For the past several years, I have seen consistent return on investment using Facebook’s ad platforms. It is both easy-to-use and well-documented and thus, a great surprise to me every time I run across other digital managers who have yet to test the waters. Following are just 5 good reasons you should consider advertising with Facebook:
1 – Demographic Control
If you aren’t familiar with setting up ads within Facebook’s ad ecosystem, you might be surprised with how detailed you can get with targeting your ads. 40-yr-old males who like to golf? No problem. Retired 60+ who like to purchase online and live in Miami? No problem at all. You can include and exclude preferences and lately, Facebook has begun to rollout the ability to further narrow your targeting.
2 – Budget and Timing Control
Budget, or a lack thereof, shouldn’t really be an excuse any longer to get into online advertising. If you have $50 to spend per month, there are plenty of ways to put that to good use with Facebook. I’ve had great success building an audience for start-up pages on just $1 a day. You have complete control on how much you want to spend and when you want to spend it. And, the “pause” button is always a click away anytime you get nervous or something changes. I love the complete control Facebook gives you over your money and your ads.
3 – Creative Control
Facebook has some basic constraints with character-count, image dimension and sometimes text allowed within an image. Beyond that, you have complete freedom to create and test as many different creative ideas as you have time for. If you really want to have confidence about spending a large amount on a campaign, then spend 1% of the campaign first on testing 5-6 different variables until you get it right. Target just mobile, or desktop, or even Instagram. No problem―be creative.
4 – Testing Control
Unlike direct mail, print ads, or even many types of online advertising, Facebook allows you to thoroughly test a general idea for effectiveness before pulling the trigger. You can do this at any time, even mid-stream during the course of a campaign. You can test variations of text, creative, targeting, placement, etc. You can have confidence about creating campaigns that have good ROI, knowing that your ideas and concepts have been vetted thoroughly via testing.
5 – Conversion Tracking
Facebook has really made it easy to track ROI with your ads with their “Facebook Pixel” technology. It’s simple really ― just create a pixel in your account and drop that code throughout your website. You can stop there or get more detailed by adding additional elements to specific key pages (like your Donation confirmation page) and know exactly how many people have “converted” from any ad. This really seals the deal for me in terms of using Facebook. ROI is no longer a guess ― I can demonstrate anytime with hard data the success of any ad, even while it’s occurring.
John Schwartz is Digital Manager for Truthforlife.org