For those who have kept up with this blog, you know we’ve dedicated a lot of time this spring discussing the changes brought about by COVID-19. The economy has shifted, online advertising has transformed, and the marketplace for most industries has been reshaped. Your business goals have likely undergone adjustments as well.
However, let’s take a moment to consider what remains constant in the realm of small business management. We’re all constantly juggling countless priorities, but for small business owners and marketers, this is nothing new. The need to attract and retain talent persists, as does the imperative to maintain a healthy cash flow, a challenge amplified now more than ever for numerous small businesses. And the essential task of identifying and connecting with your target audience—individuals who connect with your brand and show potential interest in your offerings—remains paramount.
This is where Facebook and Instagram enter the picture. Our recently enhanced Facebook Grader can assist you in maximizing your advertising endeavors on these platforms by addressing crucial questions regarding your account’s effectiveness.
But first, let’s delve into the reasons why Facebook advertising holds particular significance in the current landscape.
Why Facebook, and why now?
For small businesses aiming to expand and flourish, Facebook and Instagram have evolved into indispensable components of any comprehensive marketing strategy.
Regardless of your intended audience, chances are you’ll find them on Facebook and Instagram—a trend particularly pronounced following the COVID-19 lockdowns. Just last month, Facebook achieved an unprecedented milestone of 2.6 billion active monthly users: a 10% increase year over year. Factor in Facebook Messenger and Instagram, and that number swells to a staggering up to 4.8 billion active monthly users. Whether your target market consists of Baby Boomers or Generation Z, resides in India or Ireland, their social media engagement has undeniably increased dramatically this spring.
Furthermore, our research indicates that running a branded Facebook ad campaign can yield an average 34% surge in searches for related brand terms (your Google Ads keywords!) on Google Search. So, if your Google Search campaigns have been negatively impacted by the recent 6% decline in search traffic, shifting your focus to Facebook could also channel more high-intent, conversion-ready Google Search traffic your way. Simultaneously, the actual cost of advertising on Facebook has decreased, making it a more budget-friendly way to connect with your audience than ever before.
And let’s be practical. Amidst a pandemic, with tighter budgets than ever, you’re naturally inclined to prioritize marketing strategies with proven effectiveness.
That’s why we’re thrilled to introduce our enhanced Facebook Ads Grader: a user-friendly, complimentary tool that highlights both the strengths and weaknesses of your current Facebook and Instagram advertising strategies. The Facebook Grader is also beneficial for seasoned advertisers who haven’t had time to stay updated on best practices or for those evaluating their performance as they revive and scale their accounts post-pandemic.
Let’s explore how our Facebook Grader can address some key questions you might have, whether you’re new to Facebook and Instagram advertising or a seasoned advertiser seeking a comprehensive analysis. Ready to assess your Facebook advertising account? Click here!
Question #1: Is my approach effective?
Let’s be frank: navigating the world of Facebook and Instagram advertising can be challenging. However, establishing a solid foundation for your account—structuring it effectively, ensuring automatic advertising across all available platforms, and implementing the Facebook Pixel—is paramount to unlocking the full potential of these platforms.
Given its significance, our Facebook Grader evaluates your foundation from multiple perspectives. You’ll receive a score based on five crucial aspects of any Facebook advertising account:
- Ad sets
- Ad frequency
- Location targeting
- Conversion targeting
- Actionable organic posts
These five elements are essential for any Facebook advertising account, but the ideal settings and strategies for your business will vary depending on your specific industry, target audience, and objectives. Of course, mastering the fundamentals is crucial before deviating for the sake of innovation. Whether you’re a novice or an experienced Facebook and Instagram advertiser, our Facebook Grader equips you with the knowledge to identify and address any weaknesses in your account’s foundation, empowering you to build upon it effectively.
Question #2: Are my actions aligned with my goals?
If you find yourself meticulously scrutinizing Facebook Ads Manager with this question in mind, you’re already on the right track! The simplest way to derail any marketing initiative is by failing to establish clear and well-defined goals from the outset.
Fortunately, Facebook prompts you to set a campaign goal at the start of every new campaign; you can tailor your campaign to raise awareness, cultivate consideration, or drive conversions. Maintaining a balance of these three campaign types ensures you’re engaging with each stage of your marketing funnel, but it’s crucial to align this balance with your overarching business objectives for social media advertising. For instance, if your primary goal is to enhance brand visibility, generate new leads, or boost branded searches on Google, prioritizing awareness campaigns is recommended. If your priority is immediate revenue generation, particularly from repeat customers, conversion campaigns should take precedence. It all hinges on your specific business goals.
At nexus-security, our mission is to empower small businesses like yours to achieve their objectives. During ordinary times, this typically revolves around growth; however, the current climate demands resilience, adaptability, financial stability, and a robust marketing funnel. With this in mind, our Facebook Grader provides a granular analysis of your campaign objectives and presents a performance breakdown of your campaigns by type.
Armed with these insights, you can determine whether your advertising efforts are truly yielding impactful results that contribute to the realization of your business objectives.
Question #3: Am I connecting with the right audience?
Another excellent question. Recall the staggering figure of 2.6 billion monthly active users on Facebook alone, not to mention Messenger and Instagram? With such a vast potential reach, how can you guarantee that your message is resonating with individuals who are genuinely likely to convert into customers?
To address this, Facebook has developed an unparalleled audience targeting system. You can leverage precise location targeting (zip codes, cities, etc.) to engage with your local community, tailor messages for past customers, or pinpoint potential new customers based on their purchase history and personal interests.
Given the critical importance of reaching the right audience at the optimal time—a key value proposition of Facebook advertising—our Facebook Grader provides an in-depth analysis of your audience performance. We’ll highlight your highest and lowest-performing demographics, as well as opportunities to expand your reach across our top four recommended audience types. Get your complimentary Facebook advertising grader!
Let’s find the answers to your questions
Intrigued? If a comprehensive analysis of your Facebook and Instagram advertising would be beneficial to your marketing efforts, our new Facebook Advertising Grader is ready when you are. Simply visit this link to generate your free report!