Facebook dominates the social media landscape with over 2 billion active monthly users, allowing marketers to reach wide audiences. While organic posting is free, posts often get lost and organic reach is decreasing. Facebook advertising is a more powerful tool, allowing highly targeted, low-cost ads with transparent metrics. Advertisers can flexibly create ads with images, video, or existing posts. Targeting options include interests, location, demographics and website visitors. The Facebook Pixel shares web traffic data for next-level targeting like lookalike audiences across the buying journey. Facebook advertising complements other marketing activities.

1. Facebook
WHY IT’S A KEY MARKETING TOOL
SCOTT PURCHAS

2. Why should I care about Facebook?
- It dominates the social media landscape
Huge audience size:
◦ 2 billion active users per month
◦ 45 million active UK users
By comparison
◦ Instagram 800m active monthly users
◦ Twitter 320m active monthly users
◦ LinkedIn 260m active monthly
Whoever your target audience
is, you can reach a lot of them
on Facebook

3. How can I use Facebook to share content
or sell?
Two principle paths:
Organic content – things you share onto your page
Pro’s:
◦ No cost. It’s free to post stuff to your page
◦ You only reach people who like your page already
◦ You only reach a fraction of your audience
Con’s:
◦ Your posts will get lost in a sea of content
◦ Facebook are reducing your organic reach (dramatically for some pages)
But…..
Your organic audience
Organic
post

4. You’re wasting your time with
just organic content

5. Facebook advertising is the most
powerful tool I’ve seen in my
career

6. Why is Facebook advertising so
powerful?
- It’s hugely targeted
- Media costs are low
- It’s a very sophisticated, big-data, algorithm driven platform ….. and that helps you!
- Metrics are very transparent – you can see quickly how you’re doing
- It’s possible to deliver very substantial click rates and engagement via advertising (sometimes over
50%)
You can place key content/products directly in
front of people who will be most interested

7. There is lots of flexibility with ad creation
You can build ads with:
◦Single images
◦Multiple images
◦A/B ads
◦Video ads
◦Promote existing posts
◦Promotions/offers

8. You can target by
◦ Interest
◦ Location
◦ Language
◦ Demographics
◦ Competitor brands
◦ Website visitors
◦ Conversion tracking – the Facebook Pixel

9. The Facebook Pixel
This is where things get really interesting
Share your web traffic with Facebook and get next level
targeting in return
Lookalike audiences are hugely powerful
Target and re-target across your buying journey
Create messages around specific audiences or content

10. Facebook compliments other
marketing activities

11. Thank you
SCOTTP@GIRODILENTO.COM