Search Team Blog

Boost Your Brand with Facebook Paid Ads

Posted by ryanz on August 25, 2016

It’s no longer a myth: reaching your fans on your Facebook page is becoming harder and harder. Over recent years, the organic reach of your page’s posts has diminished quite a bit. But why is that? An answer to this question starts with understanding Facebook’s goal. In a recent release on the latest Facebook algorithm change, here is what Adam Mosseri, VP, Product Management at Facebook, had to say: “Our success is built on getting people the stories that matter to them most. If you could look through thousands of stories every day and choose the 10 that were most important to you, which would they be? The answer should be your News Feed. It is subjective, personal, and unique — and defines the spirit of what we hope to achieve.” Facebook wants their platform to be a space that users spend more time engaging with; and to do that, Facebook attempts to match up user expectations with what they are shown by predicting the sort of photos, images, and stories that you and I find valuable. To achieve this, Facebook continues to smartly develop and change their algorithm so that it can more accurately and effectively deliver the best individualized experiences for each user. However, with these efforts for tailoring and individualization, the small space for brands’ posts in users’ News Feeds has become very competitive, resulting in lower and lower organic reach performance.

So, what can your practice do to help your posts find their way in front of your current and potential patients? While there are some sound strategies that we’ve seen work for this goal, in today’s blog we want to focus on the most effective one: paid ads on Facebook.

Let’s take a look at the three most popular ways to use paid advertising on Facebook!

Boosting Posts – Boosting a post is an awesome feature because it will take a post you’ve specifically created and place it right in front of an audience of your choosing. Facebook’s easy-to-use and effective advertising platform allows you to create audiences based on location, interests, and other demographics so that you can best target your page fans and even the friends of your page’s fans. For example, if you are running a promotion or special in your office to attract new patients, boosting a post with smart audience parameters is a great way to reach people on Facebook who may not have even heard of your practice! Or, for another example - boosting a post about your involvement in a community event can be another awesome way to further connect with your community while also letting your fans know about the great things you support!

Promote Your Page – If you’re looking for a strategy targeted at increasing new page likes or putting your practice’s name out there, promoting your page can be a helpful way to go. Page promotion ads are typically seen on the side bar (if you’re on desktop) and Newsfeed in-line for mobile users. Maybe you’ve seen these sorts of ads on your personal Facebook feed? Placed at the right time and in front of the right people, these can be a great option for brand awareness and generating new page likes!

Promote Your Website – Similar to promoting your page, the website promotion feature will draw attention to your website in users’ Newsfeeds but is specifically targeted at generating traffic to your site. Just launched that amazing new website and are eager to share it with everyone? Try running an ad for promoting your website!

Again, these are just the three more popular ways to run advertising spend for your practice’s page. In fact, one of the coolest things about Facebook’s advertising platform is how intuitive and easy it can be for achieving whatever your advertising goals are. When you go to set up an ad, Facebook will ask you some questions about what it is you’re trying to achieve, and then guide you towards sending those ads out!

Further, you will be surprised to see how little money it costs to be effective with your advertisements on Facebook. Even a small amount of $20 can propel your reach to the right audience. As you’re setting your ad up and placing how much you’d like to spend, Facebook will show you an estimate of how many people will see your ad, helping you adjust your spend to your goals!

Looking for more information and strategic help with setting up and sending out Facebook ads? Give the Sesame Social Team a call! We’d love to use our knowledge and experience to help you be successful with advertising on Facebook!

-The Sesame Social Team