Facebook is, by far, the most widely used social media platform in the world. At the end of 2018, Facebook saw over 2.3 billion monthly active users! Advertisers are spending more time and money on their Facebook advertisements. You should too! If you run both Facebook and Google advertisements, you cover 2 of the most widely used social and search platforms on the internet. The potential to reach far wider audiences is huge. If you can effectively reach these audiences, you will see your conversions grow.
The average person spends 28% of their time online using social media platforms. With 2.3 billion people spending 28% of their time online on Facebook, the potential audiences you can reach are enormous! Online advertising is all about finding out where you intended audience spends their time online. For certain businesses, this can be quite difficult. If you need to attract audiences from certain industries, with certain likes or values, you need to do some research into their online habits. For dentists, the intended audiences tend to be far broader. Often, they are defined primarily by their proximity to the practice. Facebook adverts give you the opportunity to easily reach multiple defined audiences in one central hub.
One of Facebook’s most advantageous features is its ability to target exact audiences. Facebook holds thousands of data points about each of its users. These include location, employment and relationship status, likes and dislikes and far more! These data points can be used in your advertising strategy to narrowly define the exact kind of audience you want to see your adverts. If you offer luxury cosmetic dentistry in London, you can tell Facebook to show your adverts only to people with high-paying careers, who live close to your practice and who like the finer things in life. If you offer paediatric dentistry, you can tell Facebook to only show your advert to new parents or children and teenagers close to your practice. This means you don’t need to waste time and money showing your adverts to audiences who have no intention of ever converting!
Remarketing is another of Facebook’s most useful features for advertisers. Remarketing is the process of showing adverts to what are known as warm audiences. Cold audiences are those who have never heard of your business before, who are not aware of your brand or your services and products. Hot audiences are those who have subscribed, engaged regularly with your business or have even made a purchase. Warm audiences are those who are aware of your business, perhaps they have watched one of your videos, seen an advert or visited the website briefly. Remarketing to warm audiences allows you to show adverts to audiences that you know are already interested. They may need a product or service similar to yours and are shopping around, they may have developed an interest in your brand in particular. You can tell Facebook to only show an advert on orthodontics to audiences who have already visited your orthodontics page, read one of your blogs on braces, watched a video, browsed your website and read up on the treatments you offer etc. Coupled with Facebook’s ability to target narrowly defined audiences such as teenagers and their parents within a certain radius, you can make sure only the exact people to whom you want to re-market will see your adverts.
The decline of organic traffic.
Once upon a time, businesses could reach a decent-sized audience simply through organic reach. Simply put, organic reach is how far your social media posts can reach without you paying for them to be shown to specific audiences. You rely solely on the quality of the content and the engagement rate of your followers to make sure it is shared and seen as widely as possible. Unfortunately, Facebook has been taking steps in recent years to reduce the ability of businesses to reach audiences this way. Facebook is a business, and they want you to pay for that privilege. Facebook’s algorithms have made it far harder than 10 years ago for your organic posts to reach much further than your immediate followers. And even then, most of your followers might not see the post on their wall either! The most efficient way to reach audiences, therefore, is to pay for adverts.
Facebook’s bread and butter is analysing their users’ data. In the same way that Facebook has countless data points on each user, they also have in-depth analytics for their own platform. Facebook’s analytics (or Insights) allow advertisers to examine just how well (or poorly) their adverts are performing. More importantly, it allows you to determine what features of your advert are performing well or poorly. The analytics portal allows you to investigate things such as audience engagement rates, click-through rates, cost per click, conversions and much more! By using this portal, it becomes far easier to amend your adverts so as to truly maximise their impact and, in so doing, minimise their cost.
In summary, Facebook offers one of the (if not, the) best platforms online to advertise your business. Facebook’s ability to target the exact audience you want, coupled with its remarketing functionality, allows advertisers full control over where their adverts are shown. Being able to stop your adverts being shown to irrelevant or uninterested audiences keeps the cost per click down and conversions high. Facebook’s relatively simple user-interface, its low cost and ability to analyse the performance of your adverts makes it a perfect platform to effectively market your practice.