Facebook ads are paid messages that businesses place on Facebook. This gives you the flexibility to write in your own voice. Plus, you can reach the people who matter most to you, as explained in the social network’s beginner's guide.
The essential component of this definition is the word "paid." Anyone can post on their Facebook page for free—but you never know who's going to see your post.
A paid ad lets you target a particular demographic, and you can be as specific or as broad as you’d like.
Facebook ad campaigns are available in a variety of formats. You also get to specify how much you want to spend, including:
The overall amount
Your daily budget
Your cost per result
You even get to determine what user actions you want to pay for. That doesn't mean that Facebook will only charge you when your ad works the way you want it to, but you can choose how they bill you, such as being charged by the number of views or clicks. You have different options depending on the goals you set for your ad
Why are Facebook ads important?
Almost 96% of social media marketers believe that of all the platforms out there, Facebook provides the best return on investment (ROI). And there's a good reason for that:
"Facebook" is the most popular search term worldwide
The platform has 2.8 billion users and more than 7 million advertisers
People use it for an average of 35 minutes a day
68% of adults in the US have an active account
With a reach like that, you'd think that marketing on Facebook would be expensive, but it isn't. Not only does Facebook let you specify a maximum spend, it also charges you less to reach the same number of people that you'd reach on another platform.
One of the most attractive elements of Facebook advertising is its customization potential. Because the platform has so much information about each user, you can target your ads based on almost any demographic feature you can imagine, such as:
Plus, customizing the audiences that see a particular post can cut your customer acquisition cost
Choose the right campaign goals.
Facebook features ads on its site as part of broader advertising campaigns. The first thing you do when creating an ad is to choose a marketing objective. Suggested objectives include:
Gathering lead information (such as email addresses or phone numbers)
Engagement with the post or your Facebook page
Remember, your objective could affect how much you pay to run these ads, so choose goals that will provide your business with a lot of value.