3 Ways Facebook Ads Help With Exposure
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When your advertising budget is tight, Facebook ads may just be the little boost you need
Not too long ago I was talking to a new client about integrating Facebook ads into his marketing strategy. I was mentioning to him the different ways I had used them and how they worked to help me get more exposure and likes for my new page. The questions he asked me made me realize that while I knew a lot about Facebook ads from my own social media marketing experience, I really didn’t have any other frame of reference.
That was when the research started. What I learned really helped me understand that despite a lot of naysayers and social network punditry, Facebook ads could be very effective if you take the time to really learn how to use them.
Knowing the Types of Facebook Ads
Utilizing Facebook advertising is a lot like ‘seeding’ clouds to produce rain. Basically, you’re adding that little something to the cloud that will produce rain or in this case, likes, shares, downloads or all of the above. To accomplish this you have to choose which vehicle is right for you. Here are the basic types of Facebook ads:
- Post Ad – A particular post made on your Facebook page becomes an ad that your targeted audience sees. One way I’ve used a post ad is to get targeted users to check out one of my e-books. When I created the ad, I just pointed it to this particular post I created.
- Social Ad – Have you seen some ads that showed the names of your friends who liked that page? That’s known as a Social Facebook ad. It integrates social cues to encourage people to like a page or try an app.
- Sponsored Story – This is one of the most underused but effective Facebook advertising vehicles because this ad is generated by user interaction. and research shows that it’s pretty effective for some
- Web Ad – This is an ad that drives people to an off-Facebook site, like your e-commerce site, blog, etc., using objects created within Facebook like your page or an application.
So which Facebook ad is the best one?
Which Facebook ad has better results?
Now that you have some idea of what the basic types of ads are, it’s natural to form an opinion about which ones would yield better results. But let’s look at some research results first.
Two metrics marketers use in judging ad effectiveness are Click-Through-Rates (CTR) and Cost-per-Click (CPC). CTRs tell advertisers what percentage of your audience clicked the ad while CPC tells you how much you pay for each click. The ultimate objective is to find that ideal Facebook ad mix that has a high CTR (average CTR is about 0.07%) and low CPC because not only do you spend less money but you are getting the exposure you need. Finding that perfect mix takes trial and error and it’s usually a good idea to try more than one ad vehicle in the beginning so that you can learn which works best.
Having said that, some research shows that Post Ads and Sponsored Stories have that desirable combination of high CTR and low CPC. In fact the CPC for both vehicles was shown to be less than $0.50 while the CTR is 0.07% (the overall average) or higher.
How Facebook ads can help you get better organic exposure
One of the more prominent buzzwords in social media marketing is “organic.” The simplified definition is that users or fans pass along your page or its contents to their friends. The key here is that these users must be properly targeted. So when were talking about getting more organic exposure through Facebook ads, here’s what that means:
- More impact – Targeted audiences are often more aware of these ads and are even able to better recall them.
- Better absorption – Because Facebook ads are more frequent their message was better absorbed by their target audience.
- Brand advocacy – In traditional advertising, word of mouth is the most sought-after form of advertising. The social media equivalent is called brand advocacy. As I mentioned before, when fans like a post or page, that activity shows up in their news-feed. Liking and sharing a page, post or app is the equivalent of brand endorsement which makes that fan a brand advocate.
While there is still so much to learn about Facebook ads, it’s good to remember that it takes time to learn which ads work best for you.
So if you’ve ever used Facebook ads, tell us what you learned from the experience.
- Bruich, Sean, & Gibs, John (2010). Advertising Effectiveness: Understanding the Value of a Social Media Impression. http://www.nielsen.com/us/en/insights/events-webinars/2010/understanding-the-value-of-a-social-media-impression.html
- Kenshoo Social & Resolution Media (2012). Social Media Insights Pt 1: Metrics That Matter. http://do.kenshoo.com/socialmediainsights
in: Guest Bloggers,Marketing,Social Media | November 30, 2011