According to an earnings call that Mark Zuckerberg gave in January 2013, the end of December saw the number of monthly active Facebook users hit 1.06bn with 604m mobile users. In addition, they received $1.58bn in revenues for Q4 2012. Figures like that simply cannot be ignored, and you need to accept that a proportion of those users are likely to be your existing or potential customers. Granted, many of these users are simply using the platform as a social networking tool to connect with their inner circles; however, it’s also fair to say that many businesses are now exploiting the exposure that Facebook offers and including it in their lead generation efforts.
In comparison to Google Adwords, Facebook offers a highly competitive advertising product which allows you to select who is eligible to see your advert. A variety of targeting profiles exist and advertisers can select using the following criteria:
Once you have chosen your audience profile, an advert is created and you can set your own budget; this can be daily, weekly or monthly, and can even include the time of day so your advert is shown at the optimum times that your viewers are online. This enables you to fully manage the performance of your campaign and stay within any financial constraints.
From my experience, it makes sense to create a few adverts so you can test and measure which performs best. Unless you have the time and resources to maintain, track, monitor and tweak your campaign we recommend partnering up with an agency, who can manage this for you. Feel free to drop us a line, we’d be happy to help.
Written by RE Online Marketing