Let’s say you’ve already got your Facebook Business page set up. Already posting regularly, you’ve got some likes and shares. You’ve got a good idea of your niche and what kind of person likes your content. Sweet! But, your tech-savvy self knows that Facebook’s algorithms needs some sort of relationship to show your content to people. There’s a ton of people out there who will probably love your content, but you’ll have a pretty tough time reaching them organically. That’s where Facebook Paid Ads come into play.

Let’s start with the basics

What is a Facebook paid ad?

According to Facebook, “With Facebook Ads, you can create targeted ads to reach different audiences and meet your business goals.”

Facebook Paid Ads are a straightforward and cost-efficient strategy to reach a specified demographic. You can create and promote custom ads and content, then send it out to reach an audience of your choosing. Additionally, you can collect data from the ads that will help you increase their efficiency so that the next round reaches even more people.

How to build an effective Facebook Paid Ad

When you’re building your ad, there are a few important factors to consider:

Your audience

When optimizing your ad, you must decide which demographics you want to target. It’s important to know what type of targeting will work for your business. A broad and general category may work for some businesses, but others will need a far more narrow and specific targeting approach. Most businesses will benefit from a narrowly targeted ad. For instance, if you’re selling t-shirts with video game inspired designs, you may want to target men and women between the ages of 16 and 40 who are also interested in video games and entertainment. Facebook can use those interests to extrapolate on your targeting, and help you optimize your audience. If you’ve chosen your audience well, you’ll reach people who will want to engage with your ad and follow your page to know more.

Your compelling message

Your Facebook Ad has limited space, so make sure you’re communicating your message clearly and directly. Are you offering a deal? Hosting an event? Showcasing new products? Make your message relevant to your audience. Make it obviously useful. Would you rather eat a mystery dessert hidden behind a box, or eat a slice of chocolate cake? Innumerable ads go un-clicked because the message is vague, trying to use slogans and wordplay to try to inspire curiosity toward a mystery instead of clearly communicating the offer.

Don’t forget to give it a call to action! Offering a button that says ‘Learn more’ or ‘Shop now’ lets them know that there’s more to your offer than is shown on the ad. It lets them indulge in curiosity, or follow through with the urge to buy your product.

Remember to add an image or video! Ads with visual elements are far more likely to attract attention and engagement than plain text.

Switch it up

Why make one ad when you can make two?

Creating more than one ad gives you multiple sets of analytics so you can determine which ads work and which ones don’t. You can test different text content, different images, different focus areas. Maybe close-up shots of the product will work better than action shots, or vice-versa.

Even if your ads are working well, it’s still important to switch them up every so often so the message doesn’t feel stale.

In this example, S&H Farm Supply Inc. created two different ads, both promoting their Kioti tractors. One ad focused on giving a general impression of high quality for low prices, while the other ad gave specific details about payments.

While both ads got similar engagement rates, the one with specific prices received more shares. When it comes to ads, clicks and shares are far more valuable than likes. It’s not a popularity contest, after all. You want folks taking action.

You’re all set to get started! Facebook Ads are a great way to get your products and services in front of potential customers. Facebook has some great resources to help you get started. Even a low ad budget each month can help you attract new customers and find new business.

Although Facebook advertising is extremely important, creating and running ad campaigns can be a time consuming project. Consider using our local ad agency’s Digital Advertising services. Our team of experienced ad managers is based out of Lexington, KY and can help build a targeted ad campaign with messaging to really pique your audience’s interest. With our reporting, you’ll be able to clearly see the ROI and what you’re getting for you $$.

Like these tips? Read some of our other free resources for local businesses!

The opportunities to reach your audience is more numerous than ever. Digital advertising comes in many different varieties, including display advertising (those web banners next to your favorite Youtube videos), sponsored ads (such as those on Google and Facebook), and of course, search ads—just to name a few!

So where do you start?

While there are so many online options to choose from, reaching your intended audience will still require a little bit of work. Luckily, using digital advertising to get your message across is easier than you think.

Pick the right Platform

In 2008, only 24 percent of the United States had a social media account. Today that number has skyrocketed to 81%. While traditional mediums such as television and newspapers still have their place, most companies are turning towards digital advertising for the majority of their needs—and who could blame them?

As of 2016, tech titans Google and Facebook together control over nearly 76% of total internet revenue growth. Furthermore, in the third quarter of the same year, Google and Facebook together controlled 99% of advertising growth, with this number projected to be on the rise). So why would you settle for anything but the best? Pick the right digital platforms and go where you’ll be seen.

Know your Audience

Knowing your target demographic is undoubtedly one of the most beneficial tools in your advertising toolbox. Why? First off, not only does it give you a leg up for reaching the most likely people to buy your product or service, but it also helps to pick the appropriate platform and technology to deliver your message. But be warned. Once you have their attention, there’s still plenty of work to do!

To push all the right buttons, advertisers need to know exactly what to say. Great content moves people—and in turn, products. It keeps audiences engaged, entertained and coming back for more!

Be Original

Did you know? The average clickthrough rate of display ads across all formats is a measly 0.06%. From the moment that first browser opens in the morning until that last cat video before bed, internet users are bombarded with dozens of digital advertisements. By the time they get to work they’ve seen so many digital ads that they’ll likely only remember one or two, if that.That’s why it is vital to have the most creative content on the web to achieve that long sought after CLICK.

When YouTube celebrities Rhett and Link rattled funny bones as the ‘Commercial Kings’ in the late 2000’s, they were an instant hit. Their witty (and often outrageous) videos generated millions of views for small businesses. How did they do it? By parodying cheesy retro-style TV ads. And while you don’t have to break out into 90’s jingles and fake mustaches, you can win over big crowds by being entertaining, and authentically you. So go against the grain and dare to be different!

Get Interactive

As the internet continues to advance, media is consumed differently. More and more people are getting their entertainment and news from streaming options such as Netflix, Roku, Hulu and YouTube. So what does this mean for digital advertising? Interaction! Interactive ads get a higher clickthrough rate of around 6 percent, whereas most digital ads remain at a fraction of one percent.

Good advertisements tell a story that engages the audience. If you’re a restaurant owner, enticing future customers with a snappy ad no longer cuts the mustard. But when you intrigue potential buyers with an eye catching video, a hilarious one-liner or a captivating call to action, you give them autonomy. Don’t tell customers what to think, but instead show them why buying your product is the best decision.

Keep it short and sweet

Don’t say too much! Short messages that pack a wallop and avoid cliches go a long way in the digital advertising world. Hook readers in with a memorable joke, a one liner, or a quick play on words. If you have a lot to say, break it into smaller pieces.

Did you know novels with shorter chapters tend to have people read more of the book? Since each chapter break allows the person to pause and digest what they’ve read, it’s easier for them to understand what they’ve read and stay intrigued to learn more.

A series of fairly short, related articles that link to each other will generally do better than one massive article.

Tug at their heartstrings

When Coca Cola launched their Remove Labels campaign it gave audiences a friendly reminder not to judge someone by their looks, but by their words. And whether your message is sensitive or funny, at its core it should come across as authentic.

Today’s audiences are smart and expect more than basic pandering. They want engaging content that scratches beyond the surface of a product and relates to them on a meaningful level. That’s why today’s most memorable campaigns reject tradition in exchange for something more sincere.

While traditional word of mouth will always impact local business, the trick is to give them something positive to talk about. The most important thing about your digital advertising campaign should be about connecting with your audience. A little passion goes a long way.

Successful digital advertising plucks viewers’ heartstrings and entices with humor. It takes you on an emotional roller coaster by conjuring up feelings of forgotten memories and nostalgia. Most importantly, whatever your approach, be sure to make an emotional connection with your audience—leave them breathless and standing in awe, or contemplative with the warm fuzzies.

Make your digital ad memorable and appealing, and your brand will have those qualities as well.

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If you liked this article, check out our other articles on business tips for marketing, advertising, and social media. You can also reach out to us here or on Facebook for questions or project ideas.

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Grow Your Facebook Following With Paid Ads