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Are Facebook ads worth it?

Advertising on Facebook isn’t hard, but knowing how to do it the right way takes time, effort and intuition to be successful. You don’t want to throw your money away by blindly boosting posts at will — there’s no strategy involved there, and the impact on your business will be limited. By having a solid understanding of Facebook’s advertising platform, you can take advantage of its plethora of tools to help you make the most out of your social media marketing efforts.

Let’s start with the fundamentals. Facebook ads are divided into three main categories: awareness, consideration and conversion. Within each grouping are different kinds of ads you can run on a Facebook page. If you haven’t already noticed, this layout follows the flow of your typical marketing and sales funnel (only optimized for social media).

AWARENESS ADS:

  • Brand awareness – Increases awareness for your brand by showing ads to those most likely to be interested.

  • Reach – Shows your ad to the maximum number of people within a given budget.

Awareness ads should do exactly what the name implies – increase brand awareness. These objectives are meant to get your ads in front of as many eyeballs as possible. Since they’re at the top of the “funnel”, it comes as no surprise these ads are often the cheapest to run; they focus on impressions and reach as the most important metrics. But these ads aren’t necessarily as beneficial as others (we’ll get to those in a minute). For example, a $50 reach ad may get your content in front of a few thousand people, but you’re less likely to achieve engagements, leads or conversions… Oh, the joys of navigating Facebook’s algorithm!

CONSIDERATION ADS:

  • Traffic – Increases traffic to a particular website, app, or messenger conversation.

  • Engagement – Increases post engagements such as likes, comments and shares.

  • App installs – Gets more people to install an app.

  • Video views – Gets more people to view your video content.

  • Lead generation – Drives sales leads from people interested in your business.

  • Messages – Gets more people to send messages to your business.

Consideration ads are further down the sales funnel, so even though cost per click/engagement/video view may be more expensive, results are typically considered more valuable. These types of ads drive people to take certain actions regarding your brand. For example, if you have an informative new blog post to share with the world, a traffic ad will drive people to your website, establishing your brand as an industry thought leader. If you’re reading this post as a result of clicking an ad on Facebook, congrats! It was all part of our master plan. (Shameless plug: feel free to peruse our site and even sign up for our newsletter!)😊

Another consideration ad to ‘consider’ is engagement, which nets more likes, comments and shares on all the creative content you’re producing. More engagements will help your content show up higher in news feeds. BONUS: Engagement ads should also help produce organic engagements after your advertising budget has run its course. And the more people are engaged with your brand, the more likely they are to convert. Speaking of…

CONVERSION ADS:

  • Conversions – Drives valuable actions on your website or app, such as purchases.

  • Catalog sales – Promotes specific items from your catalog to your target audience.

  • Store visits – Prompts nearby Facebook users to visit your brick-and-mortar stores.

The final step of the funnel is conversions, which are meant to increase sales and improve your company’s bottom-line. These are arguably the most valuable ads since they can bring a monetary return to your business, but they’re also the most expensive, hence the need for sound strategy. Otherwise, you’re just wildly throwing your dollar bills at the Facebook ads machine. It will gobble them up in a hurry if you aren’t careful. And if you want to measure the success of conversion ads accurately, that involves installing tracking codes like the Facebook pixel and optimizing your website to track purchases — arduous tasks for one person to tackle alone.

All of this barely scratches the surface of what Facebook ads can do. From tracking ROI to creating the perfect custom audience, there’s A LOT to understand if you want your business performing at its best on social. Alternatively, you could call us! We’ve been doing this social media thing for a while now, and our team has the know-how to drive results. Send us an e-mail, or hit us up on Facebook. We’d love to chat.

3 OKC Businesses Doing Social Media the Right Way

 

Tell me if this sounds familiar. It’s evening. Dinner has been made or bought. You’ve got roughly two hours to kill before you should be in bed. For just a moment, you consider doing something productive.

Then you remember you have a phone. A laptop. Netflix. Literally anything you want to watch for the next few hours is a click away. Plus, you haven’t scrolled through social media enough today.

For the next seven hours, you’re simultaneously absorbing as much as you can from Facebook, Twitter, Instagram, Pinterest and Snapchat, all while vaguely listening to a group of weirdly qualified kids try to defeat a demogorgon in rural Indiana on Stranger Things.

You may be reading this blog solely because you saw the link to it on social media while doing something else.

That means I’ve done my job. And I guarantee this isn’t the only thing you’ve clicked on while you were scrolling. Somewhere between the seventh photo of a newborn and the 28th I-promise-you-I’m-having-fun selfie, you saw something from a local business that caught your eye. That is the holy grail for a local business’s social media presence. They don’t need you to see every piece of content; they just need you to see the right content.

You’re probably sick of being targeted with ads. Social media pros get it. But with the way social media has evolved, that’s the primary way to be seen. Here are a few local brands worth following — they do social media the right way.

Facebook

Facebook has made it increasingly difficult for brands to stand out. The platform prioritizes posts from friends and family over organic content from businesses. If an organization doesn’t have an advertising budget, frustration levels can run through the roof because posts aren’t getting the reach or engagement they deserve. But brands can fight back.

Facebook prioritizes video over graphics or text-based posts. And if it’s a Facebook Live video, that’s even better. Facebook will curate an interested audience and push your video to the top of newsfeeds.

In Oklahoma City, one organization stands out for getting seen.

Oklahoma City Convention & Visitors Bureau

Oklahoma City is getting more impressive every day, and the Oklahoma City Convention & Visitors Bureau does a fantastic job showcasing growth and revitalization. In the past month and a half, @VisitOKC has created nine videos on a myriad of topics, including planning the perfect girls’ getaway, finding adventure indoors and a series of five things to try around the city.

Those nine videos have garnered over 88,000 video views.

Here’s something to remember: You don’t have to be a professional videographer to create quality video on Facebook. Use your phone. Use your camera. It may take some practice, but you can improve your engagement rate through video.

Twitter

Candor gets asked a lot whether every brand should have a presence on Twitter. If content fits a target audience and someone has the resources to run Twitter correctly, it makes a lot of sense. But a great Twitter handle doesn’t mean scheduling out a few tweets a week and never checking responses. Twitter is all about engaging with brand advocates (and even haters). If mentions and messages aren’t getting blown up, then you should be tracking relevant keywords and responding to conversations.

One Oklahoma City brand has really stepped up its Twitter game.

Commonplace Books

This indie bookstore hasn’t even celebrated its one-year anniversary, but it has already made a huge impact. Showing traditional Oklahoma hospitality, Commonplace welcomes visitors with open arms. On my first visit, I was greeted as soon as I entered and treated like a family member. Ben offered a tour, a coffee and I met who I believed to be his young daughter (who happened to be the one who rang up my purchase). On my most recent visit, I was offered a mimosa, my books to be gift wrapped and a few minutes of cuddles with Boz (the giant shop dog).

Commonplace carries its one-for-all persona to Twitter by constantly engaging with followers and reaching out to other local businesses. Twitter is all about showing the human side of a brand and making the audience feel welcomed. Commonplace does Twitter the right way.

Instagram

If an organization doesn’t have engaging visuals to share, then it probably shouldn’t be on Instagram. That’s why the best Instagram feeds often belong to restaurants, retail shops and friends who travel.

But what if you don’t have enough engaging content to last through most weeks? That’s where UGC (user-generated content) comes in handy. That means sharing/posting content created by other users. This could be a follower sharing a picture of something from your store, food selfies from your restaurant, etc. It’s an easy way to deliver content without putting in a lot of effort. According to Social Media Today, UGC has a 4.5 percent higher conversion rate than regular posts.

The ultimate Instagram goal, however, is being able to package UGC with interesting, original content. Several OKC brands do this well, but one really rises above the rest.

Blue Seven

Specializing in locally crafted apparel and quirky home furnishings, Blue Seven has become a local favorite for stylin’ wardrobes and secret Santa gifts. The Blue Seven team has enough interesting material in their store to create several quality posts per day. But having great material to work with isn’t enough: Brands must craft great posts. 

You might assume a professional photographer came in and took all these photos. The lighting, the placement, the editing — everything is spot-on. I want to buy literally everything they post about. I can’t be the only person that feels that way, either. Great job, Blue Seven. Now take my money.