Facebook Advertising: 12 Reasons to Conduct Advertising Campaigns

You’ve probably heard about Facebook advertising Campaign but you’re not sure it can really help your business grow.

Or you have previously done an advertising campaign on this platform but, disappointed by the results, you are skeptical about the effectiveness of Facebook advertising.

Maybe you’re still a hard-working Google Adwords advertiser and wonder about the potential of social advertising.

Today, tens of thousands of businesses of all sizes advertise on Facebook to increase brand awareness, generate leads, and sell products or services. So Facebook advertising has become the main source of revenue for the social network.

To answer your doubts, I suggest you discover 12 reasons to use Facebook advertising.

# 1. Your audience is on Facebook

Facebook has respectively 2.23 billion and 33 million monthly active users in the world.

And if Facebook was a country, its population would be larger than that of China or India.

In addition, all age groups are represented significantly on this platform.

Suffice to say that Facebook is a considerable market of potential customers – even if the social network has experienced difficulties lately (ex: false information, scandal Cambridge Analytica).

In summary, whether you are a local business or a large company, your audience is likely to be on Facebook.

# 2. Facebook has a large mobile audience

The Facebook community does not connect only from a computer. At the end of 2016, the social network announced 1.74 billion monthly active mobile users and 1.14 billion monthly active users who only connected with the mobile.

While the smartphone has become the first screen for many individuals, businesses must be present where consumers are. Today, a lot of time on the smartphone is devoted to social applications, including Facebook.

Finally, this audience is receptive to mobile advertising, which accounted for 91% of Facebook’s advertising revenue in Q2 2018.

# 3. The organic reach has never been so low

If you have been managing a Facebook page for several years, you know what I’m talking about. Just study your statistics and compare the number of people organically affected by your publications today with previous years.

 

I want to be very clear on one point: to give marketing goals on Facebook without having an advertising budget is an illusion in 2018.

Any company will at least highlight some publications such as commercial operations.

Outside, I often find that some small companies have no advertising budget, while some large companies do not invest enough in the objectives set.

# 4. Facebook targeting is micro-surgical

Targeting options are one of the strengths of Facebook’s advertising platform. Professionals can distribute their messages according to several criteria such as location, age, sex, interests, behaviors…

Thus, if you are a ready-to-wear brand, you can target women aged 25-34 in Pakistan who like a competing company and who are interested in a specific product and who are active buyers (who clicked on the Buy button last week).

If you are a B2B company, you are able to target specific employees in a specific job who are interested in the product/service you are selling.

# 5. Facebook advertising is very affordable

In terms of budget, advertising on Facebook has nothing to do with a TV, radio or print advertising campaign.

In addition, the costs (CPC, CPA, CPM) are more interesting compared to other social advertising platforms as well as to Google Adwords.

Not to mention that the algorithm rewards ads that interest members and create a good user experience.

But do not be fooled: demand becomes more important than supply, so price increases will come to the fore (as we can already see at annual seasonal events).

# 6. Sell more to your current customers

Thanks to personalized audiences, Facebook allows you to use a file that includes, for example, the e-mail addresses of your customers.

The social network then compares the email addresses used to create profiles with those in your file.

Facebook then distribute your advertisements to identified customers and users.

There are different ways to work on this type of audience, such as targeting your best customers.

# 7. Find new customers similar to your clients

When you have created a custom audience from your customers (e-mail address, phone number, application user ID etc.), Facebook can generate a new file of potential customers who have similar characteristics with your current customers (demographics, interests etc.).

The “Similar Hearings” tool is available for a source file that has at least 100 people.

By adopting this targeting, your ads are more likely to convert to a new audience that may be interested in your business.

# 8. Retarget your visitors

To reach people who know your business outside the platform, Facebook offers website traffic audiences.

Thanks to the Facebook pixel installed on your website, the social network is able to identify visitors to your website who are also members of the platform to serve them your ads.

This targeting can affect all of your visitors or only those who have visited specific pages (e.g. product page or basket without purchase).

# 9. Focus on the video format

By 2021, more than 80 percent of global data traffic will come from online video, according to a Cisco study.

For several years, Facebook has made video one of its priorities. This is a strategic focus since the mobile video will be one of the main sources of advertising revenue for Facebook over the next few years (as well as advertising on Instagram).

The social network offers different formats for advertising: classic video and slideshow (which may be suitable for small businesses for example). The 360 ° video, meanwhile, can be boosted.

Although the algorithm looks at the advertising format criterion, again the quality of the content and the user experience are also taken into account.

# 10. Generate leads with form ads

Designed for mobile, form advertising is a unit that can generate leads by offering, for example, the registration to a newsletter or request for a demonstration.

Facebook generates some of the form information from the user’s profile data to improve the user experience and optimize conversions.

Some advertisers will give priority to a highly qualified conversion (but less) and a better knowledge of their audience by the use of personalized questions (not pre-generated).

# 11. Optimize results with A / B testing

A / B testing on Facebook helps you determine which are the best performing ads in terms of cost and results.

The ad platform allows you to compare all the elements of each ad within a single campaign. This allows you to compare image, video, text, call-to-action button, targeting, and placement.

In the end, your company quickly has the necessary information to facilitate decision-making and optimize its advertising campaigns.

# 12. Advertise on multiple platforms

Facebook allows the display of advertisements in several places on its platform according to the chosen objective: the news threads of the computer and the mobile, the right column on the computer, the instant articles, the integrated videos, suggested videos, marketplace and stories.

But be aware that you can increase the reach of your campaigns and maximize the cost of placement by selecting locations outside Facebook: Instagram, Audience Network and Messenger.

Conclusion

Facebook advertising offers many opportunities for professionals to achieve their goals by allowing them to broadcast their messages to an audience that may be interested in their company and their products.

The social network now offers the most innovative social advertising platform in terms of targeting options and formats.

The low cost of Facebook advertising makes this solution accessible to businesses of all sizes. Indeed, touching a small group of people can cost you only a few cents.

Facebook uses an ad auction system that selects advertisements displayed to users. Here, the most important auction is not one that sees itself as a priority broadcast. The Facebook algorithm takes into account other factors: the estimated share rates and the value of the advertisement for the user or the user experience.

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