Not too long ago I was working with a client to manage his presence across multiple social networks including Facebook. Now, I created and configured his Facebook page but needed to get some clarification on how he wanted his page to fit into the overall social media strategy.

That was when the conversation got quiet.

He admitted that he wasn’t sure and was thinking about Facebook PVA Store ads to get some exposure. At the end of the conversation, we decided to put his page on hold until we formulated a better understanding and strategy.

Before buying any advertising on Facebook, page owners need to ask themselves a few questions:

  1. What’s your objective? – A lot of my clients want to jump into every social network because they feel that it will help with their exposure. The truth is that not every online business belongs on every social network. Unless you are clear about how your page will factor into your social media marketing strategy. If you’re not sure, then it’s best to hold off until you are clearer.
  2. Do you have the optimal budget? – The great news about Facebook ads is that they don’t take a lot of money but you do need to have a budget that allows you to analyze your results over time. If you’re going for a CPM (cost per thousand) or CPC (cost per click) campaign, you need to set aside some money for at least two to three months of advertising. Whether its $10 a day or week, understanding how to maximize your advertising dollars takes keyword research, time, trial, error all mixed with a touch of creativity.
  3. Are you targeting your audience properly? – One of the tenets of traditional marketing was broadcast-based advertising meaning the more eyes on the ad, the better the odds of selling. Social media marketing emphasizes a more targeted, interactive approach. Targeting your audience means that they are more likely to click, like or share what your ad, page, or app which means that your advertising dollars are working well.
  4. Do you have enough content? – So many page owners want to jump into advertising a new page with gusto. That level of passion is great but if your page is bare, Facebook ads will only emphasize how much of a ghost town it is. Developing a healthy list of owned assets (photos and posts added to a Facebook page) will increase the success of your advertising campaign.
  5. Do you know how to read the numbers? – After a day or two, your Facebook ad will start generating data like clicks and impressions. You need to understand which Key Performance Indicators (KPIs) are your benchmarks. Ideally, you want to maximize audience clicks while minimizing your cost so you need to make sure that your stats are reflecting that objective.

If you’re considering Facebook ads as a part of your social media strategy, remember:

  • Make sure your page is populated with posts and pictures so that it doesn’t look bare and uninviting
  • Try different ad types to find which ones work best for you
  • Make sure you maximize your bid amount to make sure you reach your target audience
  • Don’t be afraid to experiment with interest targeting and other variables
  • Keep an eye on your KPIs so that you can gauge how your campaign is doing
  • Make sure you understand how Facebook fits into your strategy

For businesses that have taken the time to learn how it works for them, Facebook ads can be an invaluable asset to increasing brand exposure, engagement and, in some cases, sales.


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