Why do Facebook ads work and why are they such an alluring option for businesses and digital marketers alike? We look at a number of sources to pin down reasons why Facebook ads work.
What makes Facebook ads effective is the level of audience targeting, the number of users on the platform, and the level of analytics and insights. These advantages combined with a great strategy is why Facebook ads work for so many types of businesses. As with any type of advertising, it takes iteration and experimentation to succeed with Facebook ads. (blog.hubspot.com)
Facebook Ads work by targeting a group of Facebook users that all share similar characteristics and placing your ad on these users’ News Feeds or right-hand column. There are eight different ad formats you can choose from, each catering to the specific goals you might want your ad to accomplish:
- Photo ad
- Video ad
- Stories ad
- Messenger ad
- Carousel ad
- Slideshow ad
- Collection ad
More information on Facebook ad formats can be found here: https://www.facebook.com/business/ads/ad-formats?ref=ads_guide
Facebook advertising builds engagement with your target audience. Engagement consists of the likes, comments, and interactions on your advertisements. Engagement is important because it signifies a stronger connection with your target audience. As people engage with your brand, an indirect connection is being developed. The more engaged your audience is, the stronger your connection is with them. The more connected they are to your business, the more likely they will convert. Investing in social media management can also dramatically increase your engagement. (lyfemarketing.com)
If you have a business page, what you may not realize is that less than 0.5 percent of your fans, on average, will actually see your updates. (medium.com)
Yet despite this, customers who like a business on Facebook are still 79% more likely to make a new purchase than non-fans. (impactbnd.com)
Once a person has engaged with your ad and clicked on the call to action, make sure you send them to a targeted, high-converting landing page. You know their age, gender, and interests, so show them a page that will solve their problems. (neilpatel.com).
The landing page should contain a GDPR compliant registration form or email capture box that you’ll track as a conversion. Focus the landing page on this action, not the later sale. If you want visitors to sign up for your newsletter, show them the benefits or offer something of value for their email. (neilpatel.com)
Once a user has visited your website or landing page you can track them for a period of time using the Facebook Pixel and serve more ads to them. This is known as “remarketing”.
Let’s clarify what remarketing is and why it’s important. Remarketing (or retargeting, depending on who you ask) shows your ads to users who have already engaged with your brand online. (bigcommerce.com)
Visitors who see remarketing ads are 70% more likely to convert on a website compared to those who don’t. (bigcommerce.com)
Strong remarketing capabilities is just another reason to explain why Facebook advertising is effective.
Facebook users are bombarded by advertisements 24/7, and not just on social media. It’s important to remember that people aren’t there to be sold to; they’re there to watch cute cats and keep in touch with friends and family. In order to stand out you’ll need to deliver great content that genuinely appeals to your audience. That means amazing, succinct copy, striking visuals and engaging video content are key. (impactbnd.com)