It’s the age of social media. The chances are high your business is on at least one social media site. You are probably always looking for ways to gain and engage your followers. All of the social networks are aware of how businesses are trying to gain attention and are giving business owners the opportunity to advertise on their platforms. Facebook, in particular, has taken the lead in bringing targeted advertising opportunities to small businesses.
Facebook has made the process of buying ad space relatively easy and affordable. Although the types of advertising opportunities differ, the way you select your target audience and how you want to purchase the space remains the same.
First, it will ask you what geographic location you want to focus on. You can select a specific town and then also include a region around that town that increases from 10 miles to 50 miles. In some instances, Facebook will show you a map of a target area and allow you to manually increase or decrease the regional area.
Second, you can describe the type of person you want to target. You can select gender, age and the native language of the type of consumer. These are basic components of targeting your audience. There’s a drop down menu that suggests “more demographics” and you can create a more targeted audience from there.
Think about if you’re looking to reach people who are single, or are parents, or are people who make a certain amount of money. You can even select consumers that have indicated they have a “life event” on their calendar in the near future. You can also browse through what people might be interested in and what type of extracurricular activities they might take part in.
Finally, when you’ve finished building your target demographic you can select if you want to share this with all of the people on Facebook in the targeted area or just with the people that are connected in some way with your page(of course, I recommend trying to reach as many people as possible). Facebook gives you the opportunity to save this audience so that you can use it in future campaigns.
Now, it’s time for you to bid on the placement of your ad. Facebook uses the cost-per-impression and the cost-per-click method of internet advertising. This means every time a user sees or clicks on your advertisement, you pay Facebook. You can create a budget per day, or an amount to use throughout the course of a campaign.
Depending on the type of advertisement you are creating, you can also add pictures, a message or a call-to-action. There will be opportunities to buy space on the side bar, the top of the page or in the news feed. All of these placements will differ in price and will not be available for all ad components.
Facebook welcomes over a billion users every day. It’s the largest and most powerful social media network available right now. The Facebook audience includes men and women, teens and adults. The one thing they all have in common, is that they are potential consumers. If the point of advertising is to put your message where everyone will see it, then sharing your message on Facebook should be an important part of your advertising strategy.
Nick Pizzolato is the Marketing Content Manager at Wicked Local Media Solutions. For questions, topics for future blogs, or to share your favorite moment from the film “Back to the Future,” email him at firstname.lastname@example.org.
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