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What is Pay Per Click on Facebook?
Social media has become a very powerful marketing tool, helping companies reach their audience, while boosting brand visibility. Pay per click on Facebook, known as Facebook Ads, is one of the top social media advertising opportunities for businesses of all sizes.
Many businesses are unsure on whether Facebook Ads is the right choice for them, based on their budgets and how much pay per click advertising can cost.
Pay Per Click (PPC) is an internet advertising opportunity where businesses pay a platform when an interested party clicks on their advert. This form of marketing has grown exponentially in the digital marketing industry, enabling businesses to create targeted adverts and secure detailed reporting, helping you understand your audience.
There are a number of PPC platforms available, though two stand out as the leaders; Google Ads and Facebook Ads. They are relatively similar in function, though Google Ads enables advertisers to have their ads displayed at the top of search results pages, while Facebook Ads enables advertisers to have their ads displayed in feed results.
With Facebook Ads, advertisers can create their own PPC campaigns within the Facebook Ad Manager ranging from photographs and videos to carousel ads. Carousel ads are a number of links within one advert. Once your advert is created, it can appear in a variety of positions include the sidebar, in the news feed, on desktop and mobile devices, along with Instagram feeds.
There are a few steps to follow when it comes to creating your first pay per click advert on Facebook, starting with choosing an objective. Facebook has a number of different marketing objectives based on the stages of the buyers journey:
You can create targeted adverts, ensuring you reach the right audience, including basic targeting, that includes location, gender, age, and language to detailed targeting, such as interests, behaviours, and demographics. You can also target connections, people that already like your Facebook page or people that have previously visited your website.
The big decision is placement of your advert. Automatic placements are recommended if you are new to pay per click on Facebook. From here you will need to choose your budget and schedule. You can set your budget per day or for the lifetime of the advert, based on how long you want it to run for.
Facebook pay per click advertising is only one of the many PPC platforms available to businesses, helping you reach your audience and drive traffic to your website. Facebook does offer a host of features, making them a top choice for an effective pay per click campaign. The benefits of Facebook PPC includes:
As of right now, Facebook has 2.9 billion active monthly users throughout the world with more people spending time on Facebook per session than on other popular social media platforms.
With a large audience, the one way Facebook really appeals to businesses is that you can create highly targeted adverts, appealing to a specific audience. You can narrow down your audience based on gender, age, behaviours, connections, and more. You can also do re-targeting campaigns, targeting users that have visited your website in the past or those that have visited a specific web page on your site within a set time frame.
Facebook is highly effective and offers you the added benefit of real time analytics where you can identify reach, impressions, clicks, cost per click, click through rates, and engagement metrics, to name a few.
Facebook Ads are a highly effective pay per click platform enabling businesses to reach a target audience, driving traffic to their website, and boosting conversions. You set your budget and remain in control of your advertising with the opportunity to reach more than 2.9 billion monthly active users from around the world.
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