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How to get the most out of your Facebook adverts

Written by Vicky Jessop on 28 Mar 18
How to get the most out of your Facebook adverts
Facebook is one of the most popular social media platforms on the planet. With an average of more than 1.4 billion people logging on every day, and the platform growing by an average of 14% every year, it’s the perfect place to be if you want to be seen online.

But how can employers connect with potential customers and candidates? Facebook has its own method for ensuring you get huge numbers of views online: the Facebook advert. With Mark Zuckerberg regularly changing up the platform and the tools that marketers use to reach out to their audience, the Facebook ad is a fantastic tool: you write your message, choose who to target and set a budget which determines how many people see your advert, and click on it, until money or time runs out.

But in such a noisy space, how can you write an advertisement that stands out, and entices candidates to click on it- whether it’s an interesting article or a must-not-miss job vacancy?

Here are some tips for getting more out of your Facebook campaign

Include a strong offer

What will entice your ideal candidate to click on your ad rather than on somebody else’s? You have to give them an incentive to click on your advertisement, whether it’s through the image that you use or the copy that you write. After all, shopping for jobs is like shopping for clothes- and people love to buy things. 

You need to tell them what’s in it for them: what employee benefits might you have? Is there a good salary, or will the role that you’re offering challenge and excite your candidates? What about company culture? If your job has a selling point, then include it here, because it’s the only thing that your candidate is going to see that will convince them to click on your vacancy. You should also make sure that the image that pulls through is relevant and eye-catching: bright colours, and dynamic scenes that will be sure to catch the eye are always a winner!

Once that’s done, you should also include a call to action to incite immediate action: for instance, ‘apply here now!’. 

Target fans

Facebook’s targeting system
is a thing of wonder, and if you’re not using it then you need to quickly familiarise yourself with how it works. Facebook’s targeting allows you to target who views your ad, filtering by location, gender, age, relationship status, financial income, political preference and more.  As if that’s not enough, you can also filter by interests, and even by behaviour- for example, people who travel a lot or people who buy from high-quality stores. Given the amount of information we share on Facebook, it’s really no surprise, and though it can be an imperfect system, there’s no point targeting people who will just scroll past, so this will increase your chances of people interacting with what you post. 

Keep it small

How fast do you scroll through your Facebook feed? Likely too fast to take everything in all at once. As a result, your advert has to be short and succinct if you want to stand a chance of engaging the casual viewer. Keep it to the point: a hundred words or less. If you want to increase your chances of being relevant and engaging, why not create several different, tailored versions of your advert and target it towards different people?

Set goals

It might be boring, but it’s definitely necessary. If you want to measure how effective your Facebook ad campaign is going, then you need to measure it, in order to be able to collect results and find out whether your ads are targeting the right people. Break your goals down into smaller, daily goals- for instance, rather than hitting 1,400 people in a fortnight, aim to reach 700 people a day. This will help you keep closer tabs on how well your campaign is performing, and what needs to be changed.

At 4MAT, we make the effort to learn about all aspects of online digital marketing so we can share our industry expertise with other employers. Find out more about what we do here, or check out our eBook on Planning a New Digital Marketing Strategy below.



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