So I recently published a post about how to create a Facebook ad. You can find that here.
So let's start out with the simplest question. Do they Work? The short answer is yes. In the second quarter of 2017 Facebook Ads brought in $9.16 billion dollars (Adweek). So, yes they work. Digital marketing is taking over as the big player for companies when it comes to marketing. The long is is that they work only if you know how to use them. There are many nuances to Facebook Ads, and I still am learning many new things about the platform. The biggest thing to know to utilize them correctly is to do the background work.
1. Know your target market.
2. Know your objective(s)
Your target market is a group of people or buyers that have common characteristics, needs, or buying patterns. If you have not figured this out, there is no point to even starting to create a Facebook ad campaign. If you do, you are just blindly handing money over to Facebook.
Crazy Egg has a great article here, with practical steps to define your target market.
I also have a worksheet that may help. (It is very simple and still needs work) But here it is. Taking the time to define your target market can be one of the most effective steps to building your brand and being profitable in your business.
Think of your target market as if you were fishing for a specific fish, you can throw a net in that catches everything. This includes other types of fish, other types of sea life, rubbish, plants, and maybe a few other items. But if you know the patterns of the fish that you want to catch, you can fish in a way that specifically catches that type of fish.
Do you think Tesla markets to people with a $25-40K income that shop at Walmart and eat at Del Taco? Probably not. On the flip side, do you think that Walmart markets to people who make $500K and Drive Tesla's and regularly eat at high-end restaurants? Probably not. Those would be wasted ad dollars.
I would rather have my ad shown to fewer people with a higher likelihood to buy than have thousands of people see it with no action.
Starting an advertising campaign without an objective is nearly as bad as starting one without knowing your market. You will approach the ad and copy within the ad differently if you are trying to build brand awareness vs. if you are wanting to build an email list.
In the marketing world, the best way to build your objectives is to follow the SMART objectives.
- Specific – If your objective is too broad it will be hard to know if you were successful. If you want to build brand awareness, how? What will you do? How will it be measurable?
- Measurable – Can you measure in a quantitative or qualitative way? How?
- Actionable – How will this improve your business.
- Relevant – This the objective relevant? Does it even matter?
- Time – Can you set a specific time frame for your objective.
An example of a smart objective for a photography ad campaign could be.
I will gain 50 relevant email addresses for future mini-sessions within two weeks, and 100 relevant email addresses within 30 days.
By taking the time to figure out your Target Market and your Objectives you can save yourself not only time and headaches but also a lot of money. If you want to make an ad without taking the time to figure these out, then you are just throwing your hard earned dollars away. You can feel free to just Paypal it to me and I will make better use of it.
Stay Tuned for Part 3 on Copy and Strategy