I’m so excited about how our Facebook Advertising campaigns have been going! I really think Facebook Ads represents the greatest opportunity for generating targeted traffic to your site or Facebook Fan Page of anything that has come along since pay-per-click search advertising on Google and Yahoo. Facebook really represents the next wave of almost limitless ad inventory for national advertisers, affiliate marketers, and small businesses due to their staggering reach. Really anyone can promote anything at all through Facebook Ads and get their ads in front of a very targeted audience.
The main reason Facebook is such a great advertising platform is the targeting is so good. For example, if you are selling baby toys, you can target only women, between the ages of 25-40, that are fans of Toys R Us, Huggies, or another “interest” that would imply they have small children. Another example might be you are trying to acquire targeted fans for your Facebook fan page which is a bar or nightclub, so you can target men and women, between the ages of 21-35, that live in particular zip codes surrounding the location of the bar or club, which is great for local businesses because you know your ads will only be seen in a local area. Another really cool aspect is that you can see exactly how many possible people your ads will be exposed to when choosing your targeting options. With the ability to target “likes” and “interests” of people on Facebook there really is a limitless amount of ad inventory you can go after to see if it converts into sales or leads for you.
Facebook Ads gives you the opportunity to try various images, titles, and descriptions, which means you have to continuously “tweak” you ads to get the highest click-through (CTR) and conversion rate for your ad dollars. That’s the nice thing actually, you can try various ad elements to get your best possible combination of all three elements. You should definitely use some kind of tracking system of some sort to measure the return-on-investment (ROI) of your various campaigns and ads themselves.
Facebook Ad campaigns can be run on either a cost-per-click (CPC) or a cost-per-impression (CPM – per 1000 ad impressions). CPC is a flat cost-per-click for everyone that actually clicks on your ad or “likes” your fan page. Cost-per-impression will charge you a certain amount for every thousand ad impressions you receive, which can actually work out better than a CPC in some instances. What’s nice is they show you what your campaign is working out to on a CPC and CPM basis so you can see which you want to run on.
While targeted pay-per-click search traffic from Google and Yahoo is still the best way to send relevant paid traffic your site, Facebook Advertising is the next huge wave of online ad inventory that can be leveraged to drive in customers and fans. If you aren’t using this platform you absolutely should. If you are interested in have a good, competent outsourced social media company handle it for you email: evan at experienceadvertising.com. Thanks and happy advertising!