So, you want to run a Facebook ad for your studio? Good choice! With over a billion active users, Facebook offers unparalleled ad targeting, which means you can reach more of the right people for less cost. But, if you’ve never run a Facebook ad before, it can feel daunting. That’s why we’ve broken down what you need to know about Facebook ads.
What is a Facebook Ad?
Facebook ads are sponsored posts that can be delivered to any desired audience based on location, demographics, interest targeting and more. So, if you’re hoping to promote a strength and conditioning class for high school athletes, you can set up your ad to display only to Facebook users between the ages of 14 and 18 who are interested in sports. Unlike traditional forms of advertising like print or television, you don’t have to waste money displaying your ad to people who aren’t going to attend your class. Facebook will only serve that ad to your target demographic.
How does it work?
There are multiple different types of ads, and they all display a little differently and serve different purposes:
App Engagement: If you want to drive traffic to your new app, this type of add is meant to generate activity and get people using your technology.
App Installs: Instead of just encouraging people to try your app, this ad can actually allow them to download it with just a few clicks.
Brand Awareness: If you’re a new studio looking to get your name out there, this type of ad is a great way to make your target demographic aware of your brand. You can use any type of content for this ad, so try to get creative and think of content your ideal audience would want to engage with.
Local Awareness: Similar to brand awareness, this type of ad helps to get the word out about your studio. But in this case, you can target only people who live close to your studio.
Store Visits: This type of ad works best if you’ve got a business where customers can just pop in anytime, but may not be ideal if potential members need to make an appointment or buy a membership first. With one click, this ad gives people directions to your business.
Website Conversions: If you’re promoting a special offer or want to encourage people to sign up for a free trial, the website conversions ad is a great way to drive people directly to a landing page on your website. The goal of these ads is to have prospects take an action by clicking the link, so make sure your call-to-action is clear.
Clicks to Website: While website conversions are about having potential members take an action on your site, a clicks to website ad is about driving website traffic more generally. If you have a killer blog or in-depth guidelines for healthy eating, this type of ad will be a great way to get your content in front of more eyes. (If you want to get even more people on your site, see how to Increase Your Website Traffic in 4 Simple Steps.)
Event Ads: Have a special event coming up at your studio? Use an event ad to generate more interest and get more people excited about attending!
Offer Claim Ads: Rather than directing people to a landing page on your website, offer claim ads allow prospects to claim an offer directly on Facebook. So, if you’ve got a discounted class package or a special on gear from your online store, this is an easy way for people to make that purchase.
Lead Generation (Full Form) Ads: This ad is going to collect the most information from your potential members and generate tangible leads for your studio. It does take a little more effort and commitment from your prospects, so it can be one of the most expensive types of ads. But by directing people to enter their information right on Facebook, it’s a surefire way to generate more leads for your studio.
Page Likes: Want to bolster your presence on social media? This ad encourages people to like your Facebook page with just one click right on the ad.
Post Engagements: If you created a post on your Facebook page that did really well with your audience, consider running it as an ad, as well. Giving prospects content they can engage with can encourage them to check out your brand and give your name more visibility. (We’ve got your covered with some content inspiration, as well! Check out 5 Content Ideas for May.)
Where do I start?
If you read through all the options available to you for Facebook ads and thought to yourself, I have no idea where to start, that’s okay -- you’re not alone. It’s important to create an ad that will capture your audience’s attention, but it’s even more important to give context and make your desired action clear. So before you start, make sure you’re 100% clear on what it is you’d like your audience to do. Do you want them to sign up for a class? Come in for a free intro session? Knowing what exactly you want to promote can help you decide which type of ad will be best.
And let your audience know what they will be receiving if they click your ad. The biggest mistake businesses make when running Facebook ads is making it complicated for a user to perform the call to action. Setting up complex landing pages with multiple steps is going to create drop off. Make your add attractive, easy to see what you’re offering, and simple for someone to complete the call to action.
Do they work?
Short answer: Yes. The average person spends just under two hours a day on social media, and users like, share, and comment on posts 4.1 million times every minute. There’s ample opportunity to reach people who could become members at your studio. Putting a little money behind your pages on social media will help get your content in front of the right eyes, and therefore drive more leads to your business.
Plus, Facebook offers extensive insight into how your ads are performing. Imagine knowing exactly how many eyes were on a billboard you purchased. With Facebook advertising, you can see how many people saw, clicked, or completed an action on your ad. This allows you to quickly and easily know if your ad killed it or flopped, so you won’t waste money on ads that aren’t going anywhere. With Facebook ads, you can spend smarter and drive revenue to multiple aspects of your business.
At SWETI Services, we’ve helped numerous clients set up high-performing Facebook ads that draw in more prospects and keep existing members coming back. Set up a marketing consultation with our team today to learn about how we can do that for your studio too.