2019 Facebook Advertising
With Facebook organic reach falling for advertisers in 2018, how do you get your content in front of more people? Here’s our top 5 for 2019 Facebook Advertising to get in front of not just any people, the right people — your target audience.
It’s been a HUGE year for Facebook with 1.49 billion daily users. But an early year major algorithm rollout meant less share of voice for businesses looking for a slice of that good old organic pie. You need to work smarter on your 2019 Facebook advertising to make sure your dollars are spent where it matters most.
So how should you as a small to medium-sized business owner approach your 2019 Facebook Advertising, and what strategies should you implement to keep ahead of the pack?
Here are my top 5 tips:
- Nail your target audience strategy
- Make content that engages your audience
- Test different Facebook ad types
- Start remarketing using Facebook Pixel
- Optimise your Facebook advertising budget
Hot Tip:In 2019 Facebook will roll out Facebook Pro, a new tool that helps small to medium advertisers connect with service providers that meet their marketing needs.
The platform also gives agencies faster access to support through Messenger, live-streamed training sessions, and consultations with Facebook’s marketing-science team.
It’s still in testing at the moment, and even Facebook’s own support desk know little about it, so keep an eye out in the new year!
Nail your target audience strategy
Your target audience should be reflected in your marketing strategy, which should also echo your business strategy. That way you know you’re advertising is driving you towards your business goals.
Look at your strategies and then ask yourself these 10 questions:
- Who is my target market?
- What do they do for work?
- Where do they live?
- How old are they?
- Are they male, female or both?
- Do they speak multiple languages?
- Do they live locally or are they out of town?
- What are their interests?
- What is their activity on Facebook like?
- What’s a good result from your campaign?
So many businesses make the mistake of getting too eager to hit the BOOST button and ultimately throw money down the drain.
Getting Facebook Advertising right is about taking the time to identify who it is you want to target.
If you can answer those 10 questions then you are well on your way. If not then don’t panic, Facebook Audience Insights is designed to answer all the questions you have about your target audience and uses real user data to back it up.
Here’s what Facebook Audience Insights look like (from within Facebook Business Manager):
Location, Age & Gender, Interests, Connections, Pages and more. It’s all there for you to analyse and build hyper-specific audience sets which to then target.
Once you have your insights, you can then build targeted campaigns. Click here to read more on Facebook Core Audience targeting or read the remarketing section below to learn about targeting using Facebook Pixel.
Make content that engages your audience
Great Facebook content is quick to catch the users attention, engaging and to the point. For example with video ads, you only have about 3-5 seconds to capture the user’s attention.
That means content from your television ads, YouTube, brochures and even your website won’t necessarily translate across to social media.
Here’s some key consideration Facebook wants you to implement when repurposing your video content for social media:
– Vertical over horizontal
– Get your logo and message up front
– Design for sound off, but delight with sound on
– Design to a rhythm and make it fast and punchy
Mix your content up between images, infographics, video, memes, interactive content and whatever else you think will resonate with your audience. What your content should look like will depend on your brand guidelines, and your goal:
Goal 1: Branding
If your goal is brand exposure, then your content needs to deliver your brand and your product early. Who are you and what do you do?
Goal 2: Conversions
If you are pushing for conversions then your content should start with the what and why early. What is it you are selling, and why does that matter to me, the user?
Hot Tip: Another product that Facebook will release in 2019 is called Facebook Compass.
A tool for digital marketing agencies, Compass analyses your ads and tells you how well your brand stacks up in certain areas such as how well it fits the brand, how well it resonates with the user, and if it stands out from the crowd.
Facebook does this by looking at user engagement with your ads including how well your users stay engaged and other relevant information.
Facebook knows when the best time is for a brand to mention its name and the product.
Test Different Facebook Ad Types
You should get in the habit of testing your content. This will help you identify what resonates better with your audience and will improve your conversion rates.
Facebook offers the ability for split testing within Ads Manager with user-friendly guides to step you along the way, or a build your own service for more experienced users.
There are 3 ways that you can do it:
- Guided creation: Facebook walks you through the process of creating a split test. Great for beginners as it is a step by step guide and at the end, you will have a working split test.
- Quick creation: If you know what you want you can go to the quick creation option and build a custom testing template.
- Duplication: This one is great if you want to run a test against an existing ad or ad set.
Here are the different ad types that you can run on Facebook:
- Facebook Stories
- Video Ads
- Carousel Ads
- Boosted Posts
- Canvas Ads
- Leads Ads
For more information on which ad types you should be using you can read my other articles on how to engage your audience by using the right Facebook post types, and how to craft effective Facebook advertising.
Remarketing using Facebook Pixel
Remarketing is a tool used by advertising platforms such as Google and Facebook to present users with advertising related to online content that they have already looked at, or shown interest in.
You’ve probably encountered it yourself when online shopping (especially around Christmas time!). You look at a pair of shoes, and then for the next week, every website you go to seems to be showing you and add for that same pair of shoes. It isn’t fate, it is remarketing!
In Facebook remarketing is done by building a custom audience, and ads are then displayed to that audience when they are on Facebook.
So what is Facebook Pixel? Well that it a piece of code that sits on your website and tracks user activity on your site. You then build a custom audience that includes certain user activity, for example, “user landed on my site, looked at a pair of khaki shorts but didn’t purchase them”.
When you then implement your custom audience you include this user type, along with an ad for your khaki shorts. The next time the user then goes on Facebook, bingo, your ad appears.
Here’s the kicker! Users don’t even have to go to your site to the receive your ad. Using lookalike audiences, Facebook can find you a totally new audience that has the same characteristics as your custom audience. They may have shown an interest in khaki shorts on one of your competitor’s websites, and suddenly they are being presented with your ads. Very, very powerful stuff.
To read more about both of these types of targeting, you can read my articles here:
Budgeting Facebook Advertising
Facebook is one of the best advertising platforms for its user scale and affordable advertising cost, but just like any advertising platform it can become incredibly expensive and ineffective if your ads are poorly constructed and managed.
Facebook provides two budget options designed to help you manage your ad spend over the lifetime of your ad campaigns.
A lifetime budget lets you set an amount to spend over the lifetime of an ad set. Facebook will automatically try to evenly spread the amount that you spend across the period of time that you’ve selected.
Facebook will do what it can to spend up to that amount, but will not spend beyond that amount each day. You could set one ad set to a daily budget of $50, and it will spend anywhere from $0 to $50 depending on how Facebook manages to run the ads.
Once your campaigns are running you can pause them at any time. This allows you to go into campaigns and edit the settings. For example, you may want to change the age demographic or interests in your target group.
NewyMedia is a digital marketing company based in Australia. If you need help with your Facebook advertising, then we are here to help. You can contact us here, or sign up below to join our mailing list for more great tips and advice.