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MKTG 347 Week 4- The Benefits of Facebook Ads

 Mindlessly scrolling through the Facebook mobile app allows individuals to see how their family and friends are doing. There are images from last week’s wedding party, prom photos, and the latest local news. After every few posts, an ad appears to try to gain the user’s attention. Facebook ads could be promoting a product, service, company, or Facebook page. The flexibility and monitoring capabilities of Facebook ads are advantageous.


Facebook ads have flexible audience targeting, ad formats, and budgets. According to Introduction to Social Media Marketing, audiences can be targeted based on demographics, language, and interests. The more specific the target audience, the better the ad will perform. An ad with a targeted audience specified as Americans that speak English will create a large audience pool of 251 million. By adding interests like graphic design, the target audience shrinks to 90 million. A smaller target audience increases the probability of users clicking the ad. Facebook ads can appear in a variety of locations and formats. With the increase of mobile users, Facebook ads can be mobile ads or desktop ads. Ads can include videos, still images, text, and more. Facebook ads are budget-friendly. Advertisers can spend a minimum of $1 or set a higher maximum amount. Some industries are more competitive than others and may require a larger budget. A time frame can be set for an ad campaign, such as a week. Flexible target audiences, ads, and costs can allow advertisers to tailor their Facebook ads. 



Monitoring a Facebook ad campaign allows the advertiser to track the campaign's performance. Meta Ads Manager is a monitoring tool for Facebook ads. Meta Blueprint mentions that by using the metrics in Ads Manager, an advertiser can identify successes and improvements. There are three levels to a campaign: campaign, ad set, and ad. The campaign level includes all campaigns. An ad set is a group of ads in a campaign. The ad level describes individual ads. Each level can be used to compare performances between campaigns, ad sets, and ads. Advertisers can identify the best ads and plans. The results metrics provide information regarding the reach and results. The reach section identifies the number of people that potentially saw the ad. The results are the number of users that clicked on the ad. Cost metrics identify the amount spent. The cost per result section presents how cost-effective a campaign was. Ad Manager can be further customized by using filters, date ranges, and more. Monitoring allows advertisers to evaluate the profitability of ads and campaigns.


Facebook ads provide flexibility and monitoring assets that can be beneficial. A target audience can increase the chance of ad interaction. A variety of ad formats and locations allow advisors to find the best ad methods. Facebook ads can fit multiple budgets. By monitoring ad campaigns, advertisers can track the ad’s performance and make changes as needed. Facebook ads are an important social media marketing tool.


References:

“Find Campaign Results In Meta Ads Manager.” Learn New Skills to Build Your Brand or Business, Facebook - Blueprint, 14 July 2022, https://www.facebookblueprint.com/student/activity/212734?ref=cms_redirect#/page/5fc6e70e4a46d349e9dffa4f. 


Kelsey, Todd. Introduction to Social Media Marketing: A Guide for Absolute Beginners. 1st ed., Apress, 2017.
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