Due to its 360 degree statistical gathering capabilities, Facebook ads offers you perhaps the best targeted advertising program out there in the social media universe. Facebook’s unique user demographic information gives you the marketing equivalent of a diamond drill.
Corporate Facebook users can target other Facebook users in their ad campaigns based on virtually anything to be found in those users’ profiles. And because of the excellence of its tools, Facebook also allows you to track your progress with each of those target segments.
You can purchase ads based on a per-impression or per-click basis. Facebook will tell you which other company ad bids are similar to yours, allowing you to buy ads at an equivalent rate to others in your field. By setting Facebook daily ad spend limits you can ensure that you remain safely within your budget.
Types of Facebook Ads
Facebook offers corporate users different kinds of ad sub-types to suit your specific needs. One of the most common and useful kind of ad will simply direct users to your company page on Facebook. Alternatively, users can be directed off-site to a non-Facebook webpage. You could also generate ads to promote one of your company’s Facebook events, complete with an RSVP link. Here, you are using a traditional ad to generate social media engagement for an external company event. You can also generate ads which give visibility for mobile app installs relevant to your business.
Use Feedback on Your Ads
Facebook users have the option to hide your ad if they didn’t like it or don’t want to be bothered by your ads. Facebook will ask them to specify why they chose to hide the ad and convey these reasons to you in the form of statistical feedback. Make use of it and use it to model your ad strategy. This valuable, free information from Facebook will give you an insight into why your ads may not be flourishing well, and you can then tweak them accordingly.
Powerful Targeting Options
Facebook’s powerful targeting tools allow you to home in on practically anything on an individual user’s profile. This enables you to narrow down your target demographic to a laser sharp focus and is one of the most potent of any online advertising program. Nothing else comes close!
Begin, perhaps, with your company’s location. No point reaching out to people in Texas if your business is located in Oregon, right? Facebook lets you narrow by either city, zip code, county, or state. Zip code, therefore, allows you to narrow down even further by specific neighborhood too, great for locally based businesses with small business catchment areas.
After determining the basic location for your ad campaign, you can then specify other basic demographics including relationship status, age, workplace, education, birthday, and much more. Facebook even lets you reach out to those users who may recently have moved house. Let’s say you run a car servicing workshop in San Jose, you can find all those people who have recently moved to the area and gear your ad copy to their needs for a decent car servicing solution.
Another thing you can do is target users according to their specific interests. Let’s say you sell American football related sports products, well then you will seek out fans of that sport who put it down as one of their interests on their profile.
Even more astonishingly, you can even reach out to a private list of users. With a list of email addresses of customers that you want to target, you can use Facebook’s ad manager to target only those people on your list. Any company which holds databases of customers emails can therefore reach out and target them with Facebook ads too.
Customize Your Facebook Ads
Ads which you create on Facebook can be customized to reach out to very specific, narrowly-defined demographics. This means that, in a highly cost-effective way, you can target different audiences with different kinds of Facebook ads. The net result will be that lots of targeted ads will generate better results at the end of the day.
If, for example, you are a bookstore proprietor you could reach out and target Facebook users based on specific authors they have “Liked” in their Interests Field and hold revolving promotions for various kinds of literary periods and genres.
Customize your ad Headline
When you promote a Facebook page, the default setup is for the ad headline to be the same as your page’s title. But you can play around with this. Instead of leaving the ad title as-is, input a more customized or flamboyant ad headline to make the ad seem more enticing. Remember that your headline is the main way in which your ad will create initial impact on users and fans, so give the headline serious thought before committing to it.
And don’t forget, you don’t even need a Facebook Page to create Facebook ads! You can create an ad for your regular business website by selecting “Clicks to Website” or “Website Conversions”. Just keep in mind, however, that Facebook ads that remain unassociated with a Facebook page will appear exclusively in the right column rather than in the main News Feed. Even so, you will still be reaping the advantages of Facebook’s targeted demographic advertising nonetheless!
Control your Facebook Ads Cost
You can control the amount you spend on Facebook advertising with the following three options:
- With a bidding option you are able to select from a range of different bid setups for adjusting Facebook advertising costs. Bid for simple clicks or “Likes” or page impressions, for example. Bidding for clicks or impressions allows you to customize your ad spend options more. The default option of bidding “based on your objective” will set the ad campaign to automatically help you reach your chosen objective.
- You can also select from a daily or lifetime budget. Facebook business advertisers may choose to establish either a “daily budget” or a “lifetime budget”. Daily budgets determine how much you will spend on a given ad campaign per day. The ads and sponsored stories you’ve purchased will stop showing once you reach your daily ad budget. Facebook advertising rates are predicated on daily cycles. By contrast, lifetime budgets allow you to choose how much you want to spend across the entire time span that a campaign is scheduled to run. Every single ad campaign has a separate budget, hence this gives you the power to concoct a social media advertising campaign which maintains Facebook advertising prices well within your acceptable zone.
- You can also change your campaign’s end date and/or budget at anytime after the campaign has begun its run. While you cannot, however, edit your minimum daily spend limit (which is fixed at $50), you can change your daily ad budget, and this is what actually controls the cost of your Facebook advertising.
The minimum spend on Facebook advertising in the US is just $5 a day but even with this tiny budget, you can influence thousands of people with extraordinarily specific targeting criteria. You would be hard pressed to get one click per day in AdWords for that sort of spend.