Advertising on social media is a compelling proposition. With 80% of all internet users on its platform, Facebook is far and away the main game. Half a billion people get on Facebook using their phones only. Each and every minute, they are liking more than 4.1 million posts.
Despite all the chatter about YouTube, Twitter, Instagram, Pinterest, Snapchat, LinkedIn and WhatsApp, Facebook is probably where you’ll tap the biggest audience without losing yourself down a managerial sinkhole.
Who Will See My Ads?
While a billion people, maybe more, log in to Facebook daily, when it comes to competing for attention, the odds are in your favour—only 2 million advertisers are active on the platform.
Advertising on Facebook is one of the cheapest options available. You can get your ad seen by 1,000 people for only $5.
Targeting users by age, location, interests, and behaviours, as well as their connections, you’ll make every dollar count. You can get super granular because you can layer these targeting options.
You might hear Facebook Business Page owners say that fans are not seeing their page updates. But you’re in business too and it should come as no surprise that Facebook has bills to pay. Advertising is Facebook’s income.
To succeed with Facebook advertising, you’ll probably need help. Professional management is available, generally between $500 and $1000 a month. But that’s a good deal less than finding a properly skilled employee to hire yourself.
A $50 Facebook ad campaign will typically get your message in front of up to 10,000 people. And you can get very specific about who those people are.
Facebook advertising also adds to your ‘organic’ reach (the unpaid-for aspect of your content publishing). For engagement with your page to snowball, your content, understandably, would need to be share-worthy.
Impressions, clicks, conversions—Facebook advertising is measurable. Simply install a Facebook Pixel.
Even when you’re not selling, your brand is being reinforced. Facebook’s ‘attribution’ metric records the number of times customers see your ad.
In addition to targeting age, location, interests, behaviour and connections, you also have a window into users’ recent online purchases.
Facebook Remarketing allows you to target customers with a special offer to buy another product from you. This is thanks to knowing who visits your website, those who submit their email address, and those who use your mobile app.
Your Facebook Remarketing ads can display when the user searches on Google, visits similar websites, uses social media, watches videos, or uses other mobile apps.
Once you’re successfully converting your defined audience, you can use ‘Lookalike Audiences’ to clone the profile and target new like-minded people who should also be interested in your business.
Facebook advertising is good for capturing qualified leads.
You can apply behavioural and demographic filters to target specific audiences. You can target people who are interested in what you’re selling, using behavioural and interest filters, and who can afford to spend (using demographic filtering). You can use retarget to focus on people who are actively checking out what you’re selling.
Unlike with other PPC (Pay Per Click) advertising, you won’t need deep pockets to compete with the big players.
Facebook’s Call Button makes short work of the old ‘Sales Funnel’ model which relies on visitors seeing your ad, clicking it to be taken to your landing page, before hopefully, sending you their contact details. Instead, a mobile phone user sees your Facebook ad then clicks the Call Now button. The lead is captured. Done.
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