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5 Reasons Why Your Business Must Use Facebook Advertising

Emma North

by Emma North on 19th May 2014

Facebook Thumbs Up in Coffee - Facebook Advertising for BusinessDeciding 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.

1 – Spend As Little As £1 A Day And Still Get Results

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:

  • Cost per mille (CPM)
    Increase exposure and brand awareness by bidding per thousand impressions, helping more people see your ad and potentially go on to engage with your brand.
  • Cost per click (CPC)
    If you’re more interested in getting users to actively click on your ad through to your page or site, you can choose ta maximum bid per click, with CPC bidding.
  • Optimized cost per mille (oCPM)
    This type of CPM bidding is when Facebook shows your ad to the people which they believe are most likely to take action on your ad.
  • Cost per action (CPA)
    This bid type is best if you are looking for users to take a specific action when they see your ad, such as like your page.

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.

2 – The Targeting Options For Facebook Ads Are Awesome

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:

  • Provide business services or consultancy? Consider targeting users with interests in “business”, “marketing” and “advertising”. You might want to consider targeting those over 30 who might be more likely to be in a position of authority at work. You can even specifically target “Small Business Owners”.
  • Sell ladies clothing and shoes online? Target online females whose interests include “shopping and fashion”. Set an appropriate age range and even target only those who tend to shop online using the Digital Activities behavioural targeting.
  • Run an online dating website? Target singles and have separate ads for different gender interests to make them as specific and relevant to the user as possible.
  • Only offer services in your local area? Specifically target the geographical region in which you operate, whether it’s a country, city, village or even postcode region.

Facebook Targeting Options

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.

3 – Facebook Has A Massive Audience Which WILL Include Your Customers

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.

4 – Easily Track Spend, Performance And ROI

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:

  • The total number of times your ad was shown (Impressions, the number of different people who saw your ad (Reach) and the average number of times (Frequency)
  • The number of clicks or other actions people took, such as page likes, engagement, comments and shares.
  • Cost data including average Cost per Click (CPC), Cost per Like and Cost per Conversion based on your specific goals and tracking.

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.

5 – Gain An Edge Over Your Competitors

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.

Now’s The Time To Start Advertising On Facebook!

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.

Create Advert on Facebook

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.

Image Credit

Facebook Thumbs Up in Coffee via BigStock

Emma North

Emma North

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.

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8 Comments

  • Olamosh 19th May 2014

    Hi Emma,

    Thanks for this articles post on Facebook advertising, no one will doubt the power of facebook Ad. The Targeting features, Tracking Features, Large base of FB users and instant result.

    But i quite disagree with you on point #1 , Depending on the Ads content and targets, you can never get a good result with £1 budget.

    Facebook Ad is now competitive that you need to raise your budget in order to get a good result.

    The amount we spend on Facebook ad 3years ago is not what we are spending now. 3years ago with £1 budget, you are guarantee of huge ROI but not now.

    Your article is great and it completely highlight the benefits of facebook Ads.

    Thanks for this piece and have a nice day

    Reply to this comment

    • Emma North

      Emma North 19th May 2014

      Thanks for your feedback.

      I have definitely seen great ROI for campaigns with as low a daily budget as £1. It is just more important for lower budget campaigns that the targeting is right, so as not to waste budget on irrelevant exposure.

      A well refined campaign with good targeting and strong ads can get your message out to hundreds of people that you wouldn’t have reached otherwise.

      Reply to this comment

  • Emmanuel 19th May 2014

    I have tried Facebook ads with one of my affiliate sites, but never got the results expected.

    Maybe I didn’t get something right, so I will pay more attention on those things which didn’t work for me.

    That said, Facebook ads is something I will recommend to many businesses – mainly due to it cheapness.

    Reply to this comment

    • Emma North

      Emma North 19th May 2014

      Hi Emmanuel, thanks for your feedback. It’s definitely true that Facebook ads have more benefit for some businesses and industries than others, but in terms of good exposure and targeted leads I think it can add value to any business to some extent.

      I think targeting is key though and requires a good understanding of the business’ target audience and their demographics.

      And as you say, it is such a cheap advertising platform when compared to similar alternatives so at the very least it’s worth running some tests to find out what works.

      Reply to this comment

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  • Ryan Biddulph 21st May 2014

    Hi Emma,

    FB is a low cost, high reward network for ad copy pros. Smart points here.

    Reply to this comment

    • Emma North

      Emma North 21st May 2014

      Thanks Ryan, completely agree about being low cost and high reward when it’s properly set up and maintained.

      Reply to this comment

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