There's little arguing the popularity and vast reach that Facebook has on the Internet today. According to its website, there were 936 million daily active Facebook users, on average, in March 2015. As of the end of March, there were 1.44 billion active monthly users. Nearly 83 percent of its daily active users resided outside the U.S. and Canada as well, making it a boon for e-commerce businesses looking to reach an international audience.
Similar to other major search engine and social networking sites, Facebook provides businesses opportunities to grow their bottom line and engage a widespread audience. Business owners may be apprehensive about jumping into the social advertising realm in fear of high costs or what appears to be complicated operating procedures. Yet, Facebook ads don't have to be difficult; in fact, they can improve sales dramatically if the right approach is taken.
Creating Facebook ads for business
Facebook advertisements were created for anybody to create and post their own ads. According to social media management software firm Sprout Social, one of the first things an e-commerce business needs to do is create a business page for the company on Facebook. Doing so can help create social brand awareness and establishes a direct platform for users to engage with a business. A business page doesn't technically advertise anything unless it's a sponsored post, but it can be considered a business' social media home base for all things content and client communications.
When it comes to display ads, e-commerce businesses should do the following:
- Filter views and reports by campaign
- Create bulk advertisements
- Use demographic information to segment various customer groups
The following are different campaign objectives businesses can use to measure the success of their program:
- Page likes: How many users like the business page?
- Post engagement: Who is interacting with business posts?
- Click-thru rates: Who is clicking on the display ad and back to a landing page on the website?
- Website conversions: Of these people coming from Facebook, who is converting?
- Offer claims: If a business promotes a product or sale, who is redeeming the coupon?
Budgets and audiences will certainly depend on the business and its products, but the main takeaway here is to jump right in. Facebook advertising is simple and laid out for business owners to create a program that suits their needs while driving engagement to their target market.
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