Facebook Tips and Tricks

How the granddaddy of all social media platforms may be your best advertising bet
 
Whether you’re a seasoned, high-volume ecommerce vendor, or a rookie who’s just starting out, chances are you will devote a significant amount of time toward mapping out an advertising strategy that hits the right balance of effectiveness and affordability. Visual advertising is the go-to for ecommerce; unlike other business models, consumers have little chance of finding you in the traditional ways. Social media—the center of all ecommerce, for obvious reasons—is the most effective method of moving your merchandise.

The name recognition of Facebook is practically indisputable. Though it’s a mix of positive and negative, it seems to be the cyber gathering spot they just can’t quit. With an estimated 2.4 billion active users worldwide, there is little doubt it will be a big draw for small- and mid-sized vendor companies for the foreseeable future.

We’ve already covered the recent shift in ad mechanics Facebook is imposing: The Incredible Shrinking Ad Size. Some businesses aren’t terribly concerned; others fear their strongest attribute to product depiction is its photographs, and if those are scaling down, it may decrease interest among potential customers.
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But if the social media giant is still your favorite target for ad dollars, or if you’re still on the fence, here are some relative stats, and ways you can make the platform work for you. The essential difference between Google Ads and Facebook ads are searching vs. direct hits. Paid searches help customers find your site, while paid social advertising hopes to rope in new customers based on a specific product.

Curious about how leveraging Facebook to your advantage? Here are a few tips:

• Take advantage of Facebook’s customization options that allow you to narrow your target audience based on demographics. This can be a great money-saver for, example, boutique cosmetics vendors who don’t anticipate a click from middle-aged males.
  
  
• Facebook ads are cost-effective as long as the click rate stays consistent. Track your results through analytics, and if you realize more than $4 in revenue for every $1 you paid to advertise, you’re doing just fine.
  
  
• Facebook’s ad auction system is a bit different from Google’s, and it will pay off for you to know what those differences are. Find out the nuts and bolts of auction elements such as ranking, bidding, etc., here.
  
  
• Understand the updated specs of Facebook ads with images, and strategize as to choosing the best photos of your hottest offerings. Keeping in mind that consumers increasingly use small devices to access all web platforms, this is especially important.

 
The upshot is that considering the relatively low cost of Facebook ads, there is no down side to giving it a try. Your potential customers are already seeing targeted feeds based on all web searching (not just on Facebook itself), and if their Facebook friends and family know what you’re hunting down, it’s a seamless process for them to tag you in an ad thread. As you tailor all elements of your ecommerce business, you’ll decide whether Facebook is a good venue for your advertising investments.
 
 
As the premier site for social networking, Facebook has not escaped intense scrutiny. That is a short-term plus and long-term unknown for advertisers. Next up: a primer on Facebook’s continuing war with state and federal regulators.
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