Facebook Ads for Business – Worth the Investment?
By Michelle Hummel, Published August 13, 2018
When social media first became a “thing,” plenty of businesses complained about the fact that there wasn’t enough data available to track ROI on social media marketing. Then as these platforms matured and got more aggressive with their monetization, many of the same people threw their arms up about “pay to play” models.
With over a billion users, calling Facebook huge is an understatement. As a result, the amount of activity that takes place on this platform is absolutely massive. While there are probably plenty of Facebook users who are interested in your business, that doesn’t mean you’re the only business they want to follow.
This reality leads to the average Facebook user following lots of brands. And as businesses of all sizes often do, some started abusing this customer interaction. These factors led to Facebook becoming overrun with promotional content, which caused the company to step in and tweak their algorithm.
Although it’s still possible to reach Facebook fans for free by simply posting an update, businesses with Page Likes in the 4, 5 or even 6 figure range aren’t going to reach every single person for free. Facebook’s algorithm limits organic reach to the people who want to see it the most. If you want to reach more users, you’re going to have to pay for it.
Facebook Ads Are Complicated But Very Powerful
If your business has an active Facebook page but hasn’t done anything with ads, I recommend boosting the next post you publish with a $5 budget. This tiny experiment will give you a better feel for what’s possible in terms of reach with Facebook advertising.
However, what I don’t recommend is establishing a monthly budget for Facebook ads and then limiting yourself to boosted posts. While you will reach more people, it won’t be in a way that’s optimized around specific objectives like driving website clicks or gathering leads.
Making the most of Facebook ads requires diving into the Facebook Ads Manager. This is where things can get quite complicated but also give you access to a level of targeting that would have seemed impossible just a few years ago.
From promoting keys pieces of content to retargeting website visitors, the options available with Facebook ads are almost endless. That’s why it’s so important to come up with specific objectives and a clear strategy for accomplishing those objectives. By putting plenty of time into planning before diving into spending money on Facebook ads, you’ll have a reliable way to understand your results and continue optimizing your campaigns to ultimately deliver the best possible ROI.
If you want expert help creating the right Facebook ad strategy, be sure to take a look at how Web Strategy Plus can help.
Michelle Hummel is CEO of Web Strategy Plus a full-service digital marketing agency focused on Franchise Marketing. She was recently nominated for the Woman-Owned Business of the Year! She’s a passionate Social Media Trainer with 15+ years of successful online business development, sales, and marketing experience. She also holds a valuable Internet Marketing Degree however with the ever-changing world of web marketing she strives to learn something new every day.
She travels Nationwide visiting her 22 Social Media Enthusiasts Chapters delivering in-depth social media training. She also provides Social Media Certifications through founding Web Media University. A current contributing editor to The Franchise Dictionary Magazine and she has written 3 books in her series called, “The Social Media Magnet: Everything You Need to Know to Attract Customers with Social Media”, where she shares her best-kept secrets to success. She also specializes in helping Franchisors and Franchisees develop an integrated web marketing program to drive leads. She’s available for interviews via email, telephone, Skype video, news segments on location and more. Just let her know how she can help!
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