How to Use Facebook Ads to Advertise Your Business

In Episode 74 of Divi Chat, the panel got together to discuss using Facebook ads.

Episode 74’s panel featured:

  • David Blackmon of Aspen Grove Studios, Divi Space and WP The Podcast
  • Corey Hammond of A2 Hosting
  • Tim Strifler of Divi Life
  • Cory Jenkins of Aspen Grove Studios and Divi Space
  • Sarah Oates of Endure Web Studios
  • Jerry Simmons of Fervent Solutions

Previously on the Divi Chat podcast, the panel got together to discuss Facebook ads and the benefits of using them for your business. In the episode, the panel explored the various types of data that can be collected from Facebook ads, the process of setting up an ad, as well as handy tips and tricks to help first-time users get started with the ads.

As one of the most trafficked platforms on the internet, with plenty of data on its users, Facebook is a lucrative advertising platform for brands and businesses alike.

As advertisers and marketers, collecting customer data is a vital aspect of modern-day business building. With good quality data, the marketer is able to build a better customer profile or persona in order to better target the audience in order to sell products and services in a relevant and authentic manner.

With user data, carefully planned targeting strategies can be set into motion in order to send targeted traffic of quality leads to a website/

In comparison to other forms of advertising, Facebook makes the data collection process both easy and inexpensive. As well as the data collected through personal profiles, Facebook also collects information based on what a profile interacts with within its network, including pages, groups, events etc., as well as third-party data, such as demographic data, household information, financial information and so on.

Through Facebook, marketers and advertisers are able to use powerful data points in order to build various strategies. Here, the marketer is able to go directly to the source, so to speak, and can advertise to the exact audience members that would likely become customers.

The way in which Facebook can collect data is through the use of a Facebook pixel. A Facebook pixel is a piece of tracking code that is installed in a website. It allows Facebook to track exactly what users do – such as which pages, posts and products that they visit, and how they move through a site. With the pixel installed, the user will begin seeing ads on Facebook relating to the recently visited website. This way, brands can display ads of its products and services to potential traffic sources.

If you’re interested in reading more about the Facebook pixel, and are also keen to learn how to set it up for your site, read our blog post: How to Add a Facebook Pixel to Divi.

When it comes to targeted traffic, there are typically two kinds: warm and cold traffic.

  • Cold traffic refers to the potential targeted audience may not know about your company.
  • Warm traffic is generated by targeting audience members based on their online behaviors. By installing the pixel on to your site, you are able to collect data on the pages that they’ve visited, things that they interact with and the things that they buy. Warm traffic sources are audience members that have already visited your site, and they are targeted by ads on their newsfeed, sending them back to your website.

What is Retargeting?

Retargeting is important as it allows the marketer to advertise to someone that’s already been on a site. Oftentimes, customers do not see an ad or purchase or buy into a brand at the first encounter. With retargeting, a company can run an advert by a potential customer several times in order to build trust and credibility.

Most of the time, potential customers will want to see a product before they purchase it. Also, they generally won’t buy from a brand if they don’t know anything about the company. It might take a few repetitions of seeing an ad before they buy, therefore, running your ad to retargeted customers from a different angle will prove to be beneficial to your business.

 

Will Facebook Ads Work for Local Businesses?

Local businesses will also benefit from Facebook ads. Through Facebook, the marketer is able to create niche audiences which can be targeted. Here, the size of the audience doesn’t matter.

Even if the audience size may not be that large, there is still value in running Facebook ads for a local business, as repetitions of an ad on a newsfeed will help make the company top of mind.

In short, there is value in creating an audience, keeping an ad running consistently and targeting a smaller audience, as long as you’re making sure that what you’re spending on advertising is driving some sort of return.

 

Getting Started with Facebook Ads

If you’re ready to begin working with Facebook ads, it is advised to test out the platform first. As a business owner, there are a few things to remember:

  • Install the pixel on to your site. Even if you don’t start running Facebook ads yet, by installing the pixel, you are still able to collect invaluable data that you can use for the future when you do decide to run the Facebook ad. This way, you will already have an audience to target.
  • For the bare minimum, have some sort of image on your ad. Having an image of yourself in your ad could get your audience to trust you by displaying the personal brand behind the business. By seeing a friendly face and knowing who they’re buying from, customers automatically feel a sense of some trust. As people connect with other people, an ad with your face will help you gain some credibility relatively early on.
  • Set a budget on an amount of money you are willing to spend on a test ad.
  • Don’t give up too soon. It will take time for people to become familiar with seeing your ad or your product before they start purchasing.
  • Once someone has purchased your product or service, remember to turn off that person’s profile as an audience member so that they do not continue to see your Facebook ads

After testing an ad, make sure to assess whether it has been beneficial to your company by analyzing the data collected in the ad. Here, look at the number of clicks on the ad, the impressions on the ad and the actions taken on the website.

Finally, if you’re a web developer you can sell these as services to your clients. It’s not that difficult to create Facebook ads and they are relatively inexpensive to create. With this, you can easily use Facebook ads as an additional revenue stream for your business.

 

We want to hear from you!

We hope that you’ve enjoyed this recap of Episode 74 of Divi Chat, and that you’re a bit more clued up on Facebook ads. If you have any questions or comments please feel free to share them below. We love receiving your feedback!

Thanks for reading!

Lisa-Robyn Keown

Lisa-Robyn is a qualified copywriter and brand strategist from Cape Town, South Africa.

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