Gone are the days when you used to be able to publish a post on your Facebook business page and most of your followers would see it. Facebook advertising is becoming all too much a necessity as the organic reach of social media is ever decreasing. It’s a trend that most people aren’t too happy with, but unless you start paying for your reach then the audience that you have worked so hard to grow is at risk of growing cold to your message.

Here we explore the positives and negatives of paying Facebook for advertising and whether it is something you should be considering to engage with your customers again.

Pros

Facebook boasts a wide global audience across a whole range of ages, with the over 55ers ever increasing in activity.

Most people are active daily, and with most people in the developed world connecting multiple times a day to catch up with friends or the news, or to waste time on the daily commute.

With Facebook advertising you can target pretty much whoever you want and you can filter people based on their location, age, gender, interests and connections.

With the Facebook advertising analytics you can track where people came from and whether they were organic or via a paid route. You can also break it down to find out whether they were using mobile or desktop, and how they ended up converting so that you can adapt future adverts and posts.

The adverts don’t have to cost you hundreds of pounds as is so often the case with taking out print or online advertising space. Low cost adverts are available on Facebook starting from just £1 a day it makes it a low risk marketing tool. You can also choose to set a daily, monthly or campaign wide budget or choose to pay per click if this suits you better.

There are flexible advertising options available in the advert builder. You can add multiple photographs, differing text and then choose to target different groups to test who will engage the best.

Facebook will automatically optimise your adverts, so you can set up a handful and it will only use the most successful one in your campaign. You can slightly alter the words or images to see which one works well, and then transfer that to other areas of social media in a message that works best with your customers.

Cons

There is a low character limit on adverts, you are restricted to 90 characters which is minimal, so your advert has to get straight to the point. You can boost your page posts instead to get a greater amount of text in your paid appearance, but the posts don’t perform as well as the adverts do.

The adverts can be complex to set up when you are unfamiliar with the way Facebook operates, there are so many options to choose from it can be a bit daunting. The reporting area can be hard to interpret exactly which information is the most valuable to you, but stick at it and you should get the hang of it.

The way you set up your target audience for adverts means that you are always going to miss potential customers because they don’t fit into the demographic you have chosen for your audience. This may be a large chunk of anomalies who are big purchasers or engagers, although chances are that this is only a small number of people who won’t make too much of a difference.

There are low organic views across Facebook and the algorithm behind visibility means that your whole audience will never all see your posts. Without paying for reaches, you can expect to be visible to 10% of your audience at best.

Whether you are a small or larger business it’s best to set aside a monthly budget to allow for Facebook advertising. You can choose a small advert which works away slowly, or to boost a handful of specific posts which are important to your company.

There are now so many paid-for adverts on Facebook that you run the risk of being lost in the crowd.

We hope this post has helped you get a better understanding as to whether you should be considering using Facebook adverts. If you have any questions or further tips then give us a comment below…

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