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BRIEF

Author

Mike Norton

Type

Social Media Advertising

Year

2020

Mike Norton Facebook Ads Case Study

ABSTRACT

Likes, shares, and comments on a Facebook business page and its content aren’t just numbers. They serve as social proof and make a brand look more credible and trustworthy. They also build brand awareness and help businesses and professionals establish and maintain their reputation and authority in their industry.

 

GOAL

The goal of the campaign was to increase the overall brand engagement and the number of Facebook page likes.

 

CHALLENGES

  • Determining the right targeting and ad spend
  • Continuously maintaining engagement levels

 

STRATEGY

Using data from previous campaigns to determine the best performing targeting criteria.

 

KEY TACTICS

  • Daily ads and organic post engagement monitoring.
  • Developing and testing Facebook ad copy and creatives to determine the best performing ads.
  • Sending a page like invitation to people who engaged with the ads or the organic posts but didn’t like the page.
  • Consistently posting new content.
  • Replying to comments and engaging in meaningful conversations with followers.
  • Quick replies to direct messages by followers.

 

RESULTS

  • Increasing the total number of page likes by 557% in a one-month period. This was achieved within two months of actively advertising on Facebook.

  • Increasing post reach by 270% in a one-month period. Various budget and targeting optimization adjustments were performed to determine the most responsive target audience. At the start of the Facebook Ads campaign, a larger daily budget was used to gather as much data as possible and allow the Facebook platform to optimize the ads. Once the necessary data was achieved, the budget was adjusted for continuous Facebook advertising.

  • Increasing Facebook post engagement by 163% in a one-month period. Strong engagement with a Facebook page and its content is one of the most effective ways of increasing the organic reach of the page’s content. Increased budget resulted in higher levels of engagement, which later stabilized as long-term ad spend was set.

 

 

WHAT ARE THE BENEFITS OF USING FACEBOOK ADS AND WHO SHOULD MANAGE THEM?

The best way to attract the right audience for your brand is by meeting where your ideal customers where they hang out. In this day and age, social media is one of the most effective ways of reaching your ideal target audience.

With over 2.7 billion monthly active users as of the second quarter of 2020, Facebook is the largest social network worldwide. Moreover, in the United States, Facebook accounts for over 45% of monthly social media visits. This means that any business belonging to an industry that can advertise on Facebook has the potential to reach its ideal customers with an effectively planned and executed social media strategy.

What makes Facebook especially beneficial for businesses is that it is one of the most affordable social media advertising platforms. In addition to that, businesses can target their ideal buyers with accurate targeting settings. Facebook Ads platform allows targeting users by age,  location, interests, and behavior. So, you can advertise your content, product, or service to the exact people who would be ready to buy from you.

While, in theory, this may seem easy and straightforward, it is essential to pinpoint your right targeting audience. It is common for businesses to assume and believe who their ideal audience is, but it may not necessarily be accurate. Advertising to the wrong audience can lead to wasted advertising budget and low or no engagement.

Dumping more funds into a campaign also doesn’t guarantee better results. You may get more traction, but are you displaying your ads to the right people? Are you doing it the right amount of times? Do you A/B split tests the effectiveness of your ad creatives and ad copies? Or are you simply telling the Facebook algorithm to spend your money in a set time frame? And, in addition to paid advertising, are you continuously providing content that your audience is interested in and engaging with your followers in a timely manner?

Understanding customer psychology is important to determine the right audience as well as how to speak to it so that it trusts and wants to engage with the brand. It allows you to choose the right visuals for ad creatives and craft a copy that speaks the language of your target audience.

Moreover, using different Facebook features and continuously monitoring key performance indicators or KPIs is essential to optimize Facebook ad campaigns in order to grow your brand, make more sales, and get the most out of your social media advertising investment.

If you’d like to skip the costly learning curve and focus on tasks that you are best at, don’t hesitate to bring on a skilled Facebook Ads expert.

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