Social Media Marketing Company
Facebook ads are so important to brands because of the extra reach, exposure, and targeting options available to brands who advertise on the network. For every single brand that advertises on Facebook, it’s also important to be able to segment social media performance by paid vs. organic activities.
Facebook is probably the most neglected online advertising channel of them all. Facebook ads are overwhelming to many advertisers especially new ones, and Facebook doesn’t do the greatest job of making this easier. Paid and organic Likes are broken out within Facebook Insights’ Like Sources.
Like Sources can be viewed within the Insights tool or the Insights data export, where the number of unique people who liked your Page are broken out by location. Since Facebook gets tons of data from their users, who enter it voluntarily on their profile (things like age, location and interests), they have a good idea of who users are and what they like.
When you use Facebook Advertising, you can target a precise audience for your ad from an audience of up to 500 million members. Facebook Ads enable you to start and stop ad campaigns on your schedule, make them fully customizable, and insert an image to go along with your message. To create a successful ad for Facebook pages, know your terms, know your resources, and know your targeting capability.
You can find the following three sources of paid Likes within Like Sources:
- Mobile Ads
- Sponsored Stories
The sum of these three sources represents the total number of paid Likes for your Page.
When you first sign up for Facebook advertising, they will immediately prompt you to create your first campaign.
A campaign is the most abstract and broad level of your advertising efforts. The only thing that’s determined here is your target outcome, which can be things such as increasing likes, sending traffic to a website, converting prospects to buyers and getting app downloads.
How to Use It
When you advertise on Facebook, it becomes more difficult to report on audience growth that is driven organically.
Nevertheless, for social marketers, it’s important to both understand the impact of paid advertising and avoid attributing paid Likes to successful community management tactics. Segmenting paid Likes from total Likes allows you to do just that. By separating the two, you can accurately report on community growth while still being able to identify trends in organic growth. Organic growth trends can be used to identify successful tactics for building your audience. Segmenting fan growth also makes it possible to calculate benchmarks and set goals based on your Facebook advertising budget.
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Reasons To Advertise on Facebook
Nearly all social media marketers (96%) consider Facebook advertising the most effective paid option out of all social networks, according to an eMarketer study. One reason is Facebook’s size. Billions of people see ads on their platform each month. People spend almost an hour on it each day. Facebook is still growing, too. Their daily active users rose another 18% just last year.
Facebook Advertising Overview
There are 5 types of Facebook ads:
- Inside the news feed on desktop
- Inside the news feed on mobile
- Right-hand sidebar on desktop
- Audience network on mobile
- On Instagram
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