Intrigued by Facebook marketing?
The bad news is, you’ve got to pay to play.
Organic reach is down following algorithm changes that prioritise family and friends’ content over businesses’.
But the good news? There are many benefits of Facebook Ads, and – when you know what you’re doing – you’ll get results that make them worth every penny.
The benefits of Facebook Ads
1. Your customers are on Facebook and Instagram
With 1.63 billion people using Facebook every day and 2.45 billion logging in monthly, there’s no doubt that your customers are on Facebook.
And they’re likely to be on Instagram, too (a Facebook product that shares the same advertising platform).
Instagram hit 1 billion monthly active users in 2018. 63% of users log in at least once per day, and 500 million use Instagram Stories daily.
Facebook is the world’s third most visited website (behind Google and YouTube), with Instagram coming in ninth.
Where monthly use of the top mobile apps is concerned, Facebook ranks second (after WhatsApp – another Facebook product), and Instagram fifth.
Whether you’ve found them yet or not, your customers are on Facebook and Instagram.
2. …and they’re on there a lot
That might not sound like much to some of us, but when you consider that there are only 24 hours in a day and the average person spends almost 9 of those hours sleeping, it’s a significant chunk.
With the exception of watching TV programmes or films, we give more time to social media than we do to any other leisure activity, including sports, exercise, reading and social events.
3. Facebook is cheaper than traditional media
One of the unavoidable benefits of Facebook Ads is that you can pay as much – or as little – as you like.
You’ll pay per click, and you can set budgets to limit your spend.
There’s no big upfront fee like you’d get in TV or print advertising. Instead, you get to control your spend depending on results.
4. You can target accurately with Facebook Advertising
Businesses who advertise with Facebook can target users in a wide variety of ways, including location, age, gender, interests, demographics, behaviour and connections.
You’re not limited to the audience a TV show, newspaper or magazine has – instead, you get to build your own from Facebook’s audience of over 1.6 billion people.
5. Facebook Advertising is measurable
You’ll get extensive analytics when you advertise with Facebook or Instagram, so you can measure every aspect of your campaign.
After you install the Facebook Pixel on your website, you’ll be able to track the actions your audience is taking after they click through from your Ad.
When you know what you’re looking for, Facebook analytics will allow you to easily cut out what’s not working and put more of your energy (and budget) into what is.
Speaking of which…
6. It’s easy to tweak and optimise Facebook Ads
You get one chance to perfect your adverts when they’re going in print. With Facebook, you can tweak and optimise each element until you land on the perfect recipe.
By testing both your audience and your creatives, you’ll get valuable insights that will help you reach more people and get better results.
But testing takes time. You’ll need to start at least 8 weeks (but preferably 12) ahead of a big campaign.
7. Facebook remarketing is a powerful tool for business growth
Have you ever noticed adverts popping up on social media, search or even another website from a company whose site you’ve recently visited?
That’s remarketing (or “retargeting”), and it’s one of the most powerful and effective ways to grow your business.
With the Facebook Pixel installed, you’ll be able to identify users who’ve visited your site, used your app, or given you their email address, and then target them with advertising campaigns.
They’re ‘warm’ leads. They’ve already shown an interest, and Facebook can help you convert them.
8. Your competitors use Facebook Advertising
In 2016, Facebook reported that a whopping 3 MILLION businesses from around the world use Facebook to advertise.
Are your competitors among them?
In a move to increase transparency around advertising, Facebook launched a new feature in 2018 that enables you to see all the Ads being run by any page.
It might feel a bit like spying, but competitor analysis can help you stay ahead of the game.
And if the other players in your field are making use of Facebook’s powerful paid marketing solutions, why aren’t you?
TOP TIP: To view your competitors’ Ads, simply go to the page you’re interested in, select See More in the Page Transparency section, and then, under Ads from the Page, select Go to Ad Library.
9. You can DIY Facebook Ads
Anyone can log in to Facebook and create a business manager account, and – in theory – you could have a campaign up and running within minutes.
Social media transformed the marketing landscape for business owners, making it easier than ever before to build and reach a loyal audience.
And savvy business owners all over the world are taking advantage.
Learn to do it yourself: 1:1 consultancy or small group workshops with Virtually Savvy
(…but that doesn’t mean you should)
For small businesses with limited budgets, the DIY-approach can make sense. But when managing a campaign is just one of the many things you’ve got on your plate, you will find it hard to get the results you’re hoping for.
For bigger businesses running multiple campaigns where there’s a lot of money at stake, an expert campaign manager will ensure you’re getting all the benefits of Facebook Ads.