What if you found a coupon for a 50% discount on something you really wanted? Even if you’re not a shopper, a 50% off deal is bound to push your bargain-hunter hot button. You’d take a second and deeper look at it, right?
At the very least, you’d probably save that 50% discount coupon to use later if you could. And if the deal was worth sharing, you’d pass it along to friends and family so they could use it too. Discounts, deals, sharing… those are the concepts that make Facebook Offer Ads so appealing. It’s also why they will generate leads for your business.
Seducing a Captive Audience
If you have a Facebook Page for your business, you know it takes a lot of effort to get new Page likes. It requires even more time and energy to engage visitors, and your efforts might not convert viewers into customers. Offer Ads can help by transforming your Facebook Page into the lead generator you’ve always hoped it could be.
Offer Ads appear on targeted Facebook timeline feeds. When you set up an ad, you present an offer, discount, or deal the viewer can’t resist. At the very least, your ad will intensify your social media presence. Your ad has the potential to be noticed by a some of Facebook’s 214 million American users.
Facebook Offer Ads are a win/win. The person who claims your offer is happy because they get a discount. You’re happy because every claimed offer increases your chance of acquiring a new customer. It also increases the chances of your social media efforts paying off. Facebook is satisfied because you’re using Facebook advertising. And you may become a frequent Ad customer.
How Offers Work
When someone views an Offer Ad in their timeline–say a 50% discount off their next purchase–they can click it for more info. If they’re interested, they can save it to redeem by the deal deadline. If they believe their Facebook friends and family may appreciate your deal, they can share it.
Online or offline deals
Your offer can provide a discount that accommodates the way consumers shop. Depending on the options you select, the person who claims your Offer Ad can redeem it via a promo code at your online store. They may also download a barcode or QR code to redeem at your brick-and-mortar location.
Just like grocery store coupons, when someone claims your offer, there’s a chance they may not remember to redeem it. Fortunately, Facebook won’t let them forget. Once someone claims your offer, Facebook’s tenacious notification system kicks in to remind them to use it.
When someone claims an in-store offer, they will receive an email reminder and a Facebook notification when the offer is due to expire. If the potential customer allows location options, they’ll receive a notification when they’re near a store where they can redeem the offer.
Offer Ad Benefits
Of course, you pay to run your Offer Ad, but the results can be worth it. You get a lot of benefits for a small budget ad.
Your ad can increase your share of the $200 billion spent online annually. When you place a Facebook Offer Ad, you get immediate access to the largest social media network. These people are already online, so a click to your site is a simple next step. Your ad can turn Facebook users into new customers for your online shop.
Even if your ad distribution is limited, anyone who sees your ad can share it. Then you’re reaching consumers your original ad didn’t target. An Offer Ad can generate new Page likes and deliver a whole new group of people interested in your future offers. This dynamic is the social media version of word-of-mouth advertising.
Limited Time Offers
To restrict the number of redeemable discounts limit your offer to Page fans or reduce the total number of views allowed. You can also reduce views by deactivating the share option.
Limit your cost
When you set up your Offer Ad campaign, decide how much you want to spend. Give Facebook your advertising budget, and they’ll create a posting schedule that works for you. You can start an Offer Ad campaign for as little as $5. This minimal investment lets you experiment with the process to see if Offer Ads are a good fit for your business. Want to expand your time-frame and customer reach, create a flexible ad campaign based on your budget.
- A per-ad budget
- A daily budget
- A lifetime budget
Track your results
When someone saves your Offer, it shows up in your results. This helps you understand your ad effectiveness and improve your advertising strategy. Follow your results under the “Promotions” section on your Insights Page. Further, refine your tracking with barcodes or promotional codes that track the number of redemptions of specific offers.
Facebook makes it easy
If you’ve never created a Facebook Ad, you might be surprised at how easy it can be. Facebook’s ad creation system coaches you step-by-step through the available options.
From your page
You can create your Offer Ad by visiting your Page. When you click the “Create Offer” block at the top of your timeline, you’ll see a pop-up to create your ad without leaving your Page.
From Ad Manager or Power Editor
When you visit the “ Create an Offer” link from the Ad Page in the Facebook Business area or Power Editor you’ll see a comprehensive explanation of your options.
From an Ad Manager App
Create on your cell or another digital device.
Boost a post
Boost an existing post by turning it into an Offer. Simply choose the post, then click the blue and white “Boost Post” button. Select your format and complete your ad.
Get Creative. Use a single ad or create an ad with multiple photos.
Get the most from your Offer Ad
When people scan their Facebook timeline, they’re not looking for deals or coupons. In fact, many users install online ad blockers to eliminate annoying side panel ads. That’s why timeline ads are so critical.
When your Offer Ad appears in timelines across Facebook, your deal will have a few seconds to grab a viewer’s attention. It must be dynamic enough to stand out. Most people are just checking their feeds to see what their friends are doing. Make your ad fabulous enough to make viewers stop and look.
- Offer a great deal: If the 50% offer discussed above was a 10% offer, it viewer would glance and keep on scrolling. 10% is nice, but it’s not scroll-stopping nice. To catch a customers eye, your deal must be great: a big discount, a freebie, a rare offering.
- Use attractive photos: Even if you plan to spend only $5 on an ad, use high-quality photos. Let’s say you’re running an ad for your gourmet ice cream. Facebook says that a photo of people eating your ice cream will attract more viewers than a photo of your ice cream sitting by itself. Viewers also see your profile photo, so make sure it’s appealing also.
- Keep it Simple: You can’t use a lot of text to make your ad sound great, so say only what you need to say. If potential customers need more information, give them a link to click to get the rest of the story.
- Consider a limited time offer: A 7-day Offer Ad is the ideal length of time for people to see your ad and feel a sense of urgency to act.
- Generate Leads: Link your offer to a landing page. The information you capture will help you establish and maintain off-Facebook contact with new customers.
- Use a Facebook Pixel: This analytic tool isn’t for everyone because it allows Facebook to monitor your web traffic. When you install the pixel code in your site header, it evaluates customer actions on your website. If you don’t mind third-party monitoring, the data Facebook collects can help you manage future ad strategies.
Facebook Offer Ads give you a range of options to generate leads for your business. They allow you to create a simple campaign with excellent promotional value and minimal risk. Imagine a $5 ad on the busiest social media site in the world. The cost-effectiveness should excite you enough to experiment with ads just to see what kind of results you can achieve.
It’s easy to get started with Offer Ads or any other Facebook ad program. Simply visit your Facebook page to access ad creation tools and step-by-step ad instructions.
Have you had success with using Facebook Ads to get more sales for your business? How did you do it? Let us know in the comments below.
Have questions about how to get started with Facebook Ads? I’m happy to help. Add your questions to the comments below and I’ll give you an answer you can use to run a successful Facebook Ad campaign.