Buying Facebook ads can be a great pay-per-click advertising strategy because you can target your audience so precisely that your return on investment is far better than with a pay-per-click program that simply launches your company’s ad into cyberspace, hoping for the best. Using Facebook advertisements, you can design a message to appear only to the desired target market––other pay-per-click programs lack Facebook’s vast database of user interests and demographics that allow the fine tuning of advertising goals.
On the other hand, I am highly fond of free, which is what we appear to be losing here. Many of us don’t have the advertising budget for a pay-per-click campaign, much less the time to maintain one adamantly. Facebook cited a survey that concluded users don’t want:
- Posts that solely push people to buy a product or install an app
- Posts that push people to enter promotions and sweepstakes with no real context
- Posts that reuse the exact same content from ads
Having that basic knowledge, let’s take the United States Marine Corps mantra and “improvise, adapt, and overcome.” Considering the social media site’s algorithm is essentially a robot, avoid using terms such as “Buy Now,” “Sale,” and “Order Today.” It’s always recommended that you use an image to accompany your post, regardless of the content, in order to improve chances of visibility, so consider using those terms within the image rather than in the context of the message. The algorithm can’t read images.
You can also use hashtags. When a hashtag is trending, jump on that opportunity to create an engaging post: “Did you see the great embroidery on the red carpet this awards season? #GoldenGlobes #Oscars.” When people follow a trending hashtag, you reach far more Facebook users as well as generate comments, likes, and shares. Cross-post these to Twitter for maximum return.