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The secret to great ROI: getting everything right
THE OPPORTUNITY
Over 5 million companies around the world have already spotted the opportunity created by Facebook’s family of apps (Facebook, Instagram, WhatsApp, Messenger) and are advertising on it.
Some of the reasons are:
Huge audiences: 2.6 billion people around the world use at least one of Facebook’s apps
Great targeting: within these 2.6 billion people, you can target precisely your best prospects so as to avoid wasting advertising budgets
Marketing solutions: Facebook can help you reach any marketing objectives, from branding to selling
Flexibility: you can spend 1€ or 1M€, start and stop campaigns whenever you want
Transparency: you have access to a huge depth of insights to make sure you know how and where you money is spent, what works and doesn’t and constantly improve the effectiveness of your advertising campaigns
The challenge
All this sounds too good to be true and indeed there is a catch: this influx of advertising budgets has pushed up the CPM. When it was easy to make money a few years ago when the CPM might have been 1€, in Europe it can now easily reach 10€.
This means that while there have never been as many tools and options to customise your advertising on Facebook, advertising profitably has never been harder.
Your entire strategy (from advertising on Facebook apps to converting on your website) has to be flawless.
The solution
You need to get everything right, just as all the wheels in a clock need to operate correctly for the ensemble to perform its function. But what does it mean?
Audience insights: who are your clients and why do they buy your product or service?
Strategy: how can you reach the right people with the right message at the right time?
Tracking and measurement: how do you gather the right data in order to measure success, to know if you actually made or lost money on your marketing campaign?
Implementation: how can you make sure every single tick box is ticked?
Optimisation: how can you analyse in real time the performance of your marketing and single out why a specific campaign in under or over performing to be able to make the right adjustments?
