I am sure a headline like that makes you think I am going to talk about graphics. Wrong. This may come as a shock coming from someone who has never posted a personal Facebook post or accepted a personal friend request, but the verdict is in. Outreach via Facebook ads–worth every penny.
Not so friendly
Let’s face it. You’ve heard it before. “I am about to quit Facebook. I can’t take it anymore.” (This trend seemed really hit an all-time high around the election, you may remember many blacked out avatars. Lucky for old blue, everyone seems to be settling back in quite comfortably). The cluttered mess that is the Facebook platform really is astounding. Post after post, minute after minute, hour after hour, day after day. How does anyone know where to look?
Luckily, there is as ad for that. A recent trip down the analytic rabbit hole has me coming up with two thumbs up for the improved Facebook Pixel tracking device and its ability to easily track audience behavior.
Five top reasons I am a “fan”:
- Specificity: If you yearn for it, then using Facebook to target your organization’s specific audience and their networks are a great place to start. Targeting audiences by interests and job titles is another way to reduce noise and maximize meaningful conversions. Why talk to the masses when there are only a handful of those who even matter to your initiative?
- Easy install and configuration: The pixel and conversions are pretty easy to install. In fact, depending on your content management system, most cases you won’t need the help of a developer. Integration with Instagram is an added bonus.
- Cut the Clutter: One way to overcome the Facebook clutter is to literally pay your way to the top. While I don’t condone paying your way to the top in most all cases in life. This is a place where it does actually makes sense.
- A Variety of Creative Formats: New creative formats make Facebook ads way more interesting than they used to be. Just be careful, there are creative confines. If you don’t follow the guidelines, your ad will get the boot. I learned this the hard way. Any results you were tracking from the ad will be wiped along with it.
- Conversions: And the #1 reason I am in love Facebook ads right now. The pixel’s ability to track the real response to your ads even days after the audience ads engaged with them. Scary, hey you made the status update, not me. I’m kidding!
To say that the Facebook ads interface isn’t flawed, would be woefully inaccurate. But, I do appreciate fairly consistent improvements and added functionality that directly impact the success of your digital ads in a positive way. And that, I “like”.
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