Facebook Ads are paid advertisements that can appear on Facebook’s News Feed, Marketplace and Messenger, among other placements. As Instagram is owned by Facebook, you can also choose for your ads to appear on the Instagram Feed, Instagram Explore and Instagram Stories, as well as Facebook’s Audience Network.
Unlike paid search advertising, Facebook Ads are targeted using audiences built on demographics, interests, behaviours and location. There are also options to target custom audiences from your website and those who have interacted with your company previously.
The final option is lookalike audiences, which is where you can instruct Facebook to create an audience based on the common qualities of people in another current top-performing audience you have.
The audiences that you choose to target should depend on what you’re looking to achieve and the results you’re looking for. Before creating a campaign on Facebook Ads, you will need to evaluate your current customers (if you have this data available) as this will allow you to make more informed decisions about who to target.
Facebook Ads is a fantastic advertising platform, but it doesn’t mean it is necessarily right for every business. Facebook has been proven to work for both e-commerce and lead generation, and has produced great results for many companies. However, without researching and creating a well-informed strategy, it is also easy to waste your budget.
The Facebook algorithm is dynamic, so it is a good idea to keep on top of changes. However, something that will Facebook will always be looking to do is engage its users. Therefore, it is important that you create engaging content and also deliver it to the right audience.
How much you spend on Facebook completely depends on your business, your budget and what you want to achieve. Spending money on Facebook is easy, so the key is understanding where to utilise your budget to get the best results.
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