Small Business Marketing: Coming Changes to Facebook Ads
Small business owners are often very open to trying out new marketing techniques, and when branching out their strategies, many try paid ads on social media. Generally speaking, these ads are a good jumping off point because they are user friendly and simple to set up targeting for. That being said, making sure that you are getting what you pay for from these ads may require a bit of thought and fine tuning, especially if you are in an industry with a very specific target demographic.
While targeting makes a big difference, the actual ads vary in effectiveness as well. Facebook has announced that it will be making changes to the ads that are currently serving on its pages. They plan on introducing larger, more visually engaging ads, with the intention of making them more attention grabbing and thus better suited to creating clicks and conversions. But along with a higher quality product comes an increase in cost. Business owners are typically drawn to social media advertisement because they perceive it as a more cost effective way of marketing compared to Google Adwords and other forms of PPC campaigning. If the changes now proposed for Facebook make these ads more expensive, it could deter many small business owners from using them for fear of making a larger investment that won’t wind up creating ROI.
Is an investment in Facebook ads worth it? New ads non-withstanding, business owners should consider whether or not Facebook is the ideal tool for promoting their products and services in the first place. It can be helpful to look at where others choose to start investing in digital marketing and then model your first campaigns on theirs which have created positive results. Another thing to think about is where your business’s ads would fit in to the flow of a typical customer’s Facebook experience. Given the nature of Facebook as a place where many connect with friends, it can be easy for people to tune out the marketing that they see on their screens unless the product or service really speaks to them.
Photo Credit to Neeraj Kumar on Flickr