How Facebook is Changing its Paid Marketing Paradigm?
Contents : Introduction Facebook based advertisements Conclusion
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By Shamit Khemka C.E.O - SynapseIndia
Introduction to Facebook Paid Campaign Facebook is the most popular social media website on our planet right now. Facebook authorities claim the site has a whopping 802 million daily active users as on March 2015. Facebook Pay Per Click (PPC) advertising lets millions of businesses promote their products or services to the targeted audience. For those who haven’t tried out Facebook PPC, the process is pretty simple. You have to log in to Facebook and then click on the “Create an Ad” button on the right top hand corner of the page to start interacting with your targeted audience based on particular location, demographics, likes, education, and so on. Although it is difficult to track when the first Facebook ad was launched, nevertheless, it was in 2006 that Facebook entered into a partnership with Microsoft to let software giant buy and sell banner adverts and sponsored links on Facebook. With this contract, since 2010, there has been a steady increase of revenues of Facebook. Gradually over time, studies have revealed Facebook earned 2.5 billion USD in revenue from the PPC ads. Let us now look at the changing face of the Facebook based advertisements: Initially, Facebook was giving ads on the left hand side, however soon it started running PPC ads on the right side. According to experts, such a shift made the ads appear better than what it was before. By now, PPC ads were created not only for the college students. The agencies offering PPC services in India ensure they help companies take full benefits of Facebook PPC campaigns to generate lump sum amount of revenues and profits in less time. The second important step was to inaugurate ads in the News Feed. More than 1.28 billion people every month look up to News Feed to get relevant stories, links, photos, videos, etc. about things. Facebook offered a space to give ads in the News Feed to attract maximum eyeballs. Companies were initially allowed to post photo ads on the Facebook News Feed; however in September 2014, Facebook re-launched their link posts that allow people to click on the graphic to instantly get directed to a company’s landing page. Facebook also lets an eCommerce business post sponsored stories, video and event ads, and much more to help companies tap more potential customers quickly. Through launching of PPC ads companies started reaping huge profits and revenues of Facebook
doubled and tripled as Another important aspect of Facebook PPC ad program was targeting people based on their likes and interests. In other words, it means targeting audience based on what they are discussing on Facebook and which pages they like. Conclusion ‘Custom Audiences’ launched by Facebook enabled companies to target people based on their specific liking. Companies got the opportunity to build up an audience list to reach out to them with their products they will most likely to purchase. Facebook also introduced ‘Partner Categories’ that allows companies to target people after knowing their off-Facebook practices. Using ‘Website Custom Audiences’, you can now re-target people who have recently visited your website via Facebook’s advertisements platform. Facebook PPC ads help you get more traffic to your website and improve the sale of products.