Many entrepreneurs are desperate for Facebook advertising. Social media expert Sandra Holze gives tips on what you need to know before switching ads in order to achieve good results with little money.
For some entrepreneurs, Facebook advertising seems to be a panacea. Others give up after some time resigned. Then it says: “That’s way too expensive.” Or: “That does not work at all.” So what makes some better than the others? The Answer: You understand how Facebook ads work and follow these ten rules.
Check that Facebook advertising is the right way for your business.
Not for every business model are Facebook ads useful. “As a regional baker, for example, I would not invest in Facebook,” advises online marketing expert Sandra Holze. “Then I’d better optimize my website for search engines – in such a way that I land at the top, when people at Google, for example, enter wedding cake Magdeburg.”
Many regional stores are taking over Facebook. “Since the entrepreneurs are often already overloaded, because they do everything alone. They go with the attitude: ‘Then I’ll switch ads on Facebook.’ “But that’s not how Facebook works.
If you want to be successful on Facebook, you have to be aware that this requires a lot of work. It was not enough to do a few ads. So that potential customers follow one on Facebook, one must offer attractive content, constantly posting beautiful or interesting photos, giving tips, making exciting offers. “As a café that would mean that I’m not just writing, ‘Sunday is brunch’. I have to share something every day or create events for events, “says Holze. “This is a continuous work. Many underestimate that. ”
And last but not the least, always read Facebook advertising policy before you decide to launch your first Ad.
Do not advertise on Facebook ads.
“For me, Facebook is not a platform to promote products in ads,” says Facebook professional Sandra Holze. “Why not? You have to think: how are people on Facebook? They want to have fun, watch videos, see what their friends are doing on vacation, what they eat. My experience is that pure product ads are not working. ”
What can one then show ads for? For lead generation, says Holze: so in order to gain the contact information of potential customers. “An online shop can, for example, via a Facebook ad attract customers to a page where they can sign up for a newsletter.” In order to do so, however, one must make the Facebook user a real offer, such as that in the first order X percent discount gets or exclusive information.
Why is it so important to collect e-mail addresses from target customers? “For online shop owners, coaches or service providers, selling is still the best way to do email marketing,” says Holze. This is also shown by studies (for example, here and here – in English).
E-mail marketing also has a distinct advantage: it is up to you to decide when and how to target your target customers, while ads on Google or Facebook rely on algorithms that change frequently.
“That’s why it makes the most sense for me to use Facebook to build an e-mail distribution list – instead of advertising products directly,” says Holze.
Set the correct audience in the Facebook Ad Manager.
“The biggest mistake is that companies do not know their target group,” says Sandra Holze. “And that’s really a serious mistake.”
The problem with an inaccurate audience description: The ad is also played to a lot of people for whom the content is not interesting at all. For example, if you’re running an ad that’s designed to win leads but plays them to the wrong people, you’ll end up paying a lot of money for a new lead.
As it is possible on Facebook to tailor the target group accurately, read our guide “Target groups on Facebook advertising”.
Play your advertising on warm contacts.
Facebook ads have a much greater impact when played on people who have been in contact with you before.
Warm contacts are for example:
- People who like the Facebook page of the company as “Like”
- Users who have been on the company site before
Use the Facebook pixel.
How do you find out if someone has been to your website before? This is where the Facebook pixel helps: a piece of code that can be created in the Facebook Ad Manager (how to create the Facebook pixel, read here).
“This code can be installed on its website,” explains online marketing expert Sandra Holze. “He then registers the visitors who were on my website. In the next step, I can then play ads on Facebook, which are only shown to people who have visited my site in the last 90 days.
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