These days, we’re living in an era of huge significance, tailored to our own requirements and interests. Our timelines are closely curated, our information resources are customized, and social networking platforms play into this game of personalization, delivering the information their users want to see.
The social landscape of organic content is one of overcrowded competitiveness, and honestly, Facebook won’t allow your free organic content to reach your entire audience. Facebook wants to provide relevant content to its users, and Facebook wants to generate income.
According to a post published by AdAge in 2013, Facebook stated that they “expect organic distribution of an individual page post to gradually decline over time.” This statement suggests that one day organic success will be zero.
Facebook offers a range of advertising formats, and the Facebook Advertising Manager can help you choose a format based on your business’s marketing goals. Whether you want to raise awareness, prompt attention to your business, or boost conversions, Facebook offers Mobile News Feed, Desktop News Feed, Right Column, and Instagram advertising placements.
Effective News Feed ads usually include the company name, social information, text with an image or video, and a call-to-action button. Right column ads include text with images or videos. Instagram ads include your Instagram handle, an image or text, video, and the option of a call-to-action button.
“A business creates an ad. They choose the type of audience they’d like to reach. If you’re in that audience, Facebook shows you the ad.”
Paid Facebook ads are significant for businesses because they allow you to target a specific audience. Facebook claims they are 89% accurate when it comes to targeted campaigns. Whether it’s a business that wants to target an entirely new market or an audience similar to the current audience, Facebook is flexible. Companies can target based on demographics, location, interests, and behaviors. Facebook also includes advanced targeting options. These options include targeting custom audiences, lookalike audiences, and business website traffic.
Facebook recently announced that they are integrating new measurement tools that connect in-store visits with specific campaigns. These measurements, integrated with sales from commerce platform Square, allows marketers to have real-time data when it comes to offline ROI. However, the measurements will only include those who have smartphone location services turned on.
This new technology is also making it easier for consumers to find businesses nearby. Ads will actually show users the stores closest to them, and the ads will provide relevant call-to-action such as “Get Directions.”
“It is crucial for small businesses with limited budgets to understand the return on every dollar spent on digital advertising. By integrating their Square sales data with Facebook campaigns, merchants can now see which sales came from customers who saw their Facebook ads.”
— Saumil Mehta, Customer Engagement Lead, Square
With paid ads, both consumers and businesses win. Companies can reach their audiences in a way they couldn’t with organic content, and they can easily track their offline and online advertising performance. The offline tracking data will show companies the true value of paid Facebook advertising. Additionally, paid media will impact social media. The more visible your post is to an audience, the higher the likelihood of your post being shared. ‘Share’ is what keeps social media advertising running. As for consumers, they’ll see the ads that are relevant to them, and they’ll have easy access to businesses’ information.
What we need to remember is that having a flow filled with organic articles on a continuous basis is crucial. Although the reach of those articles will likely be less than it would be if they were marketed, they will still be visible to individuals who are searching, which includes traffic to your own social profiles and webpages. Having a “beefy” timeline is very essential to your company since it proves that you care about your business and your audience. A perfect situation is a paid Facebook ad directing an individual to click your company’s Facebook page and eventually visit your website or shop for a product purchase. The synchronization of the organic and paid articles enables easy engagement along with a longer ROI.
Overdrive Interactive is an award-winning digital advertising and marketing service that helps major businesses win and compete in the online space. Founded in 2001, the agency has developed an integrated digital store that provides new building, customer acquisition, and lead generation programs using search promotion, social media advertising, online media buying, analytics, and world-class innovative solutions.