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What is the ROI of Online Advertising?

What is the ROI of Online Advertising_

This is a subject that I cover on a nearly daily basis with prospective clients, consulting clients, and even sometimes our current clients at The Go! Agency: what is the ROI of online advertising?

Usually, when I hear questioning of the value of online advertising, I have an exact idea as to why it is coming up: ROI has not been proven.

Online advertising can be the one marketing activity that you execute online that you CAN track and provide ROI data. In fact – the whole process thrives on data. If your tracking methods are in place, not only will it be easy to prove the worth of your online advertising campaign, but you can also provide an equation that will allow you to scale it and change focus, as needed, to enhance results.

To help you understand the elements that go into this equation, I want to explain each of the key areas you need to consider prior to executing an online advertising campaign. This is due to the fact that these components will help you track, report, measure, and decide on campaign, audience and, most importantly, budget.

1. Google Analytics

By far the most powerful thing that you will need to track the ROI of online advertising will be Google Analytics. This is a tool, installed to your website, that measures all of your website traffic, tells you where they came from, what visitors are viewing, and will help track sales conversion. Many companies believe that this tool is only useful if you are doing a specific SEO (search engine optimization) or Google Ads (PPC or pay-per-click) campaign. This is incorrect.

The holy grail of online marketing is to organically show up on the first page of Google search results for your keywords…which means that you get on the first page of Google without having to pay for it. So Google is an important tool for tracking the importance and effectiveness of your campaign.

This free tool is easy for your website designer to install and begins tracking immediately. Note: it does not track retrospectively….so install it ASAP to begin tracking.

Want to use something easier with a friendlier interface? Go for it – but install Google Analytics anyway. Like I said above, you can’t recreate the traffic, so have it running in the background in case you change your mind.

2. Your Online Sales Figures

Whether you are using a shopping cart service like Shopify or WooCommerce, or another plugin to a WordPress site that your designer has touted as the next best thing since sliced bread – you need to have a realistic view of your sales.

Many times, since online sales can be automated (for product-focused companies), your team may not be paying close attention to where the sales are actually coming from. Many will rely on the customer choosing the right “Where Did You Hear About Us” option from a multiple-choice dropdown. This is not always the best place to hang your hat, more data is needed.

You need to know how many sales of what product you are receiving and at what rate. You need to see (using data gathered from your website or shopping cart analytics) as to where these people are coming from. How many people are using your coupon codes, and what are they? Did you know that nearly 100% of clients think that their sales are coming from a different channel than they actually are?

So why do you need to have all of this information? So that when you begin to jump into online advertising you know where to focus first. You can look at your sales trends, look at your popular traffic sources, and then “throw gasoline on them” as they say.

I’ve had clients tell us that Facebook Ads were not working for them. But after a bit of digging into their sales figures, we saw that we got nearly a 500% (yes, that much) return on their ad investment. But they told us $0. Obviously, a client would not be motivated to lie in this case so it was obvious, they just did not fully understand their sales figures. Talk about leaving money on the table.

3. Tracking Pixels

When I am on a sales call with a prospect, retargeting is a request that I hear again and again. In order to properly retarget you need to know two things: how many people go to your website (is it enough to warrant a retargeting campaign) and where are they mostly coming from (acquisition).

If you have a low number of website visitors, retargeting is going to be challenging unless you have a strong traffic-driving marketing focus that will get people to your website. Once people are there, THEN they can be retargeted to, but not before. Second, when I mentioned where they are coming from – sometimes this is a good indicator of where you can start your traffic driving focus.

So now that you know, what do you do? Each site or advertising service that you use will most likely have a corresponding tracking pixel that you can install into your website that will not only help you capture the audience that is visiting your website, but also will help you retarget this traffic via online advertising campaigns.

Tracking pixels look complicated but are straightforward. As a rule, what I always suggest is listing the main marketing channels that you would like to utilize to drive traffic to your website (maybe Facebook, LinkedIn, Twitter, YouTube) and get the associated tracking pixels installed onto your website.

If you are looking to generate new traffic outside of the trappings of social, you may also choose to do a Geo-Targeting, Geo-Fencing, or even IP Retargeting campaign. All of these can be tracked via Pixels too.

Above are my three key areas to focus on prior to executing your online advertising campaign. Depending on how you categorize ROI, you will need to find the way that works best for you to track it. Is your ROI based on the number of email addresses you will obtain? Then you need to know the numbers in your email database or email marketing program.

Is your ROI based on the number of form completions requesting a consultation or quote? It is crucial that you understand the level of inquiries your website is currently generating and how you will track this on a daily basis.

This goes back to the question: what is the actual ROI of online advertising? The answer is simple: it is up for you to define as a business. The issue: you need to know how you are going to track it prior to launching it. If you do not have a clear measurement strategy at hand, you will never truly know what is becoming of your investment and how you can maximize it.

Not tracking online advertising ROI adequately can result in overspending and a campaign that never reaches its full potential.

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Black Friday or Cyber Monday: Which Should You Choose?

Black Friday or Cyber Monday_ Which Should You Choose_

In 2018, there was a staggering $13.9 billion on Black Friday and Cyber Monday alone! It’s tempting to dive in and say you’ll make marketing campaigns for each of them, but promoting your business for both of these high-traffic days is just going to set you up to fail. Every business owner knows that trying to do everything usually means you end up doing nothing (successfully, at least).

You’re going to have to commit to one of these sales, and that’s why we’re here today. I’m going to break down who should be marketing for each of these days. From there, you’ll be able to plan your marketing strategy and get a piece of the holiday sales pie!

Who Should Promote Black Friday?
What does Black Friday entail (other than crazed shoppers with huge carts and no remorse)? At its core, the only thing required for Black Friday is to slash your prices for a day. You’ll want to promote it, of course, but the process of preparing for Black Friday is going to be far easier than doing the same for Cyber Monday.

You see, in the best-case scenario, Cyber Monday will mean you need a solidified shipping plan, which can be difficult if you’re solely a brick and mortar store. Add in the hassle of shipping everything and tracking orders all over the country, it’s a headache that can be debilitating unless you have the staff to support it. For this reason, Black Friday has always been the go-to for small-to-mid-sized local businesses.

A sale, of course, is no good for your business if your customers don’t know about it. Black Friday is also ideal for local businesses because you have a much smaller audience to inform. Where Cyber Monday would require you to broadcast your message to a national (or international) audience, local stores only need to connect with people in the immediate area. This is going to be a godsend if your marketing budget isn’t the biggest, because holiday ads aren’t cheap.

The short version? Unless you’ve got a large team and the capital to handle a national ad campaign, dive headfirst into Black Friday and don’t look back!

Who Should Promote Cyber Monday?
While Black Friday is easier to handle, Cyber Monday offers substantial incentives to companies with the resources to pursue it. For one thing, you’re not going to be limited to the X-thousand people in your city. While Black Friday has stayed fairly consistent from year to year, Cyber Monday sales saw a huge increase last year, and are expected to see another bump this November.

If you’re a larger, national business, particularly if you’re used to a lot of online sales throughout the year, Cyber Monday shouldn’t be as jarring for you. You’ll likely already have solidified shipping processes in place, and your social media following should be large and engaged enough to help maximize your ROI for holiday ad spend.

The final sign that Cyber Monday is right for your business? You’re ready to start preparing now. The national competition for ad space means that the right time to finalize your marketing plan was yesterday. A local business only has to compete with its neighbors, but you’ve got to tackle the world! Remember that great risk often means great reward, though, and don’t shy away from Cyber Monday if you can reasonably hold your own in the upcoming marketing battle.

Go Forth and Sell, Sell, Sell!
These are two of the biggest sales days of the year, so pick your target and take the shot. Decide if you want a localized Black Friday campaign or are going to get the word out about your upcoming Cyber Monday sale, then get going! Thanksgiving will be done and gone before you know it, and your business has a lot of work to do before then!

Think your Black Friday or Cyber Monday strategy could use some expert input? Set up your free consultation with The Go! Agency!

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You Can’t Do It Alone: Building the Ideal Team

Go Blog 091218

When it comes to sorting out your social media marketing campaign, working with a knowledgable marketing strategist is an absolute must. They should be experienced and well-versed enough to provide you with the inside track on what you need to be doing, so that you can efficiently execute your plans and quickly achieve your goals.

Or will you?

One of the downsides of getting a robust and forward-thinking plan from an expert is that you still need a certain level of skill in order to execute that plan. I know, it seems like a catch-22: you get a plan from an expert because you are not an expert, but expert plans are best executed by experts. Even with the perfect plan there are hundreds of pitfalls that need to be avoided. 

In my experience, I find companies that use a team to execute their social media marketing strategies tend to be the most successful. I have trained teams ranging from 100 to 2, and the common factor to success is simple: each team member knows the roles and knows who will be in charge of that role’s duties. 

Don’t worry about getting new staff for each role: one person can be in charge of multiple roles, as long as that one person is skilled in each. Not everything is trainable, especially on the fly. Social media marketing is an investment into your online future, so you want to make sure that you trust the leaders of your team. Your reputation will be on the line. Here are the six main roles that you should be thinking about when you are getting ready to execute your social media marketing strategy. 

  1. Project Manager: This person is key, as they will be in charge of, well, managing the project itself. Project Managers ensure that team members meet all objectives and hold everyone accountable to deadlines and budgets. 
  2. Copywriter: What is social media all about? Content! If you do not have the time or the skills to create quality content, you need to enlist a copywriter. Grammar, punctuation, and attention to detail are a must. 
  3. Graphic Designer: How do you make sure that your brand looks consistent across the board? Visuals, my friend. Whether your visuals consist of images, videos, slideshows, or channel branding, you’ll need a pro (if only to ensure that your graphics don’t look like they were designed by an intern). 
  4. Advertising Specialist: Do you know how to utilize social media advertising platforms? If you don’t then you need to hire someone who does. Of course, you could always wing it and risk losing tons of time and money with little to no results. 
  5. Analytics Specialist: Are you successful? What is working for your brand and what isn’t? If you have no idea, then you need someone who revels in tracking data. This role should extend beyond social media and into your website itself!
  6. Website Designer: If you hired a website designer to create the perfect website (perhaps at a substantial investment) without making arrangements for ongoing maintenance, you’ve made a mistake. Having a support person on hand is necessary in today’s digitally-driven world! This is especially true if your objectives are sales, conversions, email signups, and similar goals via your company website. If your website isn’t working, then neither will your marketing efforts on social media, or anywhere else, for that matter. 

So there you go! These roles will form the basis of a nice, well-rounded team. Although I have seen all of these roles filled by as few as two people, most teams will need more. This goes back to what I said earlier: you must make sure that anyone filling any of these roles–especially employees who fill two or more roles–is qualified, professional, and actually has the time! Remember: you are only as strong as your team!

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Why 62% of Small Businesses Fail at Facebook Ads

Why 62% of Small Businesses Fail at Facebook Ads

With over 2 billion people on Facebook, a lot of small businesses are trying out Facebook ads. And they should! The problem, though, is that most of them are failing at it.

Almost 2/3 of small businesses are doing Facebook ads all wrong. As a business owner, it’s your responsibility to figure out where they went wrong and how you can avoid following their example. In my experience, there are a few reasons that a small business’ Facebook ads can veer off course.

They don’t have a plan.
In my experience, a lack of planning is the cause of a huge chunk of Facebook ad fails. Saying “I want a successful Facebook ad” isn’t nearly enough. First of all, what makes for a successful ad? Is it more clicks? More likes? More views? Until you define what success means (preferably with a number like “200 clicks” or “16,000 impressions”), you’re going to fail because you won’t be able to plan for an optimized result.

Once you know what success means for your Facebook ad, the next step is to figure out how you’re going to get there. Will you target people in your target demographic? Will you have a punchy CTA that makes everyone want to click on your link? Will you be funny to earn more engagement?

62% of small business owners aren’t thinking about these questions before making Facebook ads, and that’s why they fail. You’ll have to do better than them if you want to succeed.

They’re cheap.
Facebook is a pay to play platform, no question. Yes, all ads have some kind of budget, but what you’ll get for $100 and what you’ll get for $1,000 are very different.

Let’s say you took the first step of setting a goal and decided that you’d consider your ad a success if it generated 500 clicks to your website. If your budget is $50, it’s going to be all but impossible to hit that goal, and your ad is going to be doomed to fail before it ever shows up in someone’s feed.

I encourage you to think of Facebook ads a little differently than what you might be used to. Instead of imagining how much it’s going to cost you to get X clicks, think about what you’ve already seen. Maybe you spent $10 boosting a post and it got you an extra 15 clicks, which obviously isn’t very exciting. Well, if you increased that budget to $100, that’s 150 clicks. Spend $500 and you’re looking at 750 clicks. That number’s a lot more exciting, isn’t it?

Stop thinking of Facebook ads through the lens of what they’ll cost, and instead focus on what you have to gain. If you’re too afraid to put real money into your Facebook ads, they’re never going to perform as well as you’d like.

They’re not putting in enough time.
How much time did you spend on setting up your ad? If writing the copy, choosing visuals, selecting an audience, and scheduling the ad all took you 20 minutes, then you’re not going to reach your goal.

When small business owners don’t put enough time into Facebook ads, they miss out on a professional result. They make it harder to execute their strategy because they’re rushing, and it’s just generally not a productive use of time.

Think of your time like your money. Sure, you can technically get a Facebook ad up and running in a few minutes, but is that going to give you the results that you’re aiming for? I know it can be hard to find the time, but if you’re rushing your Facebook ads, then you’re only going to waste whatever budget you’re putting in.

Beat the 62%
The good news is that 38% of small business owners are getting Facebook ads right, and I want to help you join that number! I’ve been doing this for a long time, so use my advice to make sure your Facebook ads are beating the competition. Otherwise you’ll only end up wasting your adspend budget!

Do you need some more guidance on how to make Facebook ads work? Let’s talk about it in your free consultation with The Go! Agency!

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Why You NEED to Fix Your Facebook Target Audiences

050119 Why You NEED to Fix Your Facebook Target Audiences

Picture this: You own a bakery in Tampa, FL. You decide to promote your budding brand online through social media marketing with an emphasis on Facebook advertising. But here’s the issue—once you log into your Business Manager to set up your audience, you see a plethora of options ranging from target demographics to specific zip codes to everything else that makes your head spin.

How do you know you are targeting the right people? It’s a valid concern. If you get it wrong, you could end up wasting your entire advertising budget trying to reach people who were never going to be interested in your bakery anyway.

When is it time to consider a change in advertising audience? Here are three scenarios that I see all the time:

  • You received a large number of engagements and conversions with your first ad, but saw a significant decrease in the next batch.
  • Customers are complaining they are seeing your ads too much.
  • You’re getting inquiries for areas your business does not serve.

If you’re seeing any of the above, you need to step up your audience targeting game. You can’t get those hundreds (or even thousands) of dollars back just because you chose to target the wrong audience, but you can move forward and adjust your scope.

Do yourself a favor and step away from your business for a moment. Look at your customer base with fresh eyes. You may be interacting with these people on a weekly or even daily basis, but you might not have really looked at who they are.

Sure Marge is a sweet lady who buys your gourmet cupcakes at every holiday, but what makes her tick? What does she want, what interests her, and most importantly, how would you sell your bakery’s goods to a woman just like Marge?

Your goal is to boil down your ideal customer by looking at the categories your current customers fit into.

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You should ask yourself the following questions:

1. What age range does my brand appeal to?
Does your business cater to a younger demographic or older adults? Maybe you sell products aimed at children, but remember that you’re really marketing to their parents. Or maybe you manage a senior living community, whose audience is not the potential residents, but rather their caregivers, who are in the 35-55 age range.

2. What location does my ideal customer live in?
Are you trying to appeal to someone in a specific city, like you would if you ran a bakery in Tampa? Or do you need to compile a list of zip codes to tackle a whole region, like say a business that wants to appeal to the Philadelphia/New York region? Regardless, location is an important factor. You may need to adjust your settings so that you don’t oversaturate your market as well, which would actually do damage to your brand as people get sick of seeing your ads.

3. What is the income of your ideal customer?
I once worked with a client who owned a luxury home renovation business. They would do amazing work on homes that were worth at least $650K+. Yet before they came to us, they tried to advertise on their own and failed to specify income in their target audiences. Needless to say, they had a lot of calls, but they were dead leads since nobody who saw the ad could afford their services. Once my team targeted people with higher incomes, we narrowed their reach and brought them real results.

There’s nothing to be done about it: You have to target the right audience. It may be challenging, but that doesn’t make it any less necessary. You need to be sure the people who see your ads will actually be interested in your business!

Are you still a little fuzzy on how to optimize your Facebook ad target audiences? Let’s discuss it during your free consultation with The Go! Agency!

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How to Update Your Local Facebook Ad Targeting Practices

How to Update Your Local Facebook Ad Targeting Practices

If you’re reading this, you’ve probably already given Facebook ads a shot. How did they go? What I generally hear is that the first ads were okay but a little lackluster, and definitely not as impactful as you’d been hoping.

I hate to be the one to tell you, but the issue probably isn’t with Facebook advertising. There’s a lot that goes into making a successful Facebook ad for your local business, and if you’re not satisfied with your results, then that probably means it’s time to work on targeting.

Finding the right audience is harder than you think.
If your target audience is only X gender of Y age and Z income, you’re going too vague. What are their interests? Hobbies? Even political affiliation can make a big difference, and these are all factors that you can work into your Facebook ad targeting.

When you set up the audience for your Facebook ad, take these factors into account. If you’re still not sure what areas to include when targeting your Facebook ad, let me give you a list of the most common things your business should be considering:

  • Education
  • Zip code
  • Recent life events (engagement, birth of a child, graduation, etc.)
  • Household composition (children in-home, new teen drivers, etc.)
  • Net worth
  • Behaviors (the other ads they have/haven’t clicked on)
  • Pages they’ve liked
  • Websites they’ve visited

The list goes on and on. You don’t need (or generally even want) to target all of these areas, but consider who your buyer is and which of these factors are going to be relevant in getting them to visit your local business.

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Test out custom audiences!
You can go even more specific than regular Facebook targeting, though!

If you’re not using Facebook custom audiences, you’re potentially costing your local business a lot of money. Custom audiences allow you to put ads in front of existing customers (found by traffic to your website, your mailing list, etc.) to encourage them to buy more often, spend more, or otherwise increase their lifetime customer value.

I know that many small business owners don’t have email lists (even though they should), but you can always install the custom Facebook pixel on your website so that you can track visitors and deliver your Facebook ads directly to them!

Unlike other ads where you’re paying in the hopes that viewers will like your brand, your odds of success are much higher with custom audiences. These are people who have already shown an interest in your brand, so why not encourage them to finalize that sale?

Try using lookalike audiences…with a few changes.
Once you’ve got your custom audience established and it seems to be working for you, don’t stop there! Lookalike audiences are pretty much what they sound like—audiences that are demographically similar to your custom audience.

Even if you couldn’t use an email list to create your original custom audience, you can always use your Facebook followers as a base for your lookalike.

Why do it? Your custom audience might be great, but eventually you’ll need to expand your reach, and lookalike audiences are perfect for that. They deliver your ads to people who have similar demographic data to your target audience, meaning they’re more likely to generate clicks, conversions, or any of your other tracked metrics.

The one caveat with lookalike ads that local businesses need to be mindful of its location. Facebook ads tend to go a little broad sometimes, so make sure that your new lookalike audience is still within a suitable distance from your brick and mortar location.

Keep your Facebook ad targeting evolving.
Are you noticing a theme? There’s never a time when you can stop improving on your Facebook ad targeting! Your audience’s behaviors and interests may well change over time, so it’s important that you’re constantly renewing your targeting strategies if you want your local business’ Facebook ads to be successful!

Don’t be embarrassed if you feel a little lost—Facebook ads are complicated! Let’s discuss them during your free consultation with The Go! Agency!

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How to Advertise Your Local Business on Facebook

_How to Advertise Your Local Business on Facebook

You know more about Facebook ads than the average social media marketing bear, but how do you bring all of that together? After all, just knowing what an engagement ad does isn’t enough to get major attention on your posts!

Don’t worry, I’m here to explain what you need to do to have a successful Facebook ad campaign for your local business. Ready? Let’s work out how you’re going to grow your business with Facebook ads!

Set Goals
The mantra you’ll always hear in marketing is that your goals should be SMART: Specific, Measurable, Achievable, Relevant, and Time-bound. What does that mean in real people speak?

You need to have a firm goal (e.g. a cost-per-click of $0.75), it needs to be something you can track, related to your business and its needs (if you’re trying to get people to visit your website, don’t waste money trying to get comments on your posts), something you can reasonably achieve, and it needs a set deadline. Of course you’ll get 100 clicks on your posts eventually, but it’s only a SMART goal if there’s a reasonable deadline attached to it.

Take a look at what you want to achieve with your ads. Do you want to talk to customers, drive traffic to your website, or something else? Whatever it is, identify exactly what results you’re after before you even think about creating an ad.

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Look Nearby
I’m sure your business is great, but very, very few people are going to drive 30 miles to go to a business they’ve never heard of before. You’re a local business, so market locally!

When you’re establishing the audience for your Facebook ad, try putting in specific zip codes or only sending the ad out to people within 15 miles of your store’s location. Yes, you’re reducing the number of people who are going to see your ad, but why would you want your money to go to putting an ad in front of someone who’s too far away to ever purchase from your visit? The beauty of social media advertising is that you can get specific and make the most of your investment, so put that to work with your Facebook ads!

Optimize Timing
Thanks to Facebook’s “Insights” tab, you can track when your followers are online. Those are the times you should be posting! If your target audience works in an office, then posting your ad while they’re working is probably a bad move. But running your ad right after they get off or when they’re on their lunch breaks has a much higher chance of being effective.

Because you’re a local business, this is especially important. There might not be that many people in your immediate area who fit your target audience, so it’s vital that you reach as many of them as possible!

Don’t limit it to specific times, either. What about days? Have you noticed a drop in social media engagement on Tuesdays? Then don’t have your ad run on those days! When I say you can (and should) customize these ads, I mean it. Don’t be so obsessed with appealing to every single person on Facebook that people who might actually like your store never see your ads.

Start Testing
You won’t get your first ad 100% right. That just isn’t a realistic expectation for somebody who’s new to Facebook advertising. But you can use this advice to skip a lot of pitfalls and make your first ad a worthy investment in your business’ future. So put a lot of thought into it, follow my advice here, and be prepared to record your results so you can make your following Facebook ad even better!

Could you use a hand with your Facebook advertising? Get started with a free consultation from The Go! Agency!

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A Guide to Facebook Ads for Your Local Business

A Guide to Facebook Ads for Your Local Business

You don’t know enough about Facebook ads.

It doesn’t mean that you’re not a great business owner, but I’ve spoken to enough local businesses to know that there’s a lot of confusion out there about what exactly Facebook ads are good for. No, you don’t just put “Buy from my business!” over a stock image of your logo and no, Facebook ads are not one-size-fits-all.

That’s why I’m stepping in to clear things up for you. I’m going to talk about the different types of Facebook ads and why they’re really a must-have if you want to grow your business online!

1. Engagement Ads
Have things gone a little silent on Facebook? For better or worse, Facebook’s algorithm highly prioritizes paid content from businesses, and the landscape is very much “pay to play.” For you, that means that if you want to spark the conversation with your customers, you need to run an engagement ad and encourage people to like, comment, or share your ad!

2. Page Likes Ads
If you’re newer to Facebook, it probably won’t be long until your page likes run into a wall. You start off and they’re climbing up, up, up…and then they stagnate.

It’s normal, and investing in some page likes ads is your best bet if you’re hoping to grow your Facebook following. These ads will go to people who aren’t following your page but may be interested, based on the demographics you target (I’ll get into this in my next blog).

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3. Check-In Ads
While not its own explicit ad category, check-in ads are perfect if you’re trying to get some more people into your brick and mortar store. How do you do it?

When creating your ad, you’ll go under the “conversion” category and choose the “store visits” option. From there, your copy should incentivize viewers to check-in at your store, maybe by offering a promotional code to anyone who checks in. This way you’re increasing your sales and getting more check-ins/reviews on your page, which will in turn drive customers to your business.

4. Event Responses
Do you have an event coming up? Run an event response ad to make sure you’ve got a full house! These ads make it easier for people in your area to learn about your event, and they show responses from the people you’ve already invited. This way people see your event, see that people are looking forward to it, and are much more likely to make the effort to go!

5. Traffic Ads
If most of your business happens online or you just want to get more people on your website, a traffic ad is right up your alley. You can encourage people to visit a specific page on your website, usually to a contact or reservations page. From there, you’re more likely to see an uptick in your site traffic. If you make the ad using industry standards and target it toward your audience, this is a great way to create conversions!

Join the 21st Century
As you can see, there’s not exactly a shortage of Facebook ad options. You don’t need to run all of these at once, but take a look and see which ad is going to work for your goals. Don’t run ads optimized for page likes if what you want is engagement, be sure to create visuals and copy according to digital marketing best practices, and you’ll see why Facebook ads are a staple in social media marketing!

Are you still a little fuzzy on the nitty gritty of Facebook ads? Schedule your free consultation with The Go! Agency!

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How to Get Started With Facebook Ads

How to Get Started With Facebook Ads

We’ve established why Facebook ads are so effective, but what are you supposed to do now that you know? For someone who isn’t familiar, the Facebook ad interface can be a little confusing. That’s why I’m here!

My team and I have been using Facebook ads for years, and I want to use that expertise to help you get started. I’m going to break down the different types of Facebook ads and how you can find the right ad for your business!

1. Traffic Ads
Facebook Traffic Ads (AKA Link Click Ads) are ideal for getting people to visit your external website. You’ve got a headline, a visual, and 90 characters worth of ad copy. With these ads, you’ll want something quick and punchy that encourages people to visit your site while still adhering to your brand’s voice.

If you’ve got ways to sell your products on your website or want to get people reading more about your brand, this is a really simple, straightforward ad option to get your feet wet.

2. Boosted Posts
In the previous article, I talked about how your organic content can’t reach most of your audience. And that’s true—unless you’re boosting your posts.

Have a great piece of social media copy that you think could really get some attention if it landed in front of the right people? Boost it! You’ve already got the post out there, so why not put some money behind it and make sure people are actually seeing it?

Note: The quality and content of your post are very relevant here. Only boost posts that make sense to invest in. If you wrote a promotional post with a link to your online store, that’s probably worth boosting. If you wished your followers a happy Valentine’s Day, that probably isn’t worth sinking ad dollars into!

3. Carousel Ads
Do you have a variety of products you want to show off without creating a handful of individual ads? Carousel Ads showcase up to ten products and images/videos with links to the corresponding page on your website or digital store.

This ad style was literally made for eCommerce professionals who are looking to drive sales from their website. If that doesn’t sound like you, this is also a great way for marketers to test out multiple ad styles/images/headlines to see what pulls!

4. Instant Experience Ads
Instant Experience Ads, formerly known as Canvas ads, are mobile-only advertisements that fill the viewer’s screen. This interactive ad type gives viewers a comprehensive experience where they can swipe through multiple pages filled with your links, visuals, texts, or all of the above!

Instant Experience Ads are similar to Traffic Ads, except they’re a lot more involved (which often makes them more effective, too). There are elements of copywriting and graphic design that need to blend seamlessly here, so I’d recommend these ads for someone who’s looking to sell and has an experienced team behind them.

5. Leads Ads
If you’re focusing on growing your follower count or subscribers to your email list, leads ads could be a good fit. These advertisements let viewers sign up for your offer without ever leaving Facebook, which greatly increases your odds of getting sign ups. Don’t underestimate the value that people will put on convenience!

You’ll be able to view your new leads from your Facebook ads account, and from there you can transfer them wherever you need. I’d recommend Leads Ads to businesses that are starting to delve into email marketing or for new businesses that are starting to develop a following outside of Facebook.

Add Some Ads
Without Facebook ads, your social media marketing strategy is incomplete. There’s a big, wide, virtual world out there, so don’t miss out on it! Use this breakdown of the different Facebook ad types as a starting point for figuring out how Facebook ads can work for your business.

Still need some help setting up your Facebook ads? Schedule your free consultation with The Go! Agency!

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Why Invest in Facebook Advertising?

Why Invest in Facebook Advertising_

In 2017, advertisers spent almost $300 million in Facebook ads, and I’m sure you’ve had more than a few people suggest Facebook advertising to you. But why? What makes Facebook such an appealing platform for marketers? And, more importantly, why should your business already be advertising through Facebook?

There are a number of reasons, and I’ve compiled the biggest ones to help you understand why Facebook ads are absolutely worth the investment. Let’s talk about this staple of social media marketing!

Facebook Is Kind of a Big Deal
In case you hadn’t heard, pretty much everyone is on Facebook. Your coworkers, your weird cousin, and virtually anyone else you can think of is on there. The latest numbers show that Facebook has 1.49 billion users every day. That means your target audience is definitely on there and waiting to hear from you!

Almost one and a half billion users also means that you’re definitely going to find your target audience on there. You might see that number and think, “Okay, but my local business isn’t going to be appealing to most of those people.” And while that’s true, you can set your ads to target people in your specific location with whatever identifying characteristics you want (age, gender, political views, etc.). So even if you’re only reaching out to 200 of that 1.49 billion, that’s still 200 people who are likely to love your business!

Posting Isn’t Enough
If you saw the above number and thought that your Facebook posts were already reaching those people, I’ve got some bad news for you. Most of your followers aren’t seeing your posts.

Because of recent algorithm changes, even people who have signed up to see your content aren’t going to see it on their feeds. Since Facebook is now prioritizing organic content, regular posts from your business are far less likely to actually reach your audience.

The exception? Facebook advertising. The more money you put into your content on Facebook, the more likely it’s going to be shown to your target audience! So if you’re holding out hope for getting by with just organic reach, 2019 is the time to let that dream go!

Promotion for Organic Content
Facebook ads don’t just share that specific message, either. Because more people are going to see your ads than your regular posts, you’re more likely to get shares that spread your message even further!

And yes, people do share ads on Facebook, provided they’re well-written and engaging. This way, Facebook ads are getting more people on your page in addition to the ad’s intended purpose, which will make your organic content more effective in the future!

Facebook Ads Are (Comparatively) Cheap
It may not feel like it when you’re setting up the ad, but Facebook ads are remarkably affordable. This means that small business owners have no excuse not to be using them! If you’re really strapped for cash, just set an ad budget so that your ad doesn’t go over what you can afford.

Don’t take this as an excuse to pinch pennies, though. It might feel nice to run an ad for $5, but your results are going to be much better if you put some real money into your ads. If $5 gets you 3 clicks, imagine how many more you could get with $50!

Make a Change
Just because Facebook ads are new doesn’t mean they aren’t worth starting! You know why Facebook ads are so effective and worth using, so use that knowledge to take steps forward. It’s the start of a New Year, so don’t waste time considering this marketing strategy and not acting!

It’s normal to need a little help when you get started with Facebook ads. Contact The Go! Agency and we’ll talk about your social media marketing campaign!

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