In its infancy, Facebook was used by college students to connect with one another. The days of requiring a school-affiliated e-mail address to join are long gone.
Although Facebook was once known as a tool that helped spread information around the world, it is now widely regarded as a source of controversy. Aside from that, it has grown into a money-making behemoth thanks to its ad platform.
For businesses of all sizes, Facebook’s advertising platform is a powerful tool for reaching new customers. For businesses of all kinds, Facebook (and social media in general) provides an advertising platform that is easy to use.
Here, I’ll explain why Facebook Ads are so important and how you can use them to your advantage as a company.
Hyper Targeted Audiences
“If what you’re using is free, you’re the product,” goes the old adage. The more time and information you put on Facebook, the more leverage Facebook has to sell your information to advertisers. (And by using Facebook and agreeing to their terms and conditions, you are giving them permission to do so.)
With Facebook’s audience, you have a variety of options for advertising to both new and current customers.
The term “saved audiences” refers to groups of people you’ve identified as potential customers based on information about their demographics. Using Facebook ads targeting, for example, a gym/wellness club could specifically target new moms. Advertisers can target their ads to specific demographics, such as age, gender, zip code, and whether or not they have children.
One of my favorite aspects of Facebook’s ads is the ability to target specific groups of people. A customer list can be uploaded to Facebook and retargeted with the help of a retargeting tool. Ads will appear on Facebook if your customer gives you their email address, which is linked to their Facebook account.
One more feature that I adore is the ability to target specific people based on their appearance. You can use Facebook to create a lookalike audience by uploading a custom audience list. Facebook creates a lookalike audience for you based on the list you’ve provided. It identifies and gathers users with similar profile characteristics. However, this has the drawback of not clearly identifying the audience they intend to reach.
Organic Post Visibility
Developing a successful social media strategy will take a significant amount of time for businesses in 2021. You may not be aware of this, but the majority of your followers are probably not seeing any of your organic posts.
Since its inception, Facebook has made a concerted effort to ensure that ads appear at the top of a user’s news feed. Whether you like it or not, it appears to be here to stay. This isn’t to say that you should stop updating your Facebook page, but understand that the time you spend here may be better suited by running a targeted ad campaign.
Facebook’s ad platform is used to run both Facebook and Instagram advertisements. As a marketing manager or director, you’ll find a wealth of information here.
You can learn the following things from Facebook’s insights:
Determine your ideal customer by looking at the people who are most likely to respond to your ads and ultimately make a purchase.
What are the most effective ads?
overall success of the campaign
Overall, Facebook Ads should be an important part of any digital marketing strategy, and the information I’ve provided here only scratches the surface.