Facebook business is the platform with which you can advertise on Facebook. Facebook advertising can be a cost-effective way to market your business and an excellent tool to reach specific audiences. With this in mind, Facebook business should form essential element of your social media marketing strategy.  At last count, more than two billion people across the globe were using Facebook. Those users are highly engaged with the content posted on the network, with more than 800 million people ‘liking’ a post on Facebook every single day! The average person spends 50 minutes daily on Facebook and Messenger.  That’s more than on any other social media network


Advantages of Social Media Marketing using Facebook ads

Facebook target audiences are highly customisable, making it possible for you to use the Facebook ads manager to target people based on their interest, demographics, location, actions on your website, engagement in your app, and much more. If you aren’t already aware of what customer base you’re targeting, don’t worry because Facebook offers a tool to help you with that. Facebook’s A/B Testing within its Power Editor allows you to split-test your ads to various custom audiences, locations and age segments, all within a single campaign. Not only does this provide valuable data as to what creative works best, but you can also narrow this down to specific target demographics and how they receive it, facilitating your creation of granular target audiences, most likely leading to higher returns on investment.

Facebook also allows businesses to advertise creatively, with immersive ad-sets such as canvas ads. With the use of Canvas ads, users are instantly transported to an app-like brand experience. The full-screen interactive concept allows brands to tell an engaging story, whilst providing an opportunity to showcase content marketing pieces that may otherwise be lost on a website. Moreover, Facebook ads updates its features monthly to optimise your ability to advertise your business.

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Limitations of social media marketing using Facebook ads

In some cases, Facebook may deem your ad to be ‘irrelevant’. Facebook will internally review how interested it thinks a person will be in seeing your ad, with measures of its overall quality and specific relevance. For example, if your advertisement receives lots of negative feedback, that can decrease its total value and it will become less visibly

As part of Facebook’s restrictions introduced in 2018, businesses using engagement bait tactics such as asking users to vote, react or share will be penalised, by Facebook reducing total reach on all their posts. Therefore, if your main objective of using Facebook is business is increasing engagement, you may have to be that bit smarter with how you create your ads.

Whilst Facebook does make suggestions on ad copy, placements and advertising spend that may seem very helpful, these are often not the most cost-effective, or engagement-driven recommendations, so be warned.  You can’t be too trusting. For example, it might be more cost-effective to select your bid amount on a manual basis, rather than allowing Facebook to select the bid on your behalf, claiming it will help you get the most link clicks for the best price. For this reason, optimising your Facebook advertising takes time in the beginning, and does require research and strategic direction. However, those efforts will be worthwhile in the long-run as your advertising will be more economical and provide a higher ROI.

An increasing number of businesses are using Facebook advertising, meaning higher rates of competition and therefore, the likelihood of your advert standing out diminishes. Occasionally, creative ad-sets are necessary to boost leads, and these can come at an additional resource cost.

Facebook ads can be an essential and highly beneficial element of your overall Social Media Marketing strategy, however extracting the profits of these ads entails well-considered research and evaluation.


Written by Lydia Daniels September of 2018