With over two billion users each month, more and more businesses are investing in Facebook ads. Hitting that ‘boost’ button might seem like a quick and simple solution, but are you missing a trick?
There’s no denying Business Manager is confusing when you first set up an account, but it gives you far more options for your ads, from better targeting to different formats. Still not convinced? Check out the 8 benefits we’ve listed below and you might just change your mind!
- FREE: It costs nothing! Facebook Business Manager is a totally free tool and helps you create, publish, monitor and report on all the ads you’re running.
- ORGANISED: It helps streamline information and keep it in order. Using this central hub, you can collate and manage all your Facebook needs, including pages, ad accounts and all associated assets.
- SEPARATE: It’s a great way of keeping your personal and business social-media lives apart. By bringing your pages into Business Manager, you avoid getting notifications every time you log in; this is a definite win in the work-life balance battle!
- SECURE: It allows you to access multiple pages and share ad accounts without having to compromise log-ins or personal details.
- PIXELS: You can generate pixels for every ad account allowing you to access, and re-use, valuable data.
- PLAN: It means you can build out audiences in advance of running your ads. This is great practice and allows you to see factors which might affect your targeting before you begin. You can even share audiences between accounts if you want ads to run to a similar customer base.
- MONITOR: You’ll have detailed, business-level reporting available at every stage. Keeping a close eye on how your ads are doing is crucial for success and you can get granular breakdowns of every campaign you run.
- BILLING: Payment details can be easily managed without having to swap between different pages and accounts.
All in all, it’s worth putting in the effort to understand how Business Manager works. If you need a bit of guidance, try our workshops to get you started or book a power hour and we’ll help you get set up.
ARE YOU READY TO RUN FACEBOOK ADS?
If you’re thinking about investing in Facebook ads to grow your business, make sure you’re ready. Whether you’re planning to run the ads yourself or pay an expert to do them for you, ask yourself the following questions to see if it’s time to take the leap . . .
- What’s your goal? Before you start running ads, make sure you know what outcome you’re expecting. Do you want to drive more traffic to your website? Looking to increase sales of a particular service or product? Are you offering something in return for people’s emails? Whatever you want to achieve, make sure the ads you run are right for your chosen objective.
- Facebook pixel; do you have this installed on your website? Generate this piece of code through your ad account & it’s easy to install. Once in place, it allows you to start tracking your website traffic and to find out about the journey your customers take. Your pixel provides important insight but also allows you to build audiences based on what people have done before. ‘Lookalike’ audiences can be the best-performing in an ad campaign as they target people similar to those who have already shown interest – or purchased – your products.
- Website Conversion Rate; this is a biggie for me! Before working with a client, I check how well their website is converting. Are people actually buying the product or service on offer? Is your website set up right to make this purchase happen? If your website conversion rate is 0%, you can run as many ads as you like but this is unlikely to change. Make sure what you’re selling is something people want – and that you’re marketing it correctly.
- Consistent Organic Activity: are you posting enough on your own social platforms? Regular posts and engagement are both important in the success of your ads for a number of reasons. Think about it – if a customer sees an ad and clicks through to your page, but there’s no recent activity, what impression does this give? You can also build audiences from people who have already engaged with your content while organic activity helps create relationships and familiarity with your brand.
- Products: If you want more sales, do you have enough products in stock to cope if (or when 😉) your ads are successful? There’s nothing worse than finding a creative which really hits the sweet spot with your audience – only to have to pull it because your product is out of stock! Try and plan so that your ads focus on what you’ll have in stock for the length of the campaign.
- Budget: Be realistic about how much you’re going to spend; if the product or service you’re selling costs hundreds of pounds, you’ll need to spend more than £50 to expect to see a return.
- Time: And lastly, do you have time to run your Facebook ads? Setting up, testing and making sure your ads are performing well takes a lot of time. Do you want to spend the time it’ll take away from your business? Lots of clients find that paying an ads specialist’s fee is worth the time it would take.