Do Facebook ads really work? Which ad placement is best? What is a good cost per click? Where should I make my ads?
Because raw dog talent will keep your head above the water for only so long.
Do Facebook Ads work?
Well yes! Otherwise advertisers would not return to the platform and Facebook would not be earning Billions of dollars each quarter.
However, if you expect to Boost a post for €5 today and get €99 in return tomorrow then Facebook ads won’t work. Worse again, Facebook Advertising doesn’t work like that – contrary to all the guru hype.
Alternatively, when you must match your business goals with the right ads, test and you measure the right things – then magic happens.
The Facebook Ads platform is the most highly targeted ads platform and lowest cost per click on the internet today, bar none.
However, Facebook ads are not perfect for all industries, naturally; the oil industry, or enterprise software is not the best. Most B2C industries do find success on Facebook.
Low cost products as front end funnel products are perfect, but you need to make up the profit on the back end…
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Are Facebook Ads better than Google Ads?
Facebook and Google are different kettles of fish. Each for different purposes.
Think about it this way: people search Google for answers – sport scores, how to’s, or answers to specific problems, – including shopping for products and services – high quality men’s shoes anyone?
User intent – solving a problem – is stage 5 of Eugene Schwartz’s five stages of the buyers’ journey – stage 5 being ‘The Most Aware stage’ where people are ready to splash the cash.
At the ‘The Most Aware stage’ people only need to know what is “the deal”’ before they buy.
Facebook buyers, opps, users, are on Facebook for distraction, right? Not to shop.
People are on Facebook to get out of the boring boring everyday everyday stuff and fly away on a dreamy ship of what the ex-Partner is doing, or the baby pic the crazy Texas cousin posted, or what meme did that one post – again…right?
We are surfing Facebook to escape our daily daily hum drum life – not surfing with credit card in hand.
So, treat Facebook peeps as if they are at Stage 2 the ‘Completely-Unaware’ of the buyers’ journey – because they are.
Yet, Facebook peeps are the same cash-in-hand people as when they search on Google – but, are not in the mindset of shopping.
Both Google ads and Facebook ads work – only with different intent and methodologies are required to have success.
Where Should I Create my Facebook Ads?
Use the Ads Manager to create your Facebook Ads.
Boosting a post is ok, but any advanced tactics, anything beyond pressing the boost button, requires the Ads Manager.
For clarity there are at least 4 choices where to create Facebook Ads.
1) Directly from your Facebook page – via the ‘boost post button‘
2) Using the Facebook Ads Manager.
3) Using the Power Editor.
4) Or an external tool like AdEspresso, or even making Facebook ads through Mailchimp is possible.
Note: as of sping 2018, the Ads manager and power editor have merged.
Boosting a post from your Facebook Page is good, especially when targeting custom audience you’ve previously built in the Ads manager -it is fast and easy. But any tactic beyond boosting require the Ads Manager / Power editor.
Which Ad Placement is best?
All the ad placements are useful and serve a purpose. Here are my favorites.
- The news-feed is good because the eyeballs are there.
- Instagram because of eyeballs if you images are suitable.
- Messenger because its messenger and its booming.
- Right hand column because its desktop only – good for retargeting.
Choosing where to place ads is confusing. Not on purpose but, because there are options…
Under the ‘Placements’ section, ad set level, is the manual placement. Auto placement is Facebook deciding where your ad goes.
We can auto or manual place out ads. Note not all placement are available for every Campaign Objective.
and you can place Facebook Ads in multiple locations…
Most people spend time in the Mobile news feed – which has the highest cost and most eyeballs.
What type of Facebook Ads Should I run?
How long is a piece of string? Lol.
What Ads to run depends upon your Campaign Objectives and your end goals.
Yea, I get it – you want to sell more stuff…who doesn’t but, the “see my ad -> spend your money” Texas two-step does not work on Facebook. See this post on getting past the distraction mindset of Facebook users.
Offering discount codes to cold audiences and expecting sales does not work – ususally.
Effective Facebook advertising – all advertising – requires putting the right offer in front of the right audience at the right time – repeatedly
Got it? Right offer, right audience, right time. Right offer is often a blog post, not service or product.
Here are the 11+ different campaign objectives.
See image below for a local business funnel using the carpet bomb technique.
This funnel uses video views, Engagement / post engagement (PPE), Conversions, Messenger, and the Traffic campaign objectives.
- Conversion ads
- Video Views ads
- Messenger ads
What are Facebook Custom Audience?
Earlier, I wrote about the good, bad and ugly of Facebook Custom Audiences. Not much ugly, just remembering the Western…
Custom audience are not saved audience.
Saved audience are built using demographic and phychographic characteristics used to group people together for targeting.
For example, groups of people who are small business owners, with net worth of >500K, drives Mercedes cars, lives in zip (postal code) 90347, has 2 kids under 10 with a birthday next week.
Right? Good. So when these people click your advert and land on your website they become pixeled your the Facebook Pixel (which you’ve installed on your website, right?). They are now in a website custom audience.
In this example you advertised to a saved audience; a small percentage click on the link in the ads to read your blog post – instantly they a put into the bucket of a Website Custom Audience.
And Facebook give us five groups of Custom Audience.
I won’t type them out for you…see the picture below… But, you can upload an email list of people, website traffic (mentioned above), and engagement audiences.
Saved audiences are the green (and the 2 Billion on FB), the red and yellow audiences are website and engagement and customer file custom audience.
My earlier post discuses in-depth the Power of Facebook Custom Audience.
What are Lookalike Audience?
Lookalike audience are the third category of audience after Saved and Custom.
Let us image you have contact details of 1000 of your customers – name, email, phone numbers etc. You upload them as a Customer File custom audience (see above)…
then click the Hamburger /Audiences/ Create Audience / Lookalike audience option.
Then Facebook asks to choose the ‘seed’ audience, location and number of audience
What is Facebook Messenger Marketing a.k.a. Bots?
Bots, and to give the tool its proper name – Facebook Messenger Marketing – is using messenger to communicate with prospects and customers using a channel they like and want to use – Facebook Messenger.
Yep, messenger apps – FB messenger, Whatsapp, are used by more people then social networks combined.
The good about messenger is messenger is similar to email but, with way better open rates and actions rates, engagement rates, and abilities.
How much should I budget for Facebook Ads?
Interesting question. Worse the question is asked bass-ackward…
In this Facebook ads spends calculator post I talking, and showed, in-depth how we must understand the Lifetime value of each customer and to calculate an acceptable CPA, cost per customer acquisition.
It is these numbers which drive Facebook ads budgeting, not how many coppers you have in your pocket…
Right? That ads spend post discusses in detail yet, if you have a €100 product, with a sales page converting 10% in to customers.
E.g. with 100 people landing on the sales page and 10% conversion and €100 price equals 1000 in revenue.
100 (people) x 10% (Conversion) x €100 (Product Price) = €1000 Revenue
So, the maximum cost per acquisition, CPA, you can tolerate without (loosing money) is €10. Because:
€10 CPA x 100 visitors = €1000 spend
Lifetime value work similarly – if each of your €100 customers buys three more times each at higher price points of €199, €499, and €1999 and stays on average for 12 months, then CLV is €2697.
Understanding your specific CLV and CPA numbers are critical when running any advertisement campaigns.
How long should I run my Facebook Ad?
Until it stops producing profit or your desirable KPI! Which usually happens when the Relevancy score drops or ad fatigue sets in, or you run out of people in your audience.
The performance of ads and ad sets decline over time because of the above reasons – and more.
Importantly, marketing does not stop.
What is the Facebook Relevancy score and does it Matter?
The ads Relevancy score is a 1-10 number given to an ad after the ad gets 500 impressions. The score then updates in ‘real time’.
Think of the relevancy score as the check engine light in your car- it tell you something is not correct – but not exactly what…
What is Facebook Remarketing?
Facebook remarketing is getting a second bite of the sale apple.
Right? You got peeps interested in once, so advertising to them a second time, remarketing, is the second (or third or forth) chance to convince people to _______ download, sigup, buy, register, or hire you.
Using Facebook custom audience – described above – for example, if 1000 peeps read a blog post on your website – and you offer a free pdf as content upgrade, and 100 people click through to look at that page – but only 50 entered their contact details.
You can make three custom audiences – peeps who read the blog post, peeps who viewed the sign up page, and peeps who signed up.
Then you make an ad to the 100 who landed on the sign up page and exclude the 50 who signed up.
This process is remarketing.
What do I do When My Advert is Not Approved?
But, before you press the ‘submit’ or ‘boost’ button you Must read and understand the Facebook Advertising Policies.
The Ad policies list all the do’s and dont’s of Facebook ads- and the list is extensive.
E.g. under the Personal Attributes guidelines
Ok – Ad creative that describes or shows the promoted product or service
Not Ok – Text referencing or or alluding to personal attributes or characteristics of the targeted group or individual
Not Ok – Using the word “other” to reference a personal characteristic
Ok “Meet Seniors”
Not ok “Meet other Seniors”
Ok- “A service for teens”
Not Ok – “Car insurance for 18-24 year olds”
How do I get Cheaper Clicks?
First, cheap is not better. From the *I’m spending less money* mindset yes less is better than more.
However, quality over quantity is the focus I suggest and apply. Quality of the people who have clicked and converted as opposed to those that have clicked and not converted.
So, stop chasing your tail down the rabbit hole of cheaper and cheaper clicks.
Over time CPCs and CPMs are increasing as the inventory of ad space reduces and as more advertisers arrive.
Your advertising goal (yes, yes, yes, I got it you want sales!) the goal is to build audiences of people who are more interested in your product.
The lowest cost method of building audiences are using Video.
Video is excellent because you can segment people based upon how long they watch the video into time based custom audiences. See image below:
Riddle me this: are peeps who watch 75% of your video more or less interested than peeps who watched 10 seconds of your video?
Good so do more video.
As video moves people faster down the ‘know, like and trust’ path faster than any other form of Facebook posts.
Re-read my post on how to determine an acceptable CPC, and CPA .
Answered: Facebook Frequently Asked Questions
“The more you know, the more you know you don’t know.”― Aristotle
…is a truism of life and the Facebook Ads platform.
What is your more frequently asked Facebook Ads question? Let me know in the comments.