Is Facebook a viable advertising platform? Are Facebook Ads effective?

As search engine marketers, we find ourselves when talking about any new ad platform asking: will it be effective? Given the popularity and mass adoption of Facebook, it is logical that there are many conversations about the effectiveness of Facebook Ads. Here is how we've focused on this conversation.


Two Common Scenarios

When evaluating Facebook ads' effectiveness, we consider two common scenarios for people or businesses considering Facebook as an advertising platform:

    1. I have a Facebook Page and I want more fans.
    2. I have a website and I want more traffic.

In regards to #1 the clear answer is: Yes, for driving your desired conversions (fans), Facebook will be the most effective advertising platform.

#2 has a slightly more complex answer. The effectiveness of Facebook ads depends on your target demographic. Facebook is no longer the home of teens, it’s the home of everyone! From teens to men and women in their later 50s, they are on Facebook. You can target on city, education, workplace, language and personal interests! It’s hard to imagine a demographic that couldn’t be effective.

Facebook ads can lead a visitor from one page on the site to your brand or organization's Facebook page. Or an ad can lead them from a page to an external website. These internal and external ads are both effective and can bring about an effective return on your investment.

Two Questions for Facebook Ads

The greatest question with any advertising campaign is: what is your objective? This will greatly influence the direction your Facebook ad campaigns will take.

  • Are you looking to build a community?
  • Are you looking to build loyalty?
  • Is there another objective in mind?

The next question is: who are you trying to reach?

As we mentioned before, Facebook allows for very specific ad targeting:

  • Country
  • State
  • City
  • Education
  • Relationship status; dating, engaged, married
  • Age
  • Gender
  • Workplace
  • Personal interests: from hobbies to actors to competitors of your company.

Will My Facebook Ads Be Effective?

Once you have these questions truthfully answered and a campaign set up to match it, there's nothing that should hold your Facebook ads from being effective. If your objectives match your targeting, we believe you can find success in Facebook advertising.

What's your story in regards to Facebook ads and their effectiveness? Have you seen great results, or are still trying to figure out how to improve your ads? Leave us a comment, we would love to hear what others have to say about their experience with Facebook advertising!