The year 2019 will be another very lucrative year for Facebook. According to a study by Buffer 93.7% of companies use Facebook as the main channel of their marketing. This number also means that the competition between advertisers will become more difficult. In addition, advertising prices on Facebook will certainly increase. This is why it is very important to optimize your advertising budget in 2019. If you ask “How can I advertise my business on Facebook”; then this article will show you 5 elements to take into account to optimize and ultimately pay less for your advertising on Facebook.
How can I advertise my business on Facebook ? Choose your target!
The most important thing in the whole marketing process is to analyze who really is your customer. Often, companies target the audience in relation to their interests. Sometimes, when we look at the number of interests according to what Facebook classifies users, we are tempted to use the maximum. We say that finally, if we choose a lot of targets, we have more chances to convert more users. Unfortunately, it does not always work that way and the interest-based targeting may not be precise enough, especially when you choose very large audiences. In addition, interests may overlap with each other. Such advertising can therefore cost us more, because you are competing yourself. The best form of targeting is to use your data, already collected from your customers. If you own the website, you have to install a tracking code.
After a while, all traffic from your website can be used in your advertising as remarketing for similar audiences. If you ask “How can I advertise my business on Facebook”, this form of targeting is the most powerful of the platform since it is much more precise. Thanks to remarketing, you will show your Facebook Ad to a “hot” audience, one who already knows your product. Logically, we are more likely to buy a product already seen and known than the one we see for the first time. However, if you only start your adventure with the Facebook Ads and if you do not have any data to use by the platform, do not miss a thorough analysis of your audience. Here too, Facebook comes to your rescue. Zuckerberg has created a (free) audience analysis tool: Facebook Audience Insight. It lets you see, among other things, interests, demographics, but also the devices where your fans are most active. As a result, you can tailor your message to your target audience and maximize your advertising budget.
In the ad manager, there is a place where you can choose where you want to place your ad. Facebook will automatically choose for you all the placements. However, To maximize your advertising budget and not waste your money, it is better to choose the second option and change the placements. This is especially important when your goal is not only to gain visibility or notoriety. When you want to have more likes, comments or clicks on the link, it is better to separate your placements.
Despite all that can be read, Facebook will strive to find the cheapest placements to achieve the best performance. This does not mean that the “performances” in question will meet your expectations. Let me explain. Facebook optimizes ads based on clicks and not necessarily comments. Still, if your goal is to gain the maximum of likes or comments on a Facebook post, do not choose to place it on Instagram because you are going to waste your money. It is enough that the activity is less expensive on Instagram so that the advertising platform sends all the traffic on this platform. You are going to have a lot of likes or clicks under an Instagram post while your goal is to promote a post on Facebook ! This is especially important when you do not have a lot of budget to allocate to your promotion. How can I advertise my business on Facebook ? Don’t let it split your money ! Test and then optimize. It’s better to choose one or two strategic placements.
Maximize likes and comments
As you probably already know, the Facebook algorithm has changed. In his statement, Zuckerberg said the platform will now favor more engaging content. Thus, posts that collect a lot of likes and comments will appear to a greater number of people. The goal is to adapt the content to users. Facebook considers that a post receiving a lot of commitments appeals to users so it can be shown to more people. Its reach will then increase. This factor is not unimportant for advertisements.
You probably should have seen, in your ad manager, an indicator called “relevance score”. This indicator measures the relevance of your ad to the public. The higher the score, the less you pay. If you ask “How can I advertise my business on Facebook”, then know that the number of likes and comments will strongly influence the price of your advertising. The more people interact with your advertising, the more the platform will consider your advertising as relevant, so cheaper will it be.
Analyze and adjust based on results
If there is one of the biggest mistakes in Facebook advertising, an error that can cost you a lot is not to analyze and adjust your results. Facebook’s advertising platform provides us with a lot of indicators that allow us to analyze your campaign in great detail. This is very important because sometimes you just have to make some adjustments to make your campaign better.
- If the click rate on the link is not high enough, you may need to add (or change) the “call to action” button ;
- If you see a lot of clicks, but few people finally view the page, it probably means that the website loads too slowly and people give up before landing on the web page ;
- If your “relevance score” is low, there is probably a problem with your targeting that would not be appropriate ;
- If your “reach” does not increase, you probably have a problem with a too small budget or a little targeting.
You can monitor your campaigns in the Ad Manager by customizing the most relevant columns to your goal.
How can i advertise my business on Facebook ? Optimize!
Do not forget to proceed by steps. Start with a relatively small amount of money to increase it gradually until you find the optimal solution. The rule is quite simple: if the campaign does not work after spending a small budget, it will not work with a big one.
So try using another solution that works better, and then gradually increase your budget once you see it performs. Remember not to do it too quickly. It is best to increase your campaign budget by 20 – 30% until you find the optimal amount.
Facebook’s advertising platform is very complex. Indeed, there is no common ground and each campaign is different. It will depend heavily on your business, the product sold, but also your offer. However, do not hesitate to test the methods we mentioned above, or reach to us if you want to make your campaign perform better.