Biz Tips: Don’t be so quick on the trigger — or button

Biz Tips: Don’t be so quick on the trigger — or button


Don’t be so quick on the trigger — or button

Don’t be so quick on the trigger — or button

Photo by William Iven on Unsplash

For novices, Facebook advertising campaigns can be quick, easy — and costly. That prospect makes Amanda Robinson anxious. She has seen entrepreneurs dig themselves into financial holes at literally the push of a button.

Talking with social media consultant Madalyn Sklar in a Facebook Live conversation, Robinson cautioned against rushing to hit the boost button — or as she calls it, the Facebook gateway drug.

“The boost button is Facebook ads with training wheels,” Robinson said. “Ads Manager lets you dial it in better with more testing opportunities, more objectives and more than one audience variation. You have more control over bidding strategy.

“If the boost button gets you started, it’s amazing,” she said. “It gets you warmed up, and that’s fine. If the boost button is your speed, stay with it. I’d rather see you do some good advertising than not.”

Then she injected the but.

“If all you’re doing is the boost button and you’re starting to spend more than $20 to $50 per boost — and more than $250 per month — move over to Ads Manager,” Robinson said. “Use that platform to start diversifying your ads, diversifying your audiences — testing, experimenting.

“Take all that money you spend optimizing and spend more money for you,” she said. “It’s better to use the boost button than not, but you’re wasting dollars off the edges.”

Varied audiences

Robinson explained that boost takes one existing post and promotes it to one audience. Ads Manager interacts with more than one audience, uses existing posts or new posts and gives testing opportunities to refine for better results.

Getting to the fundamentals, Robinson had suggestions for setting up a Facebook ad campaign. She divided it into three parts: campaign, ad sets and ads.

“Using the boost button does it automatically,” Robinson said. “Ads Manager gives you more control.”

Then she described each part:

  • Campaign: Set your objective such as traffic and video views.
  • Ad Sets: Set your budget and targeting.
  • Ads: Choose an existing post or create a new one.

“Choose the right objective,” Robinson said. “Going straight for a ‘conversions’ objective can get pricey, and may not be relevant for cold audiences. Instead, look at ‘traffic’ or ‘video views’ to start.”

Go organic

The latest Facebook changes have influenced the reach of Facebook posts.

“It is still very much a pay-to-play environment,” Robinson said. “However, complementing Facebook ads with a solid organic reach strategy still counts as a crucial metric to making your ad dollars more efficient.”

Facebook friend requests also should not be taken lightly.

“Be careful who you accept as a friend on Facebook,” Robinson said. “Protect yourself from spam, fraud and diluting your news feed.

“Use due diligence when vetting a friend request,” she said. “Look at mutual friends in common. Click on the requestor’s profile and investigate it carefully before accepting.”

Robinson’s power tip is to use Facebook Lists to organize friends.

Dollars that count

Marketers can use varied methods when growing their Facebook audience.

“Expand your Facebook audiences by putting ad dollars behind content that already has good organic momentum,” Robinson said. “Then create engagement audiences from those posts. Think Video View audiences, Engaged with Page audiences and Website Visitor audiences.

“Don’t underestimate the power of Lookalike Audiences,” she said. “Don’t use them as-is. Create a lookalike and narrow down your targeting within it at the Ad Set level.”

A website tracking code might be an unfamiliar term, and Robinson recommends them.

“Facebook Tracking Pixel is a snippet of code that goes into the header — all pages — of your website,” she said. “It allows you to collect web visitors into audiences that you can then target with Facebook ads.

“The pixel also helps Facebook measure where conversions take place on your site,” Robinson said. “It optimizes your ads for more repeat positive interactions, which means more efficient ad spending.”

All of this leads to how businesses measure the success of Facebook ad campaigns.

“Once the ad hits 500 impressions, you get a relevance score from 1 to 10,” Robinson said. “Low relevance can be a sign of the wrong content — the ad — for the right people — the audience — or right content for wrong people.”

She depicted things to ask for measuring Facebook ad success.

Robinson also has metrics to look at for measuring the success of Facebook ad campaigns.

“Relevance score has been around for a long time and is a good guide, not gospel,” she said. “Find it at the Campaigns — Ad Sets — Ad level in reporting.”

Robinson added that a relevance score of 10 is difficult to achieve. Yet, low relevance scores can still produce results.

About The Author

Jim Katzaman is a manager at Largo Financial Services and worked in public affairs for the Air Force and federal government. You can connect with him on Twitter, Facebook and LinkedIn.

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