5 Benefits of Facebook Paid Advertising
May 4, 2016
For ages companies have been using paid advertising on multiple channels. Now over time we are seeing a shift in the attention of your audience. For the last ten years people have been shifting their attention from “mainstream” forms of media to what we now call social media or as I call it the internet. Nobody pays attention to billboards, print, radio or television anymore. So what are the benefits of Facebook paid advertising?
- Split Testing – Facebook allows you to split test, this can be extremely effective for figuring out what copy or images work best so you can move forward with the most effective options. Actually Facebook will do it better, as the advertisements run their course the ad getting more engagement will be seen by more of your target audience.
- Advanced Targeting – Unlike TV or radio on Facebook you can target only the “prime” leads. You must first know who your target demographic is, but once you pinpoint that you can reach those people exclusively. You can target these individuals based on interests, spending habits, and basically everything else that they do on the internet. All the way down to the type of credit card they use for online purchases. This is why you see ads for products you’ve recently looked at on Amazon or Google in your Facebook news feed.
- Creative Control – There are many functions of Facebook advertising allowing you to change the creative aspects of your ads. If something isn’t working you can go in and change the pictures, video or copy of your ad at anytime.
- Insights – Facebook has a powerful insights tool that can allow you to dive deep into your ads to see what is working. It can also help companies decide which type of ads are effective in reaching the target and creating conversion. Insights you can track include: page performance, engagement, audience demographic, impressions, reach and many many more.
- Ad Purpose – Facebook allows you to pinpoint the purpose of your ads for almost any measurable action. Whether it be to get page likes, website traffic, video views or a number of other options Facebook will help by optimizing the audience for these actions based on their previous ad engagements.
Facebook still controls a lot when it comes to your advertising but it is for your benefit. When you create a target demographic Facebook holds an auction among the potential reach of your ad. It sends your ad to those in that target who are likely to give you the actions you created the advertisement to gain. It uses people’s historical data to determine Sally is more likely to visit your website than Jim and therefore the ad shows on Sally’s news feed and not Jim’s. This is very beneficial because it won’t send your ads to people unlikely to take action which would lead to monetary waste.
Facebook is by far the most effective ad dollars your brand can spend. Corporations know this which is why brands like Sephora, Mars (M&Ms), Levi’s and Cisco are now rolling out new products exclusively on social media. They are reducing their marketing spend and reaching a more effective audience than radio and TV can. Radio and TV sends a disruptive message to a mass group of individuals who may or may not be interested. It is really is a no brainer, social media is the now and the future of marketing. Are you using it to the fullest?
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