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Advertising & Marketing

The Five Channels of Marketing Founder Details a New Strategy for Facebook Advertisers

Facebook’s pay-per-click advertising program generates the lion’s share of the social media behemoth’s revenues. Some large companies now spend tens of millions or more each year on Facebook ads, and they receive the kind of white-glove service that would be expected.

Smaller businesses, though, cannot count on having access to account managers or much else in the way of support. Fortunately, Facebook does provide some self-service tools that entrepreneurs can use to keep their Facebook advertising activities on track. Jason Hall, a veteran of the industry best known for his work describing the the Five Channels of marketing, recently published a guide to doing so.

An Advertising Experience Whose Character Depends on Scale

Facebook wants its advertisers to enjoy satisfying returns on investment, as that will ensure more future business. It also wants the ads it displays to contribute positively to the overall experience of using the social network, or at least not detract from it.

While Facebook goes to great lengths to provide assistance to companies with large advertising budgets, it focuses on keeping costs down when dealing with smaller accounts. As such, most small- and medium-sized businesses will not receive much personal assistance from the company’s advertising experts.

This is not to say that businesses of modest scale have to use Facebook’s advertising program blindly, though. In fact, the company provides a fair amount of information about how ads are performing, thanks to a recent update.

In the past, Facebook would merely assign a generic relevance rating to each placed ad. Although businesses could make some use of that data, it was often found fairly vague and wanting. That has changed recently, as Hall reported in his post.

Making the Most of Everything Facebook Offers to Advertisers

Since the new system was put online, advertisers have been able to see how their ads are faring with regard to three separate measures. With statistics regarding perceived quality, engagement, and estimated conversion rate now being displayed, even small-time advertisers have a lot more to go on.

As Hall’s piece makes clear, most advertisers will want to focus first on any metrics that currently rank below Facebook’s averages. That should produce the largest possible improvements, after which the likely value of any further work can be assessed.

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