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Expert's Corner
How does Facebook paid advertising work in 2019?
25/10/2019
Why aren’t you advertising on Facebook already?

With the success of Facebook’s paid advertising platform, you’d think they’d be happy to rest on their laurels and not change a thing.

Nope.

That’s not the case.

Facebook is constantly tweaking their algorithm to stay in line with current trends.

Facebook paid advertising is still relevant to help Perth businesses grow in 2019, but with several key changes:

• More focus on audience segmentation instead of keywords

• Artificial Intelligence (AI) plays a bigger part than in previous years. Good news, because now there’s less guesswork involved in FB advertising, but diligence and a bit of common sense are still essential. For example, the Facebook Pixel feature helps Facebook automatically show the right products to an audience who have visited your website through dynamic ads.

• Video advertising on FB is bigger than in previous years. Not that it wasn’t big before, but a focus on stories will bring your paid ad campaigns to the next level.

Why aren’t you advertising on FB already?

As the owner of a growth agency, I’ve talked to a lot of people who needed my help expanding their company. During these many conversations, the subject of Facebook advertising often pops up, and I’ve heard a variety of answers as to why they aren’t using Facebook advertising to grow their business.

Some reasons I’ve encountered include:

1. “I don’t understand Facebook ads.”

Facebook advertising can be daunting to pick up, especially if you’re new in digital marketing.

Even with a user-friendly interface, not everyone may be able to comprehend its workings overnight. Thankfully there’s a solution, but more on that in a moment. 2. “Facebook ads don’t convert.”

Well, that’s not entirely true. Firstly, FB ads definitely do convert and are making a lot of people (maybe your competitors) a lot of money every day.

But, I agree that the conversion rates from FB ads are usually not as high as with SEO or Google ads.

While the platform itself is intuitive, there are lots of elements at play that will either make or break a campaign.

How successful your Facebook ads are at converting clicks into leads depends on a combination of strategy, good copywriting, targeting etc.

The right thing to do is to continually analyse results and take stock of what can be improved to increase conversion rates as a campaign rolls on.

3. “I don’t have time.”

I understand that you may be too busy to lead a Facebook advertising campaign out of your Perth abode on your own, but it’s a learning process and results don’t appear overnight.

Again, the good news is that there’s a solution in sight. Scroll to the bottom and find out how I can help.

4. “I was trying, but Facebook kept rejecting my ads!”

If your ads have been disapproved, there’s a whole list why Facebook may have deemed them not appropriate for their platform.

Here are some possibilities:

• Your ad featured illegal products (tobacco, drugs, pharmaceuticals, weapons) or adult content

• Exaggerated before-and-after pictures prominently displayed

• Your ad image violated the 20% text rule. This rule states that the images in your ads cannot exceed an image to text ratio of 20%

3 FB ad secrets Facebook doesn’t want you to know

It’s no secret that Facebook has been reducing the visibility of business pages in people's news feeds for years, much to the frustration of business owners everywhere.

Like I mentioned before, organic posts are fast losing their luster and free reach. You need Facebook advertising if you want to gain followers, get more leads, sell more products and grow your business.

Here are some little-known ways to make the most of your Facebook advertising campaigns in Perth:

1. A/B testing

This sounds rather experimental, but it works. Typically, A/B testing involves creating as many ad variations as possible then evaluating the results to see which are the best performing ads and turning off the under-performers.

2. KISS your headlines

In other words, Keep It Short and Sweet.

Writing short but catchy ads instantly makes it more appealing and will increase engagement.

According to a digital research company, the ideal number of characters within a headline is 60-100. Including numbers in them also creates urgency (for example “Travel Discount - Final 2 Days!”) and prompt more click-throughs, thus getting your message across effortlessly.

3. Create an IRRESISTIBLE offer

To boost click-through rate of your FB ads, consider creating a compelling offer.

Give your Facebook audience an offer they simply cannot refuse. This is fair, if you think about it. If you want their clicks, you'd better offer something of value.

Whether it’s tangible ("Download our free Copywriting Masterclass e-book now") or intangible ("Reach 10 million F&B business owners with our culinary courses"), you'll want your offer to be a no-brainer.

Pro tip: insert a sense of urgency or scarcity

("Free trial expires Friday 11/10") and you'll have your audience eating out of your hands in no time.

All these seem like a lot of work for a business owner to single-handedly be in charge of, but not so for us.

This is where we at Million Circles come in.

We understand just how difficult it is to be juggling hundreds of tasks at once, so we’ll take the guesswork out of your Perth FB advertising efforts and help you get the best return on ad spend.



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