Understanding the Power of Facebook Advertising

Jessica Clay, Vice-President and Creative Director of Clay Creative, shares that the Interactive Advertising Bureau (IAB) Revenue Report (issued by PriceWaterhouseCoopers) estimated that $22.7 billion was spent on Internet Advertising in 2009. However, just a decade ago the projection for online ads ranged from $1-2 billion.  Part of the reason attributed to this incredible growth is the increased amount of targeted information that’s now available about prospective customers online.  Internet companies and savvy digital marketers like Clay Creative have figured out bigger and better ways to reach people. There has also been exciting improvement in the field of Internet technology.  Now websites and Internet Ads can include high-resolution images, audio, video, and Flash technology – dynamic ways to reach consumers.  The leading search engines can also provide information about keywords typed in which reveal a user’s intent, so advertising can be targeted around those keyword search terms.

Facebook Ads, unlike other online ad systems like Google Adwords, provides even better features for advertisers. This is because of the information that Facebook users freely offer about themselves, their likes, and interests.  Facebook contains a mountain of data in profile information, discussions, groups, games, and other applications that users willing click and fill-out.  A tremendous amount of new information is generated daily on Facebook, which can be tapped into by advertisers without compromising the privacy of its users.  If someone is designing an ad for a search engine like Google or Yahoo!, Jessica Clay tells us that typically the most that’s known about a user is the keyword they typed.  To be effective, the ad needs to appeal to the visitors who used those keywords and match up to a company’s product and/or service.  However, on Facebook, advertisers have access to a greater amount of data, so they can create a more targeted ad campaign. 

In general, Facebook users tell their geographic location, age, gender, and marital status. They also go further and share their likes, dislikes, favorite activities, and detailed interests.  Facebook gives advertisers the opportunity to target these unique profile attributes to reach a specific audience.  For example, if you are trying to advertise a wedding dress shop in LA., other ad systems will let you run ad targeting keywords like “wedding dress “or “getting married.”  However, on Facebook, an advertiser can display an ad only to women located in Los Angeles that are 25-44 years old whose marital status is engaged.  Smart advertisers know how critical targeting their audience is to having effective advertising.  If you need help reaching an online audience and want to leverage Facebook’s information to your company’s advantage, contact Jessica Clay by calling 740-548-0307 or email jessica@claycreativeresults.com.

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