Facebook advertising campaigns are really search campaigns, if it comes down to it. Bob Buch, CEO of SocialWire, a firm designed to drive social media promotions, says there was a significant shift last year in how Facebook ads worked, and this allowed the social media juggernaut to really become about tapping into direct marketing and custom audiences for the advertisements that came out. He says that, when planning a Facebook marketing campaign, companies need to keep three chief principles in mind:
- Make use of Search Engine Optimization
Search Engine Optimization, or SEO, is designed to help drive traffic to sites that otherwise may not go. It’s about choosing a particular keyword or set of keywords and using those keywords to drive traffic to the site. For instance, if your company is about robotic vacuum cleaners, you would use those three terms as your keywords in any marketing campaigns you might devise. That would then drive traffic to the Facebook page focused on those keywords rather than just randomly hoping that users decide to go to a particular page with your items on it.
- Be fresh
A 1980s vibe only works when you are a company like Radio Shack trying to create a sense of nostalgia. Ads that seem old school do not appeal to customers at any point, and a fresh take on a product is something that everyone is looking for. Be fresh and unique, and you will see more people come to your site.
- Customers don’t come to Facebook to buy product
Coming to Facebook to buy product is similar to going to your chiropractor and expecting he will fix your teeth. It’s just not going to work. However, if you take the time and design your ad campaign – which is, of course, more akin to an SEO campaign that will drive more people to your site on a regular basis – you will ensure that you have a regular spate of visitors to your Facebook ad.
Facebook is an incredibly versatile, user-friendly tool when it comes to advertising, if it’s used correctly. However, there are many who don’t quite appreciate the rules of the advertising game when it comes to the popular social media site. If you are able to remember a fresh, unique approach to your advertisements in addition to making good use of SEO techniques, you should be able to quickly design an effective Facebook ad campaign; you also have to remember that Facebook is not the place where people buy product. It can be a place where people come to learn about products, but only if the advertising page follows the Facebook advertising techniques that so many have followed in the past. Only then will you see a successful ad campaign go through on Facebook, and if your Facebook advertising page launches customers directly to your website, so much the better.