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facebook advertising

Does Facebook advertising work?

Are you curious about the Adverts you’ve seen in your Facebook Feed? Are you wondering if they will help your business? Is so we will try and help answer the question, “Does Facebook advertising work?”

How does Facebook advertising work?

Facebook advertising allows you to target specific audiences that are likely to be interested in your products and services by taking advantage of the data Facebook has about users.

First, you identify your campaign objective, or what you want your Facebook ads to actually accomplish. This might be driving traffic to your website, encouraging visitors to download your app, generating leads, or increasing sales.

Once you’ve identified your campaign objective, you then tell Facebook to whom your ads should be displayed.  Facebook has thousands of custom audience parameters, allowing you to create precise audience segments for your campaigns. For example, you can target by age, gender, topics of interest (e.g. parenting), location in the world to name but a few.

You then create the ads you want to run by uploading a picture and adding some text. Unlike Google Ads, Facebook adverts are much larger and appealing when compared to small text based adverts.

Finally, you use analytics provided by Facebook to evaluate the performance of your ads, allowing you to make changes to improve everything from impression share to click-through rate.

Just like Google AdWords and Bing Ads, Facebook utilizes an auction system to determine which ads are shown to which users. Essentially, the more competitive the market for your advert the more it will cost you to make sure your advert is shown to users.

Why is Facebook advertising so effective?

  • Massive Facebook audience
  • Targetted audience
  • Set clear goals
  • Track goals easily
  • Change ads easily on the fly

Once upon a time all of your followers saw ALL your posts in their feeds. It was free too! However, since the advent of Facebook advertising, things have changed. No longer does Facebook allow all of your fans to see all of your posts for free – now you need to pay for Facebook to make sure that your posts get the same reach that they previously did.

Facebook advertising has changed but there are a few reasons why paying for the platform is worth while. Facebook has a global audience of approximately 1.5 BILLION people – around one-fifth of the entire planet’s population, give or take a few hundred million.  No other social network comes close to Facebook’s market penetration.

As Facebook’s user base continues to grow, the larger the potential audiences advertisers can target based on demographics, personal interests, purchasing behaviour, life events, and thousands of other criteria that can improve the ROI of a Facebook advertising campaign.

Are Facebook Ads Worth It?

Facebook is one of the most cost-effective advertising platforms available. However, with so many ad formats available, the question of ROI depends greatly on the ad format in question.

The most effective uses of Facebook Ads for small businesses are:

  • Increasing brand awareness & social exposure
  • Capturing and nurturing leads

If this is what you need then Facebook advertising might be for you. In this respect, the success of your campaign is better measured in something called Social ROI. These metrics include:

  • Impressions – The number of times your ad was seen
  • Reach – The number of individual people your ad was shown to
  • Likes – The number of people who liked your ad
  • Shares – The number of people who saw your ad and shared it
  • Comments – The amount of comments on your ad
  • Frequency – The number of times your ad was shown, on average, to a user.
  • Click Through Rate – The percentage at which a consumer saw the ad and click through to the landing page.
  • Page Likes – The number of likes generated for your Facebook page because of the ad.

If these are the types of things that will benefit your business then have a go and try. BUT, you need to target and measure your campaign success to make sure your adverts are working for you!


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