Facebook advertising opens the door to over a billion users, a thought which can be overwhelming to the online marketing professional, but Facebook also provides the flexibility to target a specific region, age group, affinity group or industry at a cost that you can preselect and change over time.
Facebook for business offers a comprehensive advertising program that allows you to make sense of your fans and followers for your business and customize your messaging for maximum impact on any device. It costs a bit of money and many businesses have recognized that it has become more difficult and more expensive to get your message out there, however Facebook advertising can be a strategic addition to your marketing plan if that is where your audience spends their time online.
Facebook will give you several reasons for advertising, including increasing your business page “likes” and drawing traffic to your profile. If you have an “app” Facebook can assure a certain amount of consumers trying out your online app.
Advertising on Facebook is not hard and they have instructions to help you better understand how not only to create interesting ads, but how also to target demographics that will see the ad – thus increasing likelihood for success, whether you are measuring it by clicks or conversions.
According to Facebook, here are some of the basic things to understand about Facebook advertising:
- Name your campaign, select your budget and set the schedule for your campaign
- Unless you chose Advanced Options in the goals section, you’ll pay for impressions (CPM)
- These impressions will be optimized so your ad shows to the people most likely to help you reach your goal
- You will never pay more than your budget, and you’ll never pay more than the actual cost to reach the people who are more likely to help you achieve your goal
One of the major advantages for a business advertising on Facebook is the ability to develop several ads and then decide which one has the most impact. Facebook will do a test/control so you can see what graphics or storytelling is resonating with your audience.
Facebook reminds users that, “[w]hen multiple ads are running in a campaign, we’ll automatically allocate more of your daily budget to higher performing ads so it’s important to put your ads in different campaigns when you’re testing them.”