If you want to use your company Facebook page as one of the ways to attract new customers, then the good news is that there are now 36 million UK Facebook users

The bad News is that only 15-20% of fans will see a post from your page – even though they “like you”.

Facebook is no longer a channel for FREE advertising, you will have to spend money and time on Facebook Adverts to get results.

But, done right, the results can be a very good return on your investment. The costs for trying an initial campaign are very low, compared to a lot of other marketing activities.

Targeted Marketing

Everyone that registers with Facebook has to provide key information about themselves.

You can then target your Facebook advert to be seen by people with very specific profiles.

This is an overview of the criteria you can select from:

  •  Location – By City, Town or Post Code
  • Age Range
  • Gender
  • Languages
  • Interests – Hobbies, sports, technology, fashion etc.
  • Relationship status
  • Education – Level, Specialism or specific University
  • Work – Employers, Job Title, Industries
  • Generation – Baby Boomers, Generation X, Millennials
  • Life Events – Recently moved, newly engaged, away from home etc.
  • Behaviours – Mobile device users, travel etc.

Once you have selected the Audience Profile for your advert campaign – Facebook will show you the Potential Reach (the number of people who could see your advert).

Cost of Advertising with Facebook Adverts

The cost of your ads on Facebook is up to you. You can choose between a daily or a lifetime budget, as well as a cost per thousand impressions bid (CPM) or cost per click bid (CPC). You’ll only pay for the clicks or impressions you receive, up to the amount you set for your budget.

The Design of the Facebook Advert

There are certain rules about size of the advert and the mix of images and text, but we can help you with this.

The advert should also link to a specific landing page on your website where you provide more information plus a clear ‘call to action’ that helps build trust and engagement with your potential customers.

 

Kevin Parker Horseboxes - Facebook AdvertThis is a Facebook advert we created for Kevin Parker Horseboxes.

We targeted 18-65 years old, living in the UK with interests of:

  • Equestrian
  • Horse training
  • Horses
  • Horsebox
  • Equisport online

It was seen by over 39,000 people

Plus it increased dramatically the amount of traffic going to the KPH Blog post – This one is for the Ladies.

 

The Metrics – What can be measured?

 Using information available from Facebook Insights we can measure all of the following:

1. Page Likes

Total page likes over a given period of time, split into:

Organic Likes – People making the decision to LIKE your page or post while visiting your Facebook Page

Paid Likes – Are counted if they occur within 1 day of viewing your advert or 28 days after clicking your advert.

2. People (Demographics)

Your Fans – The people who like your page by:

  •  Male or Female % split
  • Country
  • City
  • Language

People Reached – The number of people your post was served to in the past 28 days by:

  • Male or Female % split
  • Country
  • City
  • Language

People Engaged – The people who have liked, commented on or shared your posts, or engaged with your Page, in the past 28 days by:

  • Male or Female % split
  • Country
  • City
  • Language

 3. Engagement

This is measured as total number, but consists of four elements that signify positive engagement with your posts:

Clicks – The number of times people click on your posts, links and pictures

Likes – The number of times people like your posts, indicating how well your content resonates with your visitors.

Comments – The number of comments people make on your posts.

Shares – The number of times people share your content, measuring how much your content is amplified by those who see it.

4. Reach

The reach is number of unique people who have seen content associated with your FB page.

Often the first Facebook metric that businesses focus on is the number of LIKES for their Page.  But, when it comes to measuring the value of your audience though, what matters most is how many people are seeing your content.

How reach is calculated

 There are two types of reach:

  • Organic Reach = the number of unique people who saw your content in their News Feeds or on your Page.
  • Paid Reach = the number of unique people who saw your paid content.

Paid Reach

From a FB advert we can breakdown the Total Actions from the Paid Reach users into the following:

  • Photo Clicks
  • Link Clicks
  • Page Likes
  • Post Likes
  • Comments
  • Shares

Plus then we can do a demographic profile of the People who were reached by the Facebook Ads.

Report on % split of Men/Women and then by following age groups:

  •  13 to 17yrs.
  • 18 to 24 yrs.
  • 25 to 34 yrs.
  • 35 to 44 yrs.
  • 45 to 54 yrs.
  • 55 to 64yrs.
  • 65yrs. Plus