Facebook Ads are, as the name suggests, a part of Facebook, but one that operates in a very different way from your usual interactions with the platform.

When you write a post on Facebook it appears on your feed, so anyone clicking on your page can see it. But Facebook ads go directly to your target audience, making sure that they’re seen by the right people, at the right time.

It used to be the case that when you posted on your Facebook page, all of your followers saw that post.  However, these days only a small percentage of your followers will ever get to see your posts cropping up in their newsfeeds.  That’s because Facebook has seen an opportunity to monetise the platform, so you need to pay to get your message seen.

Is Facebook being greedy?

Is Facebook being greedy by adopting this approach?  Some people certainly think so, but it’s important to keep in mind the amount of time and money that has been invested in the platform’s targeting and filtering tools.  And they’re certainly powerful.  So powerful, in fact, that it’s now possible to target your ads with great precision, ensuring that they’re seen by exactly the right people.  People who are actively on the lookout for your brand, products or services.

How to use Facebook ads for your business

Let’s suppose you own a shop that sells wedding dresses, for example.  Thanks to the Facebook Ads algorithms you can get your adverts displayed across the newsfeeds of brides-to-be.  Maybe you have a service that appeals to entrepreneurs, in which case you can specifically target people who own their own business or even setting up in business, the list of possibilities is endless.

You can find the people who are actually going to be interested in the services and goods you provide.  It’s possible to narrow down your target audience by pinpointing the topics and subjects that interest them, making it highly likely that they’ll go on to engage with your brand more fully. You can target the right people, at the right time, which is the Holy Grail of advertising!

And if you can direct your audience to your website, you have even more chances to encourage a conversion.  You could add in some remarketing ads too, and even add remarketing to Facebook itself.

Facebook Ads is a very powerful tool, and we give it a big thumbs up!  But it’s essential to bear in mind that it takes time to optimise it.  The key to success is to run a series of ads, and let them run for a while, whilst analysing the inbound data.  You can use this information to tweak your adverts and audience accordingly, running A/B tests to find out which ones produce the best results.

Facebook Ads can be very specific, or you can adopt a more creative approach, such as sending out an engaging or humorous photo which has nothing to do with the goods or services you’re selling.  If it reaches your target market and leads them to engage with your brand, then it’s a win! It can be surprising what actually appeals to people and gets them to engage with you, especially on Facebook.

Facebook Ads don’t cost much per click, so they’re affordable.  And although it takes time and resources to find the formula that works for your business, it’s money well spent.  When you approach Facebook Ads in the right way, it becomes a money-making machine for your business.