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Do Facebook Ads Work?

Facebook app open on a phone on a table with notepads

As a small business owner, it can sometimes be difficult to increase your audience organically. You may have thought about advertising on Facebook, but does it actually work? We’re here to tell you yes, it does work, and quite well actually. At Social Eyes Marketing, we have explored some of the reasons that Facebook Ads work so well. Check it out!

Audience Size

One great advantage to have when you’re looking to run a successful ad campaign for your business is the size of the available audience. This helps you to get your advertisements in front of as many people’s faces as possible. Out of all of the social media platforms, Facebook has the largest audience with 2.23 billion monthly active users. The second closest audience size is YouTube, with 1.9 billion monthly active users. This may seem like a small margin, but when talking about numbers in the billions it’s no small difference. Having a larger overall audience helps in increasing the amount of your target audience as well.

Demographic

The demographic of Facebook is very diverse. Unlike many other social media platforms, Facebook is used by both old and young people alike. It’s a worldwide platform, so you are able to geographically target interest areas for the best results. Having a diverse demographic on your social media platform of choice again helps you increase your chances of possible hits on your target audience.

Target Audience Tools

Another main advantage of advertising on Facebook is the tools that are offered through the platform. Facebook offers tools to help you reach your target audience much more efficiently than you would from advertising organically. On Facebook, people can like pages and topics that they’re interested in. Based on this, Facebook can help your advertisements be pushed to people who have similar interests to what your brand does. This increases cost efficiency because the customers in your target audience are more likely to interact with your ad.

If you have any questions about running a Facebook advertising campaign, make sure to give a professional a call. While Facebook ads are efficient and work well, there is still strategy involved on the user end. Give Social Eyes Marketing a call today to get a free estimate on your future advertising campaign!

4 Steps to Setting up a Facebook Ad

cellphone display electronics

Businesses love using social media in their marketing strategy for two reasons. 1. It’s free. 2. Hundreds of people can easily be reached, for free. So when business owners hear that they need to be using Facebook ads and spending money, things get a little heated. Facebook ads are important when it comes to marketing your Facebook page. You want to market your Facebook page to gain likes. Likes are crucial for getting your information (posts) out to your customers. Unless a user stumbles upon your Facebook page and scrolls through your wall, they aren’t seeing what you are posting. Only users who like your page will be seeing your posts on a regular basis. You don’t need to spend $100s of dollars to get results, a small budget will get you started and likes will only grow from there.

In four easy steps you can be on your way to setting up a simple “likes campaign” to help drive users to your Facebook page.

  1. Once you get on your ads manager and hit the green button,create an ad, choose the promote your page option. There are 10 different campaigns to choose from, but starting off with campaign to promote your page will familiarize yourself with how Facebook ads work, and will get your some likes in the process. Select your business page.
  2. The next step is to define your target audience. You can be as specific or broad as you like. The more specific you get, the more your campaign will be delivered to people who are more likely to “like” your page. Choose a location, age and gender to get started. The other options (that help make a more specific audience) are choosing a language, interests, behaviors and categories. For example, if your business is a boutique, you might target women who have an interest in fashion, shoes, and clothes.
  3. The third step is to set up a budget. Choose either a lifetime or a daily budget. The lifetime budget will spread your whole budget over the course of the campaign, where a daily budget will spend the budget you set every day through the course of the campaign. For example, in a lifetime budget you would set $50 for the month and Facebook would spend the money evenly throughout the 30 days. A daily budget would spend $50 every day. This is where you will choose if you want to run your campaign continuously until you end the campaign, or you can set a start and end time.
  4. The last step is the creative section. Choose an image and text and preview how the ad will appear in Facebook. The ad can only have 20% text in the image and 90 characters in the text. Head on over tohttps://www.facebook.com/ads/tools/text_overlay to use the grid tool. This tool will help you keep your image at 20% text.

Once everything looks right, it’s time to place the order. Your ad will go into review and automatically starts as soon as it’s approved by Facebook. This usually takes 15-30 minutes. The most common reason why ads don’t get approved is because users don’t follow the 20% text rule. You must follow the 20% text rule.

Happy advertising.

Facebook Overshare

facebook

For the last couple years there has been a talk of “Facebook Overshare.”  Friends get unfriended because, frankly, everybody is tired of reading their life story.

Facebook has become the place to complain, compete for likes and stalk old high school enemies to see what dark path life has taken them down. I know exactly which of my friends have run marathons or gone to Disneyland in the last year without even seeing them. Because, of course, Facebook is also the place to brag (thank you to those who post your engagement, post a photo and also change your relationship status to engaged for us singles to scroll through – we love it).

Two days ago I got a play by play of the birth of my friend’s child. I don’t need to need to know when your water breaks, I can wait to see pictures of your baby until you are back in the privacy of your own home. Or even better, wait two months until your baby gets cute and gains a personality.

The problem with the “Oversharers” is they 1. Don’t know that they are over sharing and continue to bombard you with three posts a day about things that absolutely don’t matter and were only funny to them or 2. Take the “If you don’t want to read about my life then just unfriend me” approach. So why don’t we unfriend them? Is the drama that good that we can’t look away? Maybe we actually care a little bit about their life and want to keep in touch with them, or, heaven forbid, they are a relative and we have no choice.

I think we can all agree that oversharers can get extremely annoying really fast. But is oversharing on your business’ Facebook Page a thing?

Absolutely. Oversharing is treating your page like anything except a PR platform. Customers don’t need to know your political views, or read the diary of your employees.  There’s a huge difference between oversharing and injecting some personality into your page. It’s 100% okay – and encouraged – to share fun facts about your business, promotions of employees or let your customers feel like they know you. Your customers should know your business, not your business.

Over-posting is a similar problem. When you over post on your business’ Facebook page, you clog follower’s newsfeeds. Followers soon become annoyed and scroll right past your post without looking at it, or, worst case scenario, unlike your page. Once you get unliked, it’s very unlikely they will ever return. It’s important to post relevant and important information so everything that is posted will be examined.

 

Meme: Thank you for updating Facebook again with what you ate for dinner. The suspense was killing me.
Meme: Thanks so much for that update about your super busy life... nobody has ever gone to work, the gym, and made dinner in one day. How DO you do it?
Meme: I used to think it would be cool to read other peoples minds. Then I joined Facebook and I got over that.
Meme: I don't know what problems you're having, but I'm here to read about them on Facebook.

How to use Facebook

snow light

Facebook is commonly used by people who like to whine and/or brag about their lives, post stupid (sometimes funny) pictures and by those who have nothing better to do so they burn hours on the site without doing anything productive or contributing anything to society whatsoever.

What you may not know is there are some people out there that make the most out of their Facebook profiles by using it for promoting themselves and business, networking and job searching. These people are doing it right and if you aren’t one of those people then you should become one because people are sick of hearing how crappy your Monday is (which by the way, Mondays are just fine, it’s your life that sucks).

This can be done many ways.

First off, take off all of the pictures of yourself doing a keg stand half naked from your profile. No one, let me repeat myself, no one wants to see that; especially if the person viewing your page is considering you as an employee, an employer or as a business partner or connection. The best idea might be to create a private group on your Facebook for close friends and your old college buddies; post freely. But your refined adult self (not your 21-year-old rebellious alter ego) should be the only one posting to your public profile that potential clients, employers and business networks can see.

Secondly, set up a Facebook page for your business and use this for cross promoting. Make posts on the daily. You need to get yourself noticed in the professional world and this is a great way of doing it. Depending on what you do professionally you can post products, articles about your products and industry, any current deals you are having, interactive polls for your customers, relevant videos and anything that will draw people in to interact with your site and gain business for you.

Don’t make your page boring and dry still keep it fun and light-hearted. The funny pictures are ok but make sure it’s actually funny not just one of those you would have to be there types of funny.

Grammar! Learn how to use it! No one will trust your credibility if your status updates look like this: “Juss got done workin out! Gonna get a yummmmmyyyyy smoothie now!” or “Wat up fb…im sooooo borreeeddd!”  All of your posts, photo captions and your about me section should use proper spelling and grammar. Don’t get tempted to express how bored you are by adding extra letters to the word.

The next step to using your Facebook professionally is stop sending game invites! Your professional connections who are working 50 hours a week don’t have time to play Farmville, Candy Crush or Monster Legends with you. Honestly, if you have time to be playing those games then you should find a second or third job.

Use your Facebook to create events for your business and to search relevant events to attend for networking. Sending out paper invitations is outdated. Most people link their Facebook event calendars to their mobile phones and Google Calendars so they will be reminded when your event is coming up. You can post updates to the event and even have a guest list where invitees can RSVP.

Networking! As I’ve said, it’s very important. Add as many people as you can, join groups and like pages. Get your page seen because that’s what will rake in the business. You can also invite people to like your page this will send you to the top of Facebook user’s news feeds and that is where you want to be.

Cleaning up your Facebook and using it for professional networking and sales might be the smartest business decision you ever make. And now that you have the tools to be a productive member of the Facebook society use them because your friends can only tolerate so many Drunk Text from Last Night and FML statuses before they block you from their News Feed and write you off as an incompetent, unemployed maybe even worthless citizen.

 

 

Declutter Your Facebook News Feed

sparkler

Facebook’s mission is to make the world more open and connected. It gives us the ability to connect with anyone and everyone we know, have known, and will know. This serves as a great way to keep up with high school friends, college friends, work friends, etc. However, oftentimes “connecting” with someone on Facebook doesn’t mean you want to see all of their updates in your news feed. So, how can you reduce the noise in your Facebook news feed without de-friending the majority of your connections? Enter, Facebook friends organizer – a handy, little-known Facebook tool that helps you clean up your news feed in minutes.

Most of you probably haven’t heard of this tool because there is no button for it on Facebook. In order to access it, you have to follow the link below. Once you open the below URL, you’ll be greeted with a tool that finds the friends you haven’t interacted with in a while and asks which ones you want to add to your acquaintances list. Once you move people to your acquaintances list, they won’t show up as often on your news feed (you can also add people to your acquaintances list by visiting their profile and selecting “add to list…”; however the Friend organizer tool adds people to the list in bulk and is therefore much faster than going through your friends and adding each “acquaintance” individually). Once you access this tool, you can check and un-check friends as you see fit.

I really like this tool because I don’t like Facebook choosing whose updates I see and don’t see. I know you can create your own friend lists manually (which is probably more effective), but when you have thousands of friends like I do, organizing them all into lists is too much of a headache. I use lists for their privacy settings and to control who can see what on my profile, but when it comes to controlling what I see in my news feed, I’d rather not have to take the time. Therefore, this handy little tool is perfect. It’s quick and simple, and weeds out all those “acquaintances” whose updates are causing news feed clutter.

Click here to give it a try: https://www.facebook.com/friends/organize

 

#Stop #Using #Hashtags #On #Facebook

House On Shore

The # symbol was invented to connect people, topics, and events you care about on social media. Though hashtags were initially invented to group tweets about a specific event or topic together for easy search, they have morphed into a form of creative expression. Since its birth on Twitter in 2007, the hashtag has found its way on television shows, advertisements, and other social networks like Instagram and Tumblr. However, one place you won’t find (functioning) hashtags is on the mother of all social networks: Facebook.

Though Facebook has been hesitant to adopt hashtags, Facebook users – unfortunately – have not. Since hashtags on Facebook are just dead text, they serve no purpose whatsoever.  Therefore, many people are beginning to use hashtags solely for nuanced articulation, rather than functional references/groupings. Using hashtags in this manner on Twitter wouldn’t necessarily be a bad thing, since Tweets are limited to 140 characters. However, when you begin to incorporate this hashtag fad on Instagram and Facebook, people get a little excessive (to put it lightly).

Facebook with too many hashtagsI can understand the occasional Facebook user whose updates are a direct feed from Twitter and therefore contain a hashtag or two, but it drives me nuts to see photos with a million hashtags (like the one pictured to the left) in my FACEBOOK newsfeed. What’s worse, the people who post these photos to Facebook don’t even have a Twitter account, and therefore have no clue what a hashtag really is (or, needless to say, how to properly use one). So, hashtagging photos on Facebook turns into a game of monkey-see, monkey-do. The more people see it in their newsfeeds, the more people blindly join the bandwagon. Using hashtags on Facebook shows ignorance (and I won’t even get started on brands that do this).

So, for all you Hashtag-confused people out there, here are a few things to keep in mind:

  1. Hashtags don’t belong on Facebook, EVER.
  2. When you post an update to Facebook, it publicly states where the update was shared from (Via mobile, Twitter, Insagram, etc.). Therefore, people can see if your Facebook hashtags are a direct feed from hashtag-friendly sites (like Twitter), and when they’re not it makes you look even dumber.
  3. ‘#The’ is not a hashtag. Hashtagging conjunctions altogether is unnecessary and should be avoided. (which brings me to my next point..)
  4. #Dont #hashtag #every #word #in #a #sentence – this does nothing but show ignorance
  5. Limit the number of hashtags in each post to less than 5 (I recommend 1-3). Photos with 10+ hashtags come off, at best, vain or crying for attention.
  6. Keep your hashtags short: 1-2 words, 3 max! None of this: “#everystormrunsoutofrain” (yes, I pulled this example directly from my Facebook newsfeed)
  7. Keep them relevant. If you posted a picture of yourself on Instagram, don’t throw in off-the-wall hashtags like #quote or #Love, just so more people will see it. Including irrelevant hashtags on your Instagram photos to get more likes makes you seem desperate and comes of spammy.

I realize that Facebook is currently testing hashtags in beta, but until they are a public feature the guidelines above still hold true (even if/when they are introduced on Facebook, don’t disregard steps 3-7).  On that note, I’ll wrap it up with a great quote from Miki Pereanu:

“Hashtags on Facebook – or what happens when idiots become inspiration for the greater good of marketing.”

 

#HappyHashtagging

Consumers Now Value A Brand’s Facebook Page More Than Its Website

User friendly site

There has been much speculation surrounding the value of a Facebook “Like,” and the ROI of a Facebook fan. However, according to a new study by market research company Lab42, liking a brand on Facebook now influences the consumer experience more than ever. In fact, the study found that 50% of consumers think a brand’s Facebook page is more useful than its website.

Of the 1,000 social media users surveyed, 82% of respondents said Facebook is a good platform for interacting with brands, and 50% agreed it’s more useful than a brand’s website. The study also found that the main reason users follow a brand on Facebook is for discounts and coupons.

For more details of the study’s findings, check out Lab42’s infographic below:

Lab42 Facebook Statistics
 

Instagram May Not Be The Only App Worth 1 Billion Dollars

Night Sunset

Path, a more intimate social-networking app that’s like a personal journal, is now growing by 1 million registered users a week after its most recent launch. Now, Path is among the top apps on the App Store, and has shown some significant staying power, according to AppData. Path’s growing popularity, competition with Facebook, and exact same feature set as Instagram (a feature set that is now worth $1 billion), begs the question: How much could this app be worth?
content
Written March, 2012:

On February 1st, 2012 the mobile timeline app known as Path announced a photo effect called depth. In doing so, not only was Path upstaging the mobile offerings of Facebook, it brought Instagram’s exact feature set to the app as well.  An announcement of this nature should have generated some buzz in the social media sphere. However – due to an impetuous display of public relations – the announcement was made at the peak of the frenzy following Facebook’s declaration that it would go public, and therefore didn’t generate as much buzz as expected. Despite this, thanks to Facebook’s recent billion dollar purchase of Instagram, Path may soon be getting the attention it was once denied.

Pinterest Vs Instagram

In integrating Depth to enhance its photo editing feature, Path acquired the exact same feature set as Instagram – a feature set that is now worth $1 billion. Therefore, the follow-up question remains: How much is Path worth?

Unlike Instagram, which offered its features for free; Path makes a little money by selling some of the photo filters. I have been using Path for a while now and, though its social dynamics are similar to Instagram’s, I would argue that Path has a better interface. While Instagram boasts only its feature set for photos, Path allows videos, text statuses, place check-ins, and songs. I would describe Path as the perfect combination of Facebook, Foursquare, Instagram, and Twitter. Path, in my opinion, basically took the best features from each social network and combined them all into one app.

In addition to Depth and the photo features, Path’s newest version also plays a similar role to Gowalla – another app Facebook bought and immediately shut down. With Gowalla in the bag and Facebook’s recent acquisition of Instagram, Path and Facebook are staring each other down, feature for feature. Which brings us to our initial question of Path’s worth. However, this is a question that, initially, must be considered in terms of value rather than dollars. It’s not a question of how much money the app will sell for, but rather who will buy it.

Facebook And Google Playing Risk

Instagram is 1% of Facebook’s new valuation. Despite this, $1 billion seems like a very generous amount of money to pay for a company with no revenue. However, there was no generosity involved. Instagram, in fact, put up quite the fight, turning down several other offers. Therefore, the large sum of money Facebook finally forked over was most definitely the result of a bidding war – rather than munificence on Facebook’s part. Facebook tried to cut a deal with Instagram in 2011, and (when that was shot down) attempted building its own competing photo filters. However, I believe a competition with Google – or another social site-  served as the determining factor, causing Facebook to make Instagram an offer they couldn’t turn down. Hence, it is safe to assume that Facebook bought Instagram with the ulterior motive of keeping it away from a competitor.

If the billion dollar price of Instagram tells us anything, it’s a definite indicator that some competitor (my money’s on Google) wanted a piece. Now that Instagram is off the market, Path is the only app remaining that holds a candle to all of Facebook’s acquired features. Therefore, while the bet against Facebook for Instagram is over, the one for Path may be just beginning.

 

GM’s Love/Hate Relationship With Facebook Advertising

pexels elijah akala

General Motors shocked Wall Street and sent waves through the social media world when they announced to pull their $10 million Facebook advertising account just days before Facebook’s historic stock offering in May of 2013. Now, less than 1 year after publicly concluding that Facebook paid ads don’t work, the automaker has returned to advertising on the site.

The day GM announced they were pulling their Facebook ad campaign, I happened to be in a webinar with Scott Monty, head of social media at Ford, who responded to the situation by explaining Ford’s plan of increasing their Facebook marketing (rather than following GM’s lead and slowing it). Less than a year later, Ford has seen success with Facebook marketing/advertising, and GM wants back in the game. Despite Ford’s success, we found GM’s return to Facebook advertising a bit surprising. Therefore, we pulled this blog post from our vault to give some background on the situation (and some insight as to what other automakers are saying about Facebook ads):

Written Wednesday, May 23rd, 2013:

Yesterday, General Motors shocked Wall Street and sent waves through the social media world when they announced to pull their $10 million Facebook advertising account just days before Facebook’s historic stock offering. General Motors warranted their decision to stop advertising on the social media site by concluding that Facebook’s paid ads don’t have a large impact on consumers.

The irony lies in the fact that Facebook executives have spent the last few weeks attempting to convince investors that its advertising business makes the social network worthy of a sky-high valuation. Thus the move by GM, one of the largest advertisers in the U.S., spotlights an issue that has already been raised by many other marketers: whether advertising on Facebook actually helps sell more products.

While General Motors is consolidating its marketing budget, their main competitor, Ford, actually plans to expand its Facebook marketing efforts. Yesterday, not long after General Motors made this announcement, I was in a webinar with Scott Monty, head of social media at Ford, who responded to the situation by saying:

“It all comes down to execution. We’ve found Facebook ads to be very effective when we’ve strategically combined them with great content, engagement, and innovative ways of storytelling – rather than treating them as a straight media buy. And with over 10 million fans globally, Ford’s commitment to Facebook is clear, and not only are we are not slowing our span with Facebook – we are actually growing it. We are accelerating our efforts in Facebook over the course of the next year. So, it really is, for us, down to authentic storytelling and engagement wrapped with amplification so that we actually really do get a greater effect and a greater use for our marketing dollars.”

Ford isn’t the only auto maker that’s confident about Facebook’s value as an ad outlet. Dean Evans, Chief marketing officer of Subaru of America said that the company has committed more than $5 million in ad spending this year and, if the return on investment is there, will spend even more next year.

“Half the U.S. population is on Facebook, you have to work it to learn it,” says Mr. Evans.

However, while Ford and Subaru seem content with their Facebook marketing endeavors, GM isn’t the only auto maker that’s not entirely convinced. Earlier this month, a top marketing executive from the U.S. division of Kia Motors also questioned the value of Facebook ads, saying it was unclear how paid ads help sell cars.

“Companies in industries from consumer electronics to financial services tell us they’re no longer sure Facebook is the best place to dedicate their social marketing budget—a shocking fact given the site’s dominance among users,” said Nate Elliott, an analyst at market research firm Forrester, in a company blog post on Monday.

Regardless, keeping auto manufacturers engaged is pivotal for Facebook, as the auto industry is the largest pool of US advertising dollars and can often make or break a marketplace. Automotive companies and car dealers shelled out $13.89 billion on U.S. ads across all media last year, according to Kantar.

GM will continue to promote its product on Facebook, but without paying the social media company. Though GM only spent a fraction of its total 2011 ad spending of $1.8 billion, the $10 million GM forked over for Facebook advertising was only a tiny share of the site’s total 2011 revenue of $3.7 billion (most of which was in advertising sales).

However, Facebook discourages excluding ads from a Facebook marketing strategy (shocker), because only 16% of a brand’s fans will see a post about the brand without paying. If the brand pays Facebook a fee per ad, Facebook will use technology to ensure that the ad is seen by 75% of those who click a company’s “like” button on its website.

While speculation around Facebook ads will continue throughout the auto industry and marketing world, the question at hand remains: how will this news effect Facebook’s $105 billion IPO that’s scheduled for this Friday? Rick Summer, an analyst at equity researcher Morningstar Inc., rated Facebook at a “hold” at $32 a share with a $96 billion valuation, saying that it will take Facebook a very long time to build up its advertising business in a way that can justify its lofty valuation.

GM For Reals This Time
 

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