It’s funny to think that way back yonder people paid big money for ads on TV and newspapers and they had no idea if their ad ever reached the “right” audience! (We call that the “spray and pray” technique at WMT) Furthermore, there was no way to track whether or not the ad was effective, if it made an impression, if it actually sold the product, or if people never wanted to see it again.
Fast forward to today, and ads (those that are online) are “smarter” than ever, especially Facebook ads. Unlike old-school traditional ads where you spray and pray, with online ads like Facebook, you can laser-target so you are doing more “direct shooting” to attract your ideal audience. Facebook’s ad solutions offer advanced targeting options and feedback so you can can figure out what works best for your business. And the best part is that you are in total control of your advertising fate and, as a self-professed control freak, I really “LIKE” that!
Why Advertise on Facebook?
If you want to get your marketing message out to the world (or within 25 miles around your city), this is the place to be. As of last quarter, Facebook had 1.19 billion monthly active users. Research has shown that people log in multiple times per day and one study even said some people login within 15 minutes of waking up! Advertising on Facebook can help you raise your brand’s awareness, drive people to your website, and increase online and/or local sales. Facebook’s advertising vehicle is friendly and customizable so you can easily choose who you want to reach.
Facebook Ad Targeting
You want your ads to reach people – the right people! Choose to advertise to certain areas, cities, zip codes, even those specifically around your business. Target people by their age and gender. Drill further down by selecting those that have specific interests (entertainment, technology, sports, etc) and behaviors (type of phone they use, whether or not they’re an expat, shopping behaviors, and much more). You can even reach friends of friends who have liked your page. The possibilities are truly endless!
The Cost of Facebook Advertising
How much you spend on Facebook advertising is entirely up to you. You can start your advertising budget for as little as $5. Blow your budget in one day, one week, one month, or any amount of time that you choose. If you are looking to grow your brand on Facebook (build your “Likes”) you can choose to optimize for “Page Likes” or if you are looking to direct people to your website, you can choose to optimize for clicks. Facebook will serve your ad to those who are most likely to respond to your ad the way you want them to.
Facebook Ad Performance
Track-ability should be Facebook’s middle name. Facebook offers a dashboard that shows you how your ads are performing (such as number of clicks, money spent, number of people reached). You can also see where your ads were served (desktop newsfeed, mobile newsfeed, desktop right column, etc) and it also tracks clicks received from those platforms. My most favorite part is the “Relevance” score that Facebook assigns your ads. Your ad is given a rating between 1 and 10 based on how your audience is responding to your ad (1 means you need to try something new and 10 means the audience is loving it).
Creating Ads on Facebook
Facebook ad creation can be done by anyone. They provide the template and you can choose to use your own images (or video) or pick images from stock images that they provide – at no extra charge. One ad can have up to 6 images associated with it (love variety in advertising) or you can choose to create an ad with multiple rotating images (up to 5).
Facebook Ads Payoff
Facebook ads aren’t intrusive. They don’t pop up over content that you’re trying to view. Rather they appear in the newsfeed and look like your friend’s posts. If they catch the eye of your viewer, great! The viewer may respond by “Liking” your Facebook page, clicking on the ad that redirects to a destination of your choice, or simply by doing nothing. Research has shown that even if a person does nothing on your ad, the ad still has impact. Visualization helps build up your brand in people’s brains and may affect buying decisions at a later time.
Facebook gives their advertisers a lot of freedom. You get to choose the when, where, what, and how when you advertise. Facebook users also have opportunities. In my previous blog post, I wrote about how users can choose their ad preferences, electing to see ads that they are interested in and nixing ads that they don’t want to see. A win-win. The advertisers get their ads shown to the people who are interested and the users get to see what they’re interested in.
As a *seasoned* web marketer (15 years, baby!), I have seen many advertising vehicles and I believe Facebook advertising is a great (and smart) option for every business – from corporations to mom-and-pop shops. It’s simple to set up, budget-friendly, non-intrusive, flexible, and effective.
Try it today – I think you’ll “LIKE” it too!