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Want Your Facebook Ads to Deliver Results? You Have to Focus!

Want Your Facebook Ads to Deliver Results? You Have to Focus!

Facebook advertising is one of the most cost-effective marketing tools available to small business owners, yet many companies shy away from using them. There’s a very common misconception out there that Facebook ads don’t work, but the truth is that they actually work quite well – if you know how to use them.

Focus is the Key to Successful Facebook Advertising

Facebook is the world’s most popular social media platform. 757 million people use Facebook on a daily basis. Yet trying to market to all of those people – a broad shotgun approach to sales – is destined to fail. To get truly meaningful results from your Facebook advertising you have to have the mindset of the dart player aiming for a bull’s eye: focus on connecting with likely buyers.

As an advertiser, you’re provided with many ways to focus your campaign. Ads can be targeted geographically, by age, interest and behavior. A good best practice is to target your advertising campaigns toward people who are very similar to your current customers in one or more of these categories.

Geography: Using your POS data, identify the cities where you’re already successfully selling your products or services. Target your ads so they’re seen within a 10-25 mile radius of these cities. Concentrating your advertising in this way is more effective than deploying a campaign over the entirety of a state or even the entire nation.

Age: Draw on your understanding of your customer base here. If your best buyers are primarily over 40, for example, there’s no sense in marketing to a younger crowd. The reverse also applies: if you’re selling to twenty-somethings, why pay Facebook to show your ad to those who are 65 +? You may want to consider adjusting the targeted ages on a per ad basis depending on the content of the ad as well. A jeweler’s ad for engagement rings is likely to resonate most with the younger crowd, while the same business’s ad for anniversary bands or pricey estate jewelry connects more with an older audience.

Interest: Facebook enables you to target your advertising by interest. Explore this feature: it’s more powerful than you may think. After you enter an interest in this field, Facebook will suggest other interests you may wish to add. Take the time to review these suggestions carefully: they’re generated by a computer algorithm that doesn’t fully understand all the nuances of the English language. If you’re trying to promote a product to Bulldog owners, for example, why waste your marketing dollars reaching out to fans of the former WWE champion?

Behavior: One of the most powerful targeting tools available to you is the ability to target your campaign by the users’ behaviors. If you’re in ecommerce, there are two categories in particular that you want to pay attention to: Online Spenders/Active and Online Spenders/Engaged. Marketing to people who are eager online buyers is self-evidently a wiser decision than devoting your attention to people who don’t shop online.

How many people should you be trying to reach with your Facebook advertising?

Knowing that there are 757 million people on Facebook is an incredible temptation. We want to try to reach them all! But the best results come from Facebook advertising campaigns that are targeted to a far smaller audience. As a rule of thumb, we keep our reach right around the 20K mark. 20,000 likely prospects are far more valuable to your bottom line than an entire world full of people who couldn’t care less about what you’re offering.

The ideal length of a Facebook advertising campaign is shorter than you think.

Facebook users aren’t known for their especially lengthy attention span. Novelty is an essential element in being effective on this platform. For this reason, you’ll want to change your Facebook advertising regularly – ideally, every 3 to 7 days. Changing campaigns frequently gives you plenty of opportunity to assess the effectiveness of your ads as well: embrace what works and move away from what doesn’t. Pretty soon you’ll be wondering how you ever marketed your business without Facebook ads.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office