Driving Forward > Digital Marketing Blog

The Importance of Paid Advertising on Facebook


Today, we are living in a world of relevance, and everything is tailored to our needs and interests. Our timelines are carefully curated, our news sources are personalized, and social media platforms play into this game of relevance, delivering the content their users want to see.

The social nature of organic posts is one of overcrowded competitiveness, and frankly, Facebook will not let your free drafted content reach your entire audience. Facebook wants to deliver relevant content to its users, and Facebook wants to make money.

Source: OccupyGoogle.org

According to an article posted by AdAge in 2013, Facebook stated that they “expect organic distribution of an individual page’s posts to gradually decline over time.” This statement suggests that one day organic reach will be zero.

Facebook offers a variety of advertising formats, and the Facebook Ads Manager will help you choose a format based on your business’ marketing objectives. Whether you want to raise awareness, prompt consideration of your business or increase conversions, Facebook offers Mobile News Feed, Desktop News Feed, Right Column, and Instagram ad placements.

Successful News Feed ads typically include the business name, social information, text with a picture or video, and a call-to-action button. Right column ads include text with images or videos. Instagram ads include your Instagram handle, an image or video, text, and the option of a call-to-action button.

            “A business creates an ad. They choose the type of audience they’d like to reach. If you’re in that audience Facebook shows you the ad.”

– Facebook

Paid Facebook advertisements are important for businesses because they allow you to target a specific audience. Facebook claims that they are 89% accurate when it comes to targeted campaigns. Whether a business wants to target a completely new audience or an audience similar to its current audience, Facebook is flexible. Businesses are able to target based on location, demographics, interests, and behaviors. Facebook also has advanced targeting options. These options include targeting custom audiences, lookalike audiences, and business website visitors.

Facebook recently announced that they are adding new measurement tools that connect in-store visits with certain campaigns. These measurements, integrated with sales from commerce platform Square, will allow marketers to have real-time information when it comes to offline ROI. However, the measurements will only include people who have smartphone location services turned on.

This new technology is also making it easier for users to find businesses nearby. Advertisements will actually show users the stores nearest to them, and the ads will offer relevant call-to-actions such as “Get Directions.”

            “It’s critical for small businesses with lean budgets to understand the return on each dollar spent on digital marketing. By syncing their Square sales data with Facebook campaigns, sellers can finally see which sales came from customers who viewed their Facebook ads.”

– Saumil Mehta, Customer Engagement Lead, Square

With paid advertising, both businesses and consumers win. Businesses can reach their audiences in ways they couldn’t with organic, and they can easily track their online and offline ad performance. The offline tracking data will show businesses the true value of their paid Facebook advertisements. In addition, paid media will influence earned media. The more visible your post is to your audience, the higher the probability of your post being shared. The ‘Share’ is what keeps social media marketing running. As for consumers, they will see the advertisements that are relevant to them, and they will have easy access to businesses’ information.

What we must keep in mind, however, is that having a stream full of organic posts on an ongoing basis is critical. Even though the reach of these posts will be far less than it would be if they were promoted, the posts will be visible to those who are looking, including visitors to your social profiles and pages. Having a “beefy” timeline is important for your business because it shows that you care about your business and your audience. An ideal situation would be a paid Facebook advertisement leading a user to click on your business’ Facebook page and ultimately visit your website or store for product purchase. The synchronization of both paid and organic posts will allow for seamless engagement and a boosted ROI.





Comments are closed.



Barnacle SEO: Rank for Competitive & Brand Keywords


Page one is the “Online Billboard” for a brand since a large percentage of search traffic is from branded searches. Although you don’t have total control on which domains are on page one, you can influence your brand’s page one results with Barnacle SEO. What is Barnacle SEO? Barnacle SEO is using another website’s authority to…

Read the full article



B2B Marketing on Social Media


It wouldn’t be an exaggeration to say that businesses that use social media to market to other businesses are usually quite buttoned up, restrained and cautious. Those businesses that are marketing to consumers on these very same channels, not so much. That doesn’t mean all B2B marketers are afraid to let their hair down on…

Read the full article

Contact Us

Schedule a presentation, tell us about your marketing goals, find our offices or just to say hello. We would love to hear from you!

Contact Us   


17 Ways to Integrate SEO & Social (Webinar Slides and Video)


Webinar slides and video with tactics you can start using right away.

Get Access!   


Search Marketing Map


Explore the evolving search marketing landscape.

Get Access!   


10 Ways Your Brand Can Stand Out on Twitter


Created for organizations who want to build their brands on Twitter.

Get Access!   


  • May 2017
  • April 2017
  • March 2017
  • February 2017
  • January 2017
  • December 2016
  • November 2016
  • October 2016
  • September 2016
  • August 2016
  • July 2016
  • June 2016
  • May 2016
  • April 2016
  • March 2016
  • February 2016
  • January 2016
  • December 2015
  • November 2015
  • October 2015
  • September 2015
  • August 2015
  • July 2015
  • June 2015
  • May 2015
  • April 2015
  • March 2015
  • February 2015
  • January 2015
  • December 2014
  • November 2014
  • October 2014
  • September 2014
  • August 2014
  • July 2014
  • June 2014
  • May 2014
  • April 2014
  • March 2014
  • February 2014
  • January 2014
  • December 2013
  • November 2013
  • October 2013
  • September 2013
  • August 2013
  • July 2013
  • June 2013
  • May 2013
  • April 2013
  • March 2013
  • February 2013
  • January 2013
  • December 2012
  • November 2012
  • October 2012
  • September 2012
  • August 2012
  • July 2012
  • June 2012
  • May 2012
  • April 2012
  • March 2012
  • February 2012
  • January 2012
  • December 2011
  • November 2011
  • October 2011
  • September 2011
  • August 2011
  • July 2011
  • June 2011
  • May 2011
  • April 2011
  • March 2011
  • February 2011
  • January 2011
  • December 2010
  • November 2010
  • October 2010
  • September 2010
  • August 2010
  • July 2010
  • June 2010
  • May 2010
  • April 2010
  • March 2010
  • February 2010
  • January 2010
  • December 2009
  • November 2009
  • October 2009
  • September 2009
  • August 2009
  • July 2009
  • June 2009
  • May 2009
  • April 2009
  • March 2009
  • February 2009
  • January 2009
  • December 2008
  • November 2008
  • October 2008
  • September 2008
  • August 2008
  • July 2008
  • June 2008
  • May 2008
  • April 2008
  • March 2008
  • February 2008
  • January 2008
  • December 2007
  • November 2007
  • October 2007
  • September 2007
  • August 2007
  • July 2007
  • June 2007
  • May 2007
  • April 2007
  • March 2007
  • February 2007
  • January 2007
  • September 2006
  • May 2006
  • September 2005