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ROBERTSON: Just Business: Consider adding Facebook to ad plan

If you are looking at your advertising budget and wondering how to stretch those dollars, consider Facebook. Why? Just check out the numbers and the benefits.

First of all, with more than 1.5 billion active users, Facebook has tremendous reach. Secondly, Facebook continues to innovate and expand, from its Instagram acquisition to video content to the recent addition of its new Canvas feature, and each strategic move has positioned Facebook as a cost-effective and results-driven advertising medium.

In the past year, Instagram advertising became available worldwide, meaning advertisers are now able to easily manage and run campaigns across Facebook and Instagram from the management dashboard. This ease of operation helps advertisers reach even more people.

Advertisers can also increase exposure with a Pay Per Engagement (PPE) campaign. With Facebook, you can run a PPE campaign, controlling the amount spent and reaching thousands of targeted, potential customers. Your business can also increase lead generation and customers with Facebook by setting up web click campaigns, which send your target audience to an optimized landing page or website.

One of the most highly rated benefits of Facebook advertising is how easy it is for a business to update ads and enjoy creative control. Let’s say you decide you don’t like an ad or need to update it with new information. With Facebook you have the freedom to make those changes whenever you want.

In addition, you can test your ads, find the ideal audience and see which ad performs best.

For example, Facebook insights help you better understand how people are engaging with your ads and your page. You can track page performance as well as engagement metrics, impressions, audience demographic and more. All of these elements help you monitor and improve your business’s advertising strategy.

One advertising strategy that more businesses are using is video. Facebook now averages 8 billion video views each day. That is a huge number. This number also means there is plenty of space for Facebook to attract money that is shifting from TV to digital as well as improving video reach and views.

More recently, Facebook introduced a full-screen ad experience that brings products and brands to life on mobile devices. Facebook Canvas is a new post click, full-screen, immersive mobile ad experience on Facebook that loads instantaneously.

Before Facebook launched its Canvas feature, mobile users would click through a creative ad placement and the advertiser’s website would be slow to load or not be optimized for mobile, often resulting in the viewer abandoning the website. Now Canvas ads open instantly from the News Feed to a full-screen experience that incorporates a mix of video, images, text, and call-to-action buttons.

Companies such as Coca-Cola and Lowe’s are benefitting from Canvas. A Coca-Cola Canvas ad reached nearly 16 million users and had an average view time of 18 seconds, while people spent an average of 28 seconds exploring Lowe’s Canvas ad about easy home do-it-yourself projects.

There is no question that Facebook is a powerful advertising medium. Small and large businesses, with extensive or limited advertising budgets, are seeing that Facebook advertising delivers results. Many businesses are finding that they can utilize Facebook to better target their audience across multiple platforms and ultimately increase brand awareness and generate sales.

 

This column was compiled by Karen Robertson, director of public relations and client development at Robertson & Markowitz Advertising & Public Relations, Inc. She can be reached at karen@robmark.com or 912-921-1040.

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