What are
Facebook Ads?

Social media has been found to be the most effective digital advertising channel for getting more impressions, clicks, and conversions. Facebook in particular stands out — in some cases, 7x cheaper than the next most affordable social media ads channel (Twitter).

What are Facebook Ads?

Facebook advertising works on a pay-per-click (PPC) (also known as cost-per-click (CPC) advertising model) where you have to pay the network every time a user clicks an ad.

Facebook advertising helps marketers increase visibility for their ads, build brand awareness and measure clearly defined metrics and campaign goals helping them create better, more optimized campaigns in the future.

Is Facebook Ads a good fit for my business?

Many businesses fail at Facebook advertising because they are not a good fit. You should always test new marketing channels, especially before demand drives up prices, but make sure to consider whether your business model is a good fit for Facebook.

In the past, Facebook ads were more like display ads than search ads — though new versions of ads, like product ads, allow advertisers to sell products directly to users.

Here are a few types of businesses that are likely to succeed with Facebook advertising:

Businesses with Low-Friction Conversions

The businesses that succeed with Facebook ads ask users to sign up, not to buy. You must use a low-friction conversion to be successful. A visitor to your website wasn’t looking for your product. They clicked your ad on a whim. If you’re relying on them to immediately buy something to make your ad ROI positive, you will fail.

Business Model with Long Sales Cycle or Small Purchases

Even if you only ask for an email address initially, you’ll need to eventually make money from these users if your ads are to be profitable. The best business model that fits for Facebook ads earn revenue from their users over time, not all at once. A user may have given you their email, but you’ll need to build more trust before they are likely to buy anything.

How do Facebook Ads work?

Facebook ads now come in several varieties. You can promote your Page, posts on your Page, actions users took, or your website itself. Despite Facebook’s increasing focus on native ads and keeping traffic on its site, you can still be successful in sending users to your website.