How convenient would it be if Facebook went back to its original system, wherein everyone who clicked the “Like” button on your page will automatically be subscribed to every single post and content that you put up? Thing is, it looks like the new algorithm is here to stay, with the social media giant explaining that this new system will ultimately help you get your posts to the news feeds of the people who will most likely like, share, and comment, according to their interests and purchasing habits.
And of course, since your reach is suddenly limited to the people that Facebook decides to show your stuff to, there will always be a paid option to up the ante and give you more chances of getting your brand out there, and in turn, increase your following and your sales. That’s where the Facebook Ads come in.
Sounds interesting? It pays to know what you’re getting into—and what you’re getting out of it—before shelling out your funds for more coverage and higher chances of increased sales.
In a nutshell, you get to dictate the amount of money you will spend for your ads. Facebook gives its Ads purchasers a choice whether you want to go for Clicks Per Cost (CPC) or Clicks Per Mille (CPM) payments. CPC means you will only pay whenever a user clicks on your ad—you can ‘prepay’ for a number of clicks, and your ad will run until your allotted number of clicks are up. This makes it ideal for new businesses and those going for low-risk ad payments. After all, you won’t have to pay if someone sees your ad, but doesn’t click it.
CPM ads, as the name suggests, will make you pay for every 1,000 users who eyeball your ad. Since there is no guarantee that every single one who sees your ad will click on it, this is a gamble for you especially for startup companies. But if you have a great ad, and you hook Facebook users with it, you’ll get more out if your money’s worth.
Is it for you?
While the end goal for most businesses in putting up any ad is to increase clientele and sales, it helps to know you specific objectives for your Facebook Ads. Getting your name out there by using this paid-for option is great if you want to increase the ‘likes’ and followers for your page, get people to engage on your posts more (liking, sharing, commenting), directing traffic from Facebook to your website, people to purchase your products and services, attend your events, and take you up on your promotional offers.
If you say ‘yes’ to most of what was mentioned above, then get going and get your ad out there! With clear goals in mind, you can design and plan your ads in such a way that will maximise Facebook’s billions of users and get to your targeted audience and consumers.
Who will see your Ads?
Here’s the best part. Since Facebook has been spending years and years (and millions of dollars to boot) in studying its users’ interests and buying habits via the links we share, the pages we like, and the things we follow, your ads will always fall into the screens of the people who will most likely be in need or want of the product or service that you offer.
Facebook will place your ads on either the desktop or mobile device version and will decide whether it will show along the users’ news feed or on the sidebar, based on how much you’re spending on your ad and the specific end goal (such as more likes for your page, or getting users to download an app that you offer). Facebook will position your ads where the best possibility of audience engagement is.
Facebook’s ability to sift through its massive number of user to get to your target audience is a great advantage for business owners, especially if you depend heavily on social media to get your brand out there, versus traditional advertising, say, in print. It also has an amazing ad management tool (Facebook Ads Manager) that allows you to track down your ads’ cost, user engagement statistics, and so much more.
Whether Facebook Ads will become a staple for online and offline businesses, and it remains to be seen if they are significantly effective in increasing sales for companies. But since social media is here to stay, it won’t hurt to go with the flow of ever-changing marketing trends and platforms.