3 Basic Strategies for Facebook Ads
There are quite literally thousands of ways to go about advertising your business on Facebook. From boosting posts to creating advanced custom campaigns to remarketing your website traffic, there is an advertising strategy to suit every business large or small.
But where do you begin? We’ve selected three different basic strategies to help inspire you this year.
One Big Campaign
Using a single campaign can be effective if you have a single service/product/special that you’re wanting to promote. If you’re a baker wanting to book up your summer for wedding cakes, a single campaign targeting brides could be a good fit for you.
You could use several different ads within the campaign to showcase your work, the different styles of cakes you’ve created – catering to many different styles of weddings. You can put your entire monthly advertising budget behind this campaign so it can push you towards your goal. However, you want to make sure this campaign has a clear goal and not let it get cluttered by multiple objectives. These types of campaigns are best used for a longer promotion (think 30, 60, or even 90+ days).
Great for: One objective. One service/product/special. “Evergreen” content (offers that don’t expire).
Not so great for: Multiple services/products/specials. Limited time offers.
Several Small Campaigns
Creating multiple smaller campaigns is another way to utilize your budget. If you have multiple services/products/specials to promote, this strategy can be a great option for your business.
Take a juice bar, for example. If you have a “juice of the week,” creating smaller-budget with weekly campaigns promoting each juice would be a better option than promoting all four juices of that month for the entire month. With this option, you’re creating shorter lived, but timely, promotions which will create a sense of urgency for potential customers.
Smaller campaigns (or even promoting organic content) are great options for limited time offers, or simply to give your organic content a boost in reach and engagement. These campaigns are great for shorter durations (3-5 days, up to two weeks at most).
Great for: Multiple services/products/specials. Limited time offers. Weekly specials. Boost in engagement and reach.
Not so great for: Business-changing initiatives (invest more in those!). Long-term initiatives (don’t create more work for yourself).
A Mixture of Both
More often than not, this strategy is what we land on. Depending on the client and their goals, we’ll divide and conquer their advertising budget to give them the best of both strategies.
Here’s an example: You own a yoga studio and are launching a new series of classes for the upcoming season. We could use a large portion of your budget to market the new class schedule and encourage enrollment. The remaining portion of your budget could be utilized to remarket those who have visited your website but didn’t schedule a class. It can also go towards promoting an introductory offer, the benefits of yoga, and other things your studio has going on for the month.
By utilizing one large campaign, and several smaller supporting campaigns, you can remain top-of-mind for prospective customers. This strategy takes structure and planning, which may not make it ideal for short-term promotions (imagine going in and creating robust campaigns each and every week when your juice of the week flavor changes… eesh!) This strategy can work for monthly campaigns, quarterly campaigns, or even an annual campaign.
Great for: Multiple objectives. Remarketing website traffic. Expanding brand awareness.
Not so great for: Smaller budget projects. Low priority projects. Short term promotions.
We hope that these three different strategies help spark some creativity and get your creative wheels spinning. Social media advertising only continues to grow. It’s where your customers are spending more of their time, so it only makes sense to advertise there!
If you’re ready to start marketing your business on Facebook, but aren’t sure where to start, we offer a variety of services from managing your campaigns to training you to do them yourself. Not sure what the best option is for you? Request a consult to discuss your options!