According to the report “Global Digital Ad Spending 2019” released by eMarketer, the digital advertising business of Google and Facebook dominates the digital advertising market and the mobile advertising market.
Facebook advertising has always been highly praised by practitioners of cross-border e-commerce. With the help of Facebook advertising, social media marketing of goods or companies can not only quickly establish brand awareness, but also obtain a large number of orders at a lower advertising cost. The good marketing effect of Facebook advertising is due to the following advantages of Facebook itself.
1. Huge active user base
Data shows that the number of global monthly active users of the Facebook platform has continued to increase from 2008 to 2019, and the momentum is rapid. In June 2017, the number of global monthly active users of Facebook exceeded 2 billion for the first time. In 2019, the number of global monthly active users of Facebook reached 2.375 billion, accounting for about one-third of the world’s population. In terms of the number of active users of social platforms in most countries in the world, Facebook ranks first. In addition, Facebook also has two major social platforms, Messenger and Instagram, each of which has a huge user base. In the Facebook advertising background, you can easily place ads on Messenger and Instagram at the same time.
In actual marketing and promotion activities, Facebook paid ads are often linked with Messenger and Instagram, and even many ads are placed on multiple platforms at the same time.
2. Accurately position customers
Facebook’s advertising positioning is very representative. Through the News Feed algorithm, information is displayed and sorted according to factors such as user intimacy and topic freshness, so that your ads can be placed in front of potential audiences very accurately.
In the News Feed algorithm, audience selection has a great impact on the effectiveness of Facebook advertising. Facebook uniquely positions users based on user registration information, browsing history, usage behavior and other data. The positioning can be accurate to the user’s age, gender, location, browsing history, income, relationship, etc. When placing advertisements, businesses select the characteristics of the target according to the user portrait of their products (audience selection). Facebook then matches the target users according to the portrait provided by the advertiser, thereby achieving accurate advertising. Facebook’s audience can be roughly divided into: core audience, custom audience, similar audience, saved audience and special advertising audience.
(1) Core audience: People who meet the target country, age, language, interests and other conditions selected by the company based on the type of products it places. Its audience base settings are based on Facebook’s own big data and statistical data from third-party platforms. As long as the conditions the company wants are selected, Facebook will help the company find the corresponding audience. When setting up advertising, you can adjust the filtering conditions to optimize the advertising effect.
(2) Custom audience: Target or exclude specific users based on the website and its own data to improve the accuracy of the audience. For example, a company can customize the audience to customers who have visited the website in a month. However, due to the high accuracy, the audience size will be small, which is a big disadvantage for websites with small website traffic and start-up websites.
(3) Similar audience: Cover users similar to the target audience. You can create similar audiences based on users who have liked your homepage, conversion pixel codes, or existing custom audiences.
(4) Saved audiences: Use common targeting options that have been set up and saved in advance.
(5) Special advertising audiences: Reach new users who have similar online behaviors to your most valuable customers. Only applicable to ads under special advertising categories.
3. Diverse advertising content and formats
Facebook ads have a variety of advertising formats to choose from. Whether you want to show customers pictures for a visual product or a video for a functional product, both are possible. Facebook ads also provide features such as watermarks, such as hot sales, free shipping, etc., which can better convey information to customers.