As hundreds of millions of people open Facebook accounts, it is not surprising that marketing professionals are looking for ways to tap into the opportunities presented. One way of promoting your business, your brand, or your products/services if through Facebook PPC (Pay-Per-Click) advertising.
Before you take on Facebook as an advertising medium, it is important that you know thing or two about the nature of Facebook as an advertising platform, as well as the interface itself. In this Web Ecommerce Solutions post, we dive into some details about Facebook advertising for Internet marketers.
Tapping into Facebook PPC is advantageous in that you will be able target very specific market segments. This is because you can tailor your Pay Per Click text ads to reach only select demographics, as well as individuals who are interested in certain things or activities.
Advertising on Facebook is also beneficial in that Facebook is not necessarily a search engine. Most Facebook users access their accounts at least once each day. This high traffic means you can have an ongoing Internet marketing campaign, just like is the case with traditional PPC like Google AdWords.
A characteristic common in all Facebook PPC text ads is that they wear out very quickly since they appear repeatedly to targeted users. The nice thing about its PPC advertising platform is that you can use monitoring tools to see just how fast the CTR (click-through-rate) declines.
For this reason, you should only use Facebook as a 'poaching medium' for such things as event marketing. It will not always be effective as an automated marketing funnel, unless you dedicate a lot of time and effort to it. Do not let go of your Google AdWords yet since this is entirely different channel and completely different mind-set for users.
Keep in mind that users on Facebook are on the social media site to be social and enjoy themselves. Many users overlook ads, especially those ads that are trying to sell them something.
Develop a Facebook marketing strategy that works. Have a goal in mind, such as acquire more likes and social media loyalty base, funnel users to a squeeze page, or have them opt into a contest or poll. Facebook users feed of interaction, so develop your Internet marketing accordingly.
Another solid targeting strategy while using Facebook for advertising is target your competitor's followers. This is a highly effective Internet marketing approach. Develop a strategy, such as capture more brand exposure and market share, and develop some ads that only display to your competitor's followers.
To have an effective Facebook PPC campaign, come up with keywords/adgroups and replace them with Facebook interest groups. It is these interest groups that should be used as units of analysis. Do a survey on Google with interest and demographic variables in the survey form.
For example, if you have a state-focused Pay Per Click campaign for a Illinois PPC, you can take your targeting further by pinpointing certain demographic variables that best reflect your market segment.
According to a report by the Efficient Frontier, a digital marketing platform provider, Facebook PPC ad costs are on the rise. This means companies and businesses that wait to engage with customers here will find doing so more expensive if they wait too much.
Facebook is relatively new to the advertising model compared to other forms of web optimization. The immaturity of the medium leads to the high volatility in data. It is therefore important that you study the medium for a while before making long term decisions.
The fact that Ad impressions on Google are on the rise while the same are on the decline on Yahoo! and Bing makes Facebook the second best choice after Google when it comes to PPC. It is, however, interesting to note that revenues on Yahoo! and Bing PPC have been on the increase while those on Google AdWords have been on a decline.
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