Being in a band myself, I know how hard it can be to market yourself on a platform created for individuals to connect with family and friends. Not only that, but Facebook pages weren’t created for bands, it was created for businesses to seek out an audience and to help with their branding. Taking these two points on board, I realised that to make something out of Facebook, I need to think about our bands page as a business.
The best way to get traction is to split-test different audiences with smaller budgets, different images and wording, different location-based targeting and different ad placement (sometimes, just showing on the timeline isn’t always the best). There is a lot of trial and error involved.
As an incentive for advertisers on Facebook to improve the quality of their ads, Facebook has recently exposed ‘Relevance Scores’. These newly exposed scores are an estimate of the ad’s targeted affiliation with its intended audience. Facebook is hoping that the exposure of the scores will produce ads that are more interesting to audiences, perform better for ad users and generate more revenue (for Facebook).
But in an industry that generates more questions than answers, are these scores making things easier or harder for ad users, or is it just one more thing you have to try and adhere to? In an effort to simplify things, I’ve created a cheat sheet that will give you the knowledge to make the most of out of self-managing your ads.