Whether it was the intention from day one or became clear as the route of least resistance as the train continued to gather pace – Facebook is now arguably the single most powerful advertising platform on the web.
This is hardly hot off the press; for over a decade the social network has been working its way deeper into the fabric of billions of lives, clocking a frankly unbelievable 1.94 billion monthly users as of May 2017 and showing no signs of slowing anytime soon. Just what did you think the plan was for all of that sweet, sweet data?
Broadly speaking, Facebook users aren’t always tuned into the fact that every snippet of information they share referencing their commercial tastes and habits will be leveraged at some point by a wily marketer. The environment created by the network encourages the surrender of information that is useful to this end, without ever alluding to it. For those who do take notice, however, general recourse is that it’s a very small price to pay for the many benefits and conveniences reaped in exchange.
Constant Exposure for Affordable Exposure
Most would agree that continuous exposure to advert media can be draining, particularly when it’s irrelevant to our tastes and needs, or is poorly crafted. For many, it’s become part and parcel of any social media experience. For others, it can be a major discordance; prompting the question: what’s in it for us?
The answer to that question is simple: perceivably infinite (not to mention reasonably priced), commercially pertinent access to the database that aggregates all 1.94 billion+ of these consumer personae.
Facebook Ads are the most remarkable tool at the disposal of any account holder. Everyone has access to the interface and every new business should be making space for ad integration within their wider digital strategy – or should at least be working towards it.
Whether you’re selling services or products, you can harness the power of Facebook Ads very easily. The remainder of this post will be dedicated to picking apart a few of the key areas ripe for development in this way.
Let’s start with the most potentially disposable line of reasoning, shall we? Vanity is big business online. In 2017 – and I suspect for many years previous – the way in which we are perceived as human beings by other human beings is of significance to us. The same largely applies to human constructs, such as businesses.
As it stands in modern commerce, the way a business represents itself online is perhaps the most significant informer of popular opinion, especially for small and medium-sized organisations. Websites and social media accounts are in many cases the point of first contact and so must be nurtured properly.
Whatever the strategy may be surrounding this, a wise place to start is often with so-called ‘vanity’ metrics: page likes, ratings, post interactions, retweets, etc. While these functions can serve a very positive purpose, they’re stuck with this classification on account of the fact that they are widely un-actionable.
Facebook Ads allow users to create a host of intuitive advert forms based on their general end goal. Split between awareness, consideration and conversion at the top level – drilling down into each one of these areas exposes all kinds of possibilities. If the main deal for you right now is page likes, you can select consideration>engagement>page likes then craft and target an ad solely intended to increase your pages following.
For Your Rightful Market Share
The single biggest drawback of the trans-global marketplace we all now enjoy is the level of saturation it safeguards. The definition of brand awareness has been augmenting since the dot com boom of the late 1990’s and continues to now in 2017. The advertising mix within big business now dedicates a considerable portion of budget to online alongside print ads, radio and TV, whereas a great deal of smaller/younger companies often overlook traditional altogether in favour of online.
If you’re at the helm of one of these organisations, you may have already worked out the suitability of social advertising when it comes to keeping your brand on the tips of the right tongues. For any budget, you can run a scalable campaign that targets individuals you select based on profile attributes such as sex, age, location, occupation, education and personal interests. What’s more, these ad sets will only charge you based on the number of relevant individuals that have actually seen or engaged with your media. Long gone are the days of data-less exposure campaigns – and good riddance. Get the message out to the right people today via a ‘Brand Awareness’ campaign and watch your market share grow.
For Pre-Qualified Website Traffic
Digital marketing is completely overrun with confusing jargon. As the scope of practice and capability continues to widen, one distinction that is unlikely to shift is that which stands between ‘qualified’ and ‘unqualified’ website traffic.
To put it simply: unqualified traffic refers to that which arrives on a landing page ‘cold’. That is to say, with little contextual information on the link it has followed and no immediate intention to convert (i.e. make a purchase or inquiry). Qualified traffic differs in that the user is landing on a page with registered interest – and is, therefore, more likely to follow through and convert.
Facebook allows us to engineer ads that are intended exclusively to divert interested users towards the desired conversions on your website. Whether you’re in the business of providing products or services, a lot can be done within the ads interface to proposition the right people with the most relevant commodities. For example, say you’re running an e-commerce clothing store; you can engineer a carousel ad featuring 10 of your products to the relevant audience – each one with a price and a link through to the product page. What’s more, the order in which the products appear can be rotated on the basis of which items prove most popular with the selected demographic (measured by clicks or impressions). This is a level of insight that is completely unique to e-commerce, not to mention one that Facebook is pioneering with constant updates and developments.
This post only scratches the surface of what can be achieved with modest budgets via Facebook Ads. The capabilities this platform offers to users are completely unparalleled and for the most part entirely incomparable to any other social network. By allowing advertisers liberal access to their user data/buyer personas – via an interface that’s easy to navigate and often generates instant results – they’ve revolutionised the ad industry and introduced yet another motive for obsession.