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by Emma North on 19th May 2014
Deciding how, where and when to advertise your business online can be a daunting task. With Google AdWords offering prominent, effective and profitable search ad campaigns, many businesses neglect to consider the value of other advertising channels. Step forward Facebook advertising.
In this post I want to give you five good reasons why the vast majority of businesses absolutely must be advertising on Facebook.
The minimum spend on Facebook advertising in the UK is just £1 a day (although it’s even less in the US, as only $1 a day). However, even with this small budget, you can reach thousands of people that meet incredibly specific targeting criteria. You would be lucky to get one click a day in AdWords for that sort of spend.
With multiple bid types available, you can choose the most appropriate bidding structure for your campaign objectives. Currently there are four bid types from which to choose:
With so many options for bidding and budget, it’s important that you choose the most appropriate options for your advertising goals to get the most out of your campaign.
Unlike AdWords, Facebook ads are targeted to the users’ demographic and interests, not what they’re searching for. Because of this, the refinement available to you when you set up the audience targeting for your ads is really impressive. Here are a few great examples of how precisely you can target your ads:
With so many targeting options and combinations available, you can ensure that your budget is only spent on the most relevant audience, meaning you can get value out of even the smallest spend.
Facebook claims to have 1.28 billion active users with over 800 million users active daily. You can all but guarantee that whatever business you run and in whatever industry or niche, a good percentage of your target audience will be on Facebook.
With the sophisticated targeting options available, you can make sure your ads are seen by your specific target audience when they are in a fairly unique relaxed mind-set. Particularly if you operate in a B2B industry, it can be difficult to get your message through in conventional work hours as people are always too busy to be sold to. But when on Facebook, individuals can be subtly advertised too, without the pressure and time-constraints of a work environment.
Whatever you spend on Facebook advertising, the most important thing is that you know exactly what you’re getting out of it. Even though social media is a cheap, powerful and essential business channel, it can typically be difficult to measure ROI for the time and resource invested into maintaining a strong profile and community. However, with Facebook advertising you can clearly see what you have spent and what results it has provided.
From within Facebook Adverts Manager, you can track a huge range of performance metrics to help you gauge performance and measure ROI. The information you are provided with includes:
Make sure you spend some time analysing your advertising performance and try out different ads and targeting to see what works best and gives you the biggest ROI.
As powerful as Facebook’s advertising platform is, it’s surprising how many business are still not using it, or at least not properly. As a result, if your competitors aren’t advertising or doing it well and you can, you gain a fantastic advantage and an opportunity to win business you might have otherwise lost out on.
By getting people’s attention, increasing awareness and engaging with your audience, you can get new leads and customers who become invested in and loyal to your brand. What’s more, those customers may have otherwise gone to your competitors instead.
Although setting up and maintaining Facebook ads takes time and requires an experienced ad manager to get the best results, the rewards are well worth the investment.
For more information on getting the most out of Facebook and its powerful advertising platform, please do not hesitate to leave a comment or get in touch.
Facebook Thumbs Up in Coffee via BigStock
Emma has more than 5 years’ digital marketing experience and has worked on dozens of websites in a wide range of industries. She has a passion for both SEO and PPC and is driven by the need to develop her digital skills and knowledge. She is always exploring innovative solutions for new problems encountered in the ever-changing digital world.