It’s time to take control of your Facebook advertising and make it work for your business. We asked Social Media guru, Ange Petzierides, for her top tips to Facebook success.

Facebook advertising. How does it feel when you read those two words? Does it make your heart leap with joy or send you scurrying behind the sofa to curl up into a small ball?

If you’re the former – congrats! You’re way ahead of the game, and we salute you. If you’re more like the latter, don’t worry; we’re here for you.

To get a clearer picture of what Facebook advertising is and why we need it, we enlisted social media guru Ange Petzierides, owner of Social Media Mania, to help clear up our collective confusion.

Why do I need to use Facebook advertising?
Basically, everybody is on Facebook – whether they’re stuck in traffic, on the bus or their lunch break, almost everyone is scrolling through their feeds looking for entertainment. It’s where your audience hangs out, and it’s where they can find you.

It’s important to remember that FB advertising isn’t about reaching as many people as possible – it’s about targeting the audience who’ll be most interested in you. In marketing speak, you want  ‘leads’ and ‘conversions’ rather than ‘reach’. Approached correctly, FB ad campaigns can give you precious new customers.

For example, if you own a yoga studio, you can target your Facebook advertising to a receptive audience by narrowing down interests, demographics and physical location. If you target your ads accurately, your dollars won’t be wasted on people who prefer Zumba dancing in Tokyo to Yoga in Yarraville.

How do I target my audience?
The best way to target your audience is by thoroughly research them. By defining who you’re talking to, it’s easier to tell them how you’re going to solve their problem with your service or product. Start building up a profile of who your typical customer/client is.

Is FB advertising the same for a product and a service?
The targeting process is the same, but the action taken after seeing your ad will be different. Think about the objective of your ad; is it to get more traffic to your website, get more people to call you or attend an event? Facebook gives you all these options within ad manager, so it’s worth trying out a few different ad formats.

How do I know it’s working?
The good thing about FB ads is that you almost immediately know if they’re working. Over a very short period, you can try a couple of tests to see what works for your audience. Try a week-long experiment using $5 a day – if you’re not getting any leads, pause it, tweak it and test again.

Try out different images and copy or maybe use a video to see if it makes a difference. The aim is to create a ‘thumb-stopping’ post – something that makes your target audience pause their scrolling and go ‘wow, I actually REALLY need that in my life.’

What’s this Facebook pixel thing?
An FB pixel is a string of code that you embed in your website. It tracks visits to your website coming from your Facebook ads. The information that FB gathers from the pixel on your website will help you further refine your target audience.

What are the top four things I should do to create an ad campaign?
1. Research your audience – so important and absolutely the first thing you should do. Otherwise, you’re just wasting your hard earned cash.
2. Choose the right ad objective – decide right at the start what you want your ads to achieve; what action should people take when they see your ad?
3. Eye-catching imagery and ad copy – you need to create a post that will stop their thumbs from scrolling any further.
4. Pixel – get it embedded in your website! It will give you loads of great data for further refining your audience

It’s time to get out from behind the sofa – follow the above steps, and before you know it, Facebook advertising will be your new best friend.

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