On Facebook, It’s Friends First
Facebook makes no mystery out of how newsfeeds work: friends come first.
Personal pages appear more often in a user’s newsfeed than liked business pages, and Facebook made it that way. Business pages are given a severe organic reach disadvantage. This disadvantage means that, unless there was significant engagement on a post, the odds aren’t good that a brand’s post will appear in a user’s newsfeed.
Bummer, right? Well, Facebook doesn’t completely pull the rug out from business pages.
Facebook Ads are made to help brands find and communicate with new and existing audiences on the site.
Here are three solid options for business pages looking to buy some traffic on Facebook.
Looking to build some buzz for your business? Look no further than the local awareness ad from Facebook.
Setting one up is pretty simple– first you choose a location that you want to target (usually a one-mile radius). After that, target demographics and interests within the area and build your ad with compelling copy and a sharp photo.
Add a call-to-action to the ad to give your audience something to act on. Choose between a list of buttons from Facebook: “Get Directions, Call Now, Learn More, and Send Message.”
Impressions will come with ease using the local awareness ad. It’s your job to make the ad eye-catching enough to engage your audience.
Promoted posts place a page’s content higher in a user’s newsfeed. It’s great way to combat the organic reach disadvantage and get useful content in front of an audience.
Promoting posts exclusively to fans is a great tactic, but it requires around 2000+ likes. If a brand tries to promote exclusively to fans with a low number of likes, Facebook’s Audience Definition bar will say that the ad is set up for failure.
Promoting to non-fans is certainly an option at any point in the life of a business page, but it often requires a trial-and-error period with targeting– which is vast.
The objective for these ads can be simple– get lots of clicks through to a specific page on your website.
But, if you use Facebook’s Pixel, then it can take the ads to a whole new level.
When building a website clicks ad, Facebook offers a Pixel (a snippet of code) that you can place into the backend of a confirmation page on its website. It’s best to choose a page that confirms a user’s purchase, email submission, etc.
Once the code is placed, you can track how many users from Facebook trigger the confirmation pixel. Remember, triggering the pixel means that the Facebook user took action: made a purchase, downloaded an Ebook, entered an email address, etc.
Pixel tracking through website click ads is perhaps the most effective way for the average business to prove a return on investment from Facebook Ads.
And There’s So Much More
Local awareness, promoted posts, and website clicks are common advertising options on Facebook, but there are many, many more as well.
Page like, app download, event attendance ads, and more are waiting in Facebook Business Manager for brands of all sizes.
Creating the perfect Facebook ad, in many ways, is similar to crafting the perfect post on your page. There’s plenty of room for creativity and everyone is going to do it a little bit differently.
Don’t be shy: dive in to Business Manager and get started.