It’s true, just about everyone is on Facebook. (Especially if you include Instagram.) The social media giant had more than 2.7 billion monthly active users in 2020, and a wealth of knowledge to go with it. Particularly during the pandemic, users spent hours scrolling, watching and chatting on the app. This gives Facebook insight into what people like, and what they are likely to respond to next. All of this is used as fodder for advertising targeting.
Of course, Facebook is not without its flaws. Privacy concerns and bullying rise to the top, as well as the flipside of that hyper-targeted advertising ability: is it creepy how much Facebook knows about its users, or incredibly helpful to connect companies with consumers and buyers with their next best purchase?
Whatever your thoughts on the social network, it is clearly an advertising powerhouse. But does it deserve a spot in your marketing plan? Here are three questions to ask yourself before you dive in.
Does Facebook fit your strategy?
What are the goals of your advertising campaign? Facebook has scale and reach for sure, but are people in the right mindset for your product or service on the site or in the app? What are your campaign goals? Awareness campaigns can do really well on Facebook, but conversion can be tricky.
For example, if you are looking to grow your email list, Facebook may not be the best fit. At least, not alone. Lead ads are an easy, one-click way to sign up Facebook users, but they’re limited to a single site. Opt-in advertising lets your target much more efficiently across the web, so you can generate leads at scale. Once they opt-in, you can also use their email address for retargeting and Lookalike modeling on Facebook.
What kind of creative do you have?
If you are considering Facebook ads, you should know that users tend to engage more with certain ad placements. Video content is key for Facebook success. It’s also one of the more complicated and costly types of content to produce. Add in testing and targeting variations and Facebook ad creative can be a daunting task.
One of our most efficient opt-in advertising options uses co-registration. This requires far less creative development and allows you to go to market much faster. The end result? Nearly immediate email list growth at a lower cost per acquisition.
How big is your budget?
Undoubtedly, Facebook has a user base and targeting intelligence that is attractive to advertisers. But therein lies part of the problem, and another question to answer: how much can you afford to spend, and how much time do you have? Facebook competition can drive CPMs quite high, or cause underdelivery that stalls campaigns. Opt-in advertising offers a more customized solution tailored to your budget. The best part? You only pay for verified email subscribers who join your list. There are no wasted impressions to worry about
Facebook is a powerful platform, but it’s not always the right advertising vehicle. We develop custom campaigns to meet your specific needs. Ready to get started? Get a free assessment today!