We have for a long time at our agency wanted to have as many of our clients advertising on Facebook, especially if their target market is spending the majority of their time inside the social network. However, due to the complications with invoicing and so forth, especially regarding the only billing in US dollars, we decided to wait.
News came through about a month or so ago that Facebook was setting up an Australian sales office and we started to get excited. Having a dedicated team focusing on the Australian market could really work in its favour, think of Google when they started with a sales team here.
So today they have announced that they are supporting billing in multiple currencies for their advertising network. What does that mean for marketing companies an agencies?
- Easier management of a campaign
- No international transaction fees
- No conversion rate/invoicing day inconveniences
We applaud this move, because now thanks to the removal of these barriers, we can see a lot more businesses willing to at least experiment with a Facebook campaign.
Engagement Ads
Facebook also took advertising online to an interactive level by taking its Engagement Ads out of Beta. What this allows is for companies to insert movies, polls and other actions (RSVP to invites) all via an online advertisement. Whilst this does blur the line between advertising and using the service, Facebook clearly labels their sponsored screen real estate. With every company currently buzzing about interacting with the brand, this is the perfect medium to do so.
How can an organisation take advantage of these two new improvements to the Facebook service?
- Contact an Agency experienced with social media, particularly Facebook advertising.
- Create a specific campaign making sure you take advantage of every possible type of advertising available on Facebook (ie. the Engagement features)
- Make sure you give the campaign a significant time to collect data (2-3months is a great start)
- Do not go in with high expectations - Facebook ads tend to have huge impressions and low click thru rates.
- Make sure you segment ads by the relevant demographic - more and more baby boomers and seniors are networking online on Facebook, don’t serve them the ads you are serving to Gen Ys.
At the moment, to get access inside Facebook’s walled garden, advertising is the quickest and easiest way to break in, without spending the time building fans and relationships with people. Make sure your business is the first, not the last.
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