What is Paid Social Advertising?
At Ontario SEO, our goal is simple – to put your brand front and centre for your potential customers. How do we do that? By crafting compelling ads that are impossible to ignore.
An Essential Part of your Digital Marketing Mix
Facebook and Instagram are two of the largest and most popular social media advertising networks in the world, with billions of total active users. Since Facebook acquired Instagram in 2012, advertising on both social networks is managed under one “roof” – the Facebook Ads Manager platform.
With Facebook and Instagram advertising, you pay to show your ads to users as they browse these social networks. You can choose whether you want your ads to appear on Facebook, Instagram, or both. Each platform has a variety of places where ads can show, including the newsfeed, stories, Messenger and Instagram’s Explore page (to name a few).
If you have a business Facebook page, you might be familiar with the “boost” feature which increases the reach of your post for a small fee. If you’ve ever used this feature, you’ve only just scratched the surface of what is possible with Facebook advertising!
We’re a Facebook Advertising Agency that Gets Results
Cookie-cutter doesn’t cut it. We understand that every business is unique, so we craft a custom Facebook advertising strategy that suits your audience, your goals, and your budget.
We treat Facebook advertising as an investment. Every dollar spent is data that can be used to inform your future marketing, and even critical business decisions.
Our approach is long term, but never stale. Advertising is a process, and when done right, you’ll find efficiencies and grow your returns the longer your campaigns run.
We know what success looks like. The tiniest of mistakes in the Facebook ads platform can shutter the performance of your campaigns and put your valuable ad dollars to waste. We know the ins and outs of the platform, so we know how to get it right the first time.
Our Facebook Advertising Services:
Meet your Marketing Goals with Facebook Advertising
Effective digital advertising is all about reaching the right people, at the right time, with the right message. With Facebook advertising, you can target exactly the audience you want, reach people when they’re the most receptive to your brand, and convey your message in a variety of formats, all at a reasonable cost.
Facebook Ads vs. Traditional Advertising
Gone are the days where TV, radio or newspaper are the most efficient ways to reach your target audience. Compared to traditional advertising, Facebook advertising offers several major benefits:
Speed of execution
Take an ad campaign from concept to reality in a matter of days, not weeks or months.
There are no minimum spend requirements, and your campaigns can be turned on or off or changed at any time.
Advanced targeting capabilities
Choose which audiences you’d like to reach based on their demographics, interests, and behaviours. Targeting criteria can be layered for more specificity or expanded to maximize your reach.
Access a wealth of data on how every marketing dollar is spent, including insights into user demographics, interests, when and where your ads showed, and much more.
The Facebook Pixel tracks what actions users take after they see or click your ad, so you can accurately determine a return on your investment. Robust ad reporting includes metrics such as:
- click-through rate (CTR)
- cost per click (CPC)
- purchases & leads
- return on ad spend (ROAS)
Facebook’s Quality Ranking and metrics like Click-Through Rate (CTR) provide valuable feedback that can be used to improve your ad campaigns.
Facebook’s testing features help you to determine with confidence what’s working the best, so you can focus your ad dollars where they have the most impact.
Facebook Ads vs. Other Digital Advertising Platforms
When it comes to digital advertising, our clients always want to know where they can get the best bang for their buck. While no ad platform is without its limitations, Facebook advertising offers some unique benefits relative to other platforms:
More than 2 billion people use Facebook and Instagram regularly.
Data-driven ad delivery
Facebook has a plethora of information about its users, including where they live, who they know, which types of posts they’re most likely to interact with and their digital activity both on and off the Facebook platform. All this information trains Facebook’s algorithm to deliver your ads to the users that are most likely to react well to them.
Integration with social media marketing
Promoting your existing Facebook posts to a larger audience allows you to attract more likes, comments and shares and build credibility or “social proof”.
Ad destinations & objectives
Most digital ads send traffic directly to your website. With Facebook advertising, not only can you send users to your website to make a purchase or contact you directly, but you can also invite them to interact with your ads in other ways, including starting a Messenger conversation with your business, “liking” your Facebook page, submitting a lead form, voting in a poll and more.
While most Facebook ad clicks cost less than $2, the best-performing Facebook ads can get clicks for only a few cents! This contrasts with LinkedIn and Google Ads where costs per click can be can cost upwards of $5-$10.
While Facebook advertising is great marketing tool for all kinds of businesses, it’s only one component of an effective cross-channel digital strategy. By boosting your company’s visibility online, Facebook ads can improve the performance of other marketing tactics such as Google search advertising. Getting your brand in front of your target audience before they start searching for what you offer can prime them to choose your business when faced with other options.
Expand your Reach with Facebook Awareness Ads
Do you have a new product or service you want to showcase, or an upcoming event that you’d like to promote? Facebook advertising is a fantastic tool for quickly and efficiently communicating what your business has to offer.
Amplify your content
You put time and effort into making great Facebook posts, but it feels like no one’s seeing them. Take your social media marketing to the next level by getting your content in front of fresh eyes at a low cost!
Tell your story
What makes your business unique? What can you offer that no one else does? You have a story to tell, and Facebook ads will help you get it out there.
Build Warm Audiences with Facebook Awareness & Consideration Ads
While you may not always see an immediate return on your investment, building audiences through Facebook advertising can benefit your endgame. Wouldn’t it be great to have a pool of interested users to target with your latest promotions, instead of starting from scratch each time?
If your business has a longer sales cycle, it’s necessary to familiarize people with your offering before you hit them with a “hard sell”. No one is going to buy a new car from a company they’ve never heard of, but they might watch a video about the latest new model, follow your Facebook business page or visit the website to learn more, and those are all steps in the right direction. Every moment consumers spend engaging with your brand is leverage against companies competing for the same share of wallet.
Facebook ads offer a variety of ways to build an audience, including:
Post engagement ads
Target the people most likely to like, comment on or share your ad. If your post goes viral, you could reach thousands of additional users for free.
Event response ads
Encourage users to confirm their interest in your upcoming event. They’ll be subscribed to your event updates including automatic reminders closer to the event date.
Page likes ads
Make it easy for users to follow your Facebook business page, so they’ll be more likely to see your social posts in the future.
Build an audience from users who viewed a specific percentage of your video.
Drive Action that Generates Revenue with Facebook Direct Response Ads
We always say a “like” is not a lead. You can have thousands of Instagram followers and never make a single sale. At the end of the day, it’s revenue that counts.
With the right targeting and the right offer, Facebook ads can inspire action in several ways:
Lead ads allow users to submit their contact information to you without ever leaving the Facebook or Instagram platform. Custom lead forms generate leads that can be downloaded, managed in the Facebook Leads Center, or fed to your CRM for immediate follow up.
Dynamic ads promote your entire inventory using ad templates and your product catalog. Catalogs can be updated automatically so your ads always reflect what you currently have to offer.
Once a user leaves your site, they’re gone for good, right? Wrong! A well-crafted remarketing campaign can win back interested users and turn them into paying customers.
Encourage users to start a direct messaging conversation via Facebook Messenger, opening a dialogue for your sales team to nurture.
Facebook advertising is a great way to boost your online presence, but only if it’s done properly. If you would like more information about paid social media and Facebook advertising, please contact us today! We would love to show you how to generate a great return on your investment with a comprehensive Facebook advertising strategy.