Social media targeting, also called social network marketing, is a relatively broad category of internet marketing terms which encompass various forms of internet advertising which aim at social media networking services. In the past, companies engaged in marketing through social media networks had a much harder time because these were considered to be less desirable by most of the users, resulting in a relatively small audience for many businesses to work with. However, changes in attitudes towards social media have resulted in an increased interest in the medium and the ability of businesses to successfully market to this target audience.
The first thing to understand about Facebook ads is that they are typically targeted based on certain criteria, which includes the type of audience the ads will be displayed to as well as their demographics. These factors will affect the types of ads that are displayed and the types of demographics which may not be included in the audience. Facebook ads provide marketers with a great deal of information regarding their audience, including how many people are related to their business and how many people they want to advertise to specifically. This information can be very useful in determining which demographics to target, which keywords to use, and even which ads to run based on these criteria.
For instance, if the ad creative team decides to target teens specifically, they will likely create a different set of ads than those which are more geared towards an older crowd. A teens-focused Facebook ad might feature text based ads, animated ad variations, or a combination of both. An older group, on the other hand, may prefer more text and graphics or might not care for animation or added information. It all depends on the target audience, and the age group which best fits with what the company is trying to sell through their Facebook ads.
The second thing to understand about Facebook ads is the ad funnel. This term pertains to the path that the user has to travel through the buying cycle in order to locate their purchase. For instance, if a user finds a product that interests them, they will most likely begin to “like” or “follow” the product so that other friends can see it and eventually click on it to buy. This is where targeting the right audience is critical. If too many users to target the wrong group, they will just end up in a big red dot on the right side of the ad funnel, since they won’t actually make any purchases from that click.
To measure the effectiveness of a Facebook ad campaign, a business needs to take advantage of the information which is provided by Google’s ad analytic tool called Google AdSense. By tracking companies’ specific conversion rates, such as click throughs, it becomes possible to easily see how well each Facebook ads campaign is performing. Conversions are determined in a number of ways, such as the number of times users were directed to the sales page, how many times they actually clicked on an ad and where they saw it, and lastly how many times a user actually purchased something after clicking through an ad.
The type of Facebook adds that a company chooses to run will depend on the type of audience that is being targeted. In some cases, there may be more general ads that target a large audience which would translate to more conversions, and in other cases, there may be more targeted ads which only target a certain demographic. For example, a fashion line may have ads that target bridesmaids, mothers, and teenagers, and a beauty store may have ads only targeting middle-aged and older women. If one were to target a younger demographic, one might choose to run ads on Facebook which feature teens as their target audience.
Another important metric to track for a Facebook ad campaign is the cost per result or CPM. This is calculated by dividing the cost by the number of times the ad was displayed and dividing by the number of impressions. This is important because advertisers can choose to display their ads more often, or less often, in order to get a greater variety of results. The higher the CTR (click through rate), the more likely it is that a user will purchase a product or service offered by the advertiser.
Lastly, it is important to keep track of the campaign performance for the specific ads. One of the ways that companies can determine whether their ads are having a positive or negative effect on sales is to see how much improvement or change was noted as a result of the campaigns. By monitoring the campaign performance, companies will have an idea of what areas of the ads are working and which ones are not, which leads to more useful research as well as a higher rate of success. Tracking the performance of one’s Facebook ads can help a company to focus its resources where they are most needed. It also gives them the ability to easily adjust their campaigns if necessary, which can lead to greater success and a more efficient overall functioning of the company.