Facebook Ads NZ: We have all heard about Facebook (now called Meta), but did you know Facebook is a powerful advertising tool that can target people who are good prospects to buy your product or service?
Many of us have a perception of Facebook. Some love it, and some hate it. I’m in the latter category, but I know it can be valuable to my business and yours.
There is a reason you see advertising (or maybe you have never even noticed it!) as you scroll through Facebook. That’s because it works when it is done correctly.
When you’re on Facebook, ads may appear in your news feed or when you are viewing associated websites like Facebook Marketplace. These ads sometimes feature news related to your friends’ activities, like when they like a specific page.
At the same time, your friends might see stories about your social actions on Facebook, including ads. Facebook does not sell your info to advertisers but strategically places them where there is a high chance they might interest potential buyers. This is the power of the Facebook algorithm at work.
If you want to advertise on Facebook, you’ll need to have your own Facebook page or have an admin, editor, or advertiser role on someone else’s Page. Also, you’ll need to set up a valid payment method. If your business doesn’t have its page yet, you can create one under your existing account. When you do this, an associated ad account and account ID will automatically be created.
You can also manage your Facebook and Instagram ads with Facebook Ads Manager.
It’s tough to ignore the massive reach of Facebook, with nearly 3 billion monthly active users. However, targeting is the key to successful marketing – you don’t need to reach everyone, just the right people. That’s where Facebook is particularly outstanding; its ability to target potential buyers is unrivalled.
Advertisers spend over US$100 billion a year on Facebook, which tells you something big is happening here. But you can also waste much of your advertising budget if it isn’t done correctly. If you have ever done a “boost” advert, you have just paid through the nose.
With so many people scrolling through Facebook, you’d be crazy to pass up a chance to give your brand more exposure through this medium. The great thing about Facebook is that you can also filter who sees your ad.
You can set parameters like demographics or interests to increase the chances of clicks. Plus, there is built-in ad analytics that records performance metrics in real time so you can track and improve your advertising strategy for future campaigns!
One of the most common questions advertisers ask is, “How much do Facebook Ads cost?” The cost of Facebook ads depends on many different criteria.
You must remember that Facebook advertising is an auction, not a set-price purchase, even though you can decide if you spend $10 or $10 million. In this auction, there are hundreds or even thousands of advertisers competing to get eyes on their ads.
Newsfeed space is not unlimited, so prices will increase if other advertisers target the same audience. Other factors include the timing – month and day, hour – which can heavily impact costs and more competition resulting in higher prices.
The process is simple enough; however, like with most things, that’s about where the simplicity ends. Anyone can write a book, but is it a good book that millions will buy? The same applies to your Facebook Ad (including Messenger ads).
1. Create an account with Facebook Ads Manager
2. Create an advert in Facebook Ads Manager
3. Choose an objective
4. Choose your audience
5. Set your budget
7. Monitor the performance of your adverts
For example, if you want people to become familiar with your brand or business, the Awareness objective can help. The Engagement objective is ideal for reaching potential customers more likely to start a conversation on Messenger or sign up for a newsletter; then the Engagement objective is ideal. This is the perfect objective if you want people to take desired actions on your ad or page. Leads and Sales objectives are great for collecting user information and increasing purchases from users and increasing purchases, respectively. Finally, you can use App Promotion if you want people on mobile devices to install or take specific actions within your app.
With all the negative press and many of your friends deactivating their accounts, it’s easy to think that Facebook may be on its way out. However, it’s still going strong – advertising on Facebook is still as popular as ever, and it’s the world’s third most visited website, next to Google and Youtube. Advertising and improving your SEO often go hand in hand.
If someone is online, they’re likely to visit Facebook or Instagram (also owned by Facebook). If you are wondering about Facebook Ads, their reach is unparalleled – it has the potential to put your product in front of hundreds, if not thousands, of potential customers. At SteveBaron.co.nz, we can help you with this.
Changes have been made to the algorithm that make it harder for posts to organically reach large audiences, meaning a post will only get around 2% of people who follow your pages. This is one of the reasons some businesses have decided to bring on a social media agency or invest in paid advertising instead of relying solely on organic growth.
Despite other platforms rising in popularity, Facebook is still leading the way with active monthly users compared with smaller social media companies like TikTok. Choosing not to use paid ads on Facebook would mean missing out on hundreds, if not thousands, of potential customers who could become customers of your business.
Yes and no is the correct answer to that question! Putting up a post on Facebook is free, so that is like getting free advertising. The problem is that only around 2% of your Facebook friends will see it, and they may be different from the people you want to see and pay Facebook for the privilege.
The answer is perhaps… if you are referring to the Facebook “boost post” option. A small amount of advertising is often better than none, but simply boosting a Facebook post is a lazy way of going about it. It is, in my experience, a more expensive way. But if you are looking at spending $5 a day, this amounts to approximately $1,800 a year, which could be very effective for your business.
A typical budget for many businesses is between 5-12% of revenue, but this varies for every business.
We have outlined the Facebook Ads creation process above. But as we pointed out, the process from there is much more difficult. There are so many considerations to be taken into account. Aspects such as what you are trying to achieve and the type of product or service you sell make a big difference. There is no one-size-fits-all all. Creating a Facebook Ads template for your advertising can also be helpful once you get the right mix.
Some tips include narrowing your audience rather than trying to sell to everyone. That approach is only good if you have deep pockets like Coca-Cola. Then you can test your targeting. You can test it by adjusting the various settings and trialling different headings. Keeping your ad simple and easy to understand often works best. And sometimes, trying additional images for different audiences can make a big difference.
Are you sitting in front of your computer, thinking about creating Facebook Ads and feeling intimidated? You’re not alone. Crafting compelling copy for Facebook Ads for your business can be daunting for experts and rookies alike.
The real question you need to ask yourself is: What makes any ad effective? Be it Facebook or the local newspaper. Advertising is advertising, and there are only minor differences. Advertising is an art form; it’s why companies like Coca-Cola pay Mad Men a fortune to do it for them.
Effective advertising should capture your potential customer’s attention and entice them to use your product or service. Above all else, all of your advertising should be clear and simple. You have about 2 seconds to get your message across, or you lose.
The headline is easily the most crucial part of any advert, followed by a captivating image (or video ads on Facebook are a good option), then advertising copy. Last but not least – don’t forget to include a call-to-action and perhaps (but not always) a special offer to make it more alluring!
The real secret is to offer something that people want. While some businesses successfully make an instant sale, most need to nurture an interested party. This could include a free sample or a free trial. But remember, if you make it too complicated, people will run or be annoyed. How often have you seen a free trial offered but then have to use your credit card to gain access?
On principle, I walk away and wouldn’t be surprised if many others do too. Be honest and open and give people something of value. A free report with some weight can be a great tool to obtain a lead to future sales.
Some exclusions include:
Listings may not promote the buying, selling or use of adult products.
Listings may not promote the buying or selling of alcohol.
Body parts and fluids
Listings may not promote the buying or selling of human body parts or fluids.
Documents, currency and financial instruments
Listings may not promote the buying or selling of real or fake documents, currency, financial instruments or virtual currency.
Listings may not promote the buying, selling or facilitating online gambling for money or money’s worth, including digital currencies. Online gambling includes gaming, betting, lotteries, raffles, casino, fantasy sports, bingo, poker and sweepstakes in an online environment.
Hazardous goods and materials
Listings may not promote the buying or selling of hazardous materials and substances.
Human exploitation and sexual services
Listings may not promote any form of human trafficking, prostitution, escort or sexual services.
Listings may not promote the buying or selling of ingestible supplements.
Land, animals and animal products
Listings may not promote buying or selling animals, parts, or land in ecological conservation areas.
Medical and healthcare products
Listings may not promote medical and healthcare products and services, including medical devices or nicotine cessation products.
Prescription products, drugs and drug paraphernalia
Listings may not promote the buying or selling of drugs, drug paraphernalia or prescription products.
Listings may not promote the buying or selling of recalled products.
Tobacco products and related paraphernalia
Listings may not promote buying or selling tobacco products or paraphernalia.
Listings may not promote buying or selling cosmetics that have been used or not sold in their original packaging.
Weapons, ammunition and explosives
Listings may not promote the buying or selling of weapons, ammunition and explosives.
Steve Baron, an astute entrepreneur and seasoned marketing professional, is the driving force behind Webprecision, a company that specialises in crafting affordable, fast, and SEO-friendly websites. Before his venture into the digital realm, Steve established Baron Marketing Ltd, an advertising agency that flourished under his leadership for over two decades. His entrepreneurial spirit further propelled him to launch several successful online startups.
A staunch advocate for nurturing budding entrepreneurs, Steve has served as a mentor for Business Mentors NZ. His academic credentials include a Bachelor of Arts Degree in Economics and Political Science from the University of Waikato, complemented by an Honours Degree in Political Science from Victoria University of Wellington.
A prolific writer, Steve has penned three books, and his insightful editorials have graced the pages of newspapers across New Zealand. When not immersed in his professional endeavours, Steve fulfils his role as the Clerk of the Scales for New Zealand Thoroughbred Racing, is a competitive Bridge Grandmaster, and indulges in his passions for walking, running, and savouring the café experience.