Facebook advertising presents a perfect complement to any search marketing campaign. With 1 billion users, including 934 million daily active users – 153 million of which are in the U.S. and Canada – Facebook is the premier social media network. It features a robust advertising platform that can help spread your message to a wide swath of people. Businesses can target Facebook users in two ways.
First is the traditional pay-per-click (PPC) method. You can bid to have your ad seen on the sidebar in users’ News Feeds, meaning they’re always in sight. Those clicks will go to your own landing pages, allowing you to track leads and conversions from Facebook.
The second option allows you to advertise directly in the News Feeds of relevant users, urging them to Like and visit your Facebook Page. These ads help spread your social reach, making more people aware of your brand and current promotions.
Facebook PPC Advertising Model
ProperSource first step in pay per click advertising is to select the most appropriate keywords for which the company wishes to advertise. This is often seen as the most important step as it indicates which searches will display the company ad. To begin with, brainstorming should be undertaken to identify as many possible keywords and terms that are relevant to the company and its industry.
Once this list is established, keyword selection should be based on two major factors. Firstly, research needs to be carried out to highlight the most searched for words or terms on the list. This indicates the level of exposure each ad is likely to gain.
The intensity of competition for each keyword or term will indicate the price of that keyword or term. This is thanks to the bidding system in place in major search engines.
The first step to creating a pay per click advertising campaign is determining a suitable budget to allocate to the campaign. Determining the budget is almost entirely up to the company looking to advertise. The only budgeting restriction is any minimum spend requirement as set by the search engine itself.
Once the above steps are completed, a pay per click ad must be developed. These advertisements become the visual touch point for the company’s targeted consumers. The design of these ads has several restrictions placed on them by the pay per click search engines.
Pay per click advertising works on a bidding system whereby a company places a maximum bid for each keyword or term they wish to advertise for. This bid not only indicates the maximum the company is willing to spend on each click (cost-per-click), but also plays a major part in determining the placement of the company’s ad for that keyword or term.
One of the greatest benefits of pay per click advertising is the ability for businesses to monitor their campaigns. Pay per click advertising is a highly effective, highly measurable form of online marketing. Every time a consumer clicks through to a company’s website, their actions within the site can be tracked. These actions can include number of pages visited, sales made, contact inquiries, newsletter sign-ups and more. Each of these actions can be allocated a particular value based on the dollars earned for the company.
With the right selection of keywords, a pay per click advertising campaign can be a very cost effective form of online marketing. Each keyword can be individually evaluated, allowing careful monitoring of the campaign and ensuring only the most valuable keywords are retained.
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