What Every Marketer Needs to Know about Facebook Ads

This article was written by Ted Dhanik

Facebook advertising can be a good way to target your audience. It offers demographic advertising, and categorizes its users well, providing marketers with a lot of data to work with. The trouble is that you’re still locked into Facebook’s system, where costs are rising and freedom to manage campaigns is dwindling. In a new article for Adotas, Ted Dhanik explains why more businesses are drifting away from Facebook and where they are going.

Users are Difficult to Predict

If you sold supplies for pool keeping, wouldn’t you want to sell to people that own pools in their homes? Facebook can’t provide you with that level of micro-targeting, but other banner advertising networks can. You also may be missing certain opportunities because you’re competing with other noise. A user is on a social network to socialize, so your ads may seem out of place or off message. Other networks target contextually, matching users by interest and providing more context for your ads. The advertiser selling pool keeper supplies can target sites that discuss real estate.

Real-Time Bidding is Opening Up

Facebook also used to be one of the only ad platforms to offer real-time bidding and ad placements, but that’s changing. More platforms are allowing marketers to bid with each other for the top spot, helping to regulate when your ads run and how much budget you spend in a day. Ad space on Facebook runs at a premium that makes it prohibitive for small businesses. Those same businesses can transition to other display advertising networks and receive the same traffic for pennies on the dollar.

Bio: Ted Dhanik is the CEO and co-founder of engage:BDR. With over 15 years of experience in digital marketing, Ted Dhanik blogs and discusses tips for display advertising. Contact Ted Dhanik for tips on increasing your conversion rate.