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If you have absolutely no idea how to approach your Facebook advertising strategy these days, you aren’t alone.
It’s no secret that Facebook’s organic reach has taken a nosedive. Recent algorithm changes have basically forced businesses to invest in paid campaigns or abandon ship.
But before you write off Facebook as a lost cause, think again.
Facebook is still the preferred place for 97% of marketers to run paid ads for a reason. After all, Facebook boasts the largest user-base of any social network and one of the most engaged.
In other words, if you have an audience of any kind there’s a non-zero chance they’re active on Facebook already. Combine that with the fact that Facebook’s ad targeting is insanely in-depth and it’s crystal clear why your business should still be on board.
Of course, that doesn’t mean that Facebook ads are foolproof on their own. In this Facebook advertising guide, we’ll break down the best practices of running ads on Facebook and what you need to know to get started.
1. Define your target audience
The biggest benefit of Facebook ads is the ability to target specific people who are most likely to buy.
And only those people.
Unlike PPC of the past, modern Facebook advertising lets you get granular with your targeting, only serving ads to relevant users. Below is a quick breakdown of how businesses can drill down and define a target audience that’s ready to click through and convert.
Creating an audience
For starters, use Facebook to create ad audiences from scratch. Businesses can define audiences based on specific parameters such as:
Location: for example, local businesses can target their own cities or serve ads to nearby neighborhoods where new customers might be waiting
Age: if your audience has a broad age range (think: millennials versus baby boomers), you can segment your ads accordingly rather than take a one-size-fits-all approach
Interests: based on your users “likes” and Facebook activity, the platform can highlight potential customers (think: a local bike shop targeting users following Schwinn’s brand page or list “biking” as an interest)
Demographics: additional details such as education level or relationship status can help you target specific social media personas that resemble your real-life customers