4 Reasons You’re Missing Out if You Don’t Use Facebook Ads

by Tiffany Parnell, Senior Copywriter - 10/06/16

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Searching for an affordable tool that helps you reach large, targeted audiences? Look no further than Facebook ads.

Facebook is the most popular social media site in America, and Americans spend roughly 50 minutes every day consuming and sharing content on the social media giant. The network’s vast reach is enough to attract attention, but it’s only one of the reasons Facebook ads are a must for organizations.

Take a look at these compelling reasons to make engaging Facebook ads part of your content marketing strategy.

  1. Facebook ads are cost-effective. A number of factors, including Facebook’s bidding process, your intended target audience, and the ad format you choose, can impact how much ads cost. With that said, Facebook can be one of the most cost-effective options for digital advertising. The network also has goal-setting and targeting tools in place to help marketers maximize their return on investment.

Many of the factors that impact how much ads cost are outside of your control. One factor you can influence: the quality of your ad. Facebook’s algorithms prize relevance, which is one reason why businesses’ organic visibility on individual newsfeeds is declining. When you create a Facebook ad, you receive a relevance score. The more relevant your ad is to your target demographic, the lower the ad’s overall cost.

  1. Facebook puts a wealth of demographic information at your fingertips. When users sign up for Facebook, they provide information about themselves, including their age, gender, and location. Beyond that, however, Facebook users document their interests, and share and consume content. They also share intimate details about their educations, careers, and personal lives with their friends, families, colleagues, and acquaintances.

The “social” nature of Facebook gives marketers a unique opportunity to get to know their audiences. Facebook also offers several tools to make targeting easier. Marketers can take advantage of Audience Insights—a tool that breaks down the demographic information for people who already “Like” or follow an organization. You can also upload information about your current customers and/or target audience. Facebook uses this information to create “Lookalike Audiences” of subscribers who don’t already engage with your brand but are likely to do so once your organization is on their radar.

  1. Facebook remains a powerhouse across all age groups. Once a network solely devoted to college students, Facebook is now a social hub for teens and adults of all ages. In fact, the social media network has observed some of its most notable recent growth among older adults.

According to a 2015 Pew Research Center analysis, more than three-quarters of adults ages 18 and 49 use Facebook, as well as 64 percent of adults between ages 50 to 64, and 48 percent of seniors.

Other social networks are vying for a share of Facebook’s subscribership. However, eMarketer reports that many users join other social media sites in addition to instead of in place of Facebook. The multigenerational breadth of Facebook’s membership helps ensure marketers can find the right people for their messages.

  1. Facebook offers flexibility. Is an ad not bringing in results? Do you have a new piece of content you’d like to showcase? Facebook ads allow marketers to specify how long they want an ad to run, suspend poor-performing ads, and regularly publish new ads.

For more tips on promoting your key service lines with Facebook ads, check out our Guide to Service Line Growth.

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Topics: Content Strategy, Paid Media & Advertising

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