As discussed on other pages of this site, there are two primary methods of lead generation for a website. There is the use of organic traffic to the site via SEO and the use of paid traffic. Paid traffic can utilize Google Ads and Facebook Ads. We offer Instagram and Facebook Ads management for our clients who want to generate leads in this way.
Facebook Ads Primer
What is the difference between Google Ads & Facebook Ads?
Let me start this by first stating that Facebook is used on this page/site to mean BOTH Facebook and Instagram. It’s no secret that Facebook owns Instagram and that the two platforms are linked together. So when mentioning Facebook Ads it means ads on both platforms.
So then, what is the difference between Google Ads and Facebook Ads? The difference is the intent to buy. When someone does a Google search for a certain product or service there is an intent to buy. However, with Facebook/Instagram, no one is going on to those social media platforms to buy something. They are going on to connect with friends and relatives. So how can you use these platforms to sell your goods or services? Let me clarify the two approaches while answering that.
Organic vs. Paid Facebook/Instagram traffic
There are two approaches that a business can use to promote their business/brand on Facebook in a manner that results in actual dollars earned. The first method is through organic posting. This is not a method that we use at Auxilia, but here is a brief explanation. Basically, a business gains traction by gaining likes, followers, hearts, thumbs up, post interactions, post reactions and so on. This is a method that heavily relies on posting and interaction by the business itself or the company providing the social media service. In fact, the term “social media” company is typically a term used to describe this. The business will need to post basically every single day. The content needs to be engaging to users and the moderators will need to engage with followers. It is building a following and brand loyalty. This takes a skill set that we don’t have at Auxilia, and quite frankly, it takes a long time to actually generate sales in our opinion.
The second method is to use ads that look like posts, and in fact, they are posts, and then to target Facebook/Instagram users so that your post shows on their feed. This method is considerably faster, it relies on Facebook’s algorithm to help gain conversions, and it allows you to fine-tune your ads (like Google Ads) so that your cost per client acquisition is consistent and predictable.
Again, with Facebook & Instagram, there is no intent to buy. You are counting on your posts/ads to be scroll stoppers so that someone scrolling through and catching up on their friend’s political opinions to stop scrolling and actually leave Facebook and go to your website and take a converting action. So you are tickling an itch that they don’t realize they have until they see your ad and then they have intent to buy. This is a totally different approach than Google Ads, but it is just as effective. Keep in mind, organic traffic on Google searches (SEO) and organic traffic on Facebook & Instagram take a considerable amount of time, and using paid traffic is a great short-term strategy to keeping leads/sales coming in while waiting on SEO to build traction.
How do Facebook Ads work?
So Facebook Ads are incredibly similar to Google Ads. A Facebook Ads account consists of campaigns, which are made up of Ad Sets, which are made up of ads. Campaigns have an outcome that has to be selected, the ad sets assign groups of people, the geographic area, languages, demographics and so on, and then the ads contain the data you’re putting before the target audience.
Campaign objectives: know your goal!
The key to both Google Ads and Facebook Ads is to properly set a campaign objective. What do you want the campaign to achieve? How will you mark success? That is the key to using both platforms profitably. In a typical Facebook Ads campaign, we seek to either build audiences or get leads. Facebook Ads is driven by audiences. Who is possibly interested in your products or services? Well, one campaign objective will help you to determine that. Once you’re able to build up a pool of potentially interested folks, you’re then able to grow that audience and begin marketing to them through the campaign objective geared at conversions. Conversions are actions taken on your website that could result in potential sales/leads. So if they buy a product on your website, place a call on your website or fill in a lead form then those are converting actions.
The cool thing with both Google Ads and Facebook Ads is that as the platform gets conversions from the campaigns, they learn and adjust in order to better accomplish that goal. In fact, both have a learning phase that they go through. Again, as an account matures it provides a reasonably predictable understanding of cost per client acquisition and how many leads to expect on a regular basis based on dollars spent.
Do you need Auxilia’s help?
Do you need a knowledgeable company to partner with? Are you the right fit for us? Are we the right fit for you? We would love a chance to be your partner for lead generation. Get in touch with us via the contact form or the number on our site.