Advertising on social media platforms is becoming an increasingly popular and effective way for businesses to reach their target audience. Two of the most popular platforms for social media advertising are Facebook and TikTok. While both platforms have a lot of potential for businesses to reach their target audience, there are significant differences between the two platforms in terms of their advertising capabilities, audience demographics, and advertising formats.
One of the biggest differences between Facebook and TikTok is their target audience. Facebook has a much broader audience, with users ranging in age from 13 to over 65. TikTok, on the other hand, is primarily used by younger people, with the majority of its users being under the age of 40. This difference in audience demographics means that the type of advertising that works best on each platform will differ. For example, businesses targeting a younger demographic may find TikTok to be a better platform for their advertising efforts, while businesses targeting an older demographic may find Facebook to be a better option.
Another significant difference between the two platforms is their advertising formats. Facebook offers a variety of advertising formats, including image and video ads, carousel ads, and sponsored posts. TikTok, on the other hand, is primarily a video-based platform, with most of its advertising being in the form of short, creative video ads. This difference in advertising formats means that businesses will need to adjust their advertising strategies depending on which platform they choose to advertise on. For example, businesses that want to create video-based ads will likely find TikTok to be a better option, while businesses that prefer image-based advertising may find Facebook to be a better choice.
In terms of targeting options, Facebook has a more sophisticated advertising platform, allowing businesses to target specific demographics, interests, and behaviours. TikTok, on the other hand, is still in the early stages of developing its advertising platform and currently has limited targeting options. However, TikTok is working to expand its advertising capabilities and is expected to offer more sophisticated targeting options in the near future.
When it comes to advertising costs, both Facebook and TikTok offer a range of advertising options at different price points. However, Facebook tends to be more expensive than TikTok, especially for businesses looking to reach a large audience. This is due in part to the fact that Facebook has a much larger user base, making it more competitive and therefore more expensive to advertise on. TikTok, on the other hand, is still a relatively new platform and has lower advertising costs, making it a more cost-effective option for businesses on a tight budget.
Finally, it's important to consider the level of user engagement on each platform. Facebook has a large and highly engaged user base, with users spending a lot of time on the platform and interacting with content. TikTok, on the other hand, has a highly engaged and rapidly growing user base, with users spending a lot of time on the platform and actively engaging with content. This high level of user engagement on TikTok means that businesses have the potential to reach a large and highly engaged audience with their advertising efforts.
In conclusion, both Facebook and TikTok offer businesses the opportunity to reach their target audience through social media advertising. However, the differences between the two platforms in terms of their target audience, advertising formats, targeting options, advertising costs, and level of user engagement mean that businesses need to carefully consider which platform is the best fit for their advertising needs.
By taking the time to understand the strengths and weaknesses of each platform, businesses can make informed decisions about which platform is right for them and maximize the effectiveness of their advertising efforts.
In short, unfortunately not.
And I write that with great sadness as I personally would love to just leave Facebook to it's on devices and reap the results!
But here is a strategic breakdown as to why your Facebook Ads cannot be "set and forget"
You Will Miss Opportunities To Scale
A way to get more out of your Facebook campaign is to spend more on it, assuming it's producing results.
On all the accounts we manage, we notice on certain days, usually before 10:00am, that if it's producing exceptional results we will look to scale it for that day.
If you aren't looking at your campaigns daily, you will obviously miss these opportunities
Conserve Your Budget
On a similar note as the previous point, if the campaigns are not performing that particular day we will look to conserve budget by reducing the spend for that day.
Past performance is taken into account rather than overreacting but generally speaking making the most of your marketing dollars is a good thing.
Again, if you're not watching carefully, you will overspend on poor performance.
A lot of the time, if you aren't spending enough or yielding results the campaign will fall into 'learning limited'.
This means the campaign isn't getting enough of the desired result to 'exit' the learning phase. It will usually happen around the 3-4 day mark.
Similarly to the previous point, daily monitoring is required to eyeball when this happens and make adjustments.
Monitoring Creative Fatigue
Being on top of your creative production is paramount in today's digital marketing landscape.
We see it time and time again where business owners will run one ad for weeks on end and wonder why their results have declined.
If you don't have a process to produce new creative as needed or at least once per week, I wouldn't recommend running ads.
Or. Hire us!
Optimizing Your Campaigns
Definition: make the best or most effective use of (a situation or resource).
The resource in this scenario is your marketing dollars.
Some optimizations that we commonly make after watching campaigns closely are:
Placements - is IG or FB getting better results?
Format - are slideshows, carousels or collections yielding better results?
Objectives - are certain objectives getting higher quality leads?
Retargeting - is our frequency getting higher? Do we need new creative launched here?
Facebook ads without a doubt requires a good amount of attention to ensure things are running smoothly.
Sure, you might get lucky and not have to pour as much time into it (lucky you!) but eventually you will likely have to address a decline in performance which could be for various reasons
So it's always best to give your Facebook campaigns the attention they require OR reach out to us to see if we can work together!
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Today I'd Like To Plant A Seed. 🌱 TikTok Ads
Whilst you might think TikTok is only full of 13 year old kids dancing and trying to go viral - the advertising platform itself is so wildly underpriced it's insane
Remember when everybody just started to adopt Instagram 4-5 years ago?
Prior to this everyone was saying, "Nah Instagram is for kids, they're not looking for my business."
Well.. as you well know now, it's one of the best platforms to get new customers from.
I started advertising on it as soon as the ad platform became available and man...
People talk about the golden days, those were it haha! Cheap leads, cheap online sales - the lot!
To date we get 20-30% cheaper results by advertising on Instagram instead of Facebook in some accounts!
I believe this to be because (at least here in Perth) most people don't think to test this out.
And so I've noticed a similar trend toward TikTok at this point in time.
Business owners think their target audience isn't on there..
They've fallen into the same assumption that had them 'miss the boat' on Instagram ads.
I'd love to plant a seed for you today - TikTok is your next biggest platform to get new customers from.
For my solar business in Queensland, we get 8-10 red hot, qualified leads from TikTok at $45 each - where as Facebook sits around $70+ a lead
You may have even seen MY ad on TikTok, promoting my training video for Perth business owners. These leads come in FOUR TIMES cheaper than Facebook at $2.20 a pop
If you follow my Instagram, I regularly post updates on new platforms and strategies that are working.
Does this mean you give up on Facebook and move to TikTok?
It means allocate some budget to test it out yourself - guaranteed you will see 3X to 4X CHEAPER costs to show your ads at the very least!
TikTok uses a very similar ad platform to Facebook - create a campaign, target an audience, create an ad.
I'm pretty sure it was modelled after Facebook anyhow!
That's all for today - if you would like to chat about this some more, feel free to book a call with me below!
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There's no shortage of volatility on Facebook nowadays with iOS14 updates and major platform changes being deployed.
As with most things in life, if we're slow to adapt OR adopt, we can be left behind in a wake of other people's success.
Today I'm sharing 3 strategies that I've had to redevelop in order to adapt to the current landscape of Facebook advertising, to push our budget and ad spend even further.
So buckle up, slip into a nice pocket of stillness and focus, and let's begin.
Strategy One: Identify Top Performing Placements
Did you know that your Facebook ads don't just show on the newsfeed?
There's a good amount of 'placements' from which you can have you ads shown (pictured below)
Strategy Two: Use All Creative Formats In Your Ads
Most of us are guilty of simply slapping up and image that we think will work well and letting it run.
But there is so much potential opportunity in using the other creative formats that are available to us.
I recently consulted with a client and identified that although they had spent quite a bit of time producing a video that they used in an ad, their Instagram (IG) story ad, which was a simple image, delivered the best results for them.
You will see on the ad level the opportunity to edit specific placements and how they will show your ads. Pictured below.
Similar to strategy one, this will give you valuable insight into which creative formats deliver the best results for your brand.
Just be aware that if you are using videos in your ads, you will have to edit the length accordingly to fit certain formats. i.e. IG feed - max 60 secs, IG reel - max 30 secs, FB feed - 10mins, IG story - 15 secs.
Strategy Three: Run Your Ads On Instagram Only
Remember when everyone was saying, "Only kids use Instagram" (Side note: People are saying the same about TikTok right now, let that sink in)
Well, not only are those people eating their own words, but Instagram is largely a platform that adopted online shopping seamlessly.
If you run a service-based business don't worry, this is still very relevant to you.
We're finding it 20-30% cheaper to run ours and our client's ads on Instagram, this could be for many reasons..
It seems less competitive, especially for local businesses. It has a lower negative feedback score, and ultimately CPMs (cost per 1000 impressions) is lower across IG.
With these 3 strategies in your arsenal you should notice a significant difference in the results you get from your next Facebook campaign
As the platform and advertising protocols evolve, it goes without saying, staying up to date and adopting new strategies is your 'silver bullet' for growing your business on Facebook.
Feel free to book a strategy call with me if you want more results from your ads!
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Australians plan to do 90% more online Christmas shopping this year compared to previous years. 2-in-5 Australians say they’ll shop online early to have gifts delivered in time - a study conducted by PayPal reported
It's a common speculation we encounter as digital marketers.
Some business owners speculate that people may have limited funds due to it 'being xmas time' or people being away on holidays (well maybe not this year lol)
But here are some helpful insights on the paid marketing end:
So what does this mean for your business?
The trending up of CPMs shown in the graph suggests that advertisers/business owners are spending more and more leading into the holiday season. Which means higher advertising costs and more competition.
So it would seem if you are considering to launch your xmas/holiday campaigns, you should probably do it soon to make the most of the lower competition!
PayPal’s research reveals the amount of online Christmas shopping in Australia is expected to almost double (48%) compared to previous years (25%): a year-on-year increase of 90%.
Shopping in-store is set to decrease, with respondents saying they plan to do only half (52%) their Christmas shopping in-store: a 30% year-on-year decrease from 75% of Christmas shopping being done in-store previously.
What about the dreaded WEEK IN BETWEEN? (27th Dec to 2nd Jan)
Even more reason to make the most of the time-on-screen!
With people more likely to be taking time-off and having more 'screen-time'. You could be putting your brand's products or services in front of them with exactly the right timing
Consider promoting your paid Facebook Ads to your retargeting (custom audiences) audiences who have already had a first impression with your brand, as the likelihood that they will convert is significantly higher!
From personal experience and being blessed to work with so many different businesses, this period of time has always offered a unique opportunity to set up the year to come.
No one has ever purchased from a business they've never heard of.
So if nothing else, use this time to tell everyone about your awesome biz!
Facebook has begun rolling out a new update from which you will be able to message friends, family or co-workers across the messenger family of apps seamlessly.
Stan Chudnovsky, VP of Messenger at Facebook, said in a recent post,
"We’ve been working on this for a while, so I’m excited to share that we’ll soon be bringing a new Messenger experience to Instagram. We’re starting to roll it out in select markets today and it will be coming to the rest of the world soon. This new experience will make it easier for you to connect with the people you care about. With this update to Instagram DMs, people will get many new features including the ability to communicate with friends and family across both Messenger and Instagram without downloading a new app, watch IGTV videos or TV shows together, create selfie stickers, and enable vanish mode so your messages disappear after they’re seen."
So what does this mean for you? The business owner?
Well if you use BOTs like Manychat, you'd best be poppin' bottles 🍾 because this update likely means that you will be able to deploy your BOTs into Instagram as well!
So as well as being able to deliver a more personalized experience on the Facebook platform and let your customers know about your products and services, you will soon be able to do the same on Instagram
Personally I think this is a sensational move.
Having run several Messenger Objective tests to the "instagram direct" location, the option to now run a Manychat Automated Flow will save us and other business owners a lot time answering FAQs and giving customers direction on the spot
What do you think? Are you excited for this?!
Your offer is what entices people (humans) to reach out and either enquire about your services or buy your product
The "Perceived Value" of your offer is largely what drives successful campaigns on Facebook. If a large portion of people see an immense amount of value in your offer, there's a high likelihood the whole campaign will be a raging success!
Comparitively, if your offer is lacking in the value department, you will have a hard time with it on Facebook and your campaign will seldom deliver any result
Now you might be thinking, "I don't want to give discounts or lower my value with offers" and I'll tell you right now, you don't have to.
An "offer" is not just a discount.
Here are a few examples:
and so on..
As you can see, in the top two offers above, I've simply added value to my offers at a low expense
In the others, I've simply conveyed the value of solving a problem
There are no limitations, only a lack of creativity
How could you improve your current offer or construct a new one?
Can you add more perceived value at a low expense?
Can you restructure the words/copy you are using to convey more value?
There's nothing wrong with crafting several offers for your business in an effort to see which works best
That's where a well-constructed Facebook campaign can be helpful
When it comes to testing these offers on Facebook, you'll want to be thinking about how to deliver it
Here are some ideas:
Those are the more common ways we deliver offers when setting up new campaigns for clients
The most common question we get asked at this point is, "Great, I've got a few offers to test, how much should I spend?"
We test on a 4 day cycle.
We take an assumption, craft a vehicle (campaign) to test it, let it run for 4 days and then assess our results. Simple.
As an example, say I want to test my two new offers..
I craft 3-4 ads for each offer in Ads manager, whilst targeting the same audience.
I then leave the campaign running at my preferred budget for four full days
After four days has past I then see that offer #1 is working the best so I leave it running, and switch off the other offer
The 4 Day Cycle is a simple test and measure structure
At this point you might look to see which offer generated the most leads or sales (by at least 50% to be statistically significant) and then switch off the under performing offers
Now to answer the question of "How much?", I would recommend setting your budget to whatever you can comfortably afford over the 4 days of your testing cycle, with a minimum spend of $10 per day
As this is all generalised information, if you are unsure about how to make it work for your business, feel free to book a Free Facebook Chat to set your strategy
In conclusion, your offer is one of the quickest ways to more successful Facebook Campaigns, as they only take a bit of brainstorming, a touch of creativity and a solid structure to test them with
I hope you found this helpful!
Google and Facebook have often been seen as competitors. Many businesses have been led to believe that you must choose one over the other without any consideration as to how you could leverage both synergistically.
In this article you will learn how we are using both Google and Facebook to their unique strengths and capabilities.
First let's discern the main difference between the two platforms:
Google - Users search for their desired solution i.e, your product or service. This makes them a much higher "intent" audience who are actively looking for a solution to a problem.
Facebook - Users are presented ads via "pattern interrupt" whilst scrolling to gain consideration toward a product or service that they may or may not, be actively seeking out. Users are served ads based off of the targeting options available to us advertisers.
So as you can see, there are slight differences in the type of audience you can reach on either platform.
Now let's talk about the good stuff..
How Do You Use both Facebook and Google together?
Watch the video below for an in-depth walk-through
Here is a visual
The diagram is a visual representation of the following sales & marketing funnel:
User clicks on a Google/Facebook Ad --> User hits the webpage --> [Variable] Did user purchase/enquire? [YES] --> End of funnel. [NO] --> Google/Facebook Remarketing Ad now shows to users who visited webpage.
With this strategy we are able to reap the best of both worlds.
Drive high intent customers from Google and generate consideration from Facebook, then remarket to both types of audiences at the same time, if they do not purchase or enquire.
This results in multiple opportunities to sell your product or generate leads for as long as you see fit.
On average we see at least a 30% reduction in "cost per purchase" and/or "cost per lead" using this synergistic strategy between Google and Facebook
Be sure to give this a shot and as always,
I hope you found this helpful
Having worked with several Fencing companies across the US, UK and Australia. I've been able to refine a strategy to get fencing leads that works almost 95% of the time - pretty good odds when you think of all the other ways you could waste money trying to generate new leads for a fencing business!
Specially in this article I'm going to outline where we get the most 'bang for our buck' and that is from Facebook.
Now for those of you who have a bad taste in your mouth or perhaps haven't had success with Facebook Ads, hear me out.
It works, and it works exceptionally well only when setup and run correctly.
So let's talk about the strategy that you can use to generate some new leads into your fencing business
Firstly, you'll want to have a) A Facebook Page and b) an Ad Account, both of which you can google how to setup.
Second, you'll want a 4 to 5 images of your work, we've often used colorbond fence pictures as they tend to draw a lot of attention.
and Lastly, you'll want to think about an offer that you can entice new fence customers with!
We can talk about some offers that have worked well by booking a chat here if you like!
From here you can begin to setup the Facebook Campaign itself:
The Facebook Campaign will then go into the "review" process and hopefully will be approved within 24 hours.
The above points are the exact framework that we've used to teach 100's of Fencing companies how to setup and run their own Ads to get more customers and obtain more leads.
Having said all of that, there are 3 specific details you need to remember when using this framework.
The first is your offer, the second is the target audience you use, and the third is the Ad.
I've recently put a short webinar together which explains how we setup our Facebook campaigns to get fencing leads and how you can do it too.
If you would like to watch and learn how we're getting a 'truckload' of new leads for fencing businesses, book a call with myself and I'd be happy to share the info: http://bit.ly/FreeFBChats
Within a flurry of new features within Facebook, it comes as no surprise that they have added email marketing to the list of business building tools!
Users can upload email contacts from other email marketing platforms and send emails directly through the Facebook platform.
You will find the tab "Marketing Emails" when viewing your Facebook page from the business manager.
Below that you will see an opportunity to upload contacts into the "Contacts" tab.
Though on the outside another email platform doesn't sound like anything new, Facebook's new email tool does have some helpful integrations like a "Send Message" button.
This is a great feature for giving customers to opportunity to connect in a more direct way with your brand.
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