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It’s hard to look past Facebook’s reach. With nearly 3 billion active users, that’s a whole lot of people seeing Facebook ads on a regular basis.
We’re always talking about being targeted with your marketing though, so reach is just one part of the equation. Successful marketing doesn’t reach everyone, it reaches the right people, and this is where Facebook is incredibly useful.
When it comes to detailed targeting, Facebook is almost unparalleled. It knows so much about its users, and this information helps advertisers reach the right people with the right message.
This ability to accurately target specific groups of people draws in nearly 10 million active advertisers and earns Facebook $28.6 billion per quarter.
You can’t argue with the results which means you can’t deny the power of Facebook ads.
They’re super profitable. (If, and that’s a big IF, you know what you’re doing.)
A key thing to remember with Facebook advertising is the people you reach aren’t actively looking to buy your product or service. They’re relaxing, engaging with friends, looking for funny videos, etc., and you’ve interrupted that with your advert.
It’s not often you make a sale with a single touchpoint, but it’s even less likely with Facebook ads because people aren’t actively looking for your products. Businesses that get into Facebook ads expecting a quick sale often end up disappointed.
Many businesses fail at Facebook advertising because they are not a good fit. You should always test new marketing channels, especially before demand drives up prices, but make sure to consider whether your business model is a good fit for Facebook.
Here are a few types of businesses that are likely to succeed with Facebook advertising.
Facebook ads now come in several varieties. You can promote your Page, posts on your Page, actions users took, or your website itself. Despite Facebook’s increasing focus on native ads and keeping traffic on its site, you can still be successful in sending users to your website.
There are also several ad formats including images, videos, carousel (multiple images), Instant Experiences, and collections. Facebook ads are targeted to users based on their location, demographic, and profile information. Many of these options are only available on Facebook.
After creating an ad, you set a budget and bid for each click or thousand impressions that your ad will receive. Users then see your ads in the sidebar on Facebook or in their newsfeed.
As marketers, our main goal is generally to drive traffic to our own websites. Building your Facebook presence is great, but when you bring someone to your website, you control the medium, and this gives you the best chance of converting on your goals.
Facebook’s other ad options are great for driving engagement and brand awareness, but ads driving users off-site are still the best option for direct response advertisers looking to make a sale.
Click here for more top tips from Neil Patel on how to use Facebook advertising and watch the video below.
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