Effectiveness Of Facebook Advertising
While many people complain about Facebook’s ever-evolving privacy policies related to users’ data, businesses can benefit tremendously from all the specific information available. Facebook uses the data that people provide and makes it available to businesses for advertising purposes. And Facebook users give away a lot of information, from where they live and work, their birthday, schools attended, to interests, hobbies, favorite movies and music.
If for
example, you tell Facebook that you want to advertise to highly educated
men, ages 20 to 35, living in France, who enjoy fishing, Facebook will
show your advertisement specifically to those people. Of course, you can
choose a broader target group. But by being able to design a target
group according to various criteria, the chances of converting your
Facebook advertising investment into profits will increase
significantly.
When
you create a Facebook ad, you can pick your target group according to
location (country, state and city), age, gender, education level,
relationship status, language, and likes and interests. You can choose
your target group at step 2 during the ad creation process and once you
select the criteria, Facebook will tell you how many people are in your
target group.
As
a whole, the study should be encouraging for Facebook. As someone who
has never clicked on a Facebook ad in five years, I was skeptical. But
the study contains empirical evidence showing that certain kinds of
Facebook advertising, particularly earned media, can be effective. With
nearly one billion users, Facebook has achieved massive scale, and
thanks to “amplification” across such a huge network, marketing messages
can spread to a degree unprecedented in the history of online media.
Against the backdrop of a pretty dismal few months, that’s something
Facebook can look forward to.
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