Social media should be part of any business’s digital marketing strategy. It is a key way to share content, build links, and drive engagement. However, you are missing out on the full potential of social media if you are only using it for organic traffic.
Social ads allow you to reach even more of your audience, often at a low cost. You can then turn these users into followers and continue marketing to them. However, if you want to do social media right, there is one social platform in particular where you need to be using ads: Facebook.
Facebook is by far the most popular place for social media marketing. Facebook is especially popular for local advertisers and is now used by 62% of them—and for good reason. Let’s take a look at 10 reasons why so many brands are advertising on Facebook and why you should be, too.
1. Facebook Ads Are Affordable
Advertising on Facebook can cost however much you want. You set your budget from the start, and Facebook stops showing your ad when you hit this amount. The higher your budget, the more users you will reach.
2. Facebook Ads Work
An eMarketer survey found that 96% of social media marketers consider Facebook the best social media platform for ROI. This is across the board for both B2C and B2B companies.
3. Your Audience is on Facebook
Not only do the people you want to target have accounts on Facebook, they spend an average of 40 minutes per day on the platform. More than 2 billion users have an account and 1.55 billion access the platform every month.
4. You Can Target Specific Users
Facebook has a wealth of information about its users. You can benefit from this by targeting just the people who are most likely to become your customers.
The platform allows you to specify criteria like age, gender, location, job title, industry, marital status, and interests. You also have the option to filter by connections (for instance, friends of users who already like your page) and behavior, which includes recent purchases and life events.
Another targeting option is to use lookalike audiences. These are made up of users similar to your current audience, meaning there is no need to guess demographics if you lack this information.
5. Facebook Offers Retargeting
Yet another way to reach the right users is through retargeting. This enables you to target users who previously visited your website, used your mobile app, or gave you their email address. As they are already familiar with your business, they are more likely to download premium content, start a free trial, or make a purchase.
6. Ads Are Easy to Set Up
Facebook makes it easy to create an ad, taking you through steps where you select the type of ad, define your audience, and set your budget and timeframe.
However, despite the process being simple, it is highly-customizable. You can choose from a variety of ad formats, delivery, and bidding options.
For instance, Facebook ads use a pay-per-click model, just like the majority of online ads, but pay per impression, pay per like, or pay per action are also options.
7. Facebook Provides Useful Analytics
Advertising on Facebook allows you to reach users when they may not be in a buying frame of mind. Rather than a limitation, this can be an opportunity. Whereas your ads may be ineffective for pushing for a sale, they can be useful for improving brand awareness and capturing leads for nurturing.
Now, this can make measuring the success of your ads more complicated. However, Facebook simplifies the process by providing you with insights related to your goals. Many of these are about social ROI — or how users reacted to your ads.
For example, in addition to data about impressions, reach, and frequency, you receive information about likes, shares, comments, page likes, and click-through rates. All these metrics are in real time, allowing you to make changes to your ads as necessary.
8. You Can Add Custom Button
Most types of digital ads have a CTA button that leads to a landing page on the business’s website. This can be effective when users needs more information before they are willing to make a decision. However, it tends to result in only a percentage of users actually providing you with their contact information.
With Facebook ads, you can send users to your website, but you also have other options. CTA buttons include Apply Now, Book Now, Contact Us, Download, Sign Up, and Learn More.
9. Facebook Offers Video Ads
You have probably noticed that the majority of posts on your Facebook newsfeed are videos. This is because most users prefer watching videos to reading content. Facebook allows you to create video ads to grab more attention.
10. Ads Support Your Organic Strategy
Paying for reach can complement your organic strategy, especially when you pay to boost posts. This is most effective when you think carefully about which posts you will turn into ads.
For instance, ads give you the ideal opportunity to target specific users who will find a particular post hyper-relevant. It is likely that a percentage of these users will share the post, meaning your content will become visible to more users without you needing to pay for reach.
Another way to use ads is to access people who would benefit from following your page. For this, you should promote your top-performing posts. Of course, the goal of an ad strategy should never be to simply gain more likes for your page.