Many "serious" companies reject advertising on Facebook. They think that they understand the audience, and they feel too frivolous for the work they do / what they sell. I will not suggest that Facebook ads are for all organizations. I do not think the medium is. But if you rejected it without doing your homework, you may miss a huge opportunity.
More than 1.4 billion people use Facebook to communicate with people, events and topics of interest. But the nice thing about advertising on Facebook is the accuracy of their targeting. If you want to talk to all 1.4 billion users, you can. If you want to talk to people in one zip code or even within a certain radius of your business, you can do it too.
You can also segment your audience based on demographics, interest centers, or online contacts. Without a doubt, the specificity of their targeting is one of the biggest benefits of this particular advertising medium.
If you use Facebook ads, there are ways to make the job even harder for you.
Follow the traffic of ads on Facebook in Google: Make sure to use Power Editor in Facebook for your ads. When you create your ad, a field indicates the addition of UTM settings from the destination URL. When you do this, it allows you to see the traffic generated by your ad in Google Analytics.
This is not about usability: One of the biggest wastage of advertising dollars is when people use Facebook ads to generate more tastes for their page. 39; company. Use your advertising dollars to move someone further into your sales funnel. Drive them from Facebook to your website or to another sales-generation site.
Automating with ease: There are tools like AdExpresso that will allow you to automate many of the optimization options you have. With AdExpresso, you can perform A / B testing and store all your media. This makes it easy to create new assets, easy-to-understand analytics, and recommendations to reduce wastage, increase conversations, and reduce cost-per-click.
Use lead ads: Facebook ads had a lousy conversion rate on mobile devices. 63% of people who clicked on a Facebook ad did so from a mobile device. But only 34% of them have been converted (download, sales, etc.). So Facebook has added ads to solve this problem. Now, when a mobile user clicks on an ad, all they have to do is double-tap on the prompts and Facebook fills out the entire form. It's a relatively new offer, but it looks promising.
Using the Daily Pace Feature: Historically, when advertisers decided to create ads with daily budgets, this meant that Facebook was spending exactly that daily amount per day. Usually, spending exactly the same amount each day does not produce the best results; for example, tests show that allowing day-to-day expenses to vary slightly from one day to the next (depending on the different opportunities to run ads each day) results in a cost equal or higher per goal than to spend the same amount each day.
Facebook now allows you to better manage your daily budgets. Every day, Facebook will spend, on average, the daily budget that you specify. Depending on the different opportunities to show ads to people in your audience every day, some days they will spend less and one more day. But during a calendar week (Sunday to Saturday), they will not spend more than seven times your daily budget.
Before rejecting Facebook as an advertising medium, experiment. The cost of entry is low and the potential for most organizations is quite impressive.