Facebook Ads: Worth or Waste – My response

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[jpshare] So I started writing this response in the YouTube comments of a video I recently watched.  I then realised it was perhaps a bit long.  So too the Blog I go! If you’re wondering what I’m talking have a watch of a video that was posted by Veritasium in relation to Facebook Advertising calling it very boldly “Facebook Fraud”.

Let me start off by saying this: I’ve never had any of these problems, ever.  I have paid for ads on Facebook for myself and for clients and it has led to real and genuine enquiries to the page.

The author of the video starts off by talking about a page called “Virtual Bagel” and an dated experiment run a year & half ago discussesing that the page gained it’s large amount of likes by using the Boost Post button – ignoring the fact that the advertising tools have changed dramatically since a year and half ago – moreso in the last month.  The boost post buttons are placed on your pages purposefully to make it easy for the people who are time strapped and not marketing people to easily start advertising – now any marketing person worth there salt in the advertising space, should be doing the following:

Use the ACTUAL advertising tools instead of the “Boost” buttons – these are only for people who aren’t marketing people who won’t understand principles of advertising on “ANY” medium – it’s just about Facebook making it more accessible.  When we run advertising we focus’s primarily on a mix of interests, using graph search to determine the interests of people who like my OTOTGo page and constantly test & measuring results as we go along – I ALWAYS run what is called split testing on different types of ads which might have different words or different pictures or even might be placed in a particular area on Facebook or might be only promoted to people using Facebook on mobile vs people on desktop and we do this to measure the type of engagement response/click through – because different people like different things.

Now the author of the video brought up the issue of engagement and this is based on so many many different factors, here are a few things to address.

1. Do you actually have your “target” market on the page – assuming there is an actual target market in the fake ad tests – people that like cats – just doesn’t seem to be something of much substance.  “Everyone” is certainly not a proper target market, people that like cats isn’t that far off of “Everyone” – it scares me how often I hear that as an answer when I ask the question – in any marketing, it doesn’t matter if it’s social media, television, radio – having a target market is important.

As an example of one of my “target audiences” is as follows:

People who like: Social Media, Marketing, Travelling, Meditation, Photography, Business, Small Business Page Owners who live in Perth, Western Australia and are friends of people who have already liked my page who are between 25 and above.  Now I might split that up into different sub-categories or target based on male vs female and test the response of different ads towards those audiences.

Facebook Insights When Fans are Online

2. Are you posting when your audience is online? Are you posting often enough? On average we post anything from 2 – 6 posts a day at different times of the day, why? Because people arn’t spending every waking second on Facebook – it might seem like they do – I’m pretty sure most of these people have jobs, lives, children, sleep. You have to be aware that at that time of posting it might not be as interesting as the updates of their friends (their volume of friends + the number of times they post compared to the amount of times you post will vary throughout the day.)
3. The type of posts that you share either don’t have a call to action, or are all one type of post, the most common problems I see are:

All blog posts – which take your audience away from your Facebook page, which is fine if it’s your content and they’re going to your website – otherwise they’re only going to get distracted with t.h.e.i.n.t.e.r.n.e.t. and forget to go back and comment, is anyone really surprised about this? really?

All video/YouTube posts – if your audience are mostly on mobile – playing streaming video isn’t exactly friendly to your data plan.

All pictures of cat meme’s content taken off other peoples pages or worse off Google images.  Aside from this actually breaking copyright law and in turn violating Facebook T&C’s – Facebook treats this content as crap content and so it doesn’t get viewed as much because your friends content will be ranked higher in the News feed.

If anything this video has helped to highlight one main issue and for most of our clients they’ve heard me bang on about this constantly.  Being successful with Facebook is NOT about the likes, it IS about the brand advocacy and conversation or “talking about” quality content is what drive this.

Want to read more? Have a read of what Jon Loomer has to say on the matter HERE.
Read the original Mashables article HERE.

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