We all see them, popping up in our news feed, interrupting our stories and even making an appearance in our messaging apps. Social media advertising is everywhere and with 16% of global consumers admitting to clicking on a relevant ad their influence in undeniable.
Creating great content that resonates with your audience will always play a big part in creating a successful social media strategy. But, with over 2.3 billion active users and the Facebook algorithm playing a big part in what gets served up on an individual’s timeline, getting your content in front of the right audience can sometimes be difficult. This is where using paid spend to support your campaign can really add value and help to make sure you’re getting your brand in front of the right people.
If you have a small advertising budget, knowing how to make the most of it can be difficult. So, to help you along the way, we wanted to share our advice for succeeding with a modest Facebook advertising budget.
Focus on the social media advertising audience you want to target
By mapping out your target audience personas in advance, this will ensure that you’re spending your money on getting your social media advertising in front of the right people. For instance, if your campaign objective is to increase brand awareness then it’s best to target a large audience as this will get your content in front of as many people as possible who may recall your brand.
However, if you’re looking to capture people further down the marketing funnel, with a click to website or conversion campaign, you should consider targeting people who will be interested in your offer. This is where opting for a relatively niche audience may be the best place to spend your money.
One of the perks of Facebook is that their user-friendly ads manager platform allows you to create an audience from scratch. This means you can play around with the granular details such as location, age, interests and hobbies to make your audience as specific as you need. It’s also worth keeping an eye on the handy Facebook audience gauge as this indicates the potential audience size, meaning you can keep track of how broad or small your audience is.
Test, test, and test again!
Whilst it might seem obvious, one of the easiest ways you can make sure you’re getting the most for your budget long term is to use A/B testing. This involves creating unique content and testing the different elements that make up your advertisement.
The Facebook algorithm is good at spotting re-purposed content, so reusing content that has performed well organically is not necessarily the best tactic when designing your ads.
As a digital marketing agency, we would always recommend that you create unique content and focus on testing one part of your social media ad at a time.
This can be anything from the copy to the creative elements or even the placements. By only changing one element, this will make it much easier to identify what it is that’s resonating with your audience and will help you to create the best ad for the lowest cost per result.
Align your objectives, digital marketing strategy, advertising plan
The secret to making a success of a small advertising budget is to carefully consider what you want people to do when they see your brand and make it as easy as possible for them to do this.
A good social media advertising plan will consider how you can target people at different stages of the marketing funnel and used the most appropriate Facebook campaign to support this.
However, with several Facebook campaign options available, it can be overwhelming to decide which one will work best and help meet your wider digital marketing strategy objectives. So, here are three golden nuggets of advice to make sure you’re making the most of your campaign:
1) When targeting people at the awareness stage of the marketing funnel selecting a brand awareness or reach objective will help you to make sure your ad is optimised to generate interest in your product or service.
2) To help encourage your audience to start thinking about your business, look for information about it, and consider purchasing from you, selecting an ad from the consideration objective will be most beneficial.
3) If you’re looking to drive valuable actions on your website or app opting for a conversions objective can help you to directly encourage sales and increase conversions on your website or app.
As a digital marketing and social media agency we have experience in managing a range of campaigns across a range of sectors with the know-how to help you make the most of your budget. So, if you need support in putting together your social media advertising strategy get in touch today.