Can Facebook Ads Work for Your Business?

Facebook adsFacebook Ads are a regular part of life for any Facebook user.  They appear on the right-hand side of every page of Facebook, and they are often eerily relevant to our lives and conversation.  I have been asked by individual direct sellers, as well as direct sales companies, if Facebook Advertising is something that those of us in direct sales and network marketing should be taking advantage of.  How do they work?  What kind of results do they bring?

The answer is, it’s a mixed bag.  Some people are getting some good results from these ads.  Others not so much.  A lot depends on knowing best practices when it comes to producing Facebook ads, and then targeting your market effectively.

The first thing you need to understand is that, when it comes to Facebook Ads, there is no set price.  Rather, it’s based upon a bid system.  You set a budget that you’re willing to send in a day, and then Facebook will display your ad a number of times until your maximum amount is spent for that day.  There are two different ways you can bid:

  • Cost Per Click (CPC): This means you ONLY pay for your ad if someone clicks on it.
  • Cost Per Mil – 1000 impressions (CPM): This means you pay for every 1,000 times your ad is displayed, regardless of clicks.

Usually, a combination of both of these is most effective.  Cost Per Click costs more than Cost Per Mil, but you’ll need to test for yourself which works best for you.  (Facebook recommends a bid range to help you decide how much to bid for each impression/click.)  Remember, however, that sometimes people need to see an ad multiple times before they click on it.  That’s why a combination can be valuable.  Those non-clicking impressions may cost you less with CPM.

So what can you advertise?  Well most direct sellers use Facebook Ads to advertise one of two things:

  1. The Opportunity
  2. Their Personal Facebook Page

One of the reasons it’s an exciting way to advertise is that you can hyper-target the people who see your ad.  So let’s say, for example, that you hear about a direct sales company that has closed.  You may be interested in approaching the salesforce in that company looking for a new opportunity.  But you don’t want to be insensitive.  A Facebook Ad is a subtle way to let them know about your opportunity, without shouting at them.  You would simply include that company name as part of your target market for your ad.  They can click when they’re ready.

There are volumes and volumes that can be written about the effective use of Facebook Ads, but here are a few best practices to keep in mind, should you decide to explore this way of advertising:

  • People are more likely to click on ads that keep them on Facebook than take them to other places on the internet. So instead of providing a link directly to your personal website, you might consider adding a special tab to your Facebook Page (if you have one) that encourages people to “Like” as a first step, and leave your their contact information (such as a special report or discount they can get if they click.)
  • People are more attracted to “candid” type photos than professional ones. Their friends post candid photos, and this is what catches people’s eyes.  So don’t feel like you have to go and buy stock photography to create an effective ad.
  • The maximum size of ads is 25 characters for the title and 135 characters for the body.
  • Include calls to action in your ads. “Click here!” “Vote here!” or “Click to Win”
  • Always test multiple versions of your ads, and never run them for more than a couple of days at a time. Fresh content is essential for effective ads.  And watch your stats.  You will get detailed analytics from Facebook on the performance of your ads.  So bid $10 at a time, and try things out to find what most resonates with the people you want to reach.

Do you have to advertise on Facebook?  Absolutely not!  As a direct seller, the relationships you build on Facebook are the most powerful tool you have.  But if you have been interested in finding new people on Facebook, Facebook Ads are one way that you can look to do that.  Simply scroll to the bottom of any Facebook Page, and click Advertising to get started.

Have you tried Facebook Ads?  How have they worked for you?  What tips or advice would you give to direct sellers considering them?  Would love to read your thoughts in the comments below!

4 Responses to Can Facebook Ads Work for Your Business?
  1. April Allison
    October 13, 2010 | 5:28 pm

    Thanks so much for your info Jennifer. I just created an ad YESTERDAY as a matter of fact! I appreciated your recommendation that I change it up every couple of days. I didn’t know that and would have kept it exactly the same if I hadn’t read this. I will be sure to keep close tabs on the results and kind of play around with things as you suggest. Sounds like it’s not an exact science. I hope it’s worth the $ though. Several of my friends in other businesses have used ads successfully so it must work if we do it right!

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