Facebook marketing is a popular advertising tactic used for promotion. Both traditional and online businesses use them. Of course, we use them too.
The 3 Main Objectives Of Facebook Advertising
Within Facebook Advertising, there are various ways to advertise. The 3 main objectives of advertising on Facebook are:
Regardless of which objective that you decide to go for, ultimately, if you are promoting your business, what you will want is to increase your revenue.
The #1 Mistake People Make With Facebook Advertising
Today, I like to discuss with you about a common mistake people make when doing Facebook advertising: And that is to focus on getting likes, shares and comments.
In reality, it is not about likes, shares and comments. The most important thing to look at when using Facebook advertising is to see the number of Facebook users clicking on the link that you are promoting.
It is technically not too difficult to get a huge amount of likes and shares. Do you know that you can even buy likes for as low as $5?
However, do the likes and shares translate directly to sales?
Let’s take a step back, in order to have sales, the audience needs to go through your sales page and purchase the product.
And for that to happen, you have to ask yourself… “How did the audience arrive on your page?”
Answer: By clicking on the link that was advertised in Facebook!
What You Should Instead Focus On For Your Ads
Therefore, there is a metric that marketers should be concerned with. It is the click-through rate or CTR of your ad.
This is because, having many Likes, shares or Comments is going to be useless they are going to click on the link to visit your website and make a purchase.
For instance, you create a post on your Fanpage and decide to use the Boost Post function to advertise your post.
In your post, your aim is to bring them to an affiliate product sale page.
You then create a post and advertise it.
The post gathered 500 likes, 50 shares and 100 comments.
This might seem like a good result until you realize that only 10 visitors actually click on the link to visit the sales page and you make 1 sale.
Something seems awry, right?
500 likes but only 10 people clicked on the link to view the sales page?
This is because likes, shares and comments do not translate to clicks directly!
Yes, you may be able to have more likes on your post or Fanpage, but do you know that all your fans may not be able to able to see your post all the time?
They can choose to like your page but unfollow the fanpage, meaning that they will not see anything that you post on the fanpage.
Even if they follow your fanpage, Facebook may not show the post to all your fans! (That’s how Facebook works, in order to force you to pay them to boost the post.)
It is nice to have many likes and shares but you will never know the “quality” of the likes as liking is an “easy” task to do on Facebook.
Not to say having “likes” doesn’t matter though, because having many likes can help to reduce your advertising cost by translating into more exposure for your content.
Having shares and comments take more effort than likes but it is still the clicks to the website that matter ultimately.
So, please remember not just focus on Likes, Shares And Comments but the clicks to your website to measure the effectiveness of your Facebook ads.