By Arielle Mullen

Although they've landed in hot water numerous times over the last few years, Facebook Ads has remained one of the most powerful marketing tools available. And despite the low barrier for entry, the ever-expanding list of features has left many people feeling intimidated at the idea of adding this channel to their marketing plan. With that in mind, today we're taking you through the list of questions about Facebook Ads that we hear most often from clients. Let's get to it!

Facebook Ads vs. Google Ads. Which is better? 

The answer lies with your advertising goals and target audience(s). The core difference between these two ad platforms is the way they go about targeting people. Google targets based on what people are searching for, whereas Facebook targets by pulling information from a variety of sources (Pages they've followed, interests they've added, and data from third-parties). The cost per click is generally lower with Facebook Ads, but Google Ads can be better for targeting people who are further down the sales funnel and closer to converting.  

Do they actually work? 

The short answer is: yes. The annoying second half of that answer is: if you have them configured correctly. All of the elements of your campaign (and there are many) need to work cohesively. 

Which advertising objective should I choose? 

Before creating your ad set, figure out what your goals for the campaign will be. Are you trying to get people to purchase a product? Sign up for an event? Join a mailing list? Once you know what you're trying to achieve, you can pick the ad objective that will work best. More information can be found in the Facebook Help Center.  

How do I set a budget for Facebook Ads? 

If you're unsure how to set a budget or where to start, try running a test campaign with a daily budget of $5-10 for 5-7 days. Facebook Ads Manager allows A/B testing within the same campaign, making it easy for you to test the various elements of your ad set (target audience, ad creative, format, placement, etc.) to see what the winning combination will be.  

How can I lower my CPC (cost-per-click)?

Testing! The truth is, there isn't one single "best" configuration for a Facebook ad. However, the most successful advertisers know their target audience incredibly well. Keep in mind that every time you create a campaign, your ad set is competing against other ads that want the attention of the same audience. Meaning? If you know what your target audience wants at each stage of the customer journey, you'll be better equipped to create ads that will resonate with them. 

How can I improve my skills? 

Facebook Blueprint is a great place to deep dive into everything related to Facebook Advertising. These courses, created by Facebook, are free (unless you'd like to become certified). Another option? Attend one of our Digital Marketing Workshops! These interactive sessions are packed with valuable information and the material is perfect for those at a beginner to intermediate level. 

Interested in a more custom approach? Our workshops can be tailored to your specific requests, and can be conducted onsite at your business or in our beautiful Chico office. Get in touch with us to learn more!

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