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Facebook custom audience creation

Learning How To Advertise On Facebook Is Simpler–And More Effective–Than Expected

As the social media world likes to tout, over 1 billion people worldwide are on Facebook, many of them on a daily or near-constant basis. For businesses, this makes it an ideal place to advertise, and Facebook has done its part to make itself a friendly forum for advertising, without becoming “junky” or cluttered enough to irritate users. It is also not difficult to figure out how to advertise on facebook, although moving past the basics can take some research and planning.

The First Step On Facebook For A Business

Most businesses start with Facebook advertising by setting up a dedicated page for their company; it’s the first step. It is just as easy to set up this type of page as it is to set up a personal page–perhaps easier, as one does not have to deal as much with the social minefields of whether or not to friend a boss or a frenemy. For business purposes, the more people, the better. It’s also a versatile method of advertising. Unlike billboards or print advertisements, setting up a facebook business page and advertising from that location has the advantage of being responsive to customers and easily updateable from the business side. New product available? It’s simple to let everybody know. Customer asks a question? Answering is quick, and people other than the asker can benefit from the post.

Do You Want Facebook Ads?

Want ads on the sidebar? There’s a link for that. Clicking “Create Ad” brings up a series of steps in which one can create, determine a market for, set goals for and pay for an ad to appear on other people’s sidebars. It is a simple process that Facebook walks the user through fairly efficiently. However, sidebar ads are not necessarily effective by themselves. When was the last time most news readers bought anything just because a tiny picture beside a completely unrelated news article was advertising it? The online world is responsive and customized; people expect to see products they are already intrigued by on their Facebook sidebar and are more likely to ignore things in which they have less interest. Businesses, having paid for that space, obviously would like to see a return on the investment. Facebook retargeting ads take the practice of having a Facebook presence only via a company page, or only via untargeted sidebar ads and bumps that up a few notches.

The Advantages of Retargeting

Retargeting involves the business’s website off-facebook. Essentially, one must figure out who is visiting the website, and then target them specifically on Facebook. One can easily see the potential for this technique. Imagine a potential customer was looking at a pair of sandals. She clicks away without buying anything, for any one of a thousand reasons. Perhaps she went to check the price of the same sandal through another vendor; perhaps she went to look up customer reviews elsewhere; perhaps she shut down her computer to meet a friend. Whether her leaving was motivated by the product or not, it’s likely that she will forget to come back, especially if she arrived through a backdoor of sorts, like a link from Pinterest or a recommendation on Twitter. The next day, with new pins and tweets pushing the old link down, it may be hard to find her way back to the page. But imagine an image of those sandals from that same shop appears in her Facebook newsfeed the next day. The odds that she will click on it are greatly increased, and such odds make it a better deal for the business that placed the advertisement. It’s certainly easier for an advertising budget to absorb lower costs per click. There’s another way this helps businesses, as well: newsfeed content, including ads, can be commented on. One of many handy Facebook marketing tips is that comments and likes from one person often show up in a friend’s newsfeed. If one dad is already a fan of a certain company, and he comments on their product positively, the ad–plus positive comment from that person–will show up on some of his friends’ feeds. As people tend to a) appreciate customer recommendations and b) appreciate the opinions of their friends, this is an excellent way to reach out to a wider group, with practically no extra effort on the business’s part.

Why Create A Facebook Custom Audience?

Business can use Facebook Ad Manager’s audience function to set up Facebook custom audiences. This is one of the best ways to advertise on Facebook. It brings significant bang for the advertising budget’s buck, and it isn’t too difficult to set up. Ad Manager facilitates the creation of Website Custom Audiences, which makes it possible to target on Facebook the people who have visited a particular site. This is what makes the scenario above with the sandals possible. A custom audience can be made from a non-facebook URL (the business’s website), or it can be within Facebook, such as people who have liked the business’s Facebook page already. There are several other possible configurations, as well. Creating a custom audience enables very direct, targeted advertising, which is most likely to result in sales, and most satisfying for the customers. Businesses who want to receive a better ROI should certainly give it a try.