose will depend on the action you want your audience to take.
The strategies used differ from business to business. Personally, I always keep an eye out on what other big brands are posting to gain ideas. Here are a few popular brands that I follow and how they advertise via boosted posts.
Lately, Nike has been using almost entirely all inspirational videos that emphasize the use of their brand. That video alone had over 15k Likes. That’s a solid idea for expanding brand awareness as these types of ads will be seen and shared by a lot of people. The videos themselves never say “Hey, buy our shoes”, but they insinuate that serious athletes choose Nike.
Brand awareness is a must, but what if you’re interested in something a little more direct? Founder of Digital Marketer, Ryan Deiss tends to promote content. The primary focus is to drive traffic to his website where he has email opt in boxes in several locations on his site and perhaps even some affiliate links sprinkled throughout the promoted article.
The last example I’m going to show you is a company called, 6 Dollar Shirts, and you guessed it, they sell shirts for $6.
6 Dollar Shirt’s ads differ from the other two because they link directly to the product page. Unlike Nike and Ryan Deiss, their intent is to create direct sales.
All three companies utilize completely different methods as a means to increase revenue and they all do it through boosting Facebook ads. This is something that you will need to take into great consideration when strategising your campaigns.
You should have a specific response that you want to evoke from your audience. The ad you choose should be geared towards that intent.
Step #3 Targeting Interests for Maximum ROI
Facebook offers the most versatile targeting parameters on the web. They range from broad, to incredibly narrow. The amount you pay per ad view will likely increase based on how specific your targeting becomes, but your conversions should increase much more so. The key is to be specific, but keep costs down. The goal is to pay as little as possible per conversion.
Here’s an example using two companies that sell a product for $40;
Brand A pays $100 and uses broad targeting. His ad is seen by 10,000 people and converts 10 to sales, which equates to $400 gross revenue and $300 in net revenue (profit).
Brand B pays $100 and uses narrow targeting. His ad is only seen by 1,000 people and converts 12 to sales, which equates to $480 gross revenue and $380 in net revenue (profit).
Although Brand A’s ad was seen by 9,000 more people, his targeting was so broad that only 1 out of every 1,000 people who saw their ad was interested in the offer. Whereas Brand B’s ad was seen by less people, and not only converted more people, but had a higher conversion rate; 1 out of every 83 people that saw the ad made a purchase. Brand B was targeting the right audience. Brand A was not.
The information you came up with regarding who your perfect consumer is in Step #1 will come into play here.
When you first click to boost a post, a small screen full of options will pop up to help you customize your ad. The first set of options will allow you to choose WHO sees your ad.
In the screenshot I took above, you can see that I am able to target 3 particular sets of people; those who already follow my page, those who follow my page and their friends, and those whom I choose through a narrow range of interests.
The type of offer you are running will determine who you want to specifically target. For instance, if the intent of your ad is to build a wider audience, it wouldn’t make sense to target those that already follow you. Instead, you would likely choose show your ad to a brand new audience with a post that entices them to follow your page.
Additionally, you can choose the target country you want to market to as well. Typically, countries such as the UK, Australia, the US, and Canada will cost a bit more than most others, but that is because they tend to convert fairly well and are the most highly targeted. However, there are a plethora of countries you can choose from, which will allow you to customize based on the specific needs of your business.
Let’s say that you want your ad to be seen by a specific demographic and selected the “People you chose through targeting” option. A pop up will appear with more specific targeting matrices.
Let’s play a game of pretend, shall we?
I’m going to make believe that I operate a company that sells SEO services. Based on the information I came up with in Step #1, I input what my ideal consumer would look like (as seen in the image below).
I chose the state (New York), age range (30-42), the gender (male), and the interests. What’s fascinating about the “Interests” category is that you can not only target the hobbies they’re into, but also the other pages that they follow. The bottom “Interest” I chose (that was unfortunately cut off) was “Smart Passive Income with Pat Flynn”. Pat Flynn is a reputable marketer and with this setting, my ad will be displayed to those that meet the age, geographical location, and also follow his page. An SEO service may have a wide appeal to his followers.
These settings are so ridiculously customizable that you will be able to test and tweak your campaigns any way you see fit.
Once that’s saved, you’ll be taken back to the original pop up screen where you’ll be required to choose your budget and the length of time you’d like your ad to run.
The budget and duration will depend on your specific needs. You’ll notice that the “Estimated People Reached” will be depend on the budget you choose. The higher the budget, the more people will be shown your ad. This will also change based on the interests chosen. The broader the interests, the less it will cost per person that views your ad, but you will also reduce your chances of those people converting if the interests are too broad.
Once everything is in place, all you have to do is hit “Boost”. After the Facebook staff approves the ad, it will automatically go live, so be sure that everything is exactly how you want it. Unfortunately, it’s impossible to know when an ad will be approved. I’ve personally had ads approved in less than an hour in some instances, and as long as 24 hours in others, so plan accordingly.
Step #4 – Analyzing the Results
At the conclusion of your campaign, you can view the results directly from your timeline. A button will appear below the boosted post prompting you to view the results (as seen in the image below).
Once clicked, you’ll be provided with an overview of the success of your ad.
As you can see, my ad was seen by just under 900 people and the link was followed by 15. At a budget of $5.00, this came to about $0.33 per click. To some, this may seem high, but 2 of those clicks led to a purchase, resulting in $90 in total revenue…after having only spent $5 to acquire it.
Of course not all campaigns have such an ROI of 1,700%. It took a lot of tweaking to find such a profitable set of targeting metrics. It may take some time, but you could easily
Facebook provides a unique opportunity for users. Not only is it the most popular social media site in existence, but it’s perhaps the most powerful marketing tool in your arsenal. Setting up a boosted post ad campaign is simple and also, extremely customisable, which allows marketers the ability to fine tune their targeting approach.
In part 2 of this series, I will be showing you the “tricks of the trade” that allow you to drastically improve the performance of your boosted posts.