Making the Most of Facebook Ads and ROI

Since social media is becoming a way of life, company’s advertising budgets are shifting more to social marketing channels. Paid search ads are becoming available on most of the top social media sites, Myspace, Facebook, Twitter, etc.

Facebook offers a variety of targeting options. You can target the audience as wide or narrow as you want. For example, you could target a certain school, major and year of graduation. One thing to note is that the more granular your targeting is, the average recommended cost rises per click or per thousand impressions.

Facebook ads are based on either a cost per thousand impressions or a cost per click model. Whichever you chose Facebook will let you know a recommended range of budgets that will be competitive within your target market.

In the following example, an extremely niche target audience was chosen with ad copy appealing to that audience - female bridge players with a picture of the “fun” set of the bridge game being sold in the ad. This brought awareness to the product and returned a great ROI because of the small users in the pool and the ad creative specifically tied to the target audience.

Always keep in mind your advertising goals and objectives when choosing your social media marketing plan. Displaying catchy but specific ads to your audience sometimes requires a bit higher CPC, but usually has a greater ROI.