Recently, there have been rumblings about brands experiencing a decrease in reach on their organic posts.
What’s really going on?
In an effort to improve user experience, Facebook has begun to limit the reach of brand posts for all businesses, including non-profits. A limit on the amount of branded content means lower organic reach for your posts.
With limited News Feed space, and an overwhelming amount of content competing for that space, it falls to Facebook to be the filter for users, displaying the content they believe users will be most interested in.
This means it’s more important than ever to boost your posts and use Facebook ads to get out front where your audience will see you!
Advertising on Facebook is a fantastic way to reach both current and potential future customers, but it can be intimidating to try them for yourself.
Here’s everything you need to know to get started with Facebook ads today!
Facebook ads are like display advertisements for your business or your brand, found within the Facebook social network. On desktop screens, they can appear in the stream of a user’s newsfeed or on the right-hand side of the page, similar to Google’s search ads. Ads also appear on mobile. Put simply by Facebook themselves, ads are “paid messages from businesses, written in their voice.”
As a marketing tool, Facebook Ads are:
In terms of return, Facebook advertisements offer a number of benefits to businesses. They provide an excellent way of reaching more people, down to a specific targeted audience, in a place where they’re sure to be looking. And like other display ads online, they help you build brand awareness and recognition. And at the end of the day, reach and awareness leads to sales – for as little as a dollar a day!
After you create your advertisement with images, text, and a key call to action (CTA), the ad is displayed across desktop and mobile Facebook platforms, where it is viewed by highly engaged audiences of your choosing.
One of the most important aspects of Facebook advertising is ensuring that your ads reach the people that are most likely to engage with your content and ultimately show interest in your brand, products, or services. Facebook allows you to target your advertising based on a variety of factors, including location, age, gender, interests, connections, relationship status, languages, education, and workplace.
The audiences you targeted then like, comment on, and share your content, which further spreads your reach to their friends.
What do you need to do to run a Facebook ad?
Step 1: Build unique, creative, engaging content
Step 2: Identify and target your specific audience
Step 3: Choose your goal – e.g. driving website traffic, downloads, engagement, etc.
Your ads are displayed in different placements (as shown in the image above) depending on your established goal, your target audience, and your content. Ads are shown across desktop and mobile platforms with your call to action to drive clicks and engagement.
As with any online content, quality is key! People are more likely to engage with an ad that features a high quality image, good copy, and a CTA. Increased engagement means increasing your Click Through Rate (CTR), and ultimately lowering the cost per interaction.
With organic reach decreasing and the competition stiffer than ever, there’s never been a better time to get started with ads on Facebook.