These days, organic traffic should still be your main concern, simply because it’s free traffic. And who doesn’t like free, right? But in most cases you will need to use paid advertising at some point. Paid adverts are great way to scale your business, or even refreshing your traffic a bit by reaching new audience. With most websites you will get steady growth of traffic in the beginning as long as you provide good quality content.
But at certain point that growth will stop. That is because your reach can be quite limited amongst your competition. By using paid adverts you can easily extend your reach by miles.
I have tried paid Facebook ads in the past, but I have to say the results were pretty poor. It did increase my traffic and even sales, but it wasn’t anything dramatic. So I thought to myself, that before I give up on Facebook ads altogether, I should try and learn all about it to give it a proper shot.
So I turned to my good old friend, Udemy. Over the last few years I have learned a lot with different courses on Udemy. When it comes to web development and making money online I didn’t know anything about it at all. Then I saw an advert for Web Development Boot camp, I took it and was hooked ever since.
But going back to Facebook ads. I took a “Facebook Ads & Facebook Marketing Mastery Guide 2017” on Udemy. It was one of the best rated courses on the subject and from a glance at the content, it looked like it covered pretty much all there is to advertising on Facebook.
And what did I learn? The main thing I found out was that my campaigns weren’t successful, because I didn’t know what I was doing. Yes, it wasn’t Facebook’s fault at all. Main problem was that my targeting was way of. I was paying for my adverts to be shown to people who weren’t interested in my content.
Targeting your ad audience
That is probably the best thing about advertising on Facebook. You can get very specific with your campaigns and make sure your ads will be only showen to people with interest in your niche. That will save you a fair bit of money, as these ads are PPC (pay per click) based. So you really want to eliminate paying for clicks that won’t lead to sales or subscribers.
To get the targeting right is critical for another reason. If you get too many people that are not interested in your niche clicking on your advert, your bounce rate is going to go way up and session duration way down. People are not going to spend much time reading about something that has no value to them. And Google will let you pay for that. In their eyes, if the traffic you are getting results in high bounce rate and low time per session, it means that you’re not providing good quality content. And Google doesn’t like that. So they will lower you rank. The one thing you worked so hard for.
One of the ways you can eliminate those clicks, apart from targeting, is you advert image itself. Don’t just use any image, thinking it doesn’t matter. Use images that say what you advert is about. I like to actually use a little bit of text within the image to make the subject obvious.
To test this properly i decided to run exactly the same campaign that proved to be unsuccessful before. I changed the image to be more descriptive of the topic and I completely changed my targeting. And I have to say the results were surprising to say the least.
As you can see on the picture above my reach has gone up, but more importantly the engagement was 36 times higher. And i’m sure you noticed my price per click has gone down as well.
So, are Facebook ads worth it?
Absolutely yes they are. I use social media to connect with my readers on daily basis. Pinterest is great to advertise your content, but Facebook can do wonders to your marketing efforts. I actually favour Facebook ads to Google ads as they seem to result in higher engagement and the targeting is more precise in my opinion
So i would definitely recommend you give it a go. But before you do, make sure you understand it properly. There are some decent video tutorials on YouTube. And they’re free! But if you want to make the most of your Facebook ads, I recommend taking a proper course that covers all the aspects of advertising on Facebook. There are few on Udemy that seem to be of a good quality, but I believe that the one I purchased myself to be the most beneficial one.