Meta Ads: a lever to boost your customer acquisition

If you're wondering if Facebook ad campaigns are still worth it, the answer is yes. Although the Facebook ad network is no longer what it used to be, it still has a huge number of users (3 billion active users worldwide in 2022), many of whom are potential customers.

Among the various acquisition levers available, Facebook stands out by far. Why? Its cost per click is among the lowest on the market, making it very economical. It allows you to be present on other partner social networks, such as Instagram, Messenger and Whatsapp, considerably expanding the reach of the campaign.

To put it simply: it is an ultra-powerful marketing tool.

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Meta ads: what is it?

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Let's start with the basics! It is one or more digital ads that use all the user data collected from the Meta group. It allows you to target a wide audience, beyond your subscribers and previous interactions.

You create a personalized ad that targets specific users. You have total control over your audience criteria, such as age, gender, interests, profession, location, and language. Your advertising campaign will then appear in the stories and news feeds of users who are likely interested in what you offer, maximizing engagement.

Now let's get to the heart of the matter: why Meta Ads can boost your customer acquisition?

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Why is Meta ads a powerful tool to boost your customer acquisition?

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A very broad audience

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👉 3 billion people use Facebook every month (including 33 million French people)

👉 59% of web traffic from social networks comes from Meta. (BDM, 2023)

👉 74% of users are between 18 and 44 (including 59% between 18 and 34)

👉 500 million people use Instagram per month

👉 1 minute out of 5 of mobile browsing is devoted to Facebook or Instagram

So there is a good chance that your customers and prospects are present on this social network...

Source: https://www.hubspot.fr/statistiques-marketing

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Postpone the decrease in organic reach

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With Meta Ads, you boost your publications by inverting the reach curve. As proof, a BuzzSumo study of 800 million Facebook publications reveals that the average engagement per post obtained by pages decreased by 20% between January and June 2021.

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Ultra-precise targeting

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Meta Ads allow you to target your prospects and customers extremely precisely. Beyond the socio-demographic criteria of your target (age, sex, marital status, place of residence, location...), you also target areas of interest!

Even better, you can import your customer and prospect files directly into Meta to use it as a basis for reaching a similar audience.

In short, Meta ultra targeting avoid throwing money down the drain because you are only targeting target audiences that are really likely to buy your product/service.

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Choosing the location of your advertising ads

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With Meta Ads, you can be present on other partner social networks, such as Instagram, Messenger, and Whatsapp, greatly expanding the reach of the campaign.

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Reach your audience at each phase of your sales funnel

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You certainly know the principle of the sales funnel, right? Well, the advantage of Meta Ads, unlike Google Ads for example, is that you can reach your prospects at each phase of your funnel, in other words:

👉 The awareness phase (TOFU — top of the funnel);

👉 The consideration phase (MOFU — middle of the funnel);

👉 The conversion phrase (BOFU — bottom of the funnel).

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Do effective retargeting

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Retargeting on Facebook is considered to be a extremely effective targeting strategy. In the context of a sales funnel, retargeting plays a crucial role both in the consideration phase and in the conversion phase.

Facebook is constantly expanding its retargeting options, allowing you various ways to reconnect with your audience.

Here is an overview of the different retargeting options available on Facebook:

👉 Customer file : you can download a list of customers or prospects. Facebook then identifies these people on its platform so that you can target them again.

👉 Website traffic : Create an audience based on visitors to your website or specific pages, such as a product page or a blog post.

👉 App activity : Retarget the users of your mobile application.

👉 Offline activity : retargeting based on offline interactions, such as telephone contacts or store visits.

👉 Interactions : you can retarget those who interacted with your Facebook Page, your videos, or your Instagram account.

This strategy makes it possible to maintain engagement with users who are already interested in your products or services, thus increasing the chances of conversion.

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A precise ROI and a controlled budget

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The Facebook cost per click (CPC) is among the lowest on the market, making it very economical. Indeed, a Meta ads advertisement costs much less than advertising on Google Adwords for example. The proof is, In October 2023, the average Facebook CPC was found at 0.11 euros, while for Google Ads it was around €2.43.

Although the Adwords ads have a generally higher conversion rate, in part because users who search on Adwords already have a clear intention, Facebook stands out for its more affordable entry costs, making the platform particularly attractive for small businesses.

ROI is a crucial aspect. The main purpose of advertising is to make more money than you spend.

On Facebook, you are lucky to be able to measure the ROI of your advertising campaigns with great precision and check the result. You can know the Exact number of people who saw, clicked, interacted, or converted with your ad. This transparency allows you to monitor the performance of your ads in real time and to adjust or suspend your budget if necessary.

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👉 Facebook is the platform that offers the best ROI compared to all other platforms (24%). (HubSpot, 2023)

Facebook also allows test different versions of your ads (A/B tests) to identify the most efficient ones. The same goes for audiences, which you can test in parallel.

You don't need a big budget to get started. Moreover, we recommend starting with a small budget and gradually increasing it according to the results.

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⭐️ For the “visuals” part, we recommend that you test several creations simultaneously (videos and static images) in order to quickly find the formats and marketing axes that work for your business.

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Starting out on Meta is good but setting up a multi-channel strategy on several advertising networks is even better to meet your goals! Here's why you should link your Facebook ads to Pinterest ads.

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