Simon Dutta

If you’re looking to expand where you may want to place PPC ads (that’s “pay per click” ads), then Facebook marketing advertisements are a natural way to go. Almost everyone has a Facebook account, and the advertisements that come out of Facebook marketing are relatively attractive, engaging, and they do, for the most part, match some interest or idea that any specific Facebook user has had in the past.

A great thing about Facebook marketing advertisements is that they are incredibly easy to use.  If you have ever had any difficulties utilising a PPC interface, then you will surely enjoy Facebook marketing interface.  You can have little to no prior knowledge of technology.

Another thing that makes Facebook marketing stand out from a lot of other PPC companies: the segmentation abilities.  This was mentioned in passing in the first paragraph, but we’ll just go into it a bit further.  You can really target your markets with Facebook marketing.  You can create segmentations based on:

-    Age
-    Location
-    Gender
-    Religion
-    Relationship Status
-    Sexual Orientation

You can do that with Facebook marketing because, well, Facebook stores all of this information that we offer it willingly!  Search parameters can also be created to really narrow down who is seeing your PPC Facebook marketing ads.  So you can create a parameter that will say, for example, to target anyone who says they love Adele and who also says that “Carrie” by Stephen King is their favourite book.  Now that’s getting specific.  You can create a number of these incredibly specific and targeted Facebook marketing ads.

Though this sounds fantastic, should everyone be using Facebook marketing ads?  Probably not.  Though the technology is great and nearly flawless, it’s expensive.  Very, very expensive.  If you are selling a specific product rather than promoting a greater, larger campaign, then you will be seeing a loss on your ROI, or return on investment.  If you have a limited marketing budget, it may be best to stay away from Facebook marketing ads.

However, Facebook marketing ads can work fantastically if, say, you have a very limited or high demand item for sale that you know you WILL be able to sell with Facebook segmentation.  If you have a specified product or running a large PPC campaign (this typically will be limited only to larger companies), then Facebook marketing ads are a great asset to your company.

ABOUT: Simon Dutta has 20+ years’ executive marketing and business development experience spanning 18 countries and 24 industry sectors within start-ups, SMEs and multi-£billion blue-chips. His particular expertise lies in driving revenue growth by: (1) developing products that the market actually wants; and (2) executing customer acquisition and retention strategies that actually work. Simon is a Certified Internet Marketer, Chartered Marketer, and Fellow of the Chartered Institute of Marketing.  He also sits on the Chartered Institute of Marketing’s Regional Board (West Midlands).