Facebook today has over 2 billion monthly active users. In South Africa alone approximately 8 million people regularly use the platform to check in on the latest news or to see what their friends and family might be up to. This is one of the main reasons the platform is such an attractive advertising channel because with the click of a few buttons, you can advertise your brand to a large number of South Africans.
Facebook launched in 2004 and within a few years they had millions of users flocking to the platform on a daily basis. Today the platform has over 14 years’ worth of data on its users. This is another reason why the platform is hands down one of the best digital marketing tools around as Facebook allows it’s advertisers to show their ads to people whose data indicates that they might be in market for your specific product or service.
However, Facebook is not a one-size-fits-all approach. Today you can run all different kinds of ads on the network and some work better than others depending on your objective.
What Kind Of Ads Can You Run On Facebook?
Are you familiar with a digital marketing funnel? Well, this type of funnel basically consists of the three stages of the customer journey which are:
The Awareness Stage
In a nutshell, the awareness stage is aimed at the prospects you are trying to reach who might not have heard about your product or service. This is why this stage is about making the more “aware”.
The good news is that Facebook has got different types of ads that are designed for the three stages of the marketing funnel:
Reach ads are display ads (in the form of video and images) that you can run to reach as many people as possible. Bigger brands might find this useful because, at a low cost, they can easily reach millions of people.
However, this doesn’t mean that the people who see the ad will end up engaging with the ads or even become customers of the brand. See, Facebook’s goal here is just to show your ad to as many people as possible and not necessarily the ones that are prone to take action.
Brand Awareness Ads:
Similar to reach ads, Facebook has a brand awareness objective. This allows advertisers to put their brand in front of users who are more likely to remember the ad.
How does Facebook know this? Well, they have so much data on users that they can easily see which of them are more prone to stop and actually take a look at what you are saying as they might have done so before with similar services or products related to your business.