Paid advertising on Facebook seems to be one of the most immediate ways to impact the reach of your content. Though it’s not without its questions. How well does it work? What kind of engagement do you get? And what can you expect for your hard-earned money?
Of course, with great targeting power comes great responsibility. Facebook ads are far from beginner-friendly, and the huge range of ad options make it tough for newbies to get started. To some extent, you just have to dive in and get your feet wet.
According to research compiled by Hubspot, Facebook ad revenue grew from just under $2 billion in 2010 to $12.5 billion , with ads on the popular social platform accounting for “more than 9% of total digital ad spending and 18.4% of global mobile digital advertising.”
The platform’s success is due, in large part, to its unparalleled targeting capabilities. Currently, there are no other paid advertising opportunities that allow you to target messages to such specific demographics as 35-year-old women who live in Dallas and like the band Slipknot.
Understanding how to leverage Facebook Ads is becoming a staple part of almost every social media strategy. And if you want to get your posts seen on Facebook, it’s becoming more and more likely that you’ll have to pay for reach with Facebook Ads.
An advertisement created by a business on Facebook that’s served up to Facebook users based on user activity, demographic information, device use information, advertising and marketing partner-supplied information, and off-Facebook activity.
Why It’s Important
Facebook ads are so important to brands because of the extra reach, exposure, and targeting options available to brands who advertise on the network.
For every single brand that advertises on Facebook, it’s also important to be able to segment social media performance by paid vs. organic activities.
How Paid and Organic Likes Are Calculated
Paid and organic Likes are broken out within Facebook Insights’ Like Sources.
Like Sources can be viewed within the Insights tool or the Insights data export, where the number of unique people who liked your Page are broken out by location.
You can find the following three sources of paid Likes within Like Sources:
• Mobile Ads
• Sponsored Stories
The sum of these three sources represents the total number of paid Likes for your Page.
How to Use It
When you advertise on Facebook, it becomes more difficult to report on audience growth that is driven organically.
Nevertheless, for social marketers, it’s important to both understand the impact of paid advertising and avoid attributing paid Likes to successful community management tactics.
Segmenting paid Likes from total Likes allows you to do just that. By separating the two, you can accurately report on community growth while still being able to identify trends in organic growth.
Organic growth trends can be used to identify successful tactics for building your audience.
Segmenting fan growth also makes it possible to calculate benchmarks and set goals based on your Facebook advertising budget.
Before you jump in and create any adverts, it’s important to first think about why you’re advertising and what you’re aiming to achieve. By setting yourself a few goals ahead of going live with ads, you also have something to measure your success against.