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Pathmatics Blog
Ad Intelligence 101 |


How to Advertise on Facebook: Success Strategies for Brands

April 20 2018 by Ken Roberts
Facebook advertising
Facebook advertising

Some brands are absolutely crushing it on Facebook. Coca-Cola, for instance, has more than 107 million likes on its Facebook page (that’s almost a third of the U.S. population!).

Facebook advertising with Pathmatics

Starbucks has more than 37 million likes, and Nike has more than 30 million too.

And for these brands it’s not just about likes. They are also building an engaged, invested community of advocates.

So, how can your brand follow suit and start getting more out of Facebook advertising?

Obviously, you’re probably not going to see 30 million likes overnight; however, there are tactics to elevate your presence with the right audience, and hopefully win over your next consumer using Facebook.

5 Tips to Improve Your Facebook Business Page  

1. Post a healthy mix of content.

No one wants to follow a page that solely posts promotional content. According to a survey from SproutSocial, “posting too many promotions” was the number one offender of annoying actions brands take on social media.

Ensure you create a healthy mix of content, including content that humanizes your brand (e.g. showcase your culture), messaging that speaks to consumer pain points, and of course, promotional content that explains your product or service.

Pro tip (especially for B2B marketers and advertisers): Unlike LinkedIn, Facebook users aren’t necessarily using the platform in relation to their professional endeavors. They may just be looking for an interesting read or a laugh to pass the time. Facebook is a good place to let your true brand personality shine through.

2. Experiment with content type. 

Similar to content mix, brands must also keep it fresh with content format. Facebook advertising offers various types including carousel posts, link posts, photo posts, videos, and more. If you’re not sure which type will resonate, you can use an ad intelligence tool to gain insight on your competitor and see what they use most.

For instance, using Pathmatics' ad intelligence, we can see that Nike primarily uses single photo posts.

Facebook advertising

3. Respond. 

Facebook is a two-way street. Don’t expect to post and walk away.

The most successful brands are posting, engaging thoughtfully, and addressing complaints in a timely fashion. Whether it’s a public comment or a private message, consumers expect a human behind a branded page.

To emphasize the importance of response rate, Facebook recently rolled out the “Very responsive to messages” badge. The badge appears on company pages that have a response rate of 90%, as well as a response time of 15 minutes over the last week.

4. Run more targeted advertising.

As advertisers, we’re all familiar with the basic Facebook targeting options: demographics, location, interest, and behaviors.

But, even if you’re seeing decent engagement, don’t stop there. Your ad campaigns can be even more targeted by employing custom and lookalike audiences.

Using custom-built audiences, you can import a list of specific contacts from your CRM. Or, you can install a Facebook pixel and target people that have already visited your website. Similarly, lookalike audiences allow you to mirror the traits of your existing customers to find and target new buyers.

Bottom line: If your ads aren’t working, revisit your targeting parameters. Are they too basic?

5. Report and pivot.  

Never get too comfortable with your Facebook strategy.

Always be measuring, and pivoting based on your performance. Using Pathmatics' customized advertising solution, you can generate a full advertiser report for your Facebook spend, including a breakdown for: top creatives, spend and impressions, creative type, gender, platform, and geography.

With a pulse on your own metrics, take it to the next level and compare your performance to that of your top competitors. Below, for example, is a breakdown of daily spend for Nike and Adidas.

Facebook advertising with Pathmatics

Related Reads:

About Author
Ken Roberts

Ken Roberts has been immersed in marketing and technology for over a decade, merging creative strategies with the latest technology, to bring products together with the people who need them. With degrees in Engineering, Computer Science and an MBA, Ken’s background in product management, marketing, sales, analytics and technology lends to his ability to attack product challenges on multiple levels. Ken began his career developing software solutions for medical records before transitioning to marketing. Ken focused on building marketing departments and operating in-house agencies. Ken’s experience with digital platforms, internet based marketing, lead scoring and business intelligence, and reporting, as well as a keen market understanding, are a welcome addition to Pathmatics, only matched by a leadership philosophy that encourages high creativity and ownership from his team.

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