Six reasons Facebook should be a part of your online ad spend

A recent report from ComScore, Inc. revealed that Facebook ads now account for one in four online display ads in the United States. Why are so many people advertising on Facebook? First of all, unlike Google, it remains more cost-effective for many keywords due to lower competition, and the ability to choose between a CPC (cost-per-click) or CPM (cost-per-mille or 1,000 impressions) style billing. Of course any online ad campaign needs to start by answering the following questions: Who are you trying to reach? And, what are you trying to get them to do? But there’s a good chance that, no matter what your answers are, Facebook ads should be part of a balanced, integrated campaign. Here are six reasons why Facebook advertising is awesome.

1. A lot of people spend a lot of time there – Not only do they have 500 million active users, but, according to Facebook, those people are spending 700 billion minutes per month on the site. So what does that mean for advertisers? More people spending more time on their site means you’re served up more impressions for your ads. That means more views and more opportunities to click and convert. You want to be spending your money where people are spending their time, and Facebook is the place.

2. The ads don’t always look like ads – Facebook ads are integrated into the UI so they don’t really look like ads. In fact, many users don’t even realize that there are ads being displayed while browsing Facebook. With the creation of DVR/Tivo, satellite radio, and other tools that consumers use to avoid ads and marketing, it’s great to utilize subtle advertising that isn’t so “in your face.”

Facebook Sample Ads

Facebook ads don't always look like advertisements

3. People are on Facebook to browse – Pretty much everything on Facebook is a link and click-able. It’s like online wandering. People go there browse, click through, discover and waste time. They’re relaxed, open-minded to clicking, which makes them the most susceptible to online ads. This fact alone means it should be easier for you to get clicks and convert.

4. Targeting! Targeting! Targeting! – Facebook users continuously provide information about themselves that allows you to target your ads to people who match the profile of your best customers. Maybe you want to target people who live in the 43654 zip code and like your competitor’s brand of fishing poles, are males over the age of 16, but don’t like deep sea fishing. Facebook allows for very complex bidding strategies that make cost-effective use of your ad dollars. You can target your ads based on:
  • Who they are or personal demographics like age, gender, education, etc.
  • What they like or keyword interest
  • Where they live or location
  • Where they work or Employer
  • Who else they like or fans of competing or complimentary pages or even friends of fans of certain page

5. You can take your prospects more places – So you’ve targeted who you want to reach down to the finest detail. By advertising on Facebook, you have more options on where you take them when they click. When users click your ad, you can take them off Facebook and directly to your site or to an optimized landing page. Or you can keep them on Facebook and bring them to your fan page, either to your wall, a custom tab or a built in application. Or, if you’re simply looking to convert fans, you have the option to immediately convert the user to a fan of your page when they click the “Like” box your ad. This flexibility allows you to maximize your use of Facebook advertising to achieve a broad range of marketing goals.

6. You choose how you pay – Facebook’s ad platform lets you choose how you’re charged for ads. You have the option of paying based on a CPC or CPM basis. That means that, depending on your goals, you can run your campaign cost effectively. If you’re simply trying to build your brand, you can pay for impressions. Or, if you’re advertising to convert a customer, you can pay per click.

With AdWords becoming so saturated, and CPC’s going through the roof, many advertisers are shifting their budgets from Google to Facebook, or at least including Facebook in their overall budgets, and for a lot of good reasons. Have you considered incorporating a Facebook ad campaign into your advertising budget?

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