Four Things to
Facebook has extended its ads platform to provide powerful tools for advertisers. These tools allow brands to build deeper
funnels that convert cold prospects into
warm leads. Facebook’s ad network
provides robust targeting based on a va-
riety of demographic information; however, be aware that
Facebook is no longer the “cheap” option for your cam-
paigns. While cost per click rates can be considerably more
cost effective, be prepared to dedicate a large part of your
marketing budget to your ad spend.
Before you jump into Facebook advertising, there are
some things you should know.
1. You can leverage your customer database and
website traffic to advertise to customers at different
stages in the funnel. One of the best tools that Facebook
introduced in the last year is the ability to build custom
audiences. You can now build Facebook audiences based on
website traffic during specific time windows, as well as from
your existing customer database. Even better? You can take
your customer database and create a lookalike audience
shares commonalities with your existing customers.
2. If you plan to advertise on Facebook, you’ll need
to dedicate a considerable amount of advertising
dollars. Facebook has established itself as a major player
in display advertising. Its accessibility has made it easier for
advertisers to leverage the network; however, this has also
increased the competition for your timeline real estate.
To properly set up, build, and test a targeted advertising
campaign, plan to spend a larger part of your budget on
Facebook ads than you would have a few years ago.
3. Video is still important. Facebook’s algorithm still
weighs videos above any other kind of content. Adding a
video to your funnel will grab your target audience's attention. Surprisingly, when testing higher production value
against “homemade” videos, the organic homemade videos
draw more views. In many cases, you don’t need fancy gear
- just good lighting and your phone!
4. Install the pixel on your landing page. If you are
running ads to a page without the Facebook pixel properly
installed, this is the same as trying to drive down a road
with a flat tire. The Facebook pixel tells the advertising network that your page is relevant to the audience. Facebook
provides thorough instructions about installation; however,
if you are not familiar with coding you may want to ask
your developer for help.
With a strong landing page, you can build a funnel that
not only captures leads but also builds trust with new customers. Work with a trusted and experienced Facebook
advertising agency to create a strong advertising campaign
that will maximize your spending budget.
Carly Reeves is the vice president for digital advertising
agency 2930 Creative. Based in Dallas, the agency
specializes in creating insightful content aimed at millen-
nials and underserved markets.
by Carly Reeves