Friday, October 28, 2016
Tuesday, October 25, 2016
By Heather Truitt
We recently discussed top tips to keep in mind when considering whether and how to advertise on Facebook. One of the most important factors, however, deserved a whole post of its own – setting the budget.
If time and money were unlimited resources, there would be no need to set a budget for anything, much less advertising. But, of course, those resources are not unlimited, so determining a budget for your Facebook advertising campaign is crucial. As with many things in life, spending too little will hamstring your campaign before it even begins, while spending a great deal may be overkill.
Here are some basics to keep in mind when deciding how much to spend on Facebook ads.
Setting the Budget
Facebook advertising works on a budget. You can set the budget to spend a certain amount per day or a “lifetime” budget of the amount to spend for the entire campaign. If you choose a budget per day, after the daily budget is exceeded, Facebook will stop delivering the ad to viewers until the next day. If you choose a lifetime budget, the advertisement will continue until your budget has been spent down to $0.
As far as how much Facebook advertising really costs, if you are setting your budget per day, the minimum budget fluctuates from $1 to $40 a day depending on the way by which you select your ads to be charged. Below are the tiers Facebook has set up showing daily minimums:
- If the ad set gets charged for impressions, its daily budget must be at least $1 a day.
- If the ad set gets charged for clicks, likes, video views, or post engagement, its daily budget must be at least $5 a day.
- If the ad set gets charged for low frequency events like offer claims or app installs, its budget must be at least $40 a day.
Some examples: If you set up a “per day” budget at $5 per day, and set your duration for 30 days, your overall ad budget for the month is $150. If you set up a “lifetime” budget at $200, and set your duration for 30 days, Facebook will try to evenly distribute the budget (about $6 a day).
Click here to read more about advertising budgets and how they work on Facebook.
When first beginning a Facebook ad campaign, you can set your budget relatively low and track the results to see what works best for your organization.
You can also test out different images and text and see which works best. You can create several ads with variations and track which advertisements drive better traffic and click-through rates.
If you don’t want to invest in an entire Facebook ad campaign, “boosted” posts are another option Boosted posts appear more frequently in people’s news feeds, increasing the chances that your audience will see the posts. Similar to Facebook ads, you also can set a budget and duration for boosted posts, and you will be able to see how many people have viewed the post. Click here to learn more about boosted posts.
Thursday, October 20, 2016
By Heather Truitt
When integrated marketing and PR agencies such as Furia Rubel create advertising campaigns for clients, one channel we often consider is Facebook. Different social media platforms are appropriate for different kinds of businesses, but Facebook is one that is often appropriate for our professional services clients.
By now, it should be no surprise that social media platforms enable companies to target advertising to very specific audiences, and Facebook certainly offers that ability. More than 1.4 billion people use Facebook, and more than 900 million of them visit the platform every day, according to statistics from the company.
To get the most out of your investment in Facebook advertising, here are some tips to keep in mind.
Make sure to set a goal before you start to spend money. What do you want to accomplish? More Facebook likes? More website visits? More completed forms on the website? Setting a goal first is necessary in order to effectively measure the success of the campaign.
Images and Text for Your Advertisements
When you start to design your ad, one of the decisions you will have to make is which text and which images to include – and how much of each. If you have overlaid text on your image, Facebook has a set of guidelines, which you can view here to see if you have too much text on your image.
Facebook prefers 20 percent or less of your image to contain text. Facebook ads that have little or no text will cost less money, and they will achieve better delivery rates than images that contain text. See below for different examples of image-to-text ratios.
Facebook also has a helpful automated system that you can check to see whether your image falls within Facebook guidelines.
Ad targeting is a way of setting the parameters to determine the audience for your Facebook advertisement. You can set the targeting using the following criteria:
- Location – by country, state, city, and/or zip code. This can be as targeted as you would like. If you want your ad to be seen only in Chicago and the surrounding areas, set the City to Chicago and then add a 10- or 20-mile radius surrounding Chicago.
- Age – settings range between the ages of 13 to 65+.
- Gender – female or male, or all.
- Language – reach people who have set their Facebook preferences to a specific language.
- More Demographics – provides a listing of other items including relationship status, education, work, financial, home, ethnic affinity, generation, parents, politics (US), and life events.
- Interests – search for specific interests, or pre-select from Facebook’s list. Facebook will show you interest levels for various topics.
- Behaviors – reach people based on interests such as how they shop, what kind of device they use when checking Facebook, specific job roles, if they are a homeowner, etc.
- Connections – add people who like certain pages, or exclude people who like certain pages. This is helpful if you want to reach new customers that aren’t already connected to your Facebook page.
How to Measure Success
Facebook offers robust tracking systems. If you are tracking people who go to your website to fill out a specific form, or purchase an item, you would install a small snippet of code, and then Facebook will know if the action was completed. If you were driving traffic to your website to have a form filled out, you would place the tracking code snippet on the “Thank you for filling out this form” page. By adding tracking code, Facebook will track the “completed” actions for the advertisement.
If you are considering whether a Facebook advertising campaign is right for your marketing strategy, contact the experienced marketing and PR team at Furia Rubel Communications.
Thursday, October 13, 2016
By: Caitlan McCafferty
Communications and marketing professionals often plan messages and campaigns around holidays. You will always see social media posts wishing you a happy Fourth of July or an ad announcing the President’s Day Sale. But, what if attitudes toward certain holidays are changing?
If you had off from work or school this past Monday, Oct. 10, you probably called the holiday Columbus Day. But, in many states this is changing. Due to a movement to support Native Americans’ contributions to the United States, many communities have changed the holiday’s name from Columbus Day to Indigenous Peoples' Day. The movement started in big cities such as Seattle and Albuquerque and, over time, extended to smaller municipalities and school districts. In fact, in the year since 2015, 14 communities have joined a growing list of towns and cities that now use the day to honor the history and voices of indigenous people.
The actual holiday of Columbus Day may not affect you – only 23 states and Washington, D.C. recognize it—but the shift away from celebrating Columbus represents a larger movement to reevaluate American history. The history of Columbus Day is littered with controversy. It is widely accepted that Columbus did not “discover” America, and he was responsible for the death and mistreatment of innocent indigenous people. Native Americans have been protesting the holiday since FDR made it a federal holiday in 1937 , and the conflict came to a head in 1992 with the 500th anniversary celebration that brought protests from around the world.
Martin Luther King Day similarly remains controversial for some parts of our country. Martin Luther King Day was first observed in 1986, but it wasn’t a federal paid holiday in all 50 states until 2000. The last state to recognize the holiday was South Carolina. However, Arkansas, Alabama, and Mississippi observe MLK Day (federal holiday) and Robert E. Lee Day (state holiday) both on the third Monday in January. In each of these states, there continues to be a battle over separating the two holidays, as many find it wrong that a Confederate general and a leader of the Civil Rights Movement are celebrated on the same day.
So what are the implications of such controversies for professional communicators? For one thing, the debate reminds us that different parts of the country approach the history of our country and its culture differently. It makes sense that cities with larger Native American populations, such as Albuquerque, changed the holiday’s name to Indigenous Peoples’ Day. It’s a good reminder that what might be a common touchpoint for one market segment of the country may not resonate in the same way with another region.
When the next holiday rolls around, then, remember your audience. Are you posting a Happy Columbus Day tweet? Or a Happy Indigenous Peoples' Day tweet? Understanding the cultural differences at play will help you craft a communications initiative that does not inadvertently offend your target audiences.