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The Importance of Paid Advertising on Facebook

These days, we’re living in a world 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 relevance, delivering the information their users want to see.

The social character of organic content is one of overcrowded competitiveness, and honestly, Facebook won’t allow your free publish content to reach your entire audience. Facebook wants to provide relevant content to its users and generate revenue.

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 someday, organic success will be zero.

Facebook offers a variety 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 interest in your company, or increase conversions, Facebook offers Mobile News Feed, Desktop News Feed, Right Column, and Instagram advertising placements.

Effective News Feed ads typically 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 select the type of audience they would like to reach. If you’re in that audience, Facebook shows you the ad.”

— Facebook

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 a business wants to target an entirely new market or an audience similar to the current one, 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 they are integrating new measurement tools that connect in-store visits with specific campaigns. These measurements, integrated with sales from the commerce platform Square, allow 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 show users the stores closest to them, and the ads will provide relevant call-to-action such as “Get Directions.”

“It’s important 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 viewed 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 influence social media. The more visible your post is to an audience, the higher the chances 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.

It is crucial to remember that having a consistent flow of organic content is essential. Although the reach of organic content may be less than that of paid advertising, it will still be visible to those who are searching, including visitors to your social profiles and pages. Having a strong presence on social media is important as it shows that you care about your business and your audience. An ideal situation is when a paid Facebook ad directs someone to your company’s Facebook page and ultimately to your website or store for a product purchase. The synchronization of organic and paid content enables easy engagement and a longer return on investment.

Overdrive Interactive is an award-winning digital marketing agency that helps major businesses win and compete in the online space. Founded in 2001, the agency has evolved into an integrated digital shop that provides brand-building, customer acquisition, and lead generation programs using search marketing, social media advertising, online media buying, analytics, and world-class creative solutions.