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Business Writing Copywriting 2018-04-30 00:00

How to Use Facebook Advertising to Beat the Algorithm and Ensure Your Posts Are Seen

Facebook has been experiencing a lot of bad press. Some even say that users are gravitating away from Facebook and towards other platforms.

The current statistics disagree with this assessment, however. There are still one billion active users on Facebook, which means that Facebook is still a strong place to find potential customers for your business. If you use Facebook ads efficiently, you can precisely target your audience and effectively spend for a strong return.

In this article, we examine how and when to use Facebook ads for your business.

  1. Can I reach people without ads?
  2. Should I boost a post?
  3. How do I create an ad?
  4. Target your audience
  5. Create a strong visual
  6. Test, trial and respond to each ad
  7. Final thoughts

Can I reach people without ads?

Facebook are using an algorithm which makes it more and more difficult to reach people organically through posting direct to your page. On average your posts will reach 1-3% of your audience without any ad spend. So, while can you interact with customers without ads, spending money on ads will help you reach more people, as well as more relevant people.

Should I boost a post?

Facebook is very clever. If you have ever posted anything on a business page, you'll be familiar with the constant suggestions to "boost" your post. You may see a message that says something along the lines of, "This post is performing well, boost it now for more people to view it."

While boosting a post can increase your customer reach, the most efficient way to interact with customers is by creating an ad from scratch.

How do I create an ad?

Before you make a start with Facebook ads, think hard about your objective. What would you like to achieve with your ad? Do you want to drive traffic to your blog? Would you like people to purchase an e-book? Are you hoping to get more page likes on Facebook and increase your followers?

All of these objectives can be achieved with Facebook ads, but make sure you have them clear before you begin, otherwise your spend will be directed towards the wrong outcome.

Target your audience

Take time to consider your dream client. Who is he or she? Do you want to target women in New York, aged between 30–45 with a high disposable income? You can do this.

Facebook has different targeting options divided into general demographics, interests, behaviors and connections. The real power of Facebook ads lies in interest and behavioral targeting. As we now know all too well, Facebook has tons of data on everyone's interests, page likes and groups joined. If you know your audience, then you can reach them by creating an audience on Facebook.

Create a strong visual

A strong visual image is key to grab your customer's attention. You only have one shot to make a first impression – you want to be sure that your images are clear, bright, and convey your message appropriately.

You should also be mindful about the fact that Facebook has very strict guidelines for ad creation, which tend to change a lot. You can only have text covering 20% of your image for instance, or your ad won't deliver. Ensure your image meets these guidelines before you spend unnecessary time and money on an ad that doesn't work.

Test, trial and respond to each ad

Facebook insights allow you to track how well an ad has performed. Price per click, number of times the ad was seen and adding URL tags to your ads mean that with a combination of Google analytics and Facebook insights you can play around with a small budget.

It is important to test to see what your audience responds to and ensure you are spending your money to achieve good results. If you notice that no one's clicking on an ad, you may want to pause it. But, if you notice that hundreds of people are responding, you may want to add more spend and reach more people.

Once you get it right, the results will be mind blowing.

Final thoughts

There are few ways to reach your audience that are as direct and effective as Facebook advertising. If you've been hesitant to try out Facebook ads, now's the time to give it a go.

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