Setting up Facebook ads.

Remember the "good old days" on Facebook when they just started having business pages on the platform?

You would post the update to your Facebook page with a link to the website, most of your page subscribers will see it in their timeline, and some will follow the link.

It was simple way generate traffic and it was free!

Those were the times ...

And then, in November 2014, Facebook announced that it would begin limiting the "organic reach" of Facebook pages.

Many business owners did not quite understand what this meant for them from a practical point of view, but they soon found the hard way.

Just so you can clearly understand the terminology, "organic reach" means what percentage of your page subscribers, on average, will see your post without paying Facebook (ie, FREE traffic).

Basically, this graph shows that 98-99% subscribers to your page won't see your posts in their timeline unless you pay Facebook.

And this is not even something new in advertising!
It was just an acceleration of a trend that started back in 2013:

Officially Facebook stated that they are forced to limit the organic reach of the pages so as not to overwhelm users with content in their timeline, and also so that they do not see too many "sell" posts in their timeline (because this was the most post for most Facebook pages) ...

While this may be Facebook's official "company line", it has also done very well for their bottom line and the hip pockets of their shareholders, as you can see in the graph below:

At this point, you can say:

“Facebook is a waste of time. I just won't worry about this platform anymore. "

And while it may be perfectly understandable why you chose to say this, it would be a serious mistake.

Ditching Facebook isn't the right move at all.

Instead,

You should simply change your mindset about Facebook:

You shouldn't see Facebook as a social media platform and a source of free traffic, but rather consider it as a paid platform. advertisingsuch as Google AdWords or even a newspaper or television.

When you look at Facebook as a paid advertising platform, the benefits become very clear!

Driving traffic to your website from Facebook can still be very cheap!

No website on the Internet has more traffic than Facebook, and it continues to grow!

For businesses, Facebook is a great advertising platform as it offers extremely cheap access to highly qualified potential customers.

And that's the only way you should look at Facebook as a business owner and marketer!

Also keep in mind that while Facebook ads are still pretty cheap, they won't stay that way for long, as the great "serial entrepreneur" Gary Vaynerchuk says.

The ability to reach your ideal prospects cheaply won't be available for much longer.

So if you want to use Facebook ads to grow your business, you better move on.

But….

There are right and wrong ways to set up Facebook ads!

Let's start with:

Incorrect setting of Facebook ads.

1. "Buying Likes".

It makes little or no difference to the business or direct ROI and can really hurt you.

2. Rely solely on percentage targeting.

Here's what I mean by this:

This is why interest-based targeting can be problematic: 

1. People may like a page to enter a competition or win a prize, not because they are genuinely interested in a topic or brand.
2. The page that subscribers are targeting buys fake likes on "clicks" in order to quickly and artificially increase the number of their fans.
3. The page you are targeting your followers launched a low targeting Facebook campaign and received low quality followers.
4. Facebook may have inferred the wrong general interests about someone based on the pages they liked (for example, they liked a McDonald's page to enter the giveaway, so Facebook now thinks they like junk food or meat, but in fact they - vegetarian health coach ...)

The correct way to advertise on Facebook:
remarketing / re-targeting.

1.You only target people who have visited your site for a specific period of time or have subscribed to your mailing list.

The advantages of this approach:

1. No more guesswork and inaccurate targeting: you know these people have shown an interest in your business.
2. Reduce advertising costs.
3. Increase the number of “conversions” you want people to take (eg sign up to your email list, make a purchase, make a request, download a sales brochure, etc.)

2. Targeting visitors to your site using the Facebook pixel.

The Facebook Pixel is a piece of code that you get from Facebook and install on your site.

It looks like this:

Once installed, it will track all visitors to your website and associate them with their Facebook account if they are logged into Facebook on their computers or mobile devices (via the Facebook app or in a mobile browser).

The Facebook pixel that you install on your website flags them to indicate that they've visited your website, and also tracks the specific pages they've been to.

This is probably the only type of "stalking" you can do, it is legal and will not get you in trouble ... 

It's also the KEY to effectively using Facebook as a business tool!

This video straight from The Horse of the Horse (like Facebook itself!) Reveals what the Facebook pixel is and how to install it on your website.

Once you have the Facebook pixel installed, you can start creating a custom audience from visitors your his website on your Facebook account.

Don't you think targeting these people is much more valuable (and will yield better results) than targeting random Facebook users based on what they think Facebook got them interested in?

3. Targeting your email subscribers and existing customers for whom you have a phone number.

This is called a custom audience in customer list, and this is how it works:

Do you have an email database or a list of phone numbers for your customers and potential customers?

Did you know that you can upload it to Facebook?

If they used the same email address for their Facebook account or for some reason gave Facebook their mobile phone number (for example, they received security codes for logging in via SMS or Facebook messenger), Facebook will match them to theirs. your Facebook account.

Now you can advertise to these people whether they are already fans of your Facebook page or not!

If they used the same email address for their Facebook account or for some reason gave Facebook their mobile phone number (for example, they received security codes for logging in via SMS or Facebook messenger), Facebook will match them to theirs. your Facebook account.

Now you can advertise to these people whether they are already fans of your Facebook page or not!

4. Add some "Facebook Magic" - "Double".

You've already used Facebook to create custom audiences from people who have visited your site and from your customers' emails and phone numbers.

Now you tell Facebook:

"Go and find me more people who are almost the same as these."

(hence: "similar").

All you need is nothing less 100 people in your custom audience from one country (any country!) and Facebook will provide you with a similar audience within 24 hours maximum!

Now do you understand why Facebook ads can be so effective and beneficial for your business, no matter the size or what industry you work in?

However, this will only work if you use Facebook's ad platform correctly and take full advantage of the advanced targeting capabilities it offers.

Based on materials from the site: mgdigitalmarketing.com.au

✔️ Why is Facebook a great ad platform?

Because Facebook offers cheap access to highly qualified customers.

✔️ Why can targeting be problematic?

For example, people might like a page to enter a contest, not because they are interested in a topic.

✔️ What are the benefits of remarketing?

You will know that people have shown real interest in your page, and you can lower your ad costs.

✔️ How does a custom audience work?

Download a database of email or phone numbers of your users. When you log in, Facebook will match them to your account.

✔️ How much does it cost to advertise on Facebook?

If you're measuring cost per click (CPC), Facebook ads cost an average of about $ 0.27 per click. If you're measuring cost per thousand impressions (CPM), Facebook ads cost around $ 7.19 per thousand impressions (Hootsuite).

✔️ Is it worth paying for Facebook ads?

Yes. CPCs are lower, but if you set up your campaigns correctly, they will generate quality clicks that will benefit your business. As a result, Facebook advertising is often a much more profitable way to promote your business than other advertising channels.

✔️ Why are Facebook ads so expensive?

Facebook advertising is getting more expensive because demand exceeds supply. This is a natural progression for an auction-based advertising platform. This is also the reason for the increase in prices during the competitive buying season, for example, in the fourth quarter.