Over the last 5 years, the social media landscape has evolved to such a degree that Facebook has become an integral part of even the most rudimentary internet marketing strategy. By extension, a high proportion of SMEs are today actively using the Facebook platform to promote their business.
In this article, we’ll take a look at a single but highly valuable aspect of the Facebook experience for business users – adverts.
If you’re considering paid search advertising via the internet, then you really should consider Facebook advertising. To quote their advertising home page “Millions of people use Facebook everyday to keep up with friends, upload an unlimited number of photos, share links and videos, and learn more about the people and businesses they meet”. So let’s get started.
What is a Facebook Ad?
If you’re one of the 500 million plus users on Facebook, you will doubtless have noticed the little ad banners that appear in the far right column of the page. Whether you’re promoting anything from mobile phone deals, the latest BMW or a product specific to your locality, ads let you reach out to millions of users, 24/7…
What Are The Advantages?
Think of Facebook ads as a more refined version of paid search (PPC), or perhaps the logical evolution of PPC. Facebook ads allow you to target a far more precise target audience via an intelligent use of information drawn from user profiles. Therefore, you are pretty much guaranteed to reach a higher proportion of your chosen market.
Where Do I Start?
The good news is that it’s a relatively simple process requiring little more than your page address, an picture, title and some body text (a little traditional marketing savvy is still required here). Facebook will ask you for some basic information regarding your target audience (age group, gender, interests and so on). As a result, you will receive a rather useful demographic projection.
Is It Expensive?
This is where the more traditional elements of search marketing creep back in. There are two options: cost per impression or pay per click. Basically, this means you either pay for a pre-defined amount of ‘clicks’ on your ad (usually 1000) or per individual click through. Much has been written on both subjects, so a little research is recommended here to establish which is best for you and your business.
However you choose to use Facebook, whether strictly as a social media channel, or to network and advertise, there is no doubting its value as a unique and dynamic marketing platform – don’t be afraid to experiment and, most importantly, measure the resulting activity. If you would like to review the effectiveness of your social media marketing activities, call 01454 261111.