How to build and win a business case for Facebook PPC
Looking to get better results on your social media in your organisation? Download this Business Case for Facebook PPC to learn the facts.
Google and Facebook. If you're marketing your business online, it's hard to ignore these platforms. Of course, a business can engage, retain and convert customers on both of these platforms for free. But building audience and engagement on these platforms takes time.
Paying for promotion, however, can be a fast way to get your company up to speed – easily and inexpensively.
While AdWords – Google's platform for advertisers – has existed for over 15 years, Facebook as an advertising platform has recently come into maturity. It's becoming a fast and low-risk way to reach all kinds of customers, from B2C to B2B industries, with a powerful advertising platform.
Many business owners or managers may think their business doesn’t match social media marketing. But the fact is that with up to 17 million users in Australia, almost every business’s customers are on and using Facebook. It’s just a matter of reaching them.
Even if you understand the importance of social media marketing and Facebook advertising, convincing others in your organisation is another challenge. Here are five points to share at your next company meeting, or download this PDF business case, to help you make a case for Facebook PPC advertising.
1. The size of the opportunity
Facebook is the biggest digital marketing opportunity since Google. With almost all Australian social media users already on the platform (at 94 per cent) the saturation of the platform gives you the options to reach your target audience, at the right time.
Not only is the saturation of the platform high, so is user engagement. Half of Australia’s Facebook users use it on a daily basis, logging in on average eight times a day. This translates to one in every five minutes spent on a phone is used inside the Facebook ecosystem – such as Facebook or Instagram.
With the Facebook platform, your business can run targeted adverts on the best social media platform in Australia. Show your brand where people are spending more and more of their time.
2. The flexibility of the options
Digital advertising gives a business the flexibility to control the advertising experience. And with the Facebook advertising, there are many different targeting options to choose and optimise. This flexibility is designed to improve the results of your Facebook campaign.
While your audience can be targeted by demographics, location, behaviours and connections, there are much more advanced features to consider. These include:
- Custom interests – This allows you to deliver your message to users who have expressed some interests linked with your product or service.
- Lookalikes – This feature allows you to use existing customer information, such as a customer email database, to find people similar to them on Facebook.
- Retargeting – This allows you to show ads to people who have already visited your site and bring them back, increasing the chance of a conversion.
More on these features later. But once you have your Facebook ads set up, where will they be displayed? Facebook offers flexibility here too. In addition to Facebook’s Newsfeed for mobile and desktop, your ads can be displayed across multiple Facebook properties.
Instagram is a key opportunity, with 60 per cent of users saying they learn about new products and services through the platform. Meanwhile, the instant messenger product Messenger allows you to build a personal connection with your customers. And Facebook’s Audience Network allows your ads to be displayed on third-party websites and apps, reaching audiences outside Facebook's native apps.
3. Advanced targeting and retargeting options
Facebook offers a range of powerful targeting options. You can deliver your message to the right customer, at the right time, to the right device.
As discussed above, these features can also be combined to deliver the right advertising solution for your business, and include:
Facebook targeting options: Custom Interests
Facebook has a lot of data about its users. Not only does this include demographics and geography, but user interests and behaviours as well. Facebook knows what its users like and dislike, and allow advertisers to reach the right audiences with this data. By tapping into custom contextual interests, your business can connect with customers who are likely to be interested in what your business offers.
Facebook targeting options: Lookalike
Lookalike targeting allows you to find people on Facebook who are similar to your customers, contacts or website visitors. It increases your chances of reaching new people who might be interested in your business. You can get started by uploading current customer data, such as a customer email database, or creating Lookalikes of your existing Facebook follower base.
Facebook retargeting options and the Facebook Pixel
By installing a piece of tracking code on your company website, you connect your Facebook campaigns with user behaviour on your site. That means even if a user leaves your website, a retargeting campaign can put a custom message in front of them when they use Facebook. This is a powerful digital advertising tactic to bring prospective customers back to your site and make their purchase.
While each of these features is powerful on their own, they can be combined to create a highly targeted campaign. For example, interests and behaviours can combine with a Lookalike audience of ideal customers – great for instantly reaching out to an audience niche for a specific product or service.
4. The ease and speed of the advertising platform
In addition to allowing for flexibility and precision, Facebook’s advertising tools also allow for speed. If your business has a customer database of emails, then you're ready to create a relevant, targeted Lookalike audience. The search for new customers can take just minutes, instead of weeks or months.
And best of all? This feature has no cost to set up. This allows businesses to start small, experiment and test new audiences, messages and creative assets to maximise campaign effectiveness.
Gone are the days where a business had to print thousands of promotional brochures only to realise there’s an error in the design or messaging. Facebook, alongside other digital advertising solutions such as AdWords, offer greater speed at a lower risk.
And once your business finds the right formula between audience targeting and ad quality, you can track the performance of the campaign. The data platform behind Facebook’s Ads Editor and Power Editor means the reach and strength of campaigns can be continually assessed and optimised for performance.
5. Continued growth in the space
Facebook is big today. Alongside an increase in user engagement and use, the Facebook ecosystem continues to grow, with the success of products such as Messenger and Instagram. This growth offers businesses better precision when it comes to advertising on social media.
The biggest growth has been in image and video sharing. For instance, Instagram, the photo sharing app created in 2010 and bought by Facebook in 2012, saw a 15 per cent increase over the year. It is the second largest social media network in Australia, with 46 per cent of Australian social media users now on the platform.
Meanwhile, an increasing number of businesses have a formal social media strategy in place. While SMEs still lag behind large organisations when it comes to building a digital strategy, there has been some improvement. 40 per cent of small businesses and 43 per cent of medium businesses now have a social media strategy.
Advertising through social media has also increased in popularity over the last 12 months. More small (up from 20 to 26 per cent) and medium (up from 27 to 35 per cent) size businesses are advertising on social media. Facebook is easily the most preferred channel, holding a 90 per cent share of small business and 62 per cent for medium business.
Australian businesses advertising on social media
Getting started with Facebook PPC marketing
Talk to a digital specialist to see if Facebook PPC, or any other digital marketing channel, is the right growth strategy for your business growth.