26/01/2022 - 2 minute read
Using Facebook Ads as part of a D2C Brand Strategy in 2022
Facebook Ads (now Meta) are a digital channel that helps you promote your products directly to your customers by targeting them with ads on their newsfeeds.
This article will explore how we use Facebook Ads as part of our direct-to-consumer (D2C) brand strategy at GL Digital - where they fit in and where Facebook is outperformed by other channels.
Where Facebook Ads excel
At the top of the funnel, Facebook Ads excels at reach and awareness. You can target a very large audience with your ads, and with the recent changes to Facebook's algorithm, you can be sure that your ads will be seen by a good portion of your target market.
Additionally, because people are used to seeing ads on Facebook, they're less likely to be turned off by them than they would be by ads on other channels.
That said, Facebook Ads shouldn't be your only digital marketing channel - it's important to use a variety of channels in order to reach as many potential customers as possible. Paid social media should be one part of your larger digital marketing strategy.
Own the newsfeed - The local budget trick
One of the reasons that Facebook Ads are so effective is because of their ability to target a very specific area. By targeting a small area, you can ensure that your ads are seen by the most relevant people, which makes your budget go further.
Additionally, targeting a small area allows you to hone in on your exact target market, which can help you improve your return on investment.
Rather than spreading out your budget across an entire country, using a narrow target area will mean you outbid all competitors within that area.
We call this "owning the newsfeed" for your local area.
Warming up audiences
Facebook Ads are a great way to warm up your audience.
As we discuss in our paid social article, you should view Facebook ads as a cheap way of "buying data" - learning about your audience.
A purchase conversion will usually happen after the customer has been exposed to 3 or 4 marketing messages. Our role at this stage of the purchase journey is to make sure your brand remains "front of mind", not to drive an impulse purchase.
Challenges when using Facebook Ads
We believe content is the best investment you can make when planning ads. All good campaigns are good for different reasons, but bad campaigns are usually bad for the same reason: poor quality content.
It's important to remember that Facebook is a social platform, so your ads should be designed to create a conversation rather than just promote your product or service.
While Facebook Ads excel at reach and awareness, we generally see better results when they are combined with other channels, such as email, SMS or other social channels.
Additionally, Facebook Ads can be expensive, so it's important to make sure that you're targeting the right people with the right message.
Facebook Ads shouldn't be your only digital marketing channel - it's important to use a variety of channels in order to reach as many potential customers as possible. Paid social media should be one part of your larger digital marketing strategy.
About the author
Gary Lewis Cheetham is an automotive marketing specialist, born and raised in Oldham, Greater Manchester. He spent his teenage years working at the family dealership after school, learning the ropes of the car trade from the inside out.
After moving on to working in marketing, Gary Lewis founded GL Digital in 2020 when he noticed a need for direct-to-consumer marketing platforms within the auto industry. He now strives every day to help independent dealers in the UK and US realise their potential. Gary also loves Formula 1 and motorsport.
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