If you are a marketing manager, a startup owner, a blogger or involved in promoting products/service, you must have heard of Facebook Marketing. Some may call it Social Media Marketing or Facebook Advertising. But most importantly its about advertising your products among the social media users. However, when I interact with potential and existing clients, I am amazed by the misconception they have about advertising on Facebook.
Facebook Marketing is widely believed to be revolving around a metrics called “LIKE“. Whether it’s page likes or post likes, a few novice marketing agencies take advantage of your trust and sell you their services based on the metrics- LIKE. To me this is outright cheating. To know more read my blog – 5 Ways Your Digital Marketing Agency is Cheating You. Undoubtedly, likes are an important part of the process to judge the campaign effectiveness. But just judging by the number of likes is not ideal analysis of the campaign.
Without much delay, let’s talk about 7 other things you can do in an Ad campaign on Facebook.
1. Brand Awareness Campaign:
Its a measure of the number of people who will respond positively when asked whether they have seen an ad relating to a brand in the last 2 days. The metrics of importance here is the estimated ad recall lift. It will show the ads to multiple people based on the targeting and goes through an advanced algorithm. This algorithm calculates the number of people who will remember seeing the ad.
Brand Awareness is an important objective. A well-formulated awareness campaign can help in getting better results in subsequent phases in the marketing lifecycle.
2. Drive Web Traffic:
Driving traffic into your website is the most important marketing strategy on the web. Your website is the linchpin of all your digital assets. Any form of marketing, SEO or ads revolve around it. An Ad on a third-party platform can serve the purpose of triggering initial interest or an intent to buy the product/service. But, more than 75% of the conversion will happen from the website. A website contains all the information that a probable customer might need. Hence it is the right place for conversion to happen.
It’s great if you have a website. You can check your free website health and SEO analysis by me here.
If you have not yet built a super-awesome website for your business consider getting it done by us
3. App Installs:
The number of Apps on the play store is on the rise. Mobile devices are becoming more powerful with time and are redefining the way people engage with online content. By this objective, you can increase the number of users who install your app by directing them to the Apple App Store or the Google Play Store. You can also target people who might have shown interest in similar apps or have installed competitor apps.
App install ads can increase engagement from existing customers by encouraging them to use your app again (which includes redirecting users to a specific page within your app).
4. Lead Generation:
If you are a real-estate builder, a School/University, a training institute, service provider, or any personal consultant like a lawyer, doctor or CA this is the most sales driven and revenue-impacting ad objective available on Facebook. This opens the doors for direct communication between you and your probable customer. On clicking the CTA, a popup appears with the user’s name, phone number, email, etc. On submit button, the user information will be transmitted to you. Now you can choose to call one-to-one or trigger an email automation tool to communicate with the lead and try to convert them to paying customers.
The most striking difference between traditional cold calling methods and Facebook lead generation campaign is that in traditional means you have to introduce your brand, introduce your products/services, assume that the person is interested to buy and try and convince the person that the product/service is best for her/him. This literally makes a lot of people uncomfortable as you are a complete stranger and is trying to enter into her/his private space. This does not allow the customer to make her/his research before committing to buy.
On the other hand, a lead generation ad is more flexible and allows the user a much needed space to research about the product, its competitors and willfully register themselves as a lead. This makes the process a bit easier. Firstly, they are already aware of the brand (They just click on your ad! Right?). Secondly, it’s a big advantage that they have willfully registered themselves as lead. It shows they are interested. That’s half your task done. Its easier to convince them now.
5. Remarketing using Pixel:
You login to an e-commerce app, browse through a few products and get off from the app. Now you open Facebook and see the exact items that you viewed on your news feed!! You might just wonder.. how?? That’s what we call Facebook Pixel.
Imagine you can track every visitor into your website. You can track who just visited and left, who was slightly interested in your product/service, who added items to cart or who tried payment but it failed and so on. Knowing exactly where a visitor lies in the overall funnel will make it easier to create adverts for them. The most crucial advantage is that the user will feel that the ads are directly communicating to them. They find an instant connect as she/he has recently viewed the product.
Using this advertising objective, an advertiser can enable the CTA to open conversations in Facebook Messenger platform. You can reach people who are more likely to start a conversation on your official business page. Facebook states that people and businesses send over 2 billion messages between them on Messenger every month. The messages objective offers you a chance to build campaigns around the objective of taking advantage of the power of messaging on the social media platform. The fact that messenger is less intrusive and protect user privacy serves it good. According to a survey, over 54% users prefer messenger to calls, emails and other media.
You can integrate an automated chat which will enable you to allow Facebook to operate on the basis of the algorithms. This automates most of the user queries and communication. You don’t need to man to system constantly to reply to every query yourself.
7. Store visits:
If you have a brick and mortal store and wish to reach Facebook users in the close vicinity, this is your go-to objective. Using this objective you can promote latest offers, or promote a store launch. Clicking on the CTA button drives the user to a map interface wherein she/he can navigate to your store location. This is particularly effective for brick and mortar stores because you know most of your customers live near by your location.
Facebook is the most popular social media channel and naturally it has deep insights on its user behaviour. This gives advertisers lot of targeting option and numerous ad objectives to choose from. If you want a detailed blog on how to effectively use audience targeting, do write to me in the comments. If you liked the blog or know someone who might benefit from the piece of information, share with her/him ( There is no harm in a bit of social service 😉 )