Once you’ve built your presence and have started connecting with your customers on Facebook, you’ll want to proactively find other people who would likely be interested in your business or service – other people who find your business relevant, and who are relevant to your business. While your business is now discoverable, it doesn’t mean its presence alone will drive customers, both existing and potential, to connect with your brand.
Facebook ads are the most effective way to reach your desired demographic, with its highly targeted messaging. There are a variety of ad types available to you that should be selected based on your advertising objectives and business goals. Targeting is made easy with the following types of finely tuned targeting capabilities, perfect for reaching your desired audience.
Facebook ads are the most effective way to reach your desired demographic, with its highly targeted messaging.
When creating an ad through the Ad Create Tool, interest targeting is available to you. This allows you to target based on location, age, gender, interests, broad categories such as mothers with young children, parents, and connections – more specifically friends of people who are already connected to your page.
This allows you to reach out to customers you may already have through an email database, with a customized message. This requires the use of a slightly more advanced ad tool available to all advertisers called Power Editor, which allows you to manage multiple campaigns and ads if you’re looking to test various forms of creative targeted to different groups of people through the targeting capabilities of the platform.
Reach people who might be more likely to connect with your business based on the similarities they have to an existing customer list. This is also accessible through Power Editor once you’ve built a custom audience.
We went over page management in the second part of this series, and much like monitoring your page’s insights, tracking the results of your ad campaigns is important to help you understand how well your ads are performing against your advertising objectives. The ads manager will allow you to track your progress against the actions that matter the most towards your goals, and enable you to make adjustments to the creative or budgets as needed.
A reporting tool is also available to you within the ads manager. Among other pieces of data, one particularly useful field is the age group and gender that is engaging with your ads the most. This is especially useful if your ads were targeted to a wide audience range, as it will help in identifying the group that finds your ads the most relevant.
I hope this was helpful in getting you started with your business on Facebook. This series simply scratches the surface of all the ways you can use Facebook to help drive your business. Don’t limit yourself, more information can be found on the Facebook for Business section of the site.
Have fun with it and good luck!