Did you know that along with the 1.39 billion active Facebook users per month there are a whopping 2.5 million active Facebook advertisers competing to grab those eyeballs? So, why are we telling you this? This stat indicates that while more brands are trying to vie for an ad space on the social networking giant, the competition is getting fanatical by the day. Thus, with added competition comes mounting ad prices, precisely 123% increase over the last year according to Wall Street Journal.
The daunting thing about Facebook ads is while marketers are witnessing dramatic increase in cost-per-click for their Facebook ad campaigns, they are also seeing much lower click through. This is equally annoying for the user. How many times do you stop browsing through your news feed to view an ad or how many names of those e-commerce sites do you in fact keep in mind? Did you know that a heatmap published by Mashable shows that most people ignore the right column sponsored ads? Well on one hand, the number of ‘likes’ your business page has indicates your popularity online, the click-throughs are a great way to get people onto your site, but aren’t conversions what you really are after?
So, here’s the question at large, are the ad spends on Facebook really worth the salt?
They may be! Provided you are offering highly engaging content and simultaneously running well targeted Facebook ads, you will see that your clicks and costs may validate how much you spend. Moreover with the ads dominating mobile, ad spends are also much lower than desktops. As a Facebook user, while on desktops you may tend to miss out on certain ads like the right column ones, the same ads on mobile engage a lot more thanks to their placement and look-and-feel thereby also hauling down your costs.
PPC takes time. It doesn’t happen overnight. When you run a PPC ad campaign, you dedicate yourself to test and better the campaign over a period of time and you will see that gradually, it will pick pace.
When done properly, PPC can work wonders but if you are looking at a prolonged, lucrative ecommerce website you cannot rely on just FB ads. Here are more ways in which you can gain more leads and engage them better:
- Connect with like-minded people and network on other social sites like Pinterest, Instagram and LinkedIn. Leverage LinkedIn groups.
- Post product videos and DIYs on YouTube.
- Engage with potential followers and customers on Twitter.
- Reduce abandoned carts by using email recovery campaigns and convince your customers to complete their purchase.
- Capture more email subscribers through personalized emails. Here are some stats to prove why email marketing is still boss:
- Email marketing has an ROI of 4,300%
- 70% use coupons/discounts they get through email
- Once you have got fresh email ids, start blasting regular updates to them – welcome emails, order processing emails and newsletters to keep them engaged.
- Is your website aesthetically hygienic to allow buyers to make quick purchase decisions? Some absolute no-no’s when it comes to website design are – missing an obvious value proposition, product descriptions not sufficient and complicated navigation.
- Get more product reviews and add them to your website. Reviews act as testimonials and thereby offer social proof and add to the SEO for the page.
- Make sure your mobile website is well accessible.
- Craft a solid press release and utilize the various PR stunts to garner attention towards your site.
- If you don’t have a blog, it’s about time you get one. A blog is one of the quickest and cheapest methods to publicize a business as long as the content provides real value.
- One of the most sure shot methods using paid ads is Google Adwords to generate highly targeted traffic to your site.
- Participate in forums and social networking sites like Quora and Reddit to bring your business in front of the right audience.
- Employ multichannel selling with platforms like Amazon and eBay.
Looking at Facebook ads as an overarching marketing strategy is not adequate. Marketing as a whole takes a lot of loyalty, time and money. Here’s also something really interesting that Facebook has initiated to ensure that people do not feel over burdened with the ads that pop-up on their news feeds. Before we tell you what exactly it is, first take a look at the images below, particularly the boxes marked in red.