We live in a world dominated by social media. We use it to share our lives with family and close friends, and to keep up with the latest news, events, trends, brands, etc.
Between Facebook, Twitter, Instagram and Snapchat almost everyone has a presence on social media. So it comes as no surprise that digital marketers are focusing their talents on social media marketing.
Social media marketing refers to developing techniques that promote products/services and create brand awareness through social networks. This is done by creating a strong digital presence on social media websites by interacting with a specific target audience.
Social media marketing also includes paid-for advertising techniques that create brand awareness by paying for adverts that target a specific audience on social networking sites. Facebook advertising is one of these techniques.
What exactly is Facebook Advertising?
Facebook advertising is a form of paid-for social media marketing that targets a specific audience based on their activity while using the site. When you’re logged into Facebook your demographic information (age, gender, geographic location) and activity (pages you like, places you comment, posts you share) are collected and stored as data. This data is then used to determine what kind of adverts would appeal to you.
This is how it works…
Paid search or paid social determine how Facebook adverts appear on a person’s profile. Paid search helps people to find a specific brand, while paid social helps brands to find potential customers. This is done by a method called targeting. Facebook uses stored data (as we explained earlier) to match people with specific products, services or brands.
Facebook Targeting Options
Because the landscape of Facebook is so vast there are lots of ways to target users on the social networking site. You can use a combination of Facebook’s targeting methods.Here’s a list…
- Location – You can target users by area code, city, country, etc. You also can super specific by targeting particular professions or places of work.
- Demographics – This refers to population data such as age, gender, marital status, etc. Facebook offers loads of demographic targeting options.
- Interests – User interests are very helpful when determining a target market. A person’s interaction with pages and specific posts gives advertisers a sense of their personality and an insight into what ads will appeal to them.
- Behavior – Behavior uses Facebook Pixel tool to target users. This is an analytics tool that consists of a code that you put on your website to track site visitors.This is one of the best ways to target users because you can showcase your ads to people who have recently visited your website or subscribed to your blog.
- Engagement – Engagement refers to the comments, reactions, shares and follows your pages geton social media. If a user has recently liked one of your Facebook posts, you can have Facebook include them in your target audience.
- Partner Connections – This refers to a method of advertising that targets users based on their online activity outside Facebook. As long as you’re logged into Facebook, the site collects data based on your activity elsewhere (Google, iTunes, etc). So if someone was searching for a specific book online, you can show them an ad for that book on Facebook.
Types of Facebook Ads
Facebook ads are completely customizable and brands can adjust its target audience based on location, age, gender, etc. This helps you to reach your preferred audience. You can also choose the type of advert that best suits your brand. The options include the following…
- Sponsored Ads
With sponsored ads your social media marketing team can create and control the content and audience of the ads. There are two types of sponsored ads namely, standard ads (placed on the right of the page) and page post ads (promoted organic page posts that appear on a user’s news feed).
- Sponsored Posts
Sponsored posts are regular posts that companies can pay to have turned into an advert. It can be a simple post discussing the brand and its history. It could also be a random post that has the potential to attract a lot of attention.