Integrating Facebook Advertising into Your Business
An estimated 50 percent of active Facebook users take the time to log into Facebook each day. That’s some 500 million people coming to this site daily. The total amount of time people spend on Facebook means there is an advertising goldmine waiting for you. Just imagine of all the new people you could expose your brand to with very minimal effort. Facebook isn’t a site that people login to and log off right away.
If it’s your plan to market to global customers, Facebook is the right place to turn for assistance. This site has 70 diverse translations available for just about each country on the map. In fact, an estimated 70 percent of the site’s users are living outside of the United States. This means Facebook advertisers can target people living just about anywhere in the world or they can try to reach them all with a broad-based campaign.
Facebook’s overall monthly usage figure makes it one of the largest players on the Internet today. If you’re ready to give up on Adwords, Facebook has the exposure your advertising needs to gain attention, siphon traffic in your path and help you realize your sales goals. Although the numbers evidently address for themselves, there are other factors that make this site eye-catching to online marketers.
Problems & Solutions
The social aspect of the site can work as influential force through the advertisers’ favor. Plus, the targeting potential bores down deeper than a search engine could potentially pull off. You’ve been working hard to establish your business to as many potential target customers as possible — the ones who will discover your products appealing, and willingly spend money.
You’ve done it through SEO, social networking, press releases, article marketing and perhaps even a pay-per-click campaign like Google AdWords. Basically, you’ve tried all the traditional methods that help online business catch on like a gust of wind. But have you thought about Facebook advertising yet? If not, you may not be aware of this relatively latest source of targeted customers — the kind who you may not be able to reach by traditional way.
Facebook Advertising Helps
Just what is Facebook advertising, and why should you consider it? You’ve seen them yourself, most likely: those ads running down the right-hand side of your Facebook pages and most of them about interests you mainly enjoy. You are not seeing the similar ads as everyone else accessing Facebook at that moment.
These ones are specially targeted to data Facebook has gleaned from your preferences and other sources. Facebook ads are straightforward but powerful. Each one consists of a title, text block and graphic or photo of your choice — all within an 110px X 80px “box”, to fit that vertical, right-hand Facebook sidebar. If you think of them as a mix between a Twitter tweet and a banner ad, you’ve just about getting the right picture in mind!
And yes – they absolutely can be advertised:
- Business USP
- Business Event
As well as integrating:
- Your offline promotions with your online
- Real-time information for your “consumers”
SEO vs. Social Trends
Facebook’s main advantage is its most obvious. It operates through social networking and trending rather than pure SEO — the most recent trend of this brand new decade. It allows readers to view your ads on their mobile phones — and mobile devices now outnumber personal computers, 4 to 1!
It is also cheaper than Google AdWords, and while the latter is still a brilliant method to kick-start a campaign, AdWords can be risky for new marketers, as costs per click can skyrocket faster than your sales. Will it substitute AdWords entirely? That shouldn’t be your aim! Plan further down the line to do what the big players do: Kick-start each campaign with well-optimized and researched AdWords.
Facebook vs. Adwords Costs
But whether you utilize Adwords (SEO based) or Facebook ads (social networking based), Facebook ads these days are a “necessity” — mainly with the not-so- delicate switch over to mobile devices! Except it’s great for new marketers because at the moment, it’s considerably less expensive to advertise on Facebook than with PPC!
Its other major benefit is that you can bring in a graphic element or photo into what is essentially just a minor text ad! Since Facebook is “tuned” to graphic elements, and curiosity has been shown to hit the highest point when graphics are displayed, it wins hands-down over AdWords worn-out, annoying banner ads (traditionally low converters for over a decade).(You could simplify it like this:
Want a text ad only? — Use AdWords.
Plan to use a graphic? — Use Facebook Ads.)
You have 75 words to state what you want to say in Google AdWords (that’s less than half a tweet!) Facebook ads not only allocate you a 25-character headline, but 135 words of body text, too. (That’s over double Google AdWords’ capacity — but note; spaces count.)
Does SEO Still Matter?
Yes! In fact, it’s absolutely vital to the success of your Facebook Ad! Facebook Ads are usually catered to your specific hobbies, tastes, preferences and interests appearing down the right-hand side of your Facebook page?
You’ll notice that:
- Some actually don’t appeal to you
- A small percentage make you click on them right away
- and yet a third group appeals to you, but it may take you days of repetitive exposure, seeing the same ad many times, before you at last give up and click through.
- You want your ad to be in the later 2 categories. And you accomplish that through solid, well- researched long-tailed keywords (combined with your enticing, curiosity-arousing 25 character headline and 135 character body texts).
Get a hold those elements right, and you’ll have an ad that bypasses casual searchers (how many right- hand-side Google search page paid ads do you ever click on, compared to Facebook Ads?) and zeros in on a 75% pre-sold, pre-qualified market.
Will This Work For You?
Some people will tell you that Facebook Ads don’t work for business purposes, but that’s simply not so. It should speak volumes and give you a huge, fat clue about its potential when you comprehend that major companies are taking full advantage of FACEBOOK Ads, in innovative ways.
For instance, according to Facebook own Marketing Solutions page:
- Honda recently used Facebook Ads to keep consumers updated (and do serious damage control) after its recent spate of shocking recalls.
- Budweiser encouraged social interactivity with its customers when it invited them to select which commercials to show during televised sports games.
- Guitar Hero became the first online video game to reach 1,000,000 fans on Facebook
- Even Coca-Cola jumped on the bandwagon, selling “virtual bottles of coke” and promising to donate $1.00 for every virtual bottle sent to their favorite cause.
These 4 examples alone illustrate you the sort of creativity you can take up (and flexibility you can take advantage of) when creating your Facebook Advertising campaign!
If you’ve been thinking what a “likesumer” is, it’s yet another social trend you can utilize to your advantage. According to Forrester Research, a “likesumer” is basically a consumer who has “become a fan” of a brand on Facebook.
This brings us back to Facebook Ads’ third major advantage: interactivity.
It’s a proven maxim: Get people to engage as a participant, rather than as a spectator, and their risk in what they’re engaging in becomes personal and more upbeat. Use an app or a product and click the little “Like” text link on your Facebook page, and you are not only contributing to its statistical popularity, but personally endorsing it!
This can help 2 particular types of “product” in particular:
- Apps (applications such as Zynga’s “Farmville” game)
Allowing people to become Facebook fans by clicking your “Like” button should be a definite part of your branding campaign. A good rule of thumb is to make sure the niche customer you wish to reach actually does operate via social networking at least as much as — if not more than — through standard PC use and Google searches.
You can also target particular geographic areas, using Facebook Ads (by country, state or province, town or city).
And remember, when someone brands him or herself as your fan (or “likesumer”) when they click your “Like” Button, they are letting you know they are ripe for your offerings.
Your Profile Pages is Your Friend!
The main motivation you can target so specifically, in spite of Facebook in itself have a large, general demographic, can be attributed to profile pages.
Think about it: When you filled out your profile page, you were prompted to share your:
- Hobbies and interests
- Career and work information
- School, college or university
- Tastes in music, books and movies
- Personal and contact information (date of birth, marital status, etc.)
- City and state
And as much extra information as you chose to share.
Among the things you share you can bet people can discover great long-tailed keywords! These are what you should use when creating your Facebook Ads — targeted specifically to your ideal customer, of course.
Use your keyword in your headline at the very least — and for a second time in the text (always providing it feels totally normal: Remember, Facebook puts “social” before “SEO”).
In addition to the creative side of your Facebook Ads, there are other actions you can choose to take. You can:
- Pay per click (PPC): or per impression (CPM)
- Track your Ad’s development in “real time”
- Edit and tweak your ads, for your best results
Best of all, Facebook Ads are simple to set up and with a step-by-step process that guides you clearly through creation and all your options. Facebook is has become the latest trend in online advertising — especially for those on a budget — as of this writing. Even if you don’t think its right for your business, you are to be commended for taking the time to at least learn more about it!
Need some help? Explore our services…
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