Back to Basics: PPC Part 2
Facebook Pay-Per-Click Campaigns
It wasn’t that long ago that people would see the same product over and over in their Facebook news feed. Many times after they bought it, and it still happens from time to time. Facebook recognized this and made some changes so that people could opt out of poor ads, but the updates only fixed part of the problem. If you have ever gotten an advertisement for a product or service in which you have zero interest, then you have been on the receiving end of poor Facebook advertising. Want to make sure your business is maximizing Facebook ads? Autoshop Solutions can help!
What Kinds of Facebook Advertising Are There?
Facebook ads work similar to display ads (explained here), but are a little easier to target and appear exclusively on the Facebook Website (or Instagram, since it’s owned by Facebook). One of the more common misconceptions we hear about regarding Facebook ads is the difference between a boosted post and a Facebook ad. More about the specific differences can be found on Facebook’s Business Help Center page.
It’s Not All About Likes!
A post on Facebook will primarily show to the people who follow the shop that makes the post. Sure, you can spend money to get it in front of more of your followers — and even pay for additional audiences to be shown — but a boosted post like that rarely gets substantially more notice than the number of people already following the shop that made it. Essentially, this won’t reach new users who don’t already know and follow your business.
The unfortunate truth about Facebook posts specifically targeting page likes is that clicking the “Like” button very rarely correlates to investment or commitment. It doesn’t require a lot of time or effort from the user, and it might not even mean they’re interested in your business. For example, some of your likes might be from family members who live too far to visit your shop, but support your business because they support you!
Infinite Ways to Reach New Customers
Paying attention to engagement from your posts (not just likes!) as well as detailed audience targeting for your advertisements are the best ways to utilize social media in today’s marketplace. Facebook ads are a great way to do that and have seemingly infinite combinations of ways to direct your ad to the consumer who will most likely be interested.
Facebook does this by leveraging the immense wealth of data it has about its users. It would be underselling it to say that Facebook’s targeting capabilities are exceptionally robust. You can target based on interests, behaviors, demographics, age ranges, connections, locations, or languages. You can even target your competitors’ fans. The targeting capabilities can dig deeper than any other platform, and you can layer them and combine them to make sure you’re eliminating users who aren’t your target market.
Autoshop Solutions’ Social Media Engineers
If this already seems overwhelming, don’t worry. Setting up Facebook Ads for success can be complex, but there is a science behind how it can be done effectively. And our engineers at Autoshop Solutions know just as much about Facebook ads as you know about engine components! If you need help getting started, give us a call! We can bring your Facebook ads back to the basics doing exactly what they are supposed to do: getting cars into your bays.