It is, for example, one of the few advertising channels that captures consumer intent. On television you get shown an ad for a chocolate bar with peanuts, even if you’re an anaphylactic personal trainer. With Adwords, though, you get shown ads for, say, pink running shoes having searched for pink running shoes.
Facebook ads can no doubt look a bit messy when poorly implemented. But, with the right consumer understanding and creative skills and optimisation, they can become a super-effective online advertising medium.
With over a billion people logging in to the platform every day, its ability to reach an otherwise untapped market is currently unmatched. Within the ad platform, its tools let you specifically target users by their interests, age, location, right down to the apps and pages they engage with. Facebook’s precision and relative ease in infiltrating segments of people is what sets it apart. The ability to track detailed results also assists in understanding marketing effectiveness and future decisions to maximise your business’s return on investment.
There are numerous resources available – and millions of advice blogs – about how to get started with Facebook ads. If you’re really keen, you might also be interested in Facebook’s own online courses. They have dozens, everything from the absolute fundamentals, to slightly more technical learning about their many products for small and medium businesses.
Facebook and Google advertising is, to 2018 what classified advertising was to 1988; relatively inexpensive, extremely popular, and potentially highly effective.
But “potential” is the operative word. Like any opportunity, it comes down to how you take advantage of it.