Due to COVID-19 the entire Urban Element Team will be working remotely.
23/06/2020 | Digital Marketing | 3 - 5 minutes
With social media advertising now considered a fundamental necessity for many companies marketing strategies, it is no surprise to see an uptrend in business owners looking at ways to fully leverage the advertising tools offered by LinkedIn, Instagram, and Facebook in particular.
With over 4 billion of us now living in a predominantly digital world, online noise has never been louder on social media, prompting many who market themselves there to think of new and innovative ways to prominently position their brand.
In my last blog article titled 'Achieve your B2B marketing goals with LinkedIn Paid Ads', I discussed the benefits of using LinkedIn's advertising platform in detail to help provide business owners and fellow marketers with some honest and real insights into the benefits of the paid platform. If you're interested in learning more, why not give it a read after this?
The purpose of this article is to firstly provide you with an alternative perspective to LinkedIn Ads, and secondly to give you insights into what Facebook's paid advertising platform can offer. Please note that this won't be a step by step guide, but instead, will provide some reasons to incorporate it alongside real results I've managed to achieve for our clients at Urban Element. If you would like to know more about the inner workings to building a successful Facebook Ads campaign, I plan on writing another article in the very near future about just that, so sit tight and if you haven't already, connect with me on LinkedIn.
I'm so glad you asked! Much like with the vast majority of social media platforms out there, paid advertising has revolutionised the way businesses reach out to their customers and clients. With marketers and business owners losing organic reach due to Facebook's algorithm updates, many are starting to to think of alternative, more strategic strategies to help them stand out from the digital noise.
If I were to summarise the absolute key reasons why business owners should consider Facebook ads in 2020, they would have to be the following:
As a marketer, I believe that proof is truly in the pudding, so when it comes to talking the talk, you've got to be able to prove you can walk the walk. That's why I thought I would share some of the results I recently achieved for a client of ours during a 30 day Facebook advertising campaign.
When carrying out a paid Facebook advertising campaign for our client (College X), it was essential we met their goals of achieving between 10-25 intake enquiries and their brand was shown to as many prospective individuals as possible. Here are the results:
When it comes to affordability, Facebook is by far one of the most cost-effective forms of paid advertisement going. With an advertising budget of £1,000, we managed to achieve almost 2 million ad impressions for (College X), helped get their ads in front of 500,000 unique users, and sent over 12,000 people to their conversion rate optimised landing page.
The ads were so well received they amassed over 3,300 post likes, 98 shares and 26 comments which helped play a role in them gaining over 63 conversions. This averaged out at £16 per conversion with a fantastic cost per click of only 8 pence.
It is often believed by many that only established brands, such as Tesla or Pepsi for example, can fully leverage an organic strategy. Now, whilst big brands do indeed have it a lot easier due to their established industry presence and authority, this should not deter smaller businesses from posting organically on platforms such as Facebook and LinkedIn.
Most shy away due to not seeing the results desired when posting to their page followers, however, what many people fail to understand is that posts that flop still offer value in the form of data. That value is free and provides clear insights into possible reasons behind the flop.
It is also important to mention that organic posts play a vital role in maintaining a companies social presence too, ensuring they appear active, approachable and informative at all times. So, where am I going with this? In short, I believe paid advertising, such as Facebook ads, should be considered alongside organic social media marketing efforts to help fully monopolise your digital reach and brand awareness.
Both organic and paid ads are never guaranteed to succeed, especially if you're in the very early stages of figuring out your strategy and ideal audience. The first few campaigns should be considered a learning exercise. A/B testing ads and experimenting with audience variants will help you identify your campaigns sweet spot. A good way of looking at this is to think about Goldilocks and the Three Bears (stay with me here) it took her 3 attempts to find the right porridge and even then, this was only achieved by trying the alternative options available and learning from the findings. Facebook Ads and, to some degree, all social media advertising platforms require a similar sense of attitude.
If you found this article insightful, please feel free to share your thoughts in the comments via our Facebook page. If you would like to read another one of my articles, why not check out a previous article of mine titled, 'You're Most Likely Using Dark Social Without Even Realising It'.