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Do Facebook Ads Work?

September 24, 2019
Posted in Helping Hand
September 24, 2019 Shaun Adams

Wow, what a question; Do Facebook Ads Work? We’ve got to be honest here, it’s something that gets asked… a lot. To give you a proper answer, we have to look at a few things first. I want to quickly take you through it all in this article and hopefully, we can answer it together.

Boosted Posts vs. Facebook Ads.

First things first, running a Facebook Business page, you’ve probably seen Boosted Posts as your first experience in paying Zuckerburg for clicks. There’s a big difference between a Boosted Post and an ‘actual’ Facebook Ad.

Boosted Post.

Posting content on your page is important – you should be doing this. These little snippets, pictures or videos are directly delivered to your followers, customers or clients. This is the normal content. Boosting a Post is the first step where you can share that content with people who are not already following you – new people.

“It’s the Gluten-Free Chocolate Brownie of Online Marketing.”

Shaun Adams, just now

This is done by using some of the same tools that an ‘actual Facebook Ad’ uses. Audiences, targeting and AdSpend Budget. From a Boosted Post, you can send people to WhatsApp, Facebook Messenger, or, to the content that you’ve shared. You can focus on getting Click Through, Likes and Comments, or Messages.

For the most part, this is a nice little way to promote your business or offer to a new audience that you didn’t have before. This is not a Facebook Ad. It’s the Gluten-Free Chocolate Brownie of Online Marketing.

An ‘actual’ Facebook Ad.

This is the real deal. You’ll need a Facebook Ad Manager account, you’ll need to watch countless YouTube video’s on the subject, you’ll need to learn so many acronyms, normal English will cease to make sense to you…

Okay, it might not be that difficult, but you’ve never done anything like this before.

With Facebook Ads, you can control almost every aspect. Where they’re shown, when they’re shown, who they’re shown to, how much you’re spending on each Creative and so much more.

How do you want your Facebook Ads to Work?

What’s your aim? What will you class as a success? From Facebook themselves, there are a few objectives that you can choose from that they’re set up to attack.

AwarenessThe initial stage of any digital marketing campaign. People need to know you exist. At this point, you’re all about getting in people’s face saying “Hello, this is us, this is what we do, have a nice day.” In this stage you do not give them an offer or ask them to commit to anything.
Consideration This stage is now where you’re talking to someone who knows what, who and how you are. This conversation flows as “Hello, we spoke last week about vegetables, you seemed to like what we had to say. Would you like to see more?” The audience knows who you are, they don’t trust you yet – but that’s what we’re doing here.
ConversionsOnly now can you bait the hook. This conversation flows like “Hello again, friend. You like what you saw. Would you like to actually get something now? If you do, we’ll sweeten the pot with free delivery to metro areas.” This is where the audience knows you, they trust you, they like you – so they’ll more than likely buy from you.

Taking your audience through the above three stages using Boosted Posts would be:

  1. Very difficult – you have no control over the flow of the posts, the order in which they’re shown and where the audience is in the 3-stage process as stated above.
  2. Forced – because you’ve got no fine-control over what’s behind the click, you’ll have to be very forceful as to how the audience interacts with your posts; this isn’t the way you inspire trust.

Plus, those valued followers that are already there will begin to become confused because you’ve totally changed the content they’re seeing.

How to measure if your Facebook Ads Work.

This is where the world changes, drastically. You’ll be exposed to so much more here. Acronyms, statistics, ratios and probability. Don’t worry, even if you failed Year 9 maths, there are tools and tips that’ll help you through this portion.

Thrid-Party software

You can jump on board with 3rd parties here that do their best to make things as simple as possible. Softwares such as AdEspresso can help a lot. We’ve used a lot of software over the years and found that if you’re looking outside of what Facebook gives you (Ad Manager), they’re the best.

The O.G. Facebook Ad Manager

All the data you could possibly want, and more. As we learnt in High School, data is nothing without context. Context is what turns data into information – and information is what we want!

To do this, you’ll need to learn what everything means and why it matters. We’ll quickly pop down the more commonly referred to metrics and explain them for you. If you’re looking for something more though – give us a call and we’ll do it for you.

ResultsThis one is pretty self-explanatory. Depending on what you selected as your objective (clicks, likes, conversions etc.) this shows you how it’s gone. You want this number to be huge.
Reach

There are a few numbers in the Ad Management game that can, and are, used nefariously. Reach and Impressions are two of the most vicious. Depending on how well you’ve targeted your audience, these two numbers will be huge. But don’t get confused as to what they mean. These numbers are an indicator of figuring out if other numbers are good.

Reach is how many individual profiles your Ad has been delivered to.

ImpressionsGoing on from the above, this number is how many times your ad has been delivered. This number is related to Reach and Frequency. It’s a big one. But don’t ever be fooled into paying for impressions, or judging the success of a campaign on this number.
Cost per Result

This, this! The number that matters. Results and CPR are the numbers that show the success of your campaign. If your CPR is low (varies depending on your Objective), then your campaign is a success.

For example. If your objective is conversions and you’ve set your Facebook Pixel events properly, you’ll see how much it’s costing you to make a sale. If the value of a sale is $10 and your CPR is $0.32 – you’ve spent $0.32 to make $10… that’s a pretty good result! Your Facebook Ad Works!

To Recap.

As you, hopefully, can see Facebook Ads are tricky. You need to know what you want and how you’re going to do it before you can see if they work.

You need to know what you want to get out of the expense. You need to know how to measure the expense and you’ll need to have clear data flow to form it into information!

 

If you can’t wait to see what the future holds for you, tap the link and register for your free 60-minute strategy session with one of our team!

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Shaun Adams

Being the Head Creative Guy has its benefits. The best car spot, the best coffee add-ins, the best chair in the meeting rooms and the ability to share with you all the information, knowledge and experience that I've accumulated over the years.
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