Facebook remains the most popular form of social media and has enjoyed ruling the roost for more than a decade now. With over a billion users and more than 90% of them checking in with the site every day, there’s little reason to think Facebook won’t be a dominant force for years to come. This makes it the perfect place to advertise, but only if you understand how to do it. Keep reading for a quick introduction that will definitely help.
One mistake most people are probably making right off the bat is placing their ads on the right hand side of the Facebook page as opposed to the timeline. The column to the right may seem like the better choice. After all, if you leave the timeline, that column remains; ads on the timeline obviously don’t.
However, consider how many people visit Facebook through their mobile devices. Something like 60% of people who visit the site are doing it this way. When you think about the statistics in the original paragraph, that should put a staggering figure in your head. Unfortunately, none of those people can see that right hand column because it doesn’t exist on mobile devices.
Next time you log in or create an ad, use the Power Editor on Facebook to change this. Doing this one thing alone has proven to increase conversions by 250%.
Another smart thing to do with Facebook ads is to use them to promote an offer, not necessarily a sale. For example, advertise that in exchange for their email address, you’ll put people in a drawing for a free product. Email addresses are always great for eCommerce, plus now you can hit them with sales pitches where they might be more receptive.
One reason you may be hitting a low conversion rate on Facebook is because you’re not targeting your ads well enough. If you ran a butcher’s shop, you wouldn’t consider it a failure for not bringing in vegan business, right? Yet too many people send out ads to everyone on Facebook—including tons of people who simply have no interest—and then can’t figure out why their conversion rates are so low.
Facebook allows you to hyper-target those who will view your ad. You can simply focus on your fans, for one thing. However, you can also go after the public, but only those who fall into the age/marital status/educational background, etc. that fits your demographic.
Don’t give up on Facebook ads or avoid them because of horror stories. If you follow the above advice, the most popular social media website in the entire world will be working for you.