Why Should You Consider Facebook Advertising?


Facebook Advertising is one of the most powerful marketing tools that can help increase your brand awareness. With 2.07 billion monthly users, you should definitely consider advertising on the social media platform, and here’s why.

In recent years, Facebook Advertising has become very competitive for all brands and businesses. Marketers have decided to turn to paid search to help boost their posts to the right target audience.

Facebook Advertising is one of the most popular platforms that businesses look to when allocating their marketing budget. Like any business, they want to make sure their budget is spent wisely and brings in a healthy ROI.

What is Facebook PPC Advertising?

PPC (Pay-Per-Click) is an internet advertising model used to direct traffic to websites. An advertiser pays a publisher when the ad is clicked. It is commonly associated with first-tier search engines.

Within Facebook PPC Marketing, you are able to keep track of the campaigns via analytics. This will help you, or the client, understand how your audiences are engaging with your ad content.

There are many PPC advertising platforms out there, but there are two notable names that dominate; Google AdWords and Facebook.

Working in a similar way to Google, you can target specific audiences using keywords, interests etc. within Facebook. You will only pay for the ad that is shown to your audience once someone clicks on your ad. You then needn’t worry about spending too much, as you can set budgets and is based on clicks, not impressions.

Your ad can be in various formats, such as image, video or carousel ads, which are becoming increasingly popular. Carousel ads allow you to advertise several products/services each with separate domains. Your ads will be displayed on either the side bar, desktop or mobile news feeds and audience network.

Another benefit of advertising with Facebook is that you’re able to advertise to users on Instagram. This has been brought about since Facebook’s acquisition of Instagram for $1 billion back in 2012. Users who advertise within Facebook will also have their ad displayed on the photo sharing platform.

So, Should Your Business Start Implementing Facebook Advertising?

Facebook’s PPC advertising platform is the world’s second largest advertising platform; second to only Google. With a 1.37 billion daily site visits, research indicates people spend more time on Facebook than any other social media platform. It just goes to show that there’s a good chance your buyers personas are active on the site. Also, the engagement rates on the platform increase the likelihood of them clicking your advert. For marketers, this presents opportunities to reach a large group of people that might not have found your business otherwise.

Target Audiences

An advantage of advertising on Facebook is that you have the ability to target specific audiences. This is due to the fact that Facebook are always finding out new information about its users. Facebook is constantly scanning what you have liked and shared to help build personas of its audience. It will then be able to pull this data and discover more information by the type of person you are and similar others out there.

By pulling in data from its users, Facebook gives businesses who want to advertise access to basic targeting options. These include location, age, gender, interests, behaviours, job titles and connections.

You can also use retargeting campaigns. Every time a visitor comes to your site, the code drops an anonymous browser cookie. Later, when your cookie visitors browse the web, the cookie will let your retargeting provider know when to serve ads. This ensures that your ads are served to only people who have previously visited your site. To enable the retargeting option, all you need is 20 website visits within a month.

Facebook’s Proven ROI

Facebook have proven to have the best ROI, with a conversion rate of 9.21% across all industries. This metric rises and fall based on your specific industry and targeted audience. It just goes to show how advertisements on the platform effectively engage the right audiences.

By showing relevant adverts to the correct target audience at the right time, Facebook Advertising is helping drive traffic and conversions to your site.

Facebook Advertising Conclusion

If you are looking to expand your marketing reach, Facebook would be the best platform to experiment with. Be careful, as you will need to carry out research to find your target audience. To do this, you could set a trail budget to find out if your target audience is on the platform.

Facebook are always updating their algorithms in an effort to show all users content they’re more likely to engage with. By keeping up-to-date with user’s interests and activity, Facebook has reduced the reach of organic pages. Adverts are highly targeted, as they are aimed at specific audiences with certain interests.

To find out if it’s worth advertising on the platform, you need to find out the following:

  • Industry benchmarks
  • Your budget
  • Your goals
  • Target audience

If you are interested in Facebook Advertising, get in contact with the Beyond Clicks Team on 01277 424 924 or email team@beyondclicks.co.uk and we can see what method of advertising is right for your business.

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