Do you know how to do Facebook Ads Marketing for translators and interpreters? Hi, my name is Francisco and I am the owner of Planet Marketing, a Digital Marketing agency. My company specializes in Google Ads, Facebook Ads and remarketing. I have been in business for over a decade now. In that time, I have helped quite a number of translation and interpretation services create top notch Facebook Ads. That’s the knowledge that I am going to share with you today. Truth is; Facebook Marketing can be rewarding. However, you do need to do it the right way. In this article, I am going to;
Why do Facebook Ads?
Over 1.79 billion people visit Facebook on a daily basis. The platform is, therefore, a treasure trove as far as advertising for any business is concerned. If you check through this blog, you will notice that I have produced quite a lot of content on the subject of Facebook Ads Marketing.
There is a reason for that. I have been doing Marketing for over a decade now, and I can safely say that Facebook is one of the best platforms on which you can promote your business. This applies not only for Translators and Interpreters. It applies for almost any type of business that’s out there. Facebook is great, and it’s not just about the size of its user base;
- It’s very easy to define your target audience on Facebook. One slight difference between advertising on Facebook and doing Google Ads is the approach to audience targeting. For Google, targeting is based on context, whereas for Facebook, targeting is based on demographics, interests and behavior, among other useful parameters. Facebook tends to perform really well in this regard. You can reach out to people who are interested in what you do, which increases your CTR and conversion rates.
- Advertising on Facebook is really affordable. And you get a great ROI. That’s important, particularly for small to medium sized businesses whose advertising budgets may not be that big. Most are intimidated by the sheer size of Facebook. They imagine that advertising there is going to cost them an arm and a leg. However, that is not the case. In fact, you can start advertising on Facebook for as little as $5 per day! And you will actually be able to reach a sizeable audience for that amount. Of course, performance of your ads is going to depend on a lot of factors, including how well you have set up your ads.
- It’s possible for anyone to learn how to create their own Facebook Ads. If you are a Translator or an Interpreter, this is something that you may want to do. Of course, bigger players do not quite have time to go through the learning process. And almost everyone needs help when it comes to getting set up. That is where I come in. You can hire me either to set up your Facebook Ads account, or to manage your campaigns on your behalf. If you take the first option, you can sign up for my Facebook Ads Setup Plan. That gets you everything that you need to get started, including 2 live ads.
What you need to think about before getting started
Whether you are hiring an agency or doing it yourself, there are some things that you are going to need to seriously think about as part of the process of doing Facebook Ads marketing for Translators and Interpreters. These things are essential to the success of your Campaigns.
It doesn’t pay to simply take a plunge. Facebook Advertising can be a rather complex undertaking. There are so many angles and nooks and crannies that it can be easy to get lost somewhere along the line. The following points should help put into the right frame of mind;
Have clarity about your target audience
Audience definition is where most people falter when it comes to doing Facebook Ads for Translators and Interpreters. You may create the best ad that’s out there, but if you have it delivered to people who are not interested in what you do, then all your efforts will be lost.
Understanding Facebook Audience Targeting
I have already noted that Facebook allows you to target people based on their demographics, interests and behaviors. You also have location, gender and language as tools for audience definition and targeting. That’s great because it allows you to really zoom in on your target audience.
Thing is, Facebook knows a lot about its user. Most people are not aware that they give up so much information when they use the platform. Facebook knows who you are, what you do and what you like. It also knows when you are having Coffee at your local Café, or when you are flying out of the country.
We all like to stay connected, right? Well, for better or for worse, this feature provides a windfall for advertisers. You can reach your target audience precisely where they are. For Translation and Interpretation services, you will be interested in people who have expressed an interest in those services. You may also wish to target people who have previously liked your Page.
Establish a Facebook Page
Marketing on Facebook is not only about the paid option. In fact, what you should do first is to create a Facebook Page. That’s done free of charge, so you really have no excuse for not doing it. A Facebook Page serves as a platform on which to interact with current and potential customers.
As an example, people who are interested in interpretation and translation services may like your page. That has the effect of spreading the word out to their friends and followers.
Your Facebook Page does need to be done and run properly. Otherwise people will think you are not a serious business. Make sure that you respond to people who reach out to you on the platform. Many of these will turn up to be leads.
A Facebook Page helps you create Custom Audiences
We have already noted that Facebook Ads perform so well because they allow translators and interpreters to precisely target their audiences. One way of doing this by having Custom Audiences. The strength of Custom Audiences is that you are not just beating about in the dark.
You are sending your ads to people who have already liked you Facebook Page, as an example. These are people who are already interested in what you do. You are likely to have a bigger chance of success with them, as a result. In fact, Custom Audiences perform way better than new audiences when doing Facebook Ads.
Use Facebook Pixel
If you are a serious translation and interpretation business, chances are high that you already have a website. Chances are also high that you have been doing SEO for some time, including content marketing. So, you may be getting traffic from Google and other Search Engines.
Unfortunately, very little of this traffic converts. For eCommerce, the conversion rate stands at around 2.8%. So, what can you do to boost it? Well, one thing that you can do is to do remarketing. Most people are familiar with Google’s version of remarketing. Remember those ads that seemingly follow you from one website to another? That’s Google doing remarketing.
Remarketing on Facebook is via Pixel. Pixel is a code that you install on your site. Facebook uses this to track what people are doing on the site. So, you may get somebody from Google to your site. On the site, they check out one or more of your products. Facebook notes that interest.
In the event that they do not make a purchase, they are then shown your ads the next time that they visit their Facebook profiles. These ads feature the products that they were interest in on your site. So, it’s a second chance for you to make a sale. Remarketing is great. In fact, you can boost your conversion rate by as much as 400% by doing remarketing.
Creating your own Facebook Ads for Translators
The object of this article is to help you learn how to create your own Facebook Ads for Translators and Interpreters. In the first section, I tried to put you into the right state of mind to successfully carry out marketing on Facebook. In this section, I show you how to create your first Facebook Ad. But where do you begin? Facebook Ads are created in Ads Manager. The process is composed of 3 steps;
- Choosing a Campaign Objective
- Setting up your Target Audience
- Creating your Facebook Ad
Choose a Campaign Objective
Once you hit the Create button in Ads Manager, you are required to choose a Campaign Objective. If you know what you are doing, you shouldn’t have any problem here. It doesn’t take that long to choose a Campaign Objective. Facebook gives you 11 options. You can only have one Campaign Objective for each ad. The following are the options that are available to you;
- Brand awareness
- Catalog sales
- Store traffic
- App installs
- Video views
- Lead generation
Which one should you go for?
Translators and Interpreters often come to me asking which Campaign Objective they should go for when doing Facebook Ads. Truth is, there is no one size fits all here. You can alternate between Campaign Objectives, depending on what you wish to achieve at that particular point in time.
If you wish to get more likes on your Facebook Page, you may go for Reach as your Campaign Objective. Or you may wish to go for Messages if you want to have people reach out directly to you from Facebook.
Another option is to choose Traffic as you Campaign Objective. That’s the one that we are going to use in this example. Traffic takes people from your Facebook Ad to a landing page. So it’s important here to make sure that the landing page is geared to convert. Otherwise you are going to end up wasting your leads.
Defining your Target Audience
Once you have chosen your Campaign Objective, the next thing that you are going to have to do is to define the people who you wish to target with your ads. This is something that I have already noted at the top. Proper audience definition is important. Otherwise your ads are going to be lost in the vast wilderness that is Facebook. You have the following tools when defining your Target Audience on Facebook;
The Location setting specifies where you wish to have your Facebook Ads delivered. Where do you operate? Perhaps you offer online translation services for websites. In that case, your reach could very well be global. But if you offer your interpretation services, you will probably only be able to work with a specific locality.
Maybe you are fluent in both English and Spanish. And you offer translation services to tourists from Spanish speaking countries who are visiting Florida. The possibilities are virtually endless. Most translation and interpretation services are offered through agencies. These agencies will have a network of qualified personnel dotted throughout the country. So, such an agency may create Facebook Ads targeted at the whole of the United States.
You can also target your audience based on age. For this example, it’s unlikely that people below a certain age will need translation services. If you are doing website translation, you may wish to ask yourself the age groups of people owning a website. Maybe you can say from 20 to 55. You know your business the best, so choose an appropriate setting here.
Gender is also a useful audience definition tool. It works best if you are into Gender specific products and services.
We have already talked about language as an audience definition tool. That’s particularly pertinent when doing Facebook Ads Marketing for Translators and Interpreters.
Detailed Targeting: Demographics, Interests and Behavior
The Detailed Targeting option allows you to really narrow down on your target audience. What we have been doing so far has been general groundwork. Our ads could be delivered to just about anybody. That’s not the best approach. What you need to do is to make sure that your ads are delivered to a specific and narrow audience. You can achieve this feat using Demographics, Interests and Behavior. For this example, we will target the following people;
- Those who have liked
You can also use the Connections setting to further define your target audience. As an example, you can have your ads delivered to people who have liked your Facebook Page. Or maybe you have previously run Events. Your ads can be delivered to people who have participated in these events.
Lookalike Audience can be useful when doing Facebook Ads marketing for Translators and Interpreters. You may find after defining your target audience that your reach is rather narrow. To expand it, you should use lookalike audiences. These are composed of people who are similar to the ones that you have already defined in your custom audiences.
As an example, you may have chosen to have your ads delivered to people who have liked your Facebook Page. But what if only a handful of people have done so? Well, you would then allow Facebook to select Lookalike Audiences. These are composed of people who have liked Pages similar to yours. In our case, that will be people who have liked Pages offer Translation and Interpretation services.
Budget and Schedule
The Budget and Schedule section can also be found in Ad Set. It’s important to spend some time here. We have already noted that advertising on Facebook is affordable. You just need to retain control of your spending. This can be done by either setting a daily budget limit and defining a start and end date for your Campaigns, or by setting a Lifetime Budget. Being clear on your budget ensures that you do not have overruns.
Creating the Ad
This is the final step when doing Facebook Ads Marketing for Translators and Interpreters. It’s important for you to come up with a great ad. That’s because it’s the product that people will see. They won’t see all the other work that we have been doing so far.
But your ad will appear right there in their feeds. So, it needs to be up to scratch. The good news is that Facebook can be very forgiving. Your ad doesn’t need to be professionally done, as long as it gets the point across. When creating your Facebook Ads, there are some sections that you are going to have to work on;
The Primary Text is important because it appears at the top of your ad. You can see what we are talking about in our ad previe. Please note that you only have a few seconds in which to capture people’s attention with your Facebook ads. So, use them wisely. I prefer one or two lines for my Primary Text. That way people won’t be distracted from the rest of the ad.
Facebook allows you to create ads in the form of a video, a single image or a carousel. The format that you choose is probably going to be different depending on your profession.
One key feature of Facebook Ads is that you can do lot’s of A/B testing. That way, you will be able to come up with a formula that really brings results for your business. Maybe you could start off with a video ad. Then you can move to a single image ad. Play around in there till you come up with the formula that works best for your particular case.
Hope this article has shown you how to create Facebook Ads for Translators and Interpreters. It’s important while doing so for you to have a clear understanding of who your target audience is. That increases the chances that your ads will be successfully delivered to the right people. Targeting for Facebook ads is through location, age, gender, demographics, interests and behavior. You can use these settings to create highly successful Facebook Ads.
Do you need help setting up your Facebook Ads marketing campaigns? If yes, sign up for my Facebook Ads Setup Plan. And if you would rather learn more about how to do it; feel free to sign up for my DIY Facebook Ads Marketing Course. Or get in touch with me today. Facebook Ads are my fare. They are what I wake up to do every day. Talk to me and I will create highly successful campaigns to take your translation and interpretation business to the next level!