Facebook Advertising 101

Facebook advertising experienced immense growth in popularity and results during 2013. As marketers, we have been impressed with its ever-changing interface, introduction of Cost Per Action advertising, ad-performance tracking and various ways of advertising based on your business objectives. We can only expect more advanced features and versatility this new, upcoming year. Facebook currently has over 500 million interactive users, with half of them engaging on a daily basis. It is without doubt one of the best ways to reach a unique target audience. With that being said, let’s discuss what Facebook advertising is and how it can help grow your business as part of your Internet marketing plan.

Facebook advertising is based on relationship marketing, meaning its main objective is to build a better connection with your fans and engage them in order to increase brand awareness and visibility. To begin the process, you need a Facebook page for your business in addition to a personal account tied to the business page. This set up will allow you to manage the ads you wish to run. Once these pages are set up and you have engaging content on your Facebook business page, Facebook offers different advertising options based on a wide variety of objectives.

Let’s talk about some of the most common and effective ads:

Page post engagement
These ads are essentially boosting existing or newly created posts and increasing page likes, comments, shares, etc. based on your advertising goals. Page post engagement ads allow you to receive more impressions on posts you have already created. When setting up these ads, you have the option to choose a specific post you would like to promote. You can also chose a setting that defaults your ads to run the most recent post on your page. Page post engagement ads are a great resource for staying in front of your audience and maintaining an interactive relationship.
Page likes
As the name implies, these ads drive a bottom line of acquiring page likes. Page likes advertisements are great to run when you first launch your business page or during a promotional time period, such as during a contest, offer or offline promotion.
Clicks to website
Facebook gives advertisers an offsite option that can direct targeted users to any specific page within a company’s website. If you decide to use this advertising option, you’ll also want to use conversion-tracking URLs to measure results. Advertising on Facebook can be a very budget-friendly way of driving traffic.
Website conversions
Not only can you work to increase traffic on your company website, but Facebook has the option to encourage users to perform specific actions onsite once they get there. These types of conversions include completing a contact form, watching a video, downloading a new-client form or any other desired onsite action. Of course, to measure results, tracking parameters should be set up for the advertisement’s URLs.
Event responses
Creating events on a Facebook page is a common promotional strategy. Facebook offers specific advertising based on increasing the number of attendees for your events. Prior to setting up this type of ad, you will need to have the event already created on your page and/or its URL.
Offer claims
Similar to event response ads, the offer will have to already exist before running an advertising campaign for it. This option works perfectly for companies who are running seasonal promotions, discount specials or any other type of in-store offer.
On top of basic objective-driven Facebook ads, the use of Sponsored Stories has been introduced and automatically integrated as part of a Facebook advertising campaign. They come at no additional charge and add an organic element. Sponsored Stories promote content that may have been overlooked on a news feed. They are shown only to the friends of your targeted audience. An example would be that you create an advertisement to increase event responses. When a member of your targeted audience clicks “attend” for that event advertisement, a Sponsored Story is automatically generated and displayed on the news feeds of that individual’s friends stating that “Person-who-is-attending-event is attending Your Company’s event.” Sponsored Stories are just another way of promotion that comes off as more of a word-of-mouth feel than an up-front advertising.       

For more information regarding Facebook advertising and how it can grow your business, please contact us today!