Q&A: How do I start Facebook advertising and is it worth it?
Much has changed over the years. We have all been over-advertised too, particularly in Facebook where the algorithms and entire design of the platform is to sell to us. Our brains have quickly evolved to ignoring ads with our special in-built ad blockers. And with each change Facebook has made, we are getting less organic reach. Which means that if we do post on a Facebook profile with followers, fewer people are seeing what we post on our page (essentially forcing us to pay for our reach so Facebook shareholders get richer 🤑). No surprises there!
What we do know is the first hour counts when you post something on your Facebook page. Your post will only be served to a small percentage of your audience (say 5%). How much they engage with the content determines how many more of your followers will be served your post. So the better the content is, the more people engage, the more they engage, then the more people Facebook will serve your content too. The moral here is try to post unique, interesting and relevant content that your audience naturally cares about. 🤔
How should I start Facebook advertising?
If you think Facebook is a good avenue for your audience then my advice is to run some test campaigns first. For the best guidance on how to do this, listen to a good podcast on Beginner Facebook Advertising - I‘ve previously followed Amy Porterfield, Rick Mulready or John Loomer when it comes to Facebook, but there are many more out there - it might serve you better to find something recent given Facebook’s constant changes.
👉 In the meantime, here’s an outline of what you might like to do based on what I've learnt over time...
Use Facebook Advertising rather than boosting your posts.
You’ll need to deal directly with Facebook unless you want to give a third party supplier more of your money. There’s no getting better deals, negotiating with Facebook or working the system. But the advertising platform gives you more flexibility on content variations and audience options than just boosting a post.
What I do is run several split test campaigns first which sets me back around $100. Generally with $5 per ad variation, per day for three days.
Firstly I would split test a single creative (the same image and text content for each ad) across 3-4 target audiences to find out who resonates the most with what you have to offer. Be as specific as Facebook will allow, to define your target audience combining demographics and interests. If you only have $100 to spend, then you want to make sure it’s spent on the most likely people to take action for what you have to offer. The smallest possible group of people you can get away with. Facebook will let you know if it’s too narrow.
I would then take the winning audience from my first campaign and split test the creative (by creative I mean the image and words).
I would first test 3-5 images but identical text content and serve it to the winning audience from your last campaign, to understand which image works best. The image could make or break your ad. I have had a single image that works 10+ times better than all other images.