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Expert's Corner
Facebook advertising in Melbourne
Once upon a time, having a website was just about one of the most cutting-edge things to do as a business owner. These days, you'll find that just having a home on the Internet won't quite cut it - you'll need to extend invitation cards, a red carpet, the works, just to get people to visit your website. Facebook advertising in Melbourne may just be the thing you need to supercharge your business to reach new customers in both metro and rural Victoria.
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How many businesses spend money on Facebook advertising in Melbourne?

Today, three million businesses actively advertise on Facebook. Surprisingly, 70% of them are from outside of the US and many of which are in Victoria.

In Australia alone, more than 60% of the population are active Facebook users, with one out of two active users logging in to the platform at least once a day.

In a nutshell, this shows just how global Facebook’s reach is and how you stand to gain unlimited potential to reach out to both local and overseas audiences in order to either create brand awareness, reinforce online reputation or drive conversions.

Will Facebook advertising work in Melbourne for small business owners?

Yes! Facebook advertising is definitely a great tool to help you scale up your business, whether you're a small business owner looking to gain a wider audience or a big conglomerate seeking to broaden your online sales funnel.

Here are some golden rules to make Facebook advertising work for you to reach more customers in and around Melbourne:

Understand content marketing

Don't be disheartened to find out that most “small businesses fail within its first two years”, and half of all small businesses close up shop within five.

With a limited budget, small business try to achieve too many things at once, leading them to fail at online marketing when they try their hand at first running FB ads. Having a good “good helping hand” may alleviate worries in the content marketing area, leaving you to do what you understand best: running your business.

You lack a strong advertising strategy

Placing Facebook ads isn't like placing an ad in your local newspaper. Without proper thought and planning, the ad will not be optimised to reach the audience it needs to, leaving you poorer and demotivated.

You don't have enough time to spend crafting Facebook campaigns to reach people in Melbourne and the rest of Australia

About 58% of all business owners say they spend one hour a week on their social media marketing efforts. Just 60 minutes spread across 7 days won't quite cut it. You'll need “experts” who have been trained to do this, so that they can easily hit the ground running when they take over your FB ad campaigns.

How to leverage all types of FB ads

What I like about Facebook advertising in Melbourne is, besides having great potential to blast your business out into the world, they come in various formats that're fun to explore and experiment with.

One of my recent customers told me just how fascinating the ad formats are, especially since each might appeal to a certain type of audience. Photo ads: This is a quick and easy way to convey your message in an engaging manner. Only a simple image is required.

Tip: use an image that best represents your brand's corporate identity. Or, maybe something unexpected would work best. The key is to test it out.

Video ads: Facebook “tells us to convey our stories” with sight, sound and motion. Video ads will do just that, and more. It can intrigue, surprise, inform, and even impress customers enough to like, follow and share your page.

Tip: Short video ads may work for audience groups with short attention span while long form videos may be ideal to tell a compelling story.

Facebook stories: Touted as an immersive ad to capture your audience, FB stories can close the gap between you and your potential customers and make them feel part of a larger community.

Tip: With over half a billion FB Stories created each day, you should definitely pay more attention to this format and have fun experimenting with the different filters and displays on the interface. The beauty of Stories is its ability to inspire action from customers after ingesting bite-sized information.

Messenger ads: Quite innovative, this one. I must admit that while some may see it as a little invasive, Facebook has done a good job incorporating ads within the Messenger environment.

Tip: Since the ads are served within the chat window environment, you may want to consider wording your ad copy just like how you'd word a conversation with a potential customer.

Carousel: With the ability to add up to 10 images within the ad carousel, you can easily tell your brand story, with the added benefit of having each card lead to a different link.

Tip: Create a quick storyboard before you start, that way you see the big picture before conveying the message to your audience.

Slideshow ads: Similar to video ads, but they load faster. Slideshow ads give you the freedom to tell your story to all levels of audience, whether or not their connection speed is blazing fast.

Collection ads: Imagine your audience discovering and browsing your products before buying - and this happens even before they get to your website. Collection ads present information about your offerings quickly and easily, assisting their decision to purchase or bookmark for the future.

Instant Experience ads: Formerly known as Canvas, this ad type can be quite fun to explore especially since it maximises the entire real estate of the screen to create an immersive, interactive experience for your audience. There's a steeper learning curve attached to this format, but I've got just the thing for you - “reach out to me” and my team will help guide you through the entire process of creating a beautiful Instant Experience ad to tell your brand story.

When SHOULDN'T you use Facebook advertising in Melbourne for your business?

Good question. Facebook advertising may boast of unlimited potential to scale up your business, but there are few instances when you should pull in the reins before blasting out your FB ads:

  • If your audience isn't on Facebook. Planning to target an older audience? It may be wise to target your ads elsewhere. “ We can help plan out strategies” and zone in on them on other platforms.
  • If you have not started to define your target audience, do it now before publishing your FB ads to optimise your ad spend.

How much does it cost to advertise on Facebook in Australia

According to sources, the average cost-per-click for Facebook ads is around $1.72 AUD for most industries. If you deep dive into specifics, the costs for other industries are:

  • $5.50 per click (finance industries)
  • $0.66 per click (apparel and fashion)
  • $0.92 per click (travel and hospitality)
  • $1.00 per click (retail)

It's also interesting to know that Facebook ads work on an auction system. This is rather ingenious, really, because if this social media giant were to blast tonnes of ads to its audience, people would deactivate their accounts left, right and centre. Not good at all.

Instead, they limit the number of ads each person is able to view. In doing so, Facebook pits advertisers against each other to secure an ad placement. The bidder who is willing to pay the most money to get in front of a particular audience usually gets to show their ad.

When determining how much you'll spend on Facebook ad, consider these two things:
  • What is your ad budget. It pays to have a daily budget that you're willing to spend on Facebook campaigns.
  • Lifetime budget. This is the amount you're willing to spend on a particular campaign, in total from start to finish.

With these figures well understood, it's time to determine the following to maximise your spend:

  • Target audience: what sort of people are likely to visit or buy from you? How old are they, what do they like, where do they live, what gender are they and what kind of jobs do they have? Facebook ad targeting is awesome because you can really zero in on the exact demographics that you want to.
  • Marketing objectives: whether it’s creating brand awareness or driving increased sales, whatever you choose will heavily affect your overall FB ad cost and campaign performance
  • Timing: remember what I said about FB ad auctions? Peak hours tend to attract higher bids simply because it’s a more competitive time to display ads to your chosen target audience. It'll also cost more to advertise during the holiday season.

How to be successful in Facebook advertising Melbourne campaigns – put us in your corner

With all that said about the A-Zs of Facebook advertising and how to make it work to reach new customers in Melbourne, you should know that we're the experts when it comes to getting the best results for your paid ad campaigns.

Our customers all over Australia can attest to the successful Facebook advertising campaigns we've managed, and we're more than happy to do the same for you.

From “Perth” to Brisbane and everywhere in between, we help clients reach their potential to get the best return on their Facebook ad spend.

“Contact us today” and find out how we can help your business grow with the best Facebook advertising Melbourne has to offer.

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