Why you should invest in Facebook advertising now

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.

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:

• Do you sell a fixed service that creates a long-term relationship?
• Are you selling a product that the customer will come back and buy?
• Can you make additional sales?
• Is the conversion just a one-off?

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.

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:

• Visitors
• Those who have added to the basket
• Those who have made a purchase
• Those who have looked at an appointment without booking

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.