Facebook Ads

Digital Marketing: Key Benefits of Facebook Ads

Facebook Ads: Legit Digital Marketing Tools

Spicy Nugget symbol

SPICY NUGGET
Facebook Ads will significantly help grow your business. The Facebook Ads Manager tool is not intuitive however, and it takes skill and diligent testing to make it lucrative.
— Adam A. Sene, CEO

Digital Marketing: Facebook ads workAs a Facebook user, you’ve probably experienced seeing ads on your personal feed that were annoying or not appropriate for you, right? Yet, you kept on seeing them. They just won’t go away, and herein lies one of the key benefits of Facebook ads: they work. (When they are targeted correctly.)

If you’ve ever felt annoyed by an ad, you can safely assume that you were not the right target for the company placing the ad.

On the other hand, if you‘ve ever searched online for a product you wanted (say, a new Trek Bicycle) only to later see an ad offering you a great discount on Trek Bicycles the next time you visit Facebook, you probably wouldn’t have the same reaction as above. In fact, you might be be quite pleased. That’s just part of the magic of a correctly targeted Facebook ad in a digital marketing campaign.

But… Facebook Ads Didn’t Work For Us!

If you’re a business owner or a marketing manager and you aren’t using Facebook Ads, you might want to re-think this approach. (Read on and we’ll explore the main benefits of Facebook ads as compared to other ad platforms.)

If you’ve tried Facebook Ads and were underwhelmed by the results or stopped because they “didn’t work,” there’s a good reason why they didn’t work—and it’s probably not because your target audience isn’t on Facebook.

For most businesses, a good percentage of their buyers use Facebook. Some niche industries may find better success using a different ad platform, which is something our Ad Specialists will determine in our initial discussions with you. However, if your business has an obvious demographic available on Facebook and ads aren’t working, then we can safely assume the ads were not done correctly.

Facebook ads especially are an ever-changing nuance of digital marketing which require professional strategy and execution. For best results, use a marketing pro and don’t go it alone.

Finally, Facebook Ads are not the same as using the “Boost Post” button on a post you create on your business page. For a truly effective campaign, a trained FB Ads Specialist must use the Facebook Business Manager platform to create ads targeted towards a precise audience with results in mind.

Target Your Exact Audience

Facebook provides comprehensive audience targeting—better than Google Ads. You can target user personal interests, user demographics such as age bracket and location, behavior, connections and language. A savvy Facebook ads marketer can even target your competitors’ followers.

Pro Tip: The Facebook Business Manager platform enables you to refine your targeting so that you can eliminate Facebook users who are not in your target market. This ensures that your Facebook Ads are placed only in front of users who are potential customers and ultimately saves advertising dollars while ensuring higher quality leads.

Reach More of Your Target Market Than with Organic Facebook Posts

The unfortunate truth about your Facebook Business or Fan page is that only a small percentage of your followers will ever see what you post on it. 

The [always changing, never predictable] Facebook algorithms determine the visibility of your page amongst your followers. Recent implementations caused significant decreases in business pages’ visibility as Facebook moved towards a news feed which prioritized posts from friends and family and reduced business page posts to a less frequent rotation.

In simple English, this means that if you want to make use of Facebook as a tool for new leads, customers or even just a larger fan base, the most effective way to do so is by using Paid Facebook Ads. Lest we forget, Facebook is a for-profit organization after all.

The good news is that by using the Business Manager platform effectively you can get a solid return on your ad dollars, and the Eden Ads team averages 4-7 times the return on ad spend (ROAS) for our Facebook Ad clients. 

Remarket to People Who Have Already Interacted with Your Brand

Remarketing (aka retargeting) is a smart and lucrative way of reaching your target audience. The reason this digital marketing technique works so well is because interested users who have visited your website in the past (and did not become customers) will see your ad again as a reminder of their initial interest.

It’s estimated that 3 out of 4 website visitors that go through the steps to place items they intend to buy in their shopping carts, fail to purchase.

Through the use of remarketing you can re-target those “lost customers” and rekindle their interest in your services or products. According to a recent remarketing study, website visitors who are re-targeted with display ads are 70% more likely to convert on your website. This tackles the issue of website and digital cart abandonment once and for all. 

Target correctly with inexpensive conversions 

Facebook’s CTR (click-through-rate) is steadily increasing because of refinements to their advanced advertising tools. Because of these constant improvements to targeting capabilities, professional digital marketers can effectively target audiences and do so at a low cost.

With the small amount you pay Facebook to run ads and target only the people you want, you’re spending very little to get a great ROI from your ad spend. It can feel expensive in the initial stages of setting up Facebook Ads while your campaign manager is doing testing. This is unavoidable and you should account for this testing period when setting your ad budget.

Facebook‘s plat de résistance: the “Lookalike Audiences”

After you’ve used Facebook Ads with some success and determined the best target audience that actually converts, you can begin to replicate that success by targeting people who are very similar matches to them by using a Facebook technique known as “lookalike audiences.” This feature allows you to take a custom audience and use Facebook to find similar people who are most likely to purchase from you.

The size and targeting options are very specific to ensure that your lookalike audiences accurately reflects the target market that is already converting using your ads.

3 More Reasons to Love Facebook Ads 

Your buyers are frequently on Facebook, plain and simple. According to BroadbandSearch, the average person spends about 2½ hours daily on social media, a large part of which is Facebook. A dynamic and visual platform full of rich behavioral data and metrics, Facebook is fantastic place to invest your ad dollars.

You can profitably scale your Facebook Ads by reaching more potential buyers than you ever could organically. Once you’ve tested and established the ads that convert most profitably, you simply invest more money into them and keep using them as long as they are producing a profit. In this way, you can keep growing your customer base much easier than with almost any other advertising platform.

Finally, Facebook is a fantastic tool for building your brand and gaining customer loyalty. For this reason, many companies use Facebook pages to create a sense of belonging to a community for their followers. These pages create the opportunity for real engagement with customers and prospects; this in turn cultivates positive brand image, greater customer loyalty and SuperFans. This activity leads to business growth, higher customer retention, and even more sales.

Ready to Set Your Marketing on Fire?

The most important of all the benefits of Facebook Ads is that they will significantly help grow your business. The Facebook Ads Manager tool is not intuitive, however, and it takes skill and diligent testing to make it lucrative. This process can be vastly accelerated if you lean on a digital marketing pro that has blazed this trail.

If you’re ready to grow your business and get real results with Facebook Ads, speak with one of our Marketing Consultants to find out how we can help you! Call us at 727-325-6471 or send us an inquiry via our secure online form.

Boosting Posts on Facebook: The Good, The Bad, and The Ugly

Spicy Nugget: Boosting Facebook Posts?

 

“Boosting posts on Facebook? Don’t do it.”
-Adam A. Sene, CEO

 

Boosting Posts on Facebook - Not a good digital marketing strategy

Is it worth anything boosting  your Facebook posts? If you’re a scanner and you just want to get the gist and get on with your day, here’s what you need to know:

The Good: Boosting is convenient and easy especially for those who aren’t particularly Facebook marketing savvy. It’s a pretty affordable self-service option to get more eyeballs and some more engagement on something you’ve posted from your page.

(If you’re reading this and are thinking, “Yeah! That sounds like me!” please just stop reading here and contact us immediately.)

The Bad: You get what you pay for in marketing, and boosting posts on Facebook doesn’t result in any real, measurable business objectives (like sales, conversions or clicks to your website).

The Ugly: Boosting posts is not an advertising strategy. If you really want your advertising dollars to go far, Facebook post boosting will be a total waste.

In a Nutshell: If Likes and Comments are valuable to you, go for it. Wait—no, don’t go for it! Call us instead! We’ll get you those things and MORE with the budget you have. Expert use of Facebook’s Ads Manager tool offers way more customization than boosting posts, so you get the engagement and visibility you crave while ALSO getting sales, conversion, and traffic to your site by people who have a strong intent to purchase or, at the very least, a likelihood of being interested in your product.

If you’re a reader and you want to know more, let’s dig deeper into questions surrounding whether boosting posts on Facebook is worth it—starting with what it actually does.

So, What Does “Boosting Posts” on Facebook Actually Do?

If you have a Facebook page for your business, you’ll see the “Boost Post” button available to you as the page’s manager on every single post you do. At the time of this writing, when you click that button you are met with 3 options for choosing a “Goal” in setting up your boosted post:

  1. To allow Facebook to choose the goal for you based on your page activity and settings,
  2. Get more engagement (reactions, comments and shares), or
  3. Get more messages.

You set the budget and how many days you’d like to boost that post for. You can even choose a few basic targeting parameters and voila! Hit publish, and you’re done.

After doing this, you’re likely to see more:

  • Comments
  • Post reactions
  • Post shares
  • Page follows

And you’re likely to see fewer:

  • Website visits
  • Product sales
  • Signups, downloads or conversions

While you might get increased site traffic or a couple extra sales or sign-ups as a byproduct of boosting, it’s important to note that this is not really the primary goal of Facebook post boosting.

Boosting Posts vs Running Ads on Facebook

The purpose of boosting posts is to increase a few vanity metrics for your brand—i.e. the ones that make you look good (like impressions, likes, comments, etc.) but which do not really allow you to make future decisions about your business or help your business to grow in any real, measurable way.

Further, it’s vital to note that the way Facebook will successfully execute a boosted post is to optimize itself by showing it to people who have a higher likelihood to like/comment/react over their likelihood to click a link. And remember, just because someone is commenting doesn’t mean they’re likely to be a good fit for your business. It could be a troll, your mom or just someone who is super active on Facebook.

Using the Ads Manager, your content can be targeted in a 1,000 different ways that actually spark brand growth (and, thus, your vanity metrics), sales, conversions and subscribers, AND give you measurable insights you can act on as a business owner.

Should I Boost Posts AND Advertise with Facebook Business?

If you’re still here, the last section may have led you to this question—would it make sense to do both, Facebook ads and post boosting? It’s a fair question. Short answer: Maybe!

As a strategy, doing both may make sense if you…

  • Have it in your budget to focus on boosting posts while you run ads
  • Boost a post that really aligns with your overall business and marketing strategy
  • Share some content that is super valuable for your community to specifically see and engagement (such as news or an important update)
  • Just want to get more out of the organic content you’re sharing, and already get a ton of sales through other marketing strategy on and offline.
  • Don’t care about sales, conversions, website traffic or any other measurable business and marketing objectives.

But EVEN IF those things are true, save yourself some money! Optimize your marketing strategy by chatting with a Marketing Consultant, outlining your goals and discussing what the best options would be to get you where you want to be.

You Guys Just Want Me to Run Ads ‘Cause You’re an Advertising Agency, Right?

Nah, not our style. Of course we’d love for you to become our client, but the potential within Facebook advertising is just too great for you not to at least become aware of it before making the decision to boost posts. The Ads Manager tool within the Facebook Business platform is a beast in the hands of an expert.

Facebook Advertising is an unprecedented opportunity for business owners. With a community just shy of 2 million users that you can target content, sales and ads to based on age, gender, location, relationship status, past purchase behavior, past web searches, engagement with other similar brands, and so on, and so on, and so on…

That’s something you just can’t do with post boosting.

Is There Ever a Case Where Boosting Would Make Sense?

Well, no, but sure! It’s:

  • Good for testing
  • Perhaps a good option for lower budget situations
  • Good for those who “just don’t have time” to work out a deeper marketing strategy but want to keep wheels turning a little bit

Boosting Posts on Facebook: The Short Story

It’s easy to boost posts on Facebook. It’s right there! It’s built to be a convenient self-service promotion opportunity, and it really is so easy your 12-year-old could do it for you. But you’ll always get what you pay for in marketing, and this is no exception.

There are far, far more in-depth advertising options available in the Business.Facebook.com platform that actually enable real business objectives to be achieved (i.e.: views, conversions, sales, newsletter signups, site traffic, etc.) that Facebook Post Boosting gives you none of.

Feel like talking with a real human about your marketing goals? We’re here! Let’s do this.

 

WTH Are Ad Impressions, and Who Cares?

Spicy Nugget: Ad impressions – Use & limitations

“If your digital marketing agency is leading with ad impressions as their number one metric for your campaign’s success, run. As fast as you can. What this statistic tells you is how many times your ad was on the screen of a user/potential buyer. It shows that your ad is going out and saturating, hopefully multiple times over, your target audience.

“What it does NOT tell you is whether that user even noticed the ad, did anything with it, or if that user is even the right person to be targeting. We don’t use this metrics to determine an account’s success, but rather to diagnose the source of potential problems.

“Our advertising nerds—ahem, I mean experts—will compare Impressions to other metrics but never as a standalone measure of success. If your agency is reporting Impressions to you as a “results” metric, then you might have an expensive problem to fix.”

-Adam A. Sene, CEO

What are impressions, and who cares?

ad impressions facebookImpressions are, to quote Facebook exactly: “the number of times your ads were on a screen.” Google defines the word in much the same way, counting one impression each time your ad is shown on a Google search results page or as a display ad in the Google network. Since neither of those definitions really tell you anything about what impressions actually are, let’s dig in.

Ad impressions are a commonly monitored metric and usually make the “top 5 fave metrics” list for marketing pros. This is because they are the number one way to measure how many times your ads were exposed to your target audience, so obviously they matter to a certain extent.

How Are THEY Counted?

One impression is counted for each instance an ad appears on screen for the first time. The example Facebook gives is that if an ad appears on screen for a user, and then the user scrolls down and back up to the same ad, that counts as only 1 impression. If an ad appears on screen for someone 2 different times in a day, however, that would count as 2 impressions.

On Google, an impression is counted each time your ad is shown on a search result page or on another site in the Google Display network.

What’s the Difference Between Impressions and Reach?

Reach is defined as the number of people who were exposed to your ad campaign at least one time. Reach might seem super similar to impressions (because it is), but the main difference between the former and the latter is that impressions can include multiple views of the same ad by the same user.

Reach is essentially a PEOPLE metric, whereas impressions are VIEWS.

Get to the Point… Why Do AD Impressions Matter?

Impressions are a great metric for a number of reasons, not the least of which is brand awareness and recall-ability for your potential buyers. If you’re running a brand awareness campaign, this IS your key metric.

Have you ever seen an ad on Facebook or elsewhere for a brand or product you liked, and then when someone else mentioned that brand or product to you, you said, “Oh yeah, I know them… I saw them online somewhere”? Boom. Impressions.

Impressions are an awareness metric. They are eyeballs on your brand. This, loosely speaking, can translate to new clients, leads and more sales. Without impressions, you’re literally living in a cave where nobody sees you or knows about the amazing services you offer.

Impressions tell you that your ads are being seen by your target audience, but just on their own, they definitely don’t determine the success of your campaign. You have to keep one eye on Impressions while keeping another eye on each of your other metrics like Spend, Click-Through-Rate (CTR), your Leads, Cost Per Click and Cost Per Lead. (That’s at least 5 more eyes—yikes!)

A Lesson From Nerds: Ignore Data if You Like Wasting Money

A little known secret about ad experts is we’re actually complete nerds. You might think splashy creatives and amazing taglines are what get the job done, but we’re here to tell ya—it’s the numbers and the data. Our super nerds analyze, refine and optimize campaigns based on the data we gain from metrics, so that campaigns perform beyond our clients’ expectations. The honest truth is that our Design Team just does a heck of a job making math look sexy.

For example, if we see a campaign getting thousands of Impressions per day for months and months, yet CTR and Leads are still in the toilet, chances are the audience isn’t refined enough and you need to tighten things up.

Do I Need an Agency to Run My Ads on Facebook and Google?

Business owners hire professionals to handle ad campaigns because agencies have more eyeballs than business owners. Plain and simple.

Can you run your own ad campaigns? Of course you can! We even created this guide to getting Facebook Ads approved because we believe in you! But you’d better be prepared to lose some money along the way as you learn the ropes. Ads without precise optimization, targeting and data analysis can be quite a money pit.

Want some help? We’re here, and we give out free advice all the time. Reach out!

Your Complete Guide to Getting Disapproved Facebook Ads… Approved

Spicy Nugget: Disapproved Facebook Ads Can Get Approved… With Patient Tweaking

 

The process may lead you into a spiral of frustration and continued disapprovals. While banging on your keyboard might feel like a fantastic outlet for said rage, we don’t recommend it.

-Adam A. Sene, CEO

 

True story

Recently we set up Facebook ads for a client who sold protein powder. The ad set was disapproved for being “inappropriate,” and when we looked into this it became clear Facebook disapproved the ads because they thought we were selling er,… adult toys.

That’s right, sex toys.

How Facebook thought a canister of PROTEIN POWDER was a sex toy, we have no idea (bots, anyone?) — but this is merely one example in a sea of thousands of situations we’ve seen.

Ads for soaps, hand creams, coffee beans, wellness treatments and even t-shirts were rejected by Facebook advertising team (bots? AI? humans? cyborgs?) for being inappropriate, explicit or flat-out something that “will make others feel bad.” Yes, Facebook cares for your feelings.

Half the time, Eden Ads is hired to handle disapproved Facebook ads for clients who are simply too frustrated to deal with Facebook constantly disapproving sponsored content.

So, you’re not alone, O Frustrated Facebook User. It happens to the best of us.

Just recently we loaded a hand cream ad which was rejected for being “too controversial.” (Ummmh…) But fear not! We have a few tricks up our sleeves we’re happy to share in the hopes that you’re able to get your ad campaigns off and running.

Disapproved Facebook ads: initial Steps for Overturning the No

getting disapproved facebook ads approved copyIf your ad isn’t approved, as a first step take an honest look at your ad content—both the visual and the copy. If your ad contains adult content, promotes any kind of violence, nudity, illegal activity, misleading claims or sensationalism it is likely to be flagged and disapproved. We don’t love or agree with all of Facebook’s advertising policies, but you can read them in full here.

Up until September 2020, if your ad graphic contained too much text, it could be disapproved. The tool proposed by Facebok to measure the % of text coverage had been widely criticized for years in the advertising community, on the ground of both advertising fundamentals and pure testing proving Facebook wrong. Facebook finally listened, and gave new advisory guidelines to advertisers. It’s helpful to read them.

Finally, check that your URLs are correct and that your landing page(s), website and link pathways are all functional.

If you move through these troubleshooting steps and still have trouble getting your Facebook ads approved after appealing the decision, read on.

Getting Facebook Ads Approved… WTH Adam, help me out here!

Getting disapproved Facebook ads approved is an art and a science. It’s also a real pain in the butt. Sometimes making a simple change to the ad creative and appealing to Facebook’s bots—I mean, ahem, customer service team—does the trick.

But sometimes, this process just leads you into a spiral of frustration, rage and continued disapprovals. While screaming and banging on your keyboard might feel like a fantastic outlet for said rage, we don’t recommend it.

Instead, try the following (see pictures for illustration).

  1. In the bottom right-hand corner of your Facebook Business Manager platform, click on the Help Desk link.
  2. Then, at the bottom click to “Get Started” with Support.
  3. Select “Policy & Account Security” as your support topic.
  4. Then shout, “Expecto patronum!” (Ok, this step is optional.)
  5. On the next screen, click “Chat with a Representative” and fill out your personal information.
  6. The customer service rep may ask you for the ad ID’s for the specific ads in question. You can provide these preemptively before the chat to save time, or during. To get the Ad ID #’s, return to Ads Manager in a separate tab and add “Ad ID” as a column by using the Customize Columns option.
  7. Select, by Ad ID, the ad account which you’re experiencing the chronic disapprovals, check a few more of their info boxes and voila… “Start Chat.”

 

  • We recommend starting the chat polite by being polite, hoping that FB just woke up on the right side of the bed and made a mistake.
  • Be clear in your description of what the problem is, e.g.: “My ad was disapproved for violating _____ policy, but there is no mention of _____ anywhere in the text, image or on the website. I tried appealing, but it was rejected and it doesn’t appear that anyone actually reviewed my case.”
  • It isn’t uncommon for these live chat reps to play dumb or act like they can’t do anything. In this case, it may help to take a sterner tone of voice and express some degree of disappointment that your representative is useless

If through this course of action you find your ads STILL are not approved, we’re sorry to say you’ll have to delete the campaign and start from scratch.

O Facebook, Why Are Thou So Difficult?

Sometimes Facebook can be a real doozy to work with, but we put up with it because it’s an otherwise fantastic advertising platform that allows seriously precise targeting based on audience behavior that exists literally nowhere else on the internet.

If you’re struggling with disapproved Facebook ads and want some help with campaigns that will literally blow your mind with the return on ad spend (ROAS), or even if you just want some free advice from our expert team, we’re happy to chat with you. Give us a call at (813) 940-5699 or send us a message here.

 

You Don’t Know Anything, So Test Everything (in Marketing)

Spicy Nugget: In Marketing, Test Everything

 

“Just because you tested something once doesn’t mean you discovered a new Law of Physics. Don’t get cocky and equate a win with a rule that works under any and every circumstance. You don’t have the next Nobel Prize in the bag just yet!

-Adam A. Sene, CEO

 

Marketing testWhen it comes to marketing campaigns, test everything: special offers, landing pages, keywords, creatives, all of it. Nothing is certain until tested. Even then it may only be certain for that specific set of variables.

Offer A worked and Offer B worked, but both offers together in the same ad may create confusion.

Then again, maybe not… So test everything.

Let’s talk about your brilliant marketing ideas.

You know, the ones where in your mind you thought something like, “I’ve got it! I’ll target women in Tulsa like I did before with much success, but this time I’ll use a picture of a baby. Holding a kitten! They won’t be able to resist my products then.”  And you practically booked a one-way ticket to the Maldives because you expected your retirement to come early, right?

Wham. Turns out that brilliant marketing idea… Well it didn’t really work out, did it? But why?

Rule #1: Every Single Thing You Do in Marketing is a Test

Any marketer that’s been at it for a long time will tell you—coming up with new “bright” ideas for marketing is both tiring and kind of useless. The reason it’s exhausting is because most great ideas sound great in theory, but usually they don’t pan out all that well.

“Wow, you guys are so negative,” you say.

Ok, fine. Let’s say you had a great idea and it did pan out. Woo hoo! The baby holding a kitten targeting women in Tulsa WORKED! So you take that same exact formula and you target women in Denver instead of Tulsa. Wham. Failure. What does this mean?

All it means is you got a little over-excited, and you need to keep testing. Don’t assume that your first idea is your best one. Try it against some different parameters, a different audience or a refreshed creative, and continue to try new things.

Everything is a test, and everything must be watched carefully for performance. If it’s working, do more of it. If it’s not working, well… duh.

Be especially careful with agencies who don’t admit to this fact, but be even more careful with agencies who tell you that “failure is inevitable.” Testing, optimizing and scaling an ads budget can be a rapid fire activity and you shouldn’t be experiencing months of financial loss. (If you are, please let us do a free account audit.)

Rule #2: Testing Produces Data, Not Laws

The results of a single test do not make a rule that applies to everything.

If you tested an ad with success using landing page A, that doesn’t necessarily mean it’s going to work on landing page B. You have to test it.

Your targeting parameters may have worked with that one design, one audience, pointed at that one landing page. It may not work on all audiences, all the time.

Testing produces results and data. Testing does not produce laws. If you test with success, fantastic. Identify what worked if you can, scale your budget and keep on testing.

Avoid Dumpster Fires (Like This One!)

You Don't Know Anything... So Test Everything in Marketing | Eden AdsAs you come up with brilliant ideas, you might start to see these bleed together in your campaigns. For example, you saw some great results using a five-star customer testimonial. Great! You also concurrently saw great results with an ad using starburst graphics and the words “Free Lunch.” And in yet another test, you told your company story and it worked even better, and another with a picture of your CEO in a diaper, and so on, and so on.

Condense everything that ever worked into a single promotional campaign, and before you know it you’ve got ALL of those things in one super ugly, muddled message piece of garbage. (Like this one!) Your dumpster fire of a design will likely have become too convoluted and complex with too much to look at, all of which undermines the campaign message completely.

As a rule of thumb for campaign design of all kinds, always simplify the message. Something clean and easy to understand beats out all of those “great ideas,” and certainly all of them combined.

In Marketing, Test Everything

We believe everything in marketing is a test. We don’t claim to know it all, and this sense of explorative willingness is what drives us to constantly improve, keep learning and do better for our clients. If you’re tired of not seeing results and need some support, give us a shout. We’d love to help!

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