Facebook has more than 500 million active users and 50% of their active users log on to Facebook in any given day. (An active user is someone who has been on the site in the past 30 days.) People spend over 700 billion minutes per month on Facebook and it is in millions of homes around the globe.
Facebook originally started their advertising program on November 6, 2006. “For the last hundred years media has been pushed out to people, but now marketers are going to be a part of the conversation with social media.”
Some photographers are familiar with internet advertising options on Google and other platforms, Facebook ads work much the same as other PPC or Pay Per Click ads do, but there are a few significant differences. Facebook allows you to narrow your ads to be seen by more specific demographic (i.e. Age, Sex, Location and often interest). On Facebook, targeting with keywords is optional, but highly recommended.
Facebook ads are delivered direct to your target audience right on their profile pages. Compared to Google ads, on Facebook there are fewer advertisers which means less competition for your photography business. This is also relevant because it can cost you much less per click – a better return on your investment.
Additionally, people can “Like” your advertisements, which can produce a snowball effect. If you’re seeking to drive traffic to your photography studio’s website, Facebook Fan Page, Profile Page event, group or application, Facebook Advertising may be your ideal solution.
If you are considering this as a marketing option for your photography business, it’s important to know how much you’re willing to spend and how much your advertising/marketing budget will allow. If you’re not sure, start small! Create a highly targeted ad and monitor it for results. When you’ve fine-tuned it for maximum results, then you can add another advertisement to your campaign or increase your budget.
Once you’ve created your advertisement and chosen your target audience demographics you’ll be asked to set your budget and pricing. Here are the decisions you’ll be asked to make:
There are two different pricing types on Facebook. They include:
Cost Per Click (CPC) – A type of campaign pricing where you pay each time someone clicks on your ad. This is the best type of campaign to use when you want to drive specific action on your website or Facebook Page.
Cost Per Thousand Impressions (CPM) – A type of campaign pricing where you pay based on the number of people who view your ad. This is the best type of campaign pricing to use if you want to raise general awareness within a targeted audience.
Your daily budget is the maximum amount of money you’re willing to spend on an individual campaign each day. If this is your first advertisement you may want to set a low daily budget so you can monitor results. Once you know your ad is optimized you can increase your daily budget.
Above all else, make sure you’re comfortable with your budget. If you only have $35 a week to spend then your daily budget will be $35/7 days or $5.00 per day. Facebook makes sure that you’ll never be charged more than your daily budget and they stop showing your ad once you’ve reached your budget limit.
Facebook advertisements work on an auction based system. This means that the market sets the price for a click depending on demand for your keywords. You’re going to be asked to set a maximum bid. This is the amount of money you’re willing to pay per click on your ad or per thousand views of your ad, depending on whether you have a CPC or CPM campaign.
Your maximum bid competes against other photographers’ bids to determine which ad gets displayed to the target audience and how much you ultimately pay for a click. This becomes important if you are in a highly competitive industry where you’ll be competing for ad space with a number of other businesses. Remember you can adjust your budget at any time. It’s important to monitor your campaign for the first few days to analyze results and modify your campaign to fit your goals and budget.
Facebook advertising offers an abundance of opportunities to build your business. The trick to maximizing your success and your investment is to clearly establish your goals. What do you want your Facebook ad to accomplish? Once you’ve clearly outlined your goals, each subsequent step in the ad creation process should support you r goals.
Finally, make sure to test and track your success. Each aspect of your ad can be tested and tracked. The more you optimize your ad for results the easier it will be to achieve your goals.
As an author, speaker, trainer and social media and photography evangelist, Georgia McCabe’s perspectives entitled “A Picture is Worth a Thousand Friends…or Enemies” appear in print in the book entitled The Relationship Age, with social media guru Mari Smith. She is a frequent guest blogger for our photo lab.