Have you ever wondered how those ads show up on the right side of your Facebook dashboard and in between your friends’ statuses? Well, you can thank Facebook Advertising for them.
Facebook advertising is a way for you to create your own personalized advertisement (but if you don’t know how to create an advertisement, you do have the option to have Facebook help design the ad) and market it to a specific demographic including:
- People with certain interests or views
- People based on what they buy online and offline
You can also choose what you want to achieve, such as:
- Likes on a Facebook page
- Clicks to your website
- Downloading an app
- Views on your videos
- Registering for an event
In addition to choosing who sees your ad, there are also other options you get to choose from.
- Where you want to advertisement to appear – the right column or on the feed
- How long the advertisement runs
Facebook Advertising has a tracking section, that allows you to see how well your ad is performing. There are a couple of ways.
- The first method of tracking is through using a “Facebook pixel”, that is installed in your page’s HTML. When someone visits your site off of Facebook that pixel will alert Facebook, which will then tell you how many people have seen your site from that one ad.
- Another way is by using Facebook’s Ad Manager. Ad Manger allows you to view information about how many people who clicked on your ad and will then break down the costs associated with each conversation based on your demographic and budget.
Speaking of budget, let’s talk about money for a minute. The first and most important thing is that Facebook ads are available with whatever budget you have. You can always change your budget, or set a maximum amount. Some options include:
- Pay per day, where you’ll get charged every day that the ad runs.
- Lifetime budget, where your ad will run until you reach your maximum budget or until the end date of your advertisement.
- Pay per like or pay per click, where you only get charged for every like that your Facebook page receives or every click on the link.
Another option within Facebook Advertising is the ability to boost a post that is already on your Facebook page. Boosting posts helps to drive people to your website or to engage in a particular post. One important thing to note is that you should be boosting your posts to your current followers and their friends.
Let’s go a little off track to review organic reach and paid reach. Organic reach, according to Facebook, is the “total number of unique people who were shown your post through unpaid distribution”, aka the people who just happened to see your post on their dashboard. Organic reach is typically a small percentage of your followers and friends. Paid reach helps you to engage with the people who would not have otherwise seen your post. Facebook defines paid reach as “the total number of unique people who were shown your post as a result of ads.”
Most people are under the impression that because someone “likes” your page, they’ll automatically see everything you post. That is untrue, and boosting these posts allows a greater number of people to see what’s on your page. Boosting to your followers and their friends is a big advantage, because they are likely to be in similar demographics and could be in need of services that you offer. There is one time when you should be boosting to people you aren’t already connected with, and that’s a “like campaign”, but we’ll talk more about that another time.
Have questions? Seeking training on how to run your own Facebook campaign? Reach out to us.