Why You Should Use Paid Media on Facebook

Why You Should Use Paid Media on Facebook

7 April, 2020

Facebook may be steeped in controversy these days, but no matter how many people talk about abandoning it, few actually do. Usage of the platform still outpaces that of all the other social media sites except YouTube.


For now, the social media behemoth still plays a big role in the lives of most consumers — which means paid media on Facebook still has a big role to play in a strong digital marketing strategy.

5 Reasons Facebook Ads Are Worth Including in Your Paid Media Plan

1. Paid media is an important part of inbound marketing.

Marketers often think of inbound as being all about earned media, but before people can benefit from the content you create for an inbound campaign, they have to see it. Paid media is a valuable channel for getting that initial reach for your content. And then, just as importantly, it’s a useful tool for lead generation so you can extend your relationship with prospects beyond their first encounter with your content.

Facebook advertising isn’t your only paid media option. It’s one of several pay-per-click (PPC) marketing channels to consider. But there are a few compelling reasons that it should definitely be in the mix.

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2. Most people are on Facebook.

The most recent poll from Pew Research found that 69% of people in the United States still use Facebook. People might complain about the privacy issues of the platform, but it hasn’t been enough to drive most of them away. The social media site has gained wide adoption across demographics — quite a bit more than the social media platforms that get more of the buzz, like Instagram and Snapchat (which are at 37% and 24% adoption, respectively).

It’s a common marketing mantra to go where your audience is. For almost all marketing personas, that includes Facebook.

3. Facebook users spend a lot of time on the platform.

Creating an account on a platform is one thing, but Facebook users don’t stop there. The Pew survey also found that 74% of people with a Facebook account visit the site at least once a day. In the crowded internet marketplace, where competition for time and eyeballs is fierce, Facebook gets visitors to come back time and time again, every day.

Most of us can only dream of that kind of engagement. While you may not be able to get visitors to come back to your website on a daily basis, you can use Facebook’s popularity to your advantage. Facebook ads let you borrow the attention the platform claims, in order to drive more traffic back to your own website and content.

4. Facebook ads are the best way to get seen on Facebook.

More accurately, they’re pretty much the only way to get any traction on Facebook now. Where it was once feasible to create a Facebook page and build an audience of followers on it, the reach of branded pages famously plummeted with an algorithm update a few years back. Now, the only way for a brand to show up in a consumer’s Facebook feed is to pay for the privilege.

While that’s certainly frustrating for anyone that got used to the old way of how things worked, now that it’s been a few years, most marketers are resigned to the knowledge that Facebook ads are the way to go. If you’re going to use the platform to reach your audience, paying for Facebook advertising is required.

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5. Facebook ad targeting is powerful.

On the plus side, Facebook ads can offer something Facebook pages never could: the ability to reach new people in your target audience. You’re not limited to showing up in the feeds of only those who’ve already heard of you. But you’re also not paying for a broad reach that includes loads of people unlikely to care about your products or services to begin with.

Facebook has a lot of data about who its users are and what they’re interested in. Because of that, it has some of the most extensive targeting options of any advertising platform. You can set up your campaigns to show up for specific audiences based on:

  • Demographic categories like gender, age range and geographic location
  • Interest categories like hobbies and entertainment preferences
  • Behavioral tendencies like which devices they use and how often they click on ads
  • Whether they have a prior relationship to your brand, such as being a previous customer, a member of your email list, or having visited your website before
  • If they look like someone who’s interacted with your brand previously—Facebook will use the data it has to create look-alike audiences similar to the list of customers or leads you provide.

Your ads will go a lot further if they show up for people already inclined to care about what you offer. Smart targeting helps you get a bigger bang for your buck by reaching precisely the people you most want to.