Facebook is a platform with over two billion active users. The data about these users that is available to Facebook allows for one of the most robust and intricate advertising platforms on the market. If an industry exists, there is an active audience on Facebook with an interest in that industry.
Since the advertising platform on Facebook is so intricate, many advertisers miss the subtle complexities that allow it to be so powerful. In taking what would be a smart approach to targeting on other platforms, these advertisers cripple their efforts and triple their work.
By working properly with the platform’s algorithm, we can run ads longer for less money with better results.
The 417 Marketing Strategy
The 417 Marketing strategy for Facebook ads begins with the same step used in AdWords:
- Understand your ideal customer.
Facebook ads allow for the use of alluring headlines, long-form copy, and images to work in concert toward the same goal. This allows you to deliver a message that can strongly resonate with someone. To connect with your target market, you need to understand the way they think, the problems and desires they have, and what will create an emotional response that leads to action.
- Write ads that address the needs and desires of your market.
The value of long-form copy is twofold. It can allow you to strongly resonate with a very specific subset of people, and it can act as a barrier to entry for those not fully interested in working with you. When long-form copy resonates with the message delivered by the headline and the image, the three can create an emotional response stronger than if any were used on their own. When these ads address someone’s specific needs or desires, they work far better than a generic ad that simply describes your business or services.
- Harness the power of the Facebook algorithm
Facebook uses an incredibly powerful algorithm with its ad delivery system to help fulfill its goal of providing useful and valuable content to users. This algorithm can make your ads more successful or it can severely harm your ability to get results. The problem most people have with Facebook ads arises when they take the approach of traditional paid advertising. The issue with this approach is that Facebook takes about 80-95 percent of the control away from you. By understanding how to work alongside the Facebook algorithm, rather than controlling it, we can harness the power of the data Facebook stores on its two billion users and significantly improve our results.
- Replicate success and cull underperformance.
Part of the Facebook algorithm involves rewarding success and penalizing failure. To ensure greater success, it’s important to test and monitor constantly. Avoiding failure is just as important to prevent backpedaling in your marketing efforts. Our entire strategy is centered around laying the proper groundwork for a successful campaign, avoiding failure, and then building on each successful element of variation tested.
- Remarket to achieve omnipresence.
Part of any successful marketing campaign is maintaining top-of-mind awareness within your target market. With Facebook remarketing, we can ensure that we stay in front of your target market wherever they are. Even if a person isn’t in your targeted audience, you can show them ads on Facebook if they’ve been to your website. This can also allow you to work in tandem with AdWords and your SEO efforts, allowing you to be everywhere on the major platforms your target market uses online.
Advertising costs and traffic on Facebook are hard to project due to the algorithm’s influence over the defined targeting guidelines. This being the case, we suggest a starting budget based on the minimum level of variation required to achieve success with Facebook ads. When running projections, we show you your potential reach based on your geographic targeting preferences and any interest groups under which Facebook may categorize your ideal customer. Your budget and your level of targeting specificity (based on interests) will largely determine your actual reach.