Facebook has made so many changes over the last 12 months or so, you would have to be the most understanding person in the world if at least one of them didn’t annoy you or disrupt at least one or two of your digital marketing campaigns. Or you could just be one of those who jumped ship from Facebook all together. And while being one of those latter individuals wouldn’t necessarily be a bad thing, there are a few reasons to not completely abandon advertising with Facebook.
No matter if you use your Facebook fan page for sharing publicity (media) posts or as a part of your digital marketing campaign, you will find there are at least three reasons to like investing a portion of your online advertising budget with the social media giant.
1. Lookalike Ads
Being able to select a Facebook Page, Custom Audience, conversion pixel or Website Custom Audience is a very detailed method of targeting people who could be your customers. By selecting another brand close to yours or even utilizing data from your own website to locate your website’s visitors on Facebook in order to present ads is a great way to utilize retargeting and more. In fact a lower cost-per-acquisition has been noted with these methods.
So what does Lookalike do? You can utilize the existing data your website collects (pixels, customer information, etc.) and utilize it to find people who could be an active audience to your ad. Basically, if John Smith visits ABC Acme’s site, people in John Smith’s online world may like ABC’s Acme’s offerings too. They also could be targeted for ads. This feature is all about finding and locating people with similar likes. The thought is if you like, ice cream, your friends may too. So Facebook looks for people like you.
This can be effective in finding like minds and advertising to them.
Local awareness ads give local businesses a chance to display their ads once a Facebook user is located in a designated area with their mobile device. This feature is only enabled if the user has selected to share location information with the social media platform. This may prove to be a more cost-effective way to advertise instead of traditional print newspapers or magazines. Retail Me Not, Foursquare and Yelp have made the savvy shopper more open to sharing their location in order to be updated to deals or new items while they are on the go. With that said, this makes for a great opportunity to connect with impulse shoppers or those looking for deals.
Still not convinced? The Montana Bureau of Tourism used $25,000 to earn $6.9 million in revenue according to an AdWeek article by turning looking at the data of where potential visitors have been rather than where they are now. There is no geo-fencing limit, within the country, on Facebook you can choose to advertise to in order to gain new customers.
Knowing your demographic is key to running any advertising or marketing campaigns. Simply identifying your brand may target families of 3 or more with a household income of $80,000 or more in Tampa, FL is one thing. Being able to specifically target families with pets is a whole other. Ad targeting does just this for marketers. It gives the ability to run specific ads to a specific group of people.
The example All Facebook gives of being able to target friends of newly engaged people sounds like a very specific way to go directly to a population of friends. Now a business with a selection of potential wedding or engagement gifts is able to target a unique and specified group of individuals.
You really cannot expect a better way to match up brands to their select group of potential customers.
These three ways of utilizing Facebook to advertise are really beneficial to the business looking to obtain the best ROI for their dollars.
Now of course you can still promote a post and it has some effectiveness in reaching your existing audience as well as their connected friends. Although Facebook Exchange is an option to Google, who managed to stay in the forefront, these three advertising features should not be ignored. In terms of competing with other online platforms, Facebook still is a viable option for increasing your brands web page views and/or product purchases.
With the relaunch of Atlas, if you have canceled Facebook out of your digital advertising before, you may want to re-think the decision.
How do you feel about Facebook advertising? Did you jump the Facebook advertising ship? Would you consider going back?
Comment below. Your feedback may be used for a future article.
Above Promotions is a digital marketing and public relations agency with B2C clients that promote brands in the food, fashion and family entertainment industries. We build and protect brands by creating and executing digital resources to sell products or build positive public sentiment. From a local to international market, Above Promotions Company can provide the exposure that goes above your expectations. Visit http://www.abovepromotions.com today.
Ebony T. Grimsley is the Creative Director and Owner of Above Promotions Company. She is also the author of “Because You’re Small: Effective Marketing Strategies for Immediate Implementation” which is sold on Amazon, Barnes & Noble and other stores and a contributor to various media outlets.