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Creating custom audiences for Facebook Ads - Part 1 In the last post, we discussed how to create ads using Facebook ads manager. We also discussed how to create a target audience for the ad. In this post, we will discuss how to customize these audiences. You may want to show an ad only to the people who visited your website, used your app, liked your page on Facebook or a part of your customer database. Facebook provides the options to customize the audiences as per the advertisers' requirements. (1) Lookalike Audience: Lookalike audience lets you create an audience similar to one interested in your products/services. You can chose the list of people who like a page you manage or a list from your CRM database, website visitors, app users, etc. This is an efficient method to ensure you that the audience you create is similar to those who already like your page or are your customer.  You can use it well for cross country ads. If you are selling a product in India and have a ...

Why brands choose to advertise on Facebook? As per Reuters, more than 5 million businesses are advertising with Facebook each month. This figure has grown from 3 million monthly advertisers in March, 2016. Facebook has emerged as a major challenger to Google’s monopoly in digital advertising. Facebook’s advertising revenues are 27 billion $, which is relatively smaller compared to Google’s 80 billion $. But Facebook seems to be catching up fast. Facebook had 1.86 billion active users across the globe as per the data released in September, 2016. More than 90% of these users access FB via mobile devices. They spend a significant amount of time going through the posts in their networks via the website and the app. Facebook can leverage the users’ demographic data, location, interests, life events, etc. to provide precise and targeted advertising from brands which are relevant to a specific user. These brands and products need not necessarily be the big corporations, but ev...

Traditional Marketing Traditional channels have been used to promote products and brands for centuries. Companies spent millions on Print media, banners, signboards, radio jingles and TV commercials. These were the mass market channels which helped them reached the potential audience. During the 1900s, people spent a lot of time on these channels for entertainment. Hence, it made perfect sense for brands to fight for that prime time slot or front page advertisement.  But, the companies found it difficult to understand the effectiveness of their ads in these channels. Also, in case of traditional advertising, only a small portion of the total money spent helps you reach the target segment. For eg: If Apple want to give an ad for selling an iPhone, it would ideally wish to pay for that ad to be seen only by the affluent segment who can afford it. But that was not the case. The companies are charged a fixed amount for a TV slot or an newspaper ad regardless of how large ...