As marketers shift more of their advertising budgets to online mediums, it’s important to choose the right fit to accomplish your objectives and get you the best results. Here are four reasons why we so often turn to Facebook to help our clients accomplish their marketing goals.
1. Facebook Custom Audiences
Facebook Custom Audiences allow you to create an audience made up of your own existing customers and target them on Facebook, Instagram, and the Audience Network. You can use this feature using your own email addresses, phone numbers, Facebook user ID’s (only from mobile apps) or mobile advertiser IDs. When creating your custom audience, keep in mind that your list must contain at least 20 people.
Another option within the Custom Audience suite, is Facebook’s Website Custom Audience feature, which allows you remarket to users who have visited your website. You can start creating your website custom audience by adding Facebook’s pixel to your website, which will start collecting user data once a user visits your website.
2. Ad Targeting
Facebook is a powerhouse when it comes to ad targeting, offering many options to build audiences for your ads. Here is a quick breakdown of the options available to advertisers:
- Location (country, state/province, city, zip/ postal code, address)
- Enhanced Demographic Targeting: Target users based on relationship status, life events, occupation, and education level
- Interests: Target things people share, favourite apps, pages they like, and other activities on and off Facebook
- Behaviours: Target people based on device usage and digital activities
- Connections: Target people and friends already connected with your page, app, or event
- Lookalike Audience: Target untapped audiences comparable to existing customers through Custom Audiences and viewerswho like your page
3. Facebook Conversion Tracking
In the second half of 2016, Facebook will be removing the conversion tracking pixel and replacing it with Facebook Pixel. Facebook pixel will combine the ability to build Custom Audiences from your website, optimize your ads for conversions, and provide the ability to track conversions and attribute them back to your ads.
Once the base code is placed on all website pages, one will have the option to customize the code for nine standard events including; view content, search, add to cart, add to wish list, initiate checkout, add payment information, make purchases, lead, and complete registration.
4. Variety of Ad Types
Not only does Facebook offer strong targeting options for advertisers, Facebook also offers a variety of ad creative options. Here are some of Simply Social’s favourite options, outside of the standard image and video ads
Carasoul Ads: Carousel ads allows advertisers to showcase three to five images and links within a single ad unit to direct people to specific locations within your website. According to data collected by Kinetic Social, these ads can also drive up to 10 times more traffic to advertisers’ websites than static sponsored posts on Facebook. And according to Facebook itself, advertisers see this ad type drive 30-50 pecent lower cost-per-conversion and 20-30 percent lower cost-per-click than do single image ads.
Dynamic Ads: Dynamic ads are a great way to help advertisers create relevant and timely ads on Facebook based on the products people have already visited on their website. These ads are best suited for businesses with product categories that want to create personalized ads for their customers. These ads look identical to regular link ads or carousel-format ads, except that they are created by Facebook and personalized for each of your customers.
Leads Ads: Leads ads are a great way to get customers to sign up for what is offered on site. When people see an ad on Facebook, they can sign up for more information or request a follow up from a business—right from the ad itself! Once someone clicks on an ad, a form pops up auto-filled with information already given Facebook, for example, name, number, and email. With all of Facebook’s great targeting options, the advertiser can create an audience more likely to complete a form and contact their business.
These are just a few of the reasons why Simply Social recommends adding Facebook as a part of digital advertising strategy. Give it a try, select your objective, choose your audience, and measure your results!