Why Advertising on Facebook May Be Perfect For Your Business (part 1of2)
By Marc Reifenrath on June 6, 2013 in Digital Marketing
In our two part blog post, we explain the ins and outs of advertising on Facebook and show you how and why it may be perfect for your business.
In part one we explore the basics, including the difference between Facebook Ads and Sponsored Stories. In part two, we explore a real world scenario, and dig into both the setup and the actual results it provided. Read: The Results: Why Advertising on Facebook May Be Perfect For Your Business
By now, any regular Facebook user should be familiar with Facebook Advertising. What might not be as apparent is what you're actually seeing. Along with the traditional Ads, businesses are also given the option for utilizing Sponsored Stories.
Straight from the source, here's the difference between Facebook Ads and Sponsored Stories.
A business creates an ad and pays Facebook to deliver it to the people who are most likely to find it useful. For example, you might see an ad for a local gym if you live nearby, are a certain age and like running.
Simply put, Ads are shown to users based on details in their profile.
A sponsored story is different from an ad because it's a story you can already see about activity from people you're connected to, Pages you like or apps you use. A business pays to sponsor these regular stories to increase the chances that you'll notice it.
Simply put, Sponsored Stories are shown to users based on their activity.
So which is better?
That answer is a tossup based on the goals of the advertising campaign, however what's more important are the details into how each are shown to the user.
In the most traditional sense, Ads are what we've come to get used to from online advertising. A dedicated area on Facebook displays an advertisement within a rectangular box that is clearly labeled as such, and includes the advertiser's marketing copy and imagery.
Sponsored Stories follow suit in copy, imagery, and physical placement on the page, but differ in that they are displayed from the point of view of your Facebook Friends. Facebook utilizes your profile and it's voice as a way to make recommendations to other friends whether you realize it or not. (Privacy concerns based on how this is done is another conversation entirely.)
How valuable are those recommendations?
It should be no secret that the thoughts and advice of your friends and family goes a long way as compared to that of a business or brand. Once again, the key point here is the approach being used by Facebook to serve the ads.
So why might Facebook Advertising be perfect for your business?
Along with the details in each user's Profile (given by the user specifically), the two pronged advertising approach allows Facebook to serve ads to a variety of users in a variety of ways, thus maximizing both reach and quality. Not only is your audience identifying themselves as a target, in a roundabout way they are targeting each other.
Like all online advertising, success varies...but stay tuned for part two, as we dig into the massive success of a recent campaign involving a 1-for-1 approach (1 Like for 1 freebie, no catch, no caveat)...the results may surprise you.
In part two, we explore a real world scenario, and dig into both the setup and the actual results it provided. Read: The Results: Why Advertising on Facebook May Be Perfect For Your Business
Image: About Advertising on Facebook