Top Tips to make your Facebook Ad spend go further
In order to understand your Facebook business page you need to understand how Facebook works first!
Due to the latest Facebook settings, just because you have page likes, does not mean that your post will appear on all those users timelines!
Facebook likes to see interaction with the audience so those that comment, like and share posts, may continue to see your content. Those that don’t MAY not.
The reason for this? Reportedly Facebook states “an average user might have 1500 posts eligible to appear in their feed each day, but if someone has lots of friends and Likes lots of Pages, that number could balloon to 15,000. Yet there are a finite number of hours in the day, and people probably only read a few dozen to a few hundreds posts.
Therefore it is important to be consistently posting and encouraging engagement.”
So to combat this Facebook built a newsfeed sorting algorithm to determine the relevance of each post to each person.
Some of these indicators may include:
- How popular (Liked, commented on, shared, clicked) are the post creator’s past posts with their audience.
- How popular is this post with everyone who has already seen it
- Does the type of post (status update, photo, video, link) match the types that have been popular with the viewer in the past
- How recently was the post published
However Facebook has thousands of indicators to help it decide who sees your business page post. So whilst it is a good idea to write posts based on the indicators above, you may also want to consider some paid advertising to help get your business page in front of the right people.
See below 3 top tips that can make a small amount of spend go further.
1 – Use ‘insights’ to learn more about your audience and more importantly your competitor’s audience!
Insights allow you to analyse the demographics of your competitor’s page (they do have to have a certain amount of ‘likes’ to be available).
From here you can see what their audience demographic looks like and look at their page to see which of their posts receive the best response/interaction. From here you can learn what your core audience looks like and what they want to hear.
2 – Build audiences for paid advertising, here’s a couple of options:
- Add a pixel code to your website and target an audience based on visitors to your website.
- Create a lookalike audience (using an alternative page you manage as an audience).
- Use the Facebook targeting demographics to create a bespoke audience, e.g. interests, age, location etc.…
3 – Timing and frequency – can have a massive effect on response, so test frequency, post at various times of day to see which slot gets the best response and then schedule your posts accordingly.
These are just a couple of tips to get you started but if you would like some structured training to help you get more out of your Facebook Business Page then please get in touch.