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The following article was published in our article directory on February 24, 2015.
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Should You Advertise on Facebook?

Article Category: Marketing

Author Name: Lara Fabans

Have You Thought About Adding Facebook Advertising to Your Online Marketing Plan?
If you're not advertising on Facebook, you may want to rethink that decision. Even for B2B companies, having a solid Facebook and LinkedIn presence together will not only increase brand recognition, but can also allow you to quickly and cheaply test ads and demographics before rolling out campaigns to the pricier Google, Bing and Yahoo! ad platforms.
Step 1-- Know Your Goal
Do you want people to go to your Facebook page? Do you want people to go to a product review page?
If you're driving people to your Facebook business page, do you have a plan for posting regular content, reviews, coupons, etc? Why would they want to be there.
Note: At the 2014 Traffic and Conversion Summit, they announced that their tests showed that posting twice a day had the best conversions. I'll be interested if they updated it this year.
Step 2-- Know Your Audience
Facebook provides six key areas for determining your audience:
Location
Demographics
Interests and Behavioral Targeting
Advanced Connection Targeting
Custom Audiences
Lookalikes
The very cool thing about Facebook ads is that you can quickly and cheaply test a single segment. If you sold custom t'shirts to clothing stores, you could test an ad by location, by which t'shirt historically had sold best to that location, by men's women or shirts's shirts, and by the message in the shirt. If the purchaser liked football, and you had a t'shirt for their local college football team, the purchaser would be more inclined to click to find out more information on purchasing the shirt for their store.
Facebook provides optimization tools including a tracking pixel (more on this in a second) and the ability to create custom audiences for targeting people who have already been to your website, or "lookalikes"-- people who are similar in profiles to those who have already purchased.
The tracking pixel also allows you to do retargeting. If you use Amazon or looked at a local auto dealer (I'm looking for a good used car for my teenage daughter, you have probably seen this. She uses mine and doesn't want to give it up.) So, if a person went to your competitor, you could retarget them with your ad.
The Downside
Many people have become blind to graphic ads in the right hand side. To be successful, you will want to look into creating ads that appear to blend in. Those are called "native ads.".
You may want to consider sending people to useful content, such as a video, rather than directly to your site. They can then click to your site from the video. It will build up authority and good will. Plus, Google loves seeing this type of link structure.
How To Make It Work?
I'll start with a negative. Most ads fail because of three reasons:.
No landing page (it just goes to your home page but they have no idea why they're there) or a really bad landing page (missing your branding so people aren't sure if it's the same site).
Horrible ads (you're not capturing their pain or interest or what's in it for them).
Poorly setup campaign.
I work on the landing page experience to increase confidence. I start expanding the ads with testing.
Shoot me off an email or call and let's talk about your campaigns and getting them to work better for you if you have any questions.

If you're not advertising on Facebook, you may want to rethink that decision. Even for B2B companies, having a solid Facebook and LinkedIn presence together will not only increase brand recognition, but can also allow you to quickly and cheaply test ads and demographics before rolling out campaigns to the pricier Google, Bing and Yahoo! Do you want people to go to your Facebook page? If you're driving people to your Facebook business page, do you have a plan for posting regular content, reviews, coupons, etc? The very cool thing about Facebook ads is that you can quickly and cheaply test a single segment.

Keywords: Facebook Advertising, search engine marketing, traffic generation

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