Facebook now has about 1.65 billion users worldwide, more than any other social network out there. Because more than one-fifth of the world’s population uses Facebook each month, this represents an enormous demographic of people that you could be targeting with pay-per-click display advertising.
More and more businesses are beginning to factor paid social media marketing into their digital advertising budgets, and there are many reasons why you should too. For instance, it offers a great ROI; it represents a different opportunity than search engine PPC, and it allows you to precisely target your ideal audience.
It Works (And for Any Budget)
Facebook advertising has been shown to be incredibly effective, and one of the reasons for this is that the highly visual ads blend in so well with the other content on the site. And what’s more, Facebook advertising is ideal for businesses of all sizes and budgets because it allows advertisers to set strict budgets and closely control costs.
You’re also able to set daily advertising caps and have a great deal of flexibility when it comes to changing your budget. Moreover, because you only pay when somebody clicks, you also get access to in-depth analytics about who’s clicking, conversion rates, what your social media customers are buying, and what kind of ROI you’re getting from every click.
Facebook Advertising Isn’t the Same as Search Engine PPC Advertising
Although PPC advertising is pay-per-click for both search engine and Facebook ad campaigns, and while they are both designed to increase sales, the two function in different ways. Essentially, search engine PPC ads are designed to help businesses locate new customers who are using certain keywords.
On the other hand, however, Facebook ads are designed to help more customers discover your brand through daily online behavior and keyword usage. So instead of appearing like you’re targeting specific people, Facebook pay-per-click lets potential customers find your business a little more organically, as though the user simply stumbled across your page on social media.
Facebook’s Entire Structure Invites Targeted Advertising
The whole purpose behind Facebook is to allow people to share personal information with friends, family, and potential connections. This freely offered information provides businesses and advertisers with an invaluable wealth of knowledge about potential customers, and a way to target very specific market demographics based on things like:
- Beliefs and values
- Education or employment
Finding customers by interests: When people like things on Facebook, this provides advertisers with a great deal of information about what kinds of products might appeal to them. For instance, if you’re a shoe company, it will be worthwhile to target people who have already shown an interest in other shoe companies like yours.
Targeting your audience based on location: Another great feature about Facebook PPC advertising is that it allows you to narrow or expand your reach based on the geographical location of users. So if your shoe company is based in Southeast Texas and you want to increase your sales in the Houston area, you can refine your audience based on that data.
Selecting customers in certain age ranges: Because Facebook requires users to be at least 13 years old, it asks all users for birthday information upon signup. As an advertiser, this gives you the opportunity to focus your advertising dollars on people based on their age. This works well if you know certain age demographics are more likely to purchase your products or services, or if you’re trying to appeal to a new age group.
Seeking potential customers whose philosophies align with yours: Although the information isn’t required, Facebook does give users the option to share information about their religion, ethics, and beliefs through their profile settings. This could be particularly useful for certain advertisers that are trying to find like-minded new customers, such as a religious bookstore that is trying to reach people of certain faiths, for instance.
Using educational and vocational information to locate a new audience: Another segment of information that many Facebook users share is background about their education and employment. This can be a valuable tool for advertisers as well, especially if you’re trying to reach an audience with a particular field of specialty, level of education, or professional need for your products or services.
There are a great number of reasons why businesses of all sizes can benefit from Facebook pay-per-click advertising, and very few—if any—reasons why you shouldn’t try it right now. Not only can you set limits and budget carefully, but you also only pay when interested parties click your ad.
More importantly, you can set specifications so that your ad is targeted at a very niche audience, thereby increasing the effectiveness of your ad campaign and improving the return you’ll get on your investment.
Contact Lead to Conversion and discover how you can grow your business with Facebook ads.