Let’s be frank – organic reach on Facebook is slowing dying.
Recent algorithm changes at the end of 2017 have led to a further decline in organic posts reaching target audiences. Statistics indicate that organic posts are only reaching around 2% of the people who like and follow a Facebook page. However, this isn’t a reason to stop using Facebook altogether.
From Facebook’s perspective, it’s simply not a good user experience to flood the news feed with posts, just because a page has a lot of likes and is posting every day. Facebook wants to encourage you to look at your audience as a more effective paid advertising tool, rather than using it as a free broadcasting channel. So, if you really want to reach your target audience, you’ll need to supplement your organic efforts with some paid advertising.
Facebook ads allow you to be very specific about who your adverts are shown to, meaning you have control over targeting people who are most likely to be interested in your product or service. You can target according to anything from location, gender, age, job titles, interests and life events.
Whatever you spend on Facebook advertising, it’s important to know exactly what you’re getting out of it. With Facebook’s advertising, you can clearly see what you’ve spent and what results it has provided. In Facebook Ads Manager, you can track a huge range of performance metrics to help gather information to measure the ROI; these include:
- The total number of times your ad was shown (Impressions, the number of different people who saw your ad (Reach) and the average number of times they saw it (Frequency)).
- The number of clicks or other actions people took, such as page likes, engagement, comments and shares.
- Cost data including average Cost per Click (CPC), Cost per Like and Cost per Conversion, based on your specific goals and tracking.
Make sure you take some time to analyse your advert’s performance, and try out different ads and targeting to work out what works best and gives you the best ROI.
So how much is this going to cost?
When creating a Facebook ad, you can set your budget to an amount you are comfortable spending. Another appealing thing about Facebook ads is that a little goes a long way – and the more people that engage with your ad, the more other people will see it for FREE on their own timelines! What more could you want?
Need help with your Facebook ad campaign? Get in touch.