Why include Facebook Ads in a digital marketing strategy?

Regardless of what you hear, Facebook Ads is one of the most efficient ways to advertise worldwide. With more than 2.5 billion registered users, at least 3 million businesses are on Facebook offering their services on a daily basis.

Although it may seem that we are entering troubled waters, the truth is that this is the best time to create a digital strategy and make your brand known on this platform.

What are Facebook ads?

Let's start this introduction by saying that the original name of the service is Facebook Ads and it works together for Facebook, Instagram and Messenger. Do you know how Facebook Messenger Ads works?

It is the tool created by Facebook to manage the marketing and advertising strategies of any company seeking to create a digital identity on the Internet.

Facebook Ads allows to have direct contact with any group of people, as well as to generate data that allows the company to reach users who do not know it yet.

The ads generated through Facebook Ads have micro segmentation features to define the type of audiences that any brand intends to reach, thus allowing them to promote their expansion more efficiently and designing campaigns that are attractive to the public that the company has determined as a target. 

This technological development allows many brands to save money when it comes to advertising and also to obtain a more efficient return on investment.

Why Facebook Ads?

One of the biggest attractions to consider is Facebook's current traffic, which averages approximately one billion daily users, 95% of which access via smart devices. 

The attention paid to Facebook is also another deciding factor as people's average daily usage varies between 1 to 2 hours between Facebook's three main applications (Instagram, Facebook Messenger and the main app).

Another reason why Facebook Ads generates the best results for sales is the declining organic reach of your ads. On Facebook you can achieve high levels of viewability if you pay the rates offered by the company for your Ad to get more exposure. 

The last reason we can list is the targeting specifications as Facebook allows you to create a sales campaign with an audience by age, gender and location in mind and have it appear among the users you specify in your parameters. In fact, one of Facebook's most valuable tools is Audience Insights and it allows you to know, analyze and expand your real audience on the social network.

Here are seven reasons why you should include Facebook Ads in your digital marketing strategy:

How to build your audience on Facebook

One of the most useful options of Facebook Ads is that it allows any brand to build the audience for their ads in detail.

To do this, we must first choose the name of our campaign and then we choose where we want to show our ad. In the next step we go to the "custom audience" option.

It is important to have the Facebook Pixel tool that links our business website with our Facebook account, this way we can get metrics of people interacting with our website to draw an effective online advertising strategy.

Studying the data may seem complex, but once you understand the different types of groupings by demographics you will know who you should target your campaign on the social network and the types of ads you should design as well as the ideal call to action for each of them.

You will even have recommendations regarding the times when your advertising will be most visible.

After interpreting this information, the next step is to move on to segmentation, which is essential to ensure a return on your advertising investment. 

In Facebook, targeting can be detailed or based on connections. Below, we offer details of both:

Detailed segmentation:

• Allows the exclusion of demographic groups that have no interest in your products or that do not interact with products similar to yours.

• Allows the inclusion of people by age range, gender and interaction with key terms related to your products or services.

Segmentation with connections:

• Allows the inclusion and exclusion of people who are already within your audience and interact with your brand, either through your Facebook page, website or application. 

• Allows the promotion of exclusive offers to your existing user base or only to new users.

With a tailored audience you can focus on other relevant aspects of your advertising, such as information about the people who interact with you based on your geographic location, the rank of your campaign, etc.

If you wish, you can also focus your campaign on an exclusive medium or have a presence in multiple environments such as the desktop version of Facebook, the mobile version or in stories.

Once you finish setting the parameters in this section of your campaign it will be up to you to set the budget and schedule that favors your Facebook ads. 

The general advice offered by most marketing agencies is to establish a schedule for your campaign, this way the budget will be used in a more rational way and you will have an impact on the hours of peak traffic of active users that make up your target audience.

Summary

There is no doubt that Facebook has forever changed the way we perceive advertising with its advertising platform. Facebook is a reach tool for all audiences that offers us the possibility to create the type of content we need to reach your brand's target.
 
For this reason, Facebook will continue to be a safe bet in any digital marketing strategy that includes Paid Media campaigns.