Powerful, targeted and inexpensive – the case for working Facebook Ads into your Inbound Marketing Strategy
When salesy ads are anything but on trend, it’s hard to believe that there is one method of paid advertising that is anything but pushy. Combining Facebook Advertising with best practices of Inbound Marketing is an unstoppable way of attracting leads using valuable content. Times have changed since the old days of flashy pop-ups, and it’s all about personalized advertising. Now, 78% of adults appreciate receiving personalized ads, and when asked, they say Facebook is doing it best.
Lucky for you, Facebook makes it easy to serve up ads inbound style. By backing ads with relevant content, you serve your target audience with exactly the information they are looking for—at a fraction of the cost. On Facebook, the average spend to reach 1,000 people is just 25 cents. That’s the lowest cost per impression in ad history.
The secret to a successful Facebook ad campaign is knowing what content is most valuable to your audience. A great way to take the guesswork out of the process is to look at your metrics and see what’s doing well based on concrete figures. Choose posts that are gaining the most organic web traffic or that are receiving high engagement on social.
Facebook offers a few different targeting methods, but their two most popular (and most powerful) are interest targeting and behavioral targeting. With interest targeting, you can find people who already like or share content related to your industry. For example, if you have a blog post on how to raise social engagement, you might target people who ‘like’ the pages of different scheduling platforms or work in social media marketing. This is Facebook’s most powerful targeting capability, so you can get as specific as you want.
Behavioral targeting, on the other hand, allows you to target people based on actions they’ve taken in the past or are planning on taking in the future (because Facebook really does know everything). You can target people based on their online activities, their mobile browser, their previous purchase behavior and more. Behavior targeting is more action-oriented, so this method is most likely to get your brand in front of people ready to make purchase decisions.
Facebook ad strategy has a slight learning curve, but the ROI makes it completely worth it. Need some additional assistance to get started? Contact us and we’ll get you set up with FB ads that deliver.