Facebook Ads
Creating awareness of a business while driving a user to take specific actions - the best of both worlds
You should be using Facebook Ads
If you aren't on the Facebook ad bandwagon... get on it now. Plain and simple. Why do so many SMBs use Facebook? It's the most efficient way (read cheap) for them to have access to advanced-level targeting. Also, the idea of setting up an ad is fairly easy that most can do it. Be successful with them is another story.
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More importantly, Facebook Ads have a unique ability to increase awareness for a specific product, company, or service, while at the same time driving actions - mainly getting them to visit your website. The combination of having a picture with text, or even a video with text, along with the user being in a mood where they are exploring and open to new things creates a powerful tool for marketers and SMBs. This is the key to success in any Facebook Ad, and where so many fall flat. They fail to understand its value and the primary action for which you should be optimizing. Namely, getting people to come to your website to learn more.
How you should be using Facebook Ads - it matters
Years ago, the idea was to "get your likes up" in order to increase business. In fact, most of Facebook's initial push into advertising was centered around that one function alone. People wasted countless dollars on increasing that inconsequential number, falsely believing it would somehow boost business. Today, there's not even an option to have a Like campaign, mainly because Facebook realized awhile back that those who invested in those campaigns were more likely to never invest in Facebook again after its failure to drive results.
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So, how then should you use Facebook Ads?
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The first thing that any small business needs to understand is why people reach out for your services/products. That drives everything you do in your marketing/advertising. It's what Tracking Pixel puts a lot of time and energy on establishing before doing any paid ad campaign. Without understanding why someone calls you means you can't solve their problem, and that's what every good ad does. If you can't solve their problem, they will move to someone else that can. Second, you need to push them to your website or to purchase a product in your Facebook Shop. These are the actions that will most likely results into a conversion that increases revenue, and thuse the only way you should be using your marketing dollars.
Are you really using Facebook Ads?
We hear from so many small business owners that they already use Facebook Ads. When prying further, most of the time, we discover they - in fact - are simply boosting a Facebook post. This is not the same thing as creating a Facebook Ad. First of all, Facebook Ads are created in the Facebook Ads Manager tool and has a huge range of capabilities that are way beyond what a boosted post can do. What are they, you might ask? Well, for one, being able to use a custom email list to target people who look like that list, but have no idea about your business,. It's called Lookalike Targeting, and it is a very powerful tool, when used properly.
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Most small businesses have a tough time understanding how to set up an Ads Manager campaign, but it's where the most success with Facebook lies. Therefore, it is crucial for you to work with someone...ahem, maybe Tracking Pixel... that can create the types of campaigns that convert for you. All the more reason for you to contact us or check out this case study of how we successfully used Facebook Ads to generate conversions for our clients.