As Facebook goes from one milestone to the next, here are a few pointers toward utilizing the strength of the platform to maximize audience reach and campaign effect.
Target Clusters In Data
Facebook allows advertisers to target and segregate demographics based on granular levels. This is remarkable, as the traditional marginalizing of segment for online groups did not allow for much relevance. Relatively, advertisers now seem to be catching up on the idea of cross-referencing data between different sub-groups.
Finding a combination of sub-groups will allow marketers to target groups and segments where there are positive outcomes of budget spent.
Search Marketers
With an eye for analytics and numbers, search marketers are the best lot when it comes to Facebook Advertising. It will not do you much good to have these campaigns run by the same group of people who are running online display campaigns.
Variety
With the number of displays being presented on Facebook, users may soon become tired of displays being constantly flashed on their screens. Therefore, it is imperative that ad creative and advertising order be put to use for better effect. For example, you can choose to display less of an ad with poor click-through rates than any new ones.
Rotating ads also help in presenting fresh copes and ad creative to users, encouraging interest, an important factor that directly influences conversion.
Integrate Facebook With Search Marketing Campaigns
Facebook campaigns stand to benefit a lot when integrated with traditional search marketing campaigns. As mentioned earlier, Facebook advertising must be left with search marketers, and not just the management part of it. Everything from reporting to analysis to management to re-positioning should be rolled into the same dashboard as search marketing.
Without orphaning other digital marketing channels, combining Facebook campaigns with search marketing will help search marketers understand the unique segmentation on Facebook.
There is still a long way to go in digital advertising and specially in social media marketing as these best practices can at best be the early techniques being adopted by marketers and advertisers for Facebook Advertising.
The potential for integrating multiple channels for online advertising is many, and with some special techniques of repositioning advertising on platforms like Facebook still to come, marketers and agencies can at least try and keep up with the current trends in order to stay abreast with the best practices.
As the next best Facebook advertising practice may well come from the next new Facebook feature.
