Starting An Advertising Campaign On Facebook
Practitioners of paid searches are often asked to run a Facebook Ads campaign. Making the switch from Bing Ads or Google AdWords to Facebook Ads is not simple. The transition is difficult but when the common mistakes are avoided it is rewarding. To begin you have to forget everything that has worked in the past because it is completely different. Managing a CPC may seem familiar but the relationship used in AdWords does not work on the algorithm in Facebook. Paid searches use relevant keywords but the intent of the buyers is different. The data you need takes time to acquire.
Facebook is a challenge because you must approach the users instead of them coming to you. Even if you optimize towards video views, clicks, or conversions, manual bidding is less predictable than in a paid search. Facebook Ads require experimentation and requires the correct mix. The difference is the intent of the user so you don't know how to optimize. You need specific information as to what caused your paid search to lead to a conversion. Search marketers do not have the same control with Facebook they had with a paid search. Facebook requires faith in your algorithms and targeting.
Bing Ads and AdWords use text ads to meet users needs and the criteria has already been defined. Facebook relies heavily on creativity and messaging and branding are critical. Success is reliant on developments in persona and audience research. You must get your customers attention and the language and visual mediums you use are important. This can be a rough adjustment for paid search marketers. The users on Facebook usually don't care about sales because they are unfamiliar with your product. You also don't know their state of awareness. There is a struggle between soft marketing skills and the algorithm. There is no rulebook for marketing on Facebook.
Facebook does not have a world with clear definitions. Facebook users have never heard of your product and may not be interested in what you are offering. This means you have just become a salesperson. Facebook users are not reading your flyers or stepping into your store. A single campaign may not yield results. Facebook is a strategy allowing you to use multiple campaigns to get your users through your sales funnel. You must coordinate your campaigns and possibly remarket. A campaign based only on remarketing and conversions may not be effective.
A Facebook campaign needs the proper setup and planning. Each step is important and requires skill in marketing. Most PPC people either hate Facebook ads or love them with very little middle ground. You must trust your algorithm and platform and this is a leap of faith not everyone is capable of taking. Although Facebook ads are at their beginning stages the platform will grow over time. Starting your campaign when the platform is still in its infancy stage will make it easier to understand as it experiences growth. Facebook ads will eventually reach a point where there is a roadmap to follow so now is the time to decide if this form of advertising is right for your business. If you decide to proceed do not be afraid to ask for help and use some caution. If you develop a love for the adventure you are sure to land on your feet.