Stop Wasting Money: How to Stretch Your Facebook Ad Dollars
I’m Rose, Canary Promotion’s PR & Marketing Coordinator, popping my head up from the trenches of my latest Facebook ad campaign to give you a few real-world ways to stretch your social media ad dollars.
The key to any effective advertising campaign – in print, online or through word-of-mouth – is to do the advance legwork to learn where your audience is and how they are absorbing your message. If you know that your consumers are on Facebook, create a campaign geared for this market and keep the following P.A.I.D. ideas in mind:
· Pay for clicks but aim for impressions. We know you don’t click on ads. That’s fine. If your campaign is only charging per click, those impressions will keep going, and going, and going.
· Aim for long-term fans, not short-term sales. The Rule of 7 is an old advertising adage: your audience needs to see your message seven times before buying your product. Do you have the money or time for a campaign that can accomplish those results? If not, focus on ads that send likes to your Facebook page rather than ads that directly push ticket sales (which, in theory, need to be seen at least 7 times per user). This type of strategy will increase the reach of your page where you can consistently remind your new fans about your upcoming events and convert them into your real-life audience.
· Investigate your audience for each specific campaign. Suppose your next production is a children’s musical, and your ads will be targeted toward parents. Is this new demographic the same or different from your existing audience? How old are they? Where do they live? What are their interests? Do some live in the city while others live in the suburbs? Take the time to think about and define your ad’s target audience so that you send your money in the right direction.
· Don’t bother with ads if you aren’t going to post. Facebook is categorized as a social network for a reason — it relies on human interaction. The hard truth is: If your page is outdated or stagnant, save your money. You may boost your reach for the length of the campaign, but that won’t last forever — and a lack of consistent content will diminish your impact when you do have something important to say.
Here’s a bonus tip that doesn’t quite fit with my mnemonic: Monitor your ads every day. You don’t have to obsess, but it’s worth looking at your ads regularly to make adjustments based on their performance. What other ad gives you that much control? When an ad isn’t working, pull it. If something is working really well, try to create similar ads that spread that success around to different audiences or with different calls to action (join us here, buy tickets there). Plus, this is a fun way to stay engaged with new likes and comments and keep you motivated as a social media user.
Looking for more? The next time you log into Facebook to think about what ads are targeting you, then click over to our Canary page for the latest in what you should be reading, watching and sharing with your friends.
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