Am pomenit în articolele anterioare de multe ori de Facebook Ads, adică de campanii plătite pe Facebook. Platforma oferă antreprenorilor posibilitatea de a ajunge la un public specific prin campanii ce vor fi taxate prin cost per click.
Pentru a minimiza acest cost este necesar să știi câteva lucruri de bază despre cum funcționează algoritmul Facebook.
În 2019, Facebook folosește un algoritm complex care înțelege utilizatorul și analizează fiecare mișcare pe care acesta o face în rețea. De la câte secunde petrece acesta citind o actualizare, la paginile pe care le urmărește, locurile în care își dă check-in. De asemenea, Facebook urmărește cum navighează utilizatorul, ce site-uri accesează, ce caută și cât de dese sunt aceste căutări. Există ceea ce se numește Pixel, un instrument util pentru marketeri care pot urmări conversiile generate.
Spre exemplu, dacă deții un site de care vinde cărți, poți urmări câți dintre utilizatorii tăi au accesat site-ul din Facebook și câti dintre aceștia au făcut o achiziție. Mai mult, prin Pixel, Facebook urmărește cât timp ai petrecut pe fiecare produs, ce categorie te-a interesat și folosește aceste informații pentru a-și da seama ce tip de cărți preferi – beletristică sau non-ficțiune,dacă ai sau nu un autor preferat. Toate aceste date sunt coroborate și rezultă într-un profil personalizat fiecărui utilizator în parte.
Practic, Facebook este un fel de cutie neagră a fiecărui utilizator analizând și interpretând datele pentru a furniza marketerilor și oamenilor din publicitate informații cât mai detaliate despre publicul la care aceștia doresc să ajungă printr-o campanie. Pe scurt, marketerii sunt cei care, prin intermediul instrumentelor precum Pixel, înțeleg publicul țintă al unui antreprenor și livrează campanii de interes pentru aceștia. În 2019 ar fi stupid și o mare greșeală din partea unui marketer să livreze publicitate despre materiale de construcții, spre exemplu, unui public care nu are interes în acest domeniu.
Publicul este oricum saturat de reclame, iar aceste campanii care nu sunt gândite personalizat nu fac decât să strice piața. Tocmai de aceea fiecare antreprenor care îți dorește marketing digital ar trebui să colaboreze cu o agenție care înțelege aceste lucruri.
În ianuarie 2018, Mark Zuckerberg declara că Facebook va proiritiza conținutul care generează interacțiuni.
Există un echilibru fin pe care Zuckerberg își propune să îl mențină între investițiile antreprenorilor și a agențiilor de marketing și pubicul larg care se folosește de rețeaua de socializare pentru a împărtăși momente și a se conecta cu prietenii.
Facebook Ads este un instrument esențial pentru o companie care își dorește să supraviețuiească în jungla digitală. Așa cum am povestit deja înr-un articol anterior, afacerea ta trebuie să fie unde sunt clienții tăi – adică în mediul digital.
Acest instrument funcționează pe bază de licitație, așadar bugetul este important atunci când te pregătești să lansezi o astfel de campanie. Acesta contribuie la ordinea apariției campaniei tale în feed-ul utilizatorului, fiind corelată cu alte reclame asemănătoare.
Spre exemplu, dacă alegi să direcționezi reclama către 500.000 de oameni, aceștia vor intra, cel mai probabil, și în targetul altor campanii ale altor furnizori. Nu are sens să te lupți pentru același public cu alții, idea ar fi să găsești publicul tău, cu caracteristicile lui pentru a obține o poziționare cât mai înaltă a reclamei cu un cost cât mai redus. Este important să identifici cine sunt clienții tăi și cum poți atrage alți oameni care au interese similare.
Din nou revin la afirmația că un conținut bun este rege. Fie că vorbim despre texte, fotografii sau clipuri video, acestea trebuie adaptate și create având în minte profilul publicului la care vrei să ajungi. În primul rând, conținutul bun generează de la sine engagement organic – adică acele interacțiuni pe care inclusiv algoritmul Facebook le consideră importante – distribuiri, comentarii, like-uri. Automat o campanie care să promoveze acest conținut bun va încuraja utilizatorul să aibă o reacție. Sigur, contează foarte mult și către cine direcționezi această campanie și dacă utilizatorii la care ajunge în feed sunt interesați ce acest subiect.
Poate părea complicat, iar dacă nu ții cont de elementele de bază și nu înțelegi fiziologia algoritmului Facebook, automat bugetul alocat campaniilor tale se va risipi repede și fără rezultate. Pentru a rula o campanie profitabilă la un cost redus și cu rezultate maxime ai nevoie de o echipă de specialiști care să producă un conținut bun și autentic și care să identifice publicul potrivit pentru afacerea ta.
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