Advertising on Facebook can be as simple as promoting your organic Facebook posts with a few hundred dollars, or as complicated as a highly targeted ROI-driven direct response campaign. Because the Facebook audience is so vast, Facebook Ads can be used for a variety of applications—from driving mobile gaming app downloads to promoting technical B2B white papers. Read this multi-part guide from Boost Media for answers to common questions related to getting started with Facebook Ads.
What are your Facebook Ad objectives?
The first thing you need to understand about Facebook Ads is why you’re running them. If your answer is “because you’re supposed to; you have to be with the times,” you may want to step back and reevaluate your goals. From driving purchases or app downloads, to building your social following and raising awareness, there are many objectives you can accomplish with Facebook Ads—but only if you’re clear on what you want, and you design your program accordingly.
How does organic Facebook marketing and paid Facebook Advertising work together?
With organic, unpaid community management on Facebook, your reach is only as wide as your current follower base. This means you can maintain and grow relationships and improve engagement with your existing customers and fans. If you’re looking to find new customers, you’ll have to pay for their eyeballs with Facebook Ads. Even to reach your existing fans, you may need to incorporate some paid advertising. One study showed that you can only reach between 2.2 and 22.8% of your followers with an organic Facebook post: The more followers you have, the smaller the percentage of fans you reach.
How much do Facebook Ads cost?
You can pay for Facebook Ads via credit card or PayPal. Large advertisers may choose to run insertion orders. Facebook advertising uses an auction-based CPC (cost-per-click) model, which means you can set your own budgets and the maximum bids you are willing to pay per click on different ads and audience segments. Depending on the audience you are targeting, you may have to pay high CPCs to get your ads to show.
Who manages Facebook Ads?
Facebook ads are self-service, though there are any number of third-party options available like hiring an agency or freelancer to set up and run your program. If you decide to run ads yourself, you can lean heavily on the Advertiser Help Center. Once you surpass a certain monthly spend threshold and are considered an enterprise advertiser, Facebook will typically furnish you with an account manager who can provide tips and serve as a valuable resource, but won’t run your campaigns for you.
Where to go from here
You can potentially reach 1.65 billion people through Facebook Advertising. Moreover, with the sophisticated ad targeting options, you can theoretically reach the right segment of people within that 1.65 billion. You just need great strategy and execution. Boost can’t tell you everything you need to know to be successful with Facebook Ads in a single blog post, but we can give you context to help you get started; and a framework for understanding the Facebook Advertising landscape. Stay tuned for the next installment where we will talk about Facebook Ads targeting.