Does Facebook Advertising Work?

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Advertising  on the World’s Largest Social Network

You may be wondering whether or not you should invest in Facebook advertising. With so many online marketing avenues around, Facebook represents yet another platform to consider. When put up against tried-and-true methods like organic SEO and Google AdWords, you may even consider bypassing Facebook altogether. However, Facebook ads provide a unique opportunity that simply isn’t available through Google or other platforms. Clickthrough rates vary depending on the quality of ad copy and placement, but one thing’s for sure: many, many people have used Facebook ads very successfully to gain new leads and build their customer base. Here’s why.

Google’s paid search ads are displayed based on keywords and some minor demographic data (location, device). However, Facebook ads are displayed based on many more segment options. Remember, Facebook’s user profiles capture all sorts of personal information: age, gender, education, job history, interests, and more. Facebook gives advertisers display options based on this extreme segmentation; when combined with effective ad copy, it creates a much more targeted message to encourage viewer clicks. On average, most paid search ads display to 38% of their intended audience. Thanks to Facebook’s immense segmentation options, the social network claims an average of 89%.

Facebook ads are set up similar to other paid search networks — you create a budget, select configuration and display options, and check metrics with the ability to adjust on the fly. While you’re limited to an audience of Facebook users (as opposed to Google’s search userbase), the platform’s optimized targeting and segmentation mean that you’re getting many more qualified views, which leads to easier conversion. It’s simply one of the most effective ways to get your message out to your target audience.


By Marc Apple

Marc Apple is recognized as a leader in the marketing industry and has 20+ years of experience helping businesses of all sizes improve their digital marketing. He specializes in website design, SEO, social media, and paid search programs. He is a frequent contributor to other marketing websites and speaks regularly about marketing to small business owners and startups. To learn about Marc and to contact him, visit his author bio page.


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