So, you’ve tried everything you can to get the word out about your business and no one except your Mom likes your page. Well, I have some news for you, you’re not alone. Facebook, like I have said numerous times before, is heavily crowded and extremely “noisy”. Your business is one out of billions. And with increasing regulations on advertisements being put into effect by Facebook, it is now harder than ever before to effectively get people to discover it. Many have said that organic (unpaid) advertising is a thing of the past. It might be. But that doesn’t mean that all advertising on Facebook is.
To some, paying for Facebook ads might seem desperate. Pointless. A waste of money. While it is a noisy atmosphere for the average user, the “paid” user has a slight advantage. To gather information about all of this, I tried creating an ad step by step through Facebook as a regular user without actually finalizing the process. The following is an account of my experience.
After searching for “facebook advertising” on Google, I clicked on the first link I saw. The link led me to a page about how Facebook advertising works. After reading through the four steps to effective advertising outlined on the page, I clicked “Create an Ad”. The link led me to a menu of different objectives for a tentative ad. The list includes such objectives as “boost your posts”, “promote your page”, or even “get people to claim your offer”. For the sake of simplicity, I chose “boost your posts”.
From here, you need to either choose a page that you are already an admin for. Hopefully before thinking about advertising you have already made a page for your business. After picking the page whose posts I will promote, I was prompted to either choose a past post by that page, or make a new one right there. I chose a past post.
After naming the campaign I have created, I got straight into the specifics of it all. First, I had to create an account with my country, currency, and time zone. Easy. While creating your ad, you get to specify who you want to target in your audience. This is much more involved than picking which friends to show your stuff to. Along with location options to choose, you can pick your desired audience’s age range, gender, languages, interests, and even behaviors. These aspects of your audience are very specific and entirely decided by the user, so telling you my audience specifics might not work for your particular campaign.
Next, and most importantly, the payments. Facebook provides you with an estimated daily reach level based on how much and how often you plan to pay. Obviously, the more you pay the more people will be reached. It is nice, though, to have something that outlines what you might be getting into before actually getting into it. Along with outlining how much you will pay, you also outline how long your ad(s) will run. Either you can run it right now until further notice, or set a specific start and end date for them.
Last, the text and links of the ad. This essentially means that you decide where your ad will show up on user’s feeds. Available choices include the traditional desktop feed placement, mobile phone feed placement, or right column placement. You can pick one of them. Or you can pick all of them. The more you pick, them more it costs.
All in all, paying for advertisements on Facebook is a good idea in my opinion. More and more restrictions continue to be implemented for advertisements on Facebook, leaving room for only those who are willing to pay. The biggest advantage to Facebook’s approach to advertising is their flexible payment options. Leaving room to choose how much to pay is incredibly beneficial to users and admins. It allows for users to see the impact that a small advertising investment makes on their business before deciding to increase it. It is not a bad idea to at least try it. If it fails, no problem. End the campaign and pay what you decided. If it works, keep it up! Put more into it, take different approaches, or put up different content. The potential for success is huge, given that Facebook is still the most popular social media network in the world.
By: Alec England, Columnist, The Site Vamp