In spite of Facebook’s popularity as a
renowned social networking platform, its use as advertising platform is still
misunderstood by many folks out there. You will come across with a number of
myths about its efficiency and usability and some people even have different
myths about the paid advertisement on Facebook. All these myths need to be
dispelled especially if the advertisers are to wake up to enjoy the advantage
it offers.
You can't measure paid
advertisement success on Facebook
The paid advertisement on Facebook has been
always undervalued, prompting the advertisers to pull budget. However, if the
placement of the advertisements is not measured aptly, then how one can know if
this social site is working in favor or not!
In fact, there are a wide variety of tools
that advertisers can use today including, tracking conversion on site through
Facebook Pixel. This tool enables the advertisers to see which convertor has
clicked or viewed the ads on Facebook. Atlas is another important tool which is
a third party ad server and it is known to track the impressions and clicks on
paid media. Simply by implementing effective marketing attribution, advertisers
can easily and precisely gauge the performance of their paid advertisements on
Facebook.
All Facebook users
are created equal
You must keep in mind that the users of this
social networking site use this platform in different ways. Some of the users
like promoting or complaining their brand interactions on this platform, while
some users are simple voyeurs who get influenced by their friends, but don’t
tend to return again. If you ignore this reality then your marketing activity
on this platform is doomed to fail indeed.
Some of the users prefer interacting with
some paid ads and then leave the platform to conduct research into what they
have seen before making a purchase from the marketer’s website. Simply by
utilizing the option of last click, the search engines receive the credit for
conversion, but in actual the conversion commenced on Facebook, which is
ignored always.
Views don't matter
– only clicks
It is already confirmed that increased ads
frequency on this social site greatly leads to increased propensity to convert.
So, views matter a lot compared to the clicks. But, it is very crucial to
understand and know the exact frequency level which is accepted on this social
site. Little and huge brands often miss the chance to represent the ads that
are likely to draw attention and simply get a click. Too high and people will
tune out in sake of finding fresh creative ads to drive engagement.
Facebook adverts
are only effective if they reach consumers immediately
Facebook must be considered as the long-term
marketing strategy because the value of this platform lies in its incremental
impact the time. You may purchase test performance and design controlled experiments
to find out which variables exactly impact user behavior and make use of them
to create more effective paid advertising strategy for success.
Conclusion
So, hopefully some of your doubts regarding
Facebook paid ads have been dispelled. You may keep on searching for latest
tools and techniques to determine the ads performance on Facebook and to reach
highly engaged users.
Check out the other blogs I contribute:Surrey Property Articles | Visual Merchandising | Online Marketing | Sporting After Dinner Speakers
