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Why Facebook is our Favourite Advertising Platform

23/11/2018

 

2,000,000,000… that’s how many people actively use Facebook every month. 

 

Far from the college student platform it once was, Facebook is now a force to be reckoned with when it comes to grabbing the ever-shrinking attention span of the modern human.  If you stop and think of how many times a day you check your own Facebook and Instagram feeds (or witness others checking theirs) you’ll know this to be true. So, it should come as no surprise that your customers (wherever they are / whoever they are) will be doing the same.

 

With that in mind, here are just a few of the reasons that Facebook is our advertising platform of preference… 

 

Unmatched Audience Targeting

Just like Google, Facebook has a truly vast global audience that can be localised in your campaigns.  More than 1/5 of the world population is actively accessing the platform on a monthly basis.  In terms of audience numbers, Facebook has no rival where social media is concerned.  

 

The real strength of the platform however, comes not through its large numbers, but its ability to target Facebook users with a level of granularity that other PPC platforms, like Google AdWords, don’t have.

 

People share a lot about themselves on Facebook.  Not only do we all add details about our lives; birthdays, where we grew up, where we live, where we work, relationship status and so on, we also use the platform to search for content that aligns with our own personal beliefs, interests and values.  Because of this, Facebook offers marketers a unique opportunity to tailor demographics and target audiences in a way that other platforms just can’t. 

 

Vast Ad Inventory

According to a recent ComScore Study Facebook represents a vast portion of the ad space available, or ‘display ad inventory…’ more than 255 ad channels to be precise. 

Due to the fact that users are on the platform (as well as partner platform Instagram) for extended periods of time, as opposed to performing a quick Google search, this means better overall ad exposure. 

 

Visual Advantage & Creative License

There’s no denying that people are visual beings.  When compared to plain text, users will process visual content 60,000 times faster – so the ability to utilise images and video in your Facebook Ad campaigns is a distinct advantage over other PPC platforms.

 

Facebook also allows for more creative freedom as well, whether you want to direct users to a specific promotion or contest or simply build brand awareness, the sky is the limit. 

 

Exceptional Return on Investment (ROI)

We are consistently impressed by the return on investment when it comes to Facebook advertising.  For those with limited budgets it’s impressive how far a savvy marketer can stretch a limited budget on the platform.

 

Facebook Ads are very accessible for budgets of all sizes – particularly when considering the potential impact and demographics that advertisers can leverage to reach their target audiences.

 

According to a recent report, the average cost per click on the platform is lower than Google AdWords.  In addition, Facebook also allows marketers to utilise additional bidding options like Cost Per Thousand Impressions (CPM) and Cost Per Action (CPA), which can mean even lower pricing options and better results when leveraged effectively.  Find out more about how to calculate ROI here.

 

Deeper Audience Insights

One of the biggest advantages of Facebook advertising over others is the audience insights you glean.  What marketer wouldn’t benefit from knowing more about their audience?

With information like age, gender, job title, hobbies, relationship status, interests and more – the data available from Facebook gives advertisers the ability to laser-focus their ads for the right people.

 

And it’s not just for consumer-based businesses either.  Both B2B and B2C organisations benefit from Facebook advertising.  In Hootsuite’s 2018 Global Barometer Report, it was revealed that 98% of B2C and 89% of B2B businesses are using the platform.

 

Whatever platform you choose, paid advertising is one of the best ways to reach new people and engage with older leads.  If you’re struggling to set up or manage your ad accounts, we can help.  We deliver a bespoke PPC services that get results. Find out more about how we can help you market your organisation here.

 

4 million businesses are actively advertising on Facebook – are you?

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