Facebook is arguably the most important advertising platforms for small and medium businesses who have great products but have limited marketing budgets . With 1.86 billion monthly active users and an average visit time of 20 minutes, there’s no doubt there are a lot of eyeballs to capture on the world’s most popular social platform. But one of the most valuable parts about advertising on Facebook is the ability to be extremely targeted as to who exactly sees your ads. Why advertise to all women aged 25 – 44 across the state of Texas, when the people most likely to buy your product are women 27- 30 who live in Dallas, have no children, make $75K +, work in the health and wellness industry and are interested in gardening? With Facebook ads, you can get that targeted. Not only will your advertising dollars go much further by being extremely targeted, but by being as targeted as possible you have the ability to build deeper connections with your audience because you can speak specifically to the unique needs your audience has
If you’ve been using Facebook ads, you know that you’re paying to get your ad placed in front of your audience, and your audience only, so even impressions are valuable, but getting people to click thru your ad and convert to a buying customer is the ultimate goal. If you’re doing this already, let’s see how your ads are performing compared to the benchmarks across 18 different industries November 2016 and January 2017
So how do your ads compare? Hopefully you’re meeting and even exceeding these averages. However, if your ads aren’t reaching theses benchmarks, perhaps it’s time to update your ads and make sure they’re truly adding value for your audience. Imagery and copy are both crucial elements to building successful ads, but the right targeting is truly the most important piece. If you have the right audience, all of a sudden your copy and imagery connects with them a whole lot more than it’d connect with someone outside of your target market, which will increase your chances of having them interact with your ad. And please, remember, people don’t come to Facebook to get served ads, they come to connect with their friends, families and even businesses that they have a relationships with. So if you are going to advertise on this platform (which I highly recommend you do), make sure it’s adding value for your audience and building a connection with them.