Implementing Facebook advertising strategy can be an effective way to drive traffic to your Facebook page and increase your brand’s visibility on Facebook in general. Anyone can sign up for Facebook advertising – you don’t have to have a page to do so – and there is no set cost for an ad. Instead you specify a maximum amount that you are willing to spend on the ad, either on a “per click” or “per thousand impressions” basis. In other words, you can choose to pay each time someone actually clicks on your ad or for every thousand times that your ad is shown to a Facebook user. You can also decide how much you want to spend per month on your ads, which can be up to $30,000. As far as placement goes, Facebook shows your ad in places where it is contextually relevant to the theme of the ad. This could mean placing it alongside profile pages, pages, or on groups. For example, if you sell ballet shoes, your ad might appear on Facebook page for a ballet school in your area or in the ad space of the profile of someone who belongs to a dance academy. Whichever page it appears on, your ad will always be shown on the right-hand column. Depending on the page, up to three ads may show at once; in these cases where more than one ad appears, it’s not possible for you to decide whether your ad appears in first, second, or third place.
Facebook ads are usually most effective when their main aim is to drive traffic to a company’s presence on the site (such as its page) rather than to sell a product or drive people to the company’s external website. For example, instead of just advertising your website or blog, you can create ads for a specific event your company is organizing and then link the ad to the events tab on your Facebook page. Generally, as with other online advertising, the more closely related your ad is to the destination page a user lands on after clicking on the ad, the more successful your ad will be. Facebook advertising also allows you to target your ads so that they appear only to audience you specify, such as those of a certain age or in a particular geographic location.Your Facebook ad will generate the most return if you make sure you’re exposing it to people who are most likely to be interested in your brand, product, or service. Although showing your ad to anyone on Facebook may generate a lot of impressions, the ratio of clicks to impressions will not be very high, and the cost of your ad relative to the return it gets is likely to be high.Luckily, Facebook makes it easy to target your ad to specific groups of users through ad targeting. Once you’ve created your ad, Facebook will give you several choices about the groups of users you want to see the ad. You can target your ad based on a wide variety of factors such as the user’s age, gender, geographic location, or education level. You can also target your ad to appear for certain keyword searches, and you can decide whether or not it should be shown to people who are already fans of your Facebook page. Based on the criteria that you select to target your ad, Facebook shows you an estimated number of people who would be exposed to your ad. From this number, you can estimate how much running your ad will cost.
Your Facebook ad will be more effective if you use targeted ad copy in conjunction with Facebook’s demographic targeting features as outlined above. For example, if your ad is targeted to women between the ages of twenty-two and thirty in San Francisco, mentioning their age group, gender, or the city of San Francisco in the ad copy itself will make the ad copy more relevant to the people viewing the ad, which makes it more likely that they’ll click through to your ad’s destination URL.If you find that despite selecting targeting criteria your ad is still under performing, it may be that the target group you’ve selected is too narrow. You can solve this problem by widening your targeting criteria, such as expanding the audience from San Francisco residents to all users in California.