COV-19 - or the Corona virus - is affecting Danes in many ways at the moment. For example, many people have to stay home from work and school. But it also means far more screen time than usual - and thus increased activity on social channels like Facebook and Instagram.
That's why you should invest in advertising on Facebook and Instagram now.
Within days of the announcement, more companies have cut back on advertising - and that's a huge benefit for you. It's the wrong move to cut advertising when it's really needed and when you have the potential for greater reach and better results from your ads.
In short, you should turn up the advertising in these times of crisis. Your audience is online now, so you need to add value to your business by advertising on Facebook and Instagram. Targeted advertising can also help you recover and ensure your customer flow when the crisis turns.
Facebook, for example, offers an obvious opportunity to target your audience. The advantage of Facebook is that you can create or draw attention to the need that the customer has - and that your particular product or service can meet.
As a business, however, it's hard to get attention on Facebook. That's why it's important to point out that in order to reach far in a short time, you need to pay for your advertising.
So what do you need to do to get far in a short time?
It may seem obvious to boost your posts on Facebook and Instagram to get more reach. And that's exactly what many businesses choose to do. But it's not always the optimal solution.
Because you miss out on some features by boosting. For example, it's hard to get to the bottom of your performance and optimization when you boost. Additionally, you are limited in terms of targeting choices, just like you can't budgive and split test.
However, you get more value from setting up your ads in Ads Manager. When you work in Ads Manager, you expand your targeting options, and it allows you to add more audiences to aim for the best results - for example, in the form of retargeting, which I'll get into a bit more later in the post.
First of all, what exactly suits your business is individual. Therefore, you first need to make a strategy of what you want to achieve and what budget you can allocate to reach your goals.
Before you budget, however, it's important to look at the long-term value that each customer brings to you. In other words: What does it mean for your business when you bring in a customer?
You can map this out by asking questions like:
Asking yourself the above questions will allow you to put a price on what each customer may cost you. This will help you to budget for your advertising.
It is important that there is tracking on your site. Without tracking, you won't know if your ads are cost-effective, and you won't be able to analyse what actions your customers are taking on your site.
To get started with tracking, you need to set up a so-called pixel on your page, which is Facebook's term for a Cookie. The advantage of a pixel is that it tracks people, not devices. This means that the Facebook pixel knows if a user has visited a page on both desktop, iPad and iPhone. It therefore knows that it is the same user and does not measure each visit as three different visitors.
In addition, the Facebook pixel allows you to track events such as leads, contacts, added to cart and purchases. This extends the ability to get a full insight into the return on your advertising and later target those customers who did not take the desired action on the page.
There are many different types of campaigns you can run, but as a start it's important to focus on increasing traffic to your site. That's why you need to create a traffic campaign.
The advantage of a traffic campaign is that you get a lot of people on your site who show interest in what you offer. Here again you need to look at the long term and what the benefits are of getting customers onto your site.
Traffic campaigns are measured in CPC (Cost Per Click). This gives you a concrete price of what it costs you to get each potential customer to your site.
Once you've got traffic to your site, it's a good idea to create retargeting lists that you can use for campaigns later. Once your pixel has collected enough data, it is possible to set up retargeting lists in different time horizons.
The lists may include, among other things:
Retargeting catches all those who didn't take the action you want on your page. It is also possible to create retargeting campaigns that target exactly those who have already shown interest and taken a specific action on your page. That's low-hanging fruit for you to put in your basket.
As I've discussed in this post, you can create long-term value for your business by advertising on social channels - especially in these times of Corona crisis.
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