With more than 150 million unique visitors per day, it’s obvious that Facebook is an ideal advertising platform because of its traffic levels alone. However, the mega social site also offers a unique ad creation, results tracking, and consumer profiling system that really simplifies the process of getting your ads in front of targeted audiences. Last year Facebook brought in close to $10 million in ad revenue, and that number is expected to continue to rise as companies in every industry realize the following 4 benefits of using Facebook Ads:
You can choose to only display your ad to users that meet predefined requirements, with optional filters including gender, age, location, likes and interests, workplace, education, and relationship status. If you’re the administrator of a fan page, event, or app, the connections targeting feature lets you choose to only display the ad to members of your fan page/event or people who are using your app. In fact, as you refine your targeted audience using the wide range of filters, the interface displays an approximate number of users you’ll be able to target using the current criteria.
Enhanced Image-Based Ad Creation Capabilities
In comparison to other PPC advertising platforms, like Google Adwords, Facebook Ads give you a larger character count to work with. Instead of strictly using text-based contextual ads, Facebook allows you to create ads with image backgrounds. Furthermore, the ads you create will be visible to smart-phone users, so you can target mobile audiences as well.
With the ability to use photos to entice users you can drastically increase your click-through rate (CTR) and boost the overall profitability of campaigns. There is a huge difference between the efficacy of a pure text ad and one that allows for visual attraction. Someone is far more likely to be drawn towards viewing an ad when they see a photo in their peripheral vision.
Multiple Impressions Per User
Statistics show that most people log into Facebook several times a day, and each time they access the site they may be shown the same ads if they fall within the targeting criteria of an advertiser. Adversely, how many times a day will a person conduct the same Google search? Multiple ad impressions give you more chances to catch the attention of your intended audience.
Full Budget Control and Flexible Payment Structure
Finally, staying within your budget with Facebook Ads is very easy because you can set daily and lifetime expenditure limits for each campaign. You can choose whether you want to pay for clicks on a cost-per-click (CPC) basis or buy units of 1000 ad impressions (CPM).
If you’re running a campaign that intends to sell a product or service, paying on a CPC basis would be ideal. On the other hand, if you’re simply trying to increase brand or fan page awareness, paying for impressions may be more suitable, as you don’t actually need someone to click the ad in order for it to leave a lasting impression.