Facebook
Ads

Facebook advertising is a fantastic marketing option for any and every brand, no matter your size, shape, stage or sector.

The large audience, the precision targeting, and the ability to set a custom budget means that Facebook is used by every type of organisation: startups looking to increase brand awareness, ecommerce businesses looking for sales, multinationals wanting to spread the good word about their brand, and many more.

One of the major advantages of Facebook advertising is the ability to set your own budget, and the particularly low barrier to entry for advertisers: the minimum campaign spend is just NZD $1/day.

But while you can set a budget that low, that doesn’t mean you should set a budget that low. Facebook advertising is an investment that should drive a return. At Traction we will look to understand the size of your market, how competitive it is, who your buyers are and your level of brand awareness, how quickly your want to grow as well as the ROAS you are looking for before we advise on a daily budget. This is to ensure that we put your brand in front of your target buyers at an optimal frequency over the course of a given month.

Yes, if your ‘Sold to’ address is in New Zealand, Facebook will add GST to the cost of your ad purchase.

Facebook offers a number of different ad types: image, video, slideshow, stories, carousel and instant experience ads, to name but a few.

The ability to choose a very specific audience on Facebook makes it a valuable marketing channel for B2B businesses. The ideal ad type will depend on your business, your audience, and the intent of the ad, whether generating brand awareness, prospecting, lead generation or whatever else.

At Traction we recommend that B2B businesses use a diverse range of ad types at the beginning of a campaign, and then use analytics to identify the most effective.

Facebook Groups are collections of people with shared interests, which could make them a valuable, convenient, captive audience for your brand – if you can advertise to them.

Unfortunately there is no direct way to advertise to specific Facebook Groups. But at Traction we have developed a number of workarounds designed to expose your brand to a very similar group of users, through strategic ad targeting.

Facebook lookalike audiences are a way to expose your brand to people who share similar traits to your current customers, and can therefore form an effective way to find and convert users who are more likely to be interested in your products and services. They’re a great way to generate brand awareness and leads. In theory this sounds amazing, however, in practice if you have a very niche segment of the market that you are looking to target, the reliability of lookalike audiences can diminish and you may want to consider focusing on retargeting audiences.

There are a wealth of ways to improve the effectiveness of your Facebook ads, including precision audience targeting, strategic bidding and generating insights from analytics, along with A/B testing a variety of hypotheses. 

But ultimately Facebook marketing is a deep, complex and specialised subject, so the best way to improve Facebook ad effectiveness if you have a reasonable advertising budget is to work with a professional. At Traction we work on Facebook ad campaigns every single day, and have built a range of strategies that are proven to drive results.

A few basic ways to increase engagement on your Facebook posts include:

• Post in moderation
• Post when your audience is online
• Respond to everyone who comments
• Add a compelling CTA button