It is important that we hold up every format to the light when creating a bespoke media plan for one of our clients. What works for them, won’t necessarily work for you. That’s OK though. Part of the fun (well, we find it fun), is in ensuring that the format fits the campaign and the other types of media being used, and a large part of that is in making sure we know exactly what are the strengths of each format.

 

Facebook is an online media space/advertising format that allows organisations to increase their brand awareness through a combination of excellent data, a high degree of flexibility and a range of placement choices. Due to the relative low cost and ease of entry, it is very popular with small and large organisations alike.

 

For this post we are going to take a look at the behemoth that is Facebook advertising and discuss the unique strengths of the platform.
 

    • Facebook has over 1.2 billion users. That’s almost 20% of the earth’s population, which is hugely impressive but even more impressive (for us at least) is the power it affords to those thinking locally. Facebook’s data allows us to only serve your ads in a certain area, a particular city, say. If you are targeting a local area, this is a huge benefit.
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    • Facebook ad pricing has increased in the past few years, but it’s still relatively inexpensive and not off-putting for organisations with smaller budgets. Facebook ads have the lowest cost per 1,000 impressions amongst any online advertising avenue.
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    • Facebook ads are better equipped than any other digital ad format to reach your mobile audience. With mobile use already having outstripped desktop use, the ability of Facebook to reach us on the fly is unsurmounted.
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    • As above, Facebook is a highly flexible format. You can really experiment creatively, helping to avoid ad fatigue and discover what works for your audience. If last weeks photo/copy doesn’t seem to garner attention, simply swap it out. On Facebook, organisations can afford to be both proactive and reactive to hit their campaign goal/target audience sweet spot.
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    • The data Facebook gleans from its users and provides to advertisers is the whole point of the platform, as it provides us the opportunity to really hone in on an audience. We have the ability to be extremely precise in our audience targeting because of the huge amount of user data (location/gender/age/habits etc) that is provided. In addition to the user data, the ad performance metrics are equally impressive. From ad/page engagement to reach and impressions, Facebook provides enough rationale for any discerning marketer.
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There are, naturally downsides, but these are also often within our control. One problem we see with many Facebook ads is the lack of cohesive or integrated thinking; a well constructed Facebook ad that leads through to a non-specific landing page for instance. As always, the platform has to work with the overall campaign and with the other types of media being used.

 

Want to know more about Facebook advertising and whether it is right for your organisation? We are always happy to offer a spot of free, impartial advice!