A large percentage of merchants still have not tried Facebook Ads. While there is not a lot of eCommerce occurring within Facebook itself, the social network does provide a powerful way for merchants to market to their customers using targeting that is simply not available anywhere else.
The huge benefit that Facebook provides is that marketers can target their campaigns to specific customers based on factors like interests (both precise, and/or broad), connections, location, ages and gender. Some merchants will further limit their ads to running at specific times when they know their audience is most active on Facebook.
Sophisticated marketers will need to keep two very important facts in mind when setting up and running campaigns:
1.) If your ads are highly targeted it is likely that the same customer will see your ad repeatedly. Be sure to have several variations of your ad available so that your customers see fresh content.
2.) If your conversion happens outside of Facebook itself (for example, a purchase in your online store) be sure to have a way to track this conversion since Facebook does not typically provide tracking code. If your Facebook ad is associated with a specific coupon you can use orders that have the coupon redeemed as your conversion metric. If no promotions will be used in conjunction with the ad, consider using campaign tracing in Google Analytics or similar analytics tool.
Merchants who are interested in learning more should visit Facebook’s ad page here.
Yours customers are on Facebook and you can reach them with a level of specificity that is simply not possible elsewhere. As an online marketer you owe it to yourself to see what this channel can do for you.