If you’re a casual Facebook user, you probably haven’t registered the full universe of advertising being served to you while you browse your feed. But Facebook actually offers a smorgasbord of options to advertisers, enabling them to tell their story with a richness and depth which search ads simply cannot touch. By its very nature, Facebook, being a social network, prizes human interest stories. Therefore, it’s a very good platform for conveying this dimension of your brand -- making, founding, inspiring, caring and the like.
For example, Facebook permits you to serve a series of different ad creatives in a timed chronological sequence. Not only does this allow you to unpack your narrative in a series of steps but it enables you to tailoring the campaign according to expressed user behavior. For example, if you’re a hotel, you might show a brand video to begin. For users who did not watch that video, you might choose to show them an ad for one of your hotels in a popular, nearby travel destination or simply repeat the video. For users who engaged with the video, you might show them an ad with a promotional code.
Other strong reasons to advertise on Facebook include:
- It’s a HUGE audience - 2.4 billion;
- Depending on your product, your audience may spend a lot of time there;
- Ads follow targeted users (based on identical login), regardless of device;
- Facebook offers more targeted and reliable profiling than Google or banner advertising. As opposed to Google, which depends on inference and deduction to impute buying intention or approval, Facebook users affirmatively like content and join groups and pages, thus explicitly designating their preferences and loyalties.