You might have come across a video that is being shared a lot at the moment in relation to Facebook advertising and the fact it does not work. I have had a few people mention it to me so I thought I would share some thoughts on the proposition made that Facebook advertising is a waste of money. If you have not seen the video you can watch it here.
Some background to consider: – the case study referred to from the BBC 2012 can be read here – where Rory Cellan-Jones explored the merits of Facebook advertising, by setting up a bogus bagel company online – a number of other articles were written about the fact there are ‘click’ farms especially related to the Channel 4 Dispatches documentary ‘Celebs, Brands and Fake Fans’ – read a review here from The Guardian and an extract of the show can be seen below.
What is not clear from the Facebook Fraud video is the way that the Facebook ads were set up. Facebook deleted duplicate and fake profiles last year as reported here – the company said that 8.7 percent of its 955 million monthly active users worldwide are actually duplicate or false accounts.
What I do know and recommend in my workshops and to clients is that if you are going to use Facebook advertising you invest in highly targeted ads using the Power Editor tool (you will need to use Chrome as your browser to use it) which will enable you to place ads such as for custom audiences so for example you can target people who are already subscribed to your news letter and remarket ads to people who have visited your website such as with website custom audiences.
In addition, you can also set up conversion tracking so that you can measure the return on investment of your Facebook Ads by reporting on the actions people take after viewing those ads. Yes this makes it more challenging for small businesses who may not have had the chance to invest in learning about these advanced tools for Facebook advertising.
This may be something you want to outsource to someone who specialises in Facebook marketing, or you might want to invest in ensuring someone in your organisation stays up to date and is educated in Facebook marketing including advertising.
Here is an indepth article about how one small business is using Facebook advertising and they are finding a return on investment.
Yes Facebook marketing success is not down to luck – it is a science. I noted one organisation yesterday mentioned that they have decided to stop using Facebook and is dedicating more time to Google Plus. Yet another business in the same sector has grown their fan base on Facebook and is enjoying success.
And remember that advertising for likes of your Facebook Page is just part of your marketing process – you need to ensure that your Facebook Page content is relevant to engage the fans you attract and then ensure your Facebook marketing is connected to your business goals.
Are you using the Facebook Power Editor to support your Facebook marketing success?