Most Internet users feel entitled — to consume online content, tools and programs free of charge and free of advertisements. Often, any attempts to monetize Web pages ruffle the feathers of the modern Web-surfer, so many of them have turned to Web-based ad-blocking tools to combat the ads they so loathe.
This contempt for online ads is not really their fault. Many companies have weighed down their sites with horrible ad formats, and the intrusive nature of those ads make for a clunky and annoying user-experience. Below is an example of a website that serves an astounding 330 advertisements upon entrance—not even the most forgiving user would read through that many ads.
As marketers, we can’t condone this type of advertising behavior, and associating our brands with poor user experiences can leave a bad taste in the mouths of our prospects. If we continue alienating our audience with crummy ads, ad-blocking tools will continue to gain popularity—something both publishers and advertisers should worry about.
Enter the rise of social media advertising
Popular social networks are notoriously careful to not alienate their users, helping ensure that your ads won’t come off as overly intrusive and tiresome. There are strict frequency caps and ad formats that further help avoid turning off your clientele. Those facts, coupled with the robust targeting features built into their advertising platforms, make social media advertising a solid choice for most modern marketers.
If you’ve yet to try out paid social media advertising—or if there are a few networks you’ve yet to experiment with—we’ll show you how to get started on some of the most popular social networks.
Create a Facebook page for your business: It’s crucial to have a Facebook page for your business. You can use it to engage with your customers, post content for free (although organic posts will never fully reach all of your followers) and analyze demographic data on those interacting with your brand. If you don’t already have one, get started by creating your own Facebook business page today.
Access the Facebook ads create tool: There are several tools Facebook provides for creating new advertisements, but the best choice for beginners is the Facebook ads create tool. This tool does a great job walking you through all of the key steps for setting up a new campaign.
Choose a campaign objective: The first thing you’ll see when navigating to the Facebook Ads homepage is a prompt asking you to choose your campaign objective, or what you’d like to accomplish with your advertisements.
If you’re looking to use Facebook to drive traffic to your website, it’s key to choose either “send people to your website” or “increase conversions on your website” campaigns.
The difference between those two is that in the latter, Facebook will show your ads to people that it believes will be more inclined to “convert” on your site. A conversion is a goal that you tell Facebook is important to your marketing efforts through the use of a conversion pixel. It’s something like getting someone to sign up for your email list, start a trial or view a specific page.
Target your perfect audience: As Facebook has more than 1.4 billion monthly active users, it’s likely that you’ll find someone looking for your product, it’s just a matter of targeting the correct people. Facebook has a ton of different targeting parameters you can use to find your perfect audience:
- Job titles
- Purchase behavior
- So much more
Choose a budget: Enter the amount you’re comfortable with spending on a daily or weekly basis, and choose what you’d like Facebook to “optimize for.” These options include telling Facebook to favor clicks to your site, daily unique reach or overall impressions.