Facebook Marketing (2014) is a comprehensive guide of the topic, covering both the basics like creating simple ads, and advanced power-user techniques like building custom audiences.
Key idea 1 of 7
Facebook is an unparalleled marketing opportunity – so use it!
Although Facebook has become a ubiquitous way to share vacation photos and connect with far-flung friends, it’s not just a social network. As you may have guessed from seeing ads pop up in your newsfeed, it’s also a powerful marketing platform – and your company should take advantage of it.
To that end, here are a few eye-opening reasons to seize this opportunity: First, there are over 1.2 billion active accounts, which means you can reach a whole lot of people through just one channel.
Additionally, Facebook offers unparalleled targeting capabilities, allowing you to get really specific about who sees your ads.
For example, a car dealership could specifically target local males between the ages of 35 and 45 who earned more than $125,000 per year and had an interest in high-performance automobiles. The specificity ensures your ads only get served to potential customers.
And here’s the final reason to consider advertising on Facebook: it’s cheap. Generally speaking, Facebook offers low costs per click (CPC) – the price you pay when a potential customer clicks on your ad. For most Facebook ad campaigns, the CPC is under ten cents, making this a ridiculously cheap and effective option compared to other advertising channels.
And yet, many companies still aren’t advertising on Facebook. Why not? Well, although there are many different excuses, here’s a common one: “Since I never click on the ads myself, I don’t believe they actually work.”
Well, guess what? As a marketer, you need to change your perspective: It’s not about you, it’s about your customer! And all the evidence suggests that oodles of people are clicking on Facebook ads. How else can you explain the fact that, in 2013, Facebook earned $7 billion from advertising sales alone? Those billions of dollars represent a cornucopia of clicking…
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