Facebook is too big to ignore. It has over 1.23 billion daily active users. Every 60 seconds on Facebook 510,000 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded.
When it comes to advertising online, Facebook is your first buy, why?
Advertising on Facebook is easy
Almost everyone has a Facebook account and knows how to use it. The company made the advertising platform almost fool proof. There is not an easier advertising platform to use.
Advertising on Facebook is cost-effective
“Facebook offers a highly-efficient cost per click or cost per impression, making it accessible to many businesses that have smaller budgets,” says social media strategist, Michelle LeBlanc.
Business owners can set a very low-threshold and spend according to their budget [big or small] – you cannot get that with any other form of advertising. Even for the smallest amount of money, you can get real-time insights to your ads and easily identify your return on investment.
Ignitive’s Managing Director, Aaron Lin is a big fan of Facebook’s advertising platform because he finds it ‘dirt cheap’.
“It is arguably the cheapest way for anyone to get started – just £5 a day and you’re good to go.”
Marc Bowman of My Smoky Mountain Guide explains the advertising platform was a great help for the company at getting exposure.
“As a brand-new company, we started our Facebook advertising by boosting posts to get people to discover us. On a $20 budget [per day], we gained exposure and likes for our Facebook page and traffic to our website increased,” he says.
The cost is minimal compared to other advertising platforms and the results are very real.
Facebook has a huge audience
With over 1.2 billion daily active users, you can be certain that your audience [or at least a segment of it] will be on Facebook.
“Facebook has an audience approaching 2 billion and a robust interface that can target an audience as narrow as a city block to as large as everyone in the world who loves Batman,” says social media strategist, Mike Koehler.
“Its ad platform also allows multiple ads in a set, so you can hit different demographics, geographic and affinity groups with messages specifically made for them,” he adds.
People spend a lot of time on Facebook
On average, people spend at least 20 minutes on Facebook at any given time. While they’re online, they share thing with friends that they find interesting and discover businesses, products and influencers.
When a person sees an ad from a company and one of their friends ‘likes’ it, that is almost as good as a recommendation and they’ll more than likely click on it themselves to find out what it’s all about.
Facebook advertising offers improved targeting
With Facebook’s targeting, you can get the right message in front of the right eyes.
Facebook’s ad platform has the ability to specifically target your ideal customers. Unlike other advertising platforms that show your ads to people based off of search terms or keywords, Facebook allows you to target users by almost anything including what pages they like, their activity on Facebook and demographic data.
You can also use custom audiences to show your ads to people who have visited your website, or interacted with your Facebook page.
“When a digital advertising platform can predict a teen feeling worthless and if a relationship will last, you better pay attention to it,” says Nathan Rice, engagement group director at Haberman.
Why industry experts say Facebook is their first buy?
Eric O’Bradovich, CEO of Expo Apparel says “Facebook is the greatest platform for one reason – data. Facebook has an insurmountable amount of data. With all of its users, you can create the perfect set of ads and show them to your audience. Not only that, but users are more likely to click on Facebook ads more than any other platform.”
Oren Greenberg, Managing Director of Kurve says “Firstly, Facebook advertising easily creates new traffic among your top of the funnel (awareness) stage audience. It matches interests, demographics, location, and more (including past web activities and searches) to deliver a supremely-targeted advert to the user. The levels of targeting are unrivalled by competitor platforms, and are constantly expanding and adapting to maintain advertisers’ interests.
With over 1.2 billion daily active users, it’s absolutely certain that your audience will be on Facebook. It requires testing to reach them with a compelling message, but the opportunities are boundless. It’s superior to other platforms because the targeting data is richer, and the platform itself has more users than any other on the market. This combination makes Facebook advertising a no-brainer.”
Valerie Vallancourt, VP Marketing at Outsell says “the main reason Facebook appeals to advertisers? Facebook is an app; no ad blockers are used there.”
Zack Drisko, CEO of his self-titled social media agency says “with Facebook ads, you can get laser-precise with who you show your ads to because Facebook has so much information on their users [do you do wedding shots? Great, Facebook know who just got engaged]” *not many other platforms know that kind of information.
The remarketing feature is great. Drop some code on your website and then Facebook knows which users have already visited your site. Often, people research a few different options before buying something. If you have these retargeting Facebook ads, a user could research different companies, then see content from you 3-5 more times before deciding. It’s a great way to turn a maybe into a yes.
Facebook is super innovative with the types of ads. If you’re looking to generate leads, for example, there’s an option where people can give you their contact info without having to leave Facebook. People hate clicking over to a site, so this makes it easy as hell for the customer – and it often means a huge bump in leads for you.
They work – Facebook ads are consistently the most effective at getting results for less money.”
John Locke, CEO of Lockedown Design says “Facebook is the first, middle, and last advertising buy for ourselves and our clients. It’s a great bargain compared to AdWords, and you can reach an incredibly targeted audience.
One thing many people don’t know is that you can create a look-alike audience from your email list. Import your email subscriber list, and Facebook will match up the people who are already subscribed to your list. Next, Facebook uses the Open Graph data of your email subscribers to generate an audience that has very similar demographics and interests.
We usually begin by boosting posts and promoting content to build awareness. We look at what gets shared and liked, and which content drives traffic to the site. Next, we create a more targeted ad that speaks to the customers we’re trying to reach.”
Garrett Nann, co-founder of 197 social says “Facebook is the first choice when it comes to advertising online because of its unmatched analytics and data. Any business can target their customers down to where they live, what they make, what their job is, their family situation, etc. The data Facebook collects is unmatched anywhere else online.
Also, Facebook has very reasonable minimums to begin campaigns which gives small businesses an opportunity to test out different audience combinations and advertising creatives.”
Felix Hartmann, CEO of FundThis says “Facebook is attractive to novice and expert advertisers alike, due to both its ease of use, yet sophisticated potential. A beginner can get started as easily as hitting the “boost” button, while a pro can target by demographics, behaviours, and interests, a data-set that even Google cannot compete with. Beyond that Facebook allows the most trackable advertising with the use of Pixels, where you know exactly whether or not you are burning cash or making a profit.”
He feels Facebook is dominating for 2 big reasons: the ability to micro target potential customers and it’s in-depth reporting. “Their reporting shows you where your money is being best spent so that you know exactly who is giving you the best results. You can then target potential customers with so many different criteria based on what converts.”
Steph Taylor, social media guru at WildBloom says “there are over 1 billion active people on Facebook, so it gives you the opportunity to reach a huge, global audience that you might not otherwise have access to.
It’s accessible to small businesses on a small budget. Unlike traditional media (TV, radio, print, outdoor) advertising, where you need a decent budget to even consider it, Facebook advertising allows small businesses to get their ads in front of people, even with a budget as low as $5/day.
The targeting and retargeting options are unrivalled. You can target people based on standard demographic data, but you can also refine it by audience interests, buyer behaviour… The options are endless.
You can create custom audiences by uploading email lists and serve custom ads to these people. For example, showing a different ad to existing customers vs. people who haven’t purchased yet. Or you can create ads that are specifically not shown to these people, so you don’t waste your money preaching to the converted, so to speak.
You can retarget people who have visited your website and haven’t converted.”
Source: B2C
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