Last year, in 2016, Facebook cut organic reach for business pages —
And that wasn't the first time they've done that.
At this point, it's very much a pay-to-play platform.
The upside to this is that as an advertising platform, Facebook is pretty great.
With robust audience targeting options, you can reach even very specific groups of people with perfectly targeted marketing messages.
Along with Facebook's own built in ad tools, there are other apps and programs you can use to improve your ad design, expand your reach, and otherwise get a better ROI out of your Facebook ad spend.
From research tools that tell you what's popular in your niche right now, to local advertising tools that make it easier to target people in a certain geographic area, try these tools for getting more out of each ad you run on Facebook.
Buzzsumo to Dominate Social Media
Do you know what people are reading and writing about in your industry?
Buzzsumo tells you, so you know if writing about a certain topic is worth it.
Why does this matter?
Because you’re competing against people’s family and friends on Facebook. You need to create content that can fit in seamlessly. The more newsworthy or noteworthy, the better chance you have at driving attention, clicks, and conversions.
You can even use Buzzsumo to find influencers to share your topic on Facebook or any other social media site with the tool.
Information for each influencer is also available, such as:
- Their number of followers
- Retweet and reply ratios
- Average number of retweets.
You’ll know which topics are trending, which ones get the most shares, and how people are sharing each kind of content.
A report will gather data to show you how many articles exist on any given topic and how many people shared them.
You can also see which platforms got the article the most attention.
Then, you can drive up your own results with this information to come up with ideas for blog posts, videos, or other content.
And the networking possibilities are endless.
Local Outreach with Yext
Are you forgetting about your local audience?
Local Awareness Ads through Facebook let you find customers in your area and target them.
Just enter the address of your business and select a radius that you want your ad to cover. Pretty simple, right? You can also target other demographics like age and gender, here.
There’s just one problem: only those who allow Facebook to track their location will see these ads. And if you don’t have good local-listings results, when people search for your business after seeing a Facebook Ad, your company might not even come up.
You can easily fix your online local-listings that people will search for manually with a tool like Yext, though.
The tool allows you to make “PowerListings” and corrects your existing ads in real time, adding in missing listings and updating fields like name, address, and phone number all at once.
Once you change your information in the tool, Yext updates it everywhere that your site has an ad listing.
Best of all, you’ll be able to start adding new reviews to boost your credibility. Especially with the help of this next tool.
Yotpo for Reviews
Yotpo lets you add product reviews to your site.
That’s great if you are a product-based company since almost 90% of people read online reviewsbefore they commit to actually buying a product or service.
It takes about 4-6 reviews for a customer to trust you.
You’ve put in a ton of effort making sure your reviews are great, so you want to make sure that people are seeing them as soon as possible.
With Yotpo, you can add a review feed onto your site so that people are more likely to buy in a shorter amount of time. If you add it to a page that’s getting tons of traffic, you’ll see huge results.
You can even publish awesome reviews to Facebook and use it as the creative for your next ad.
Why waste time doing work you don’t have to when customers have already done the heavy lifting for you?
You can also integrate the service with a ton of other apps, which you’re probably already using, in a matter of minutes.
For example, just simply integrating Yotpo with product pages has the power to lift conversions 30-120%.
The platform lets you track customers that have shown an interest in your stuff so you can send out follow-up requests after they make purchases.
This means even more reviews.
Yotpo offers a free trial, so you can try it out before buying all of the site’s features.
You can read about other tools that add some extra firepower to your Facebook ads over at AdEspresso.