Targeting your audience on Facebook is not only painful, but confusing – especially if you want to go down the ‘organic’ path. Hey, I can’t blame them, as any business with interested parties and dollar driven investors want return on their profits. Understandably, several individuals are unhappy with this new paid approach, including Dallas Mavericks owner, Mark Cuban, who was extremely vocal when presented with a price tag of $3,500 in order to promote a message from the Dallas Mavericks Facebook Page to their followers.
But with over 1 billion users, Facebook’s juggernaut position (which is essentially a monopoly) allows them to impose these monetary protocols, so for now, we’re stuck with playing by their rules. So there are two key methods of advertising your business on Facebook: the standard Facebook ads and the more recent introduction of Promoted Posts. This is easily the number one method Facebook relies on to generate the bulk of its revenue.
When you establish an advert, you can narrow down your audience by using demographic factors such as age, sex, location etc. Like Google, Facebook allows you to set a budget so you don’t blow a couple of hundred or thousand within the first few days. As you can tell, the advantages clearly outweigh the disadvantages, however, you should still be mindful of a couple of factors. Despite these minor issues so to speak, Facebook ads are definitely an effective medium for advertising especially since the cost per click is significantly lower than what you would pay with Google Adwords, plus it’s a great way to generate ‘likes for your business.
Think of Promoted Posts as something which is in between a standard post and an advertisement.
Unlike Ads, there is only a lifetime budget but this can be as little as $5, however, a lower budget means less people are likely to see it. Facebook is redesigning its news feeds to give more visibility to Promoted Posts and thus make them more popular with advertisers. As you can see the advantages overshadow the disadvantages making this a good method for getting your message out there. So now that we’ve analysed the two methods of advertising, which one is better for your business?
Although both options have their advantages and work equally well, it all comes down to the environment and what you’re trying to do. About Kapil JekishanHey, my name is Kapil Jekishan and I'm the janitor, employee and site owner of Latestcrunchs, a technology blog with a slight twist of social media to help small biz owners get their website buzzing! I’m wondering if you have spent some time looking at the profiles of the people who have liked your pages after clicking on ads.
You’re probably better off having some manage your page well, providing offers or relevant content.
Have to say I too was a little sceptical when I ran an ad campaign last week for a local businesses. It would be interesting to run a promoted post campaign and see if the activity on these posts just originates from the organic fans. Thanks Heather and as mentioned in my comment to Jonny, it helps to go down the ads path if you have no followers. To add insult to injury, many of us spent advertising dollars to build our following, assuming we would then be able to reach those followers for free. I actually wrote a blog article because I tested out a $50 promoted post where it promised me an estimated 9,100-17,000 reach but only delivered 4600 (which was what I should have paid $20 for). When a post is promoted and it is subsequently “Shared” do the likes and comments follow the shared post, or are they lost like a regular post? I work in the space of running advertising for brands and what I have found is that people in general haven’t looked into what they want to achieve vs the ad types that they should use. I’ve made an elaborate campaign, with many denominators approaching potential audiences of up to 60million?? I regularly post images of my photo shoots and for the last 3 months have received numerous likes on them from numerous parts of the world and it seems unlikely to me they’ve genuinely seen of been interested in my work.
Perhaps because this is an older article but in reading up on Promoted Posts I found that they can be promoted to people outside of your fan base. As this comment was posted a year ago, you may have already seen this but unfortunately paying for likes on FB is not only useless but detrimental.
Great article Kapil, I was actually searching for some insights on facebook ads and this post has given me much more. If page likes are what you are seeking, you should go for an advertisement and not a promotion. Unlike Facebook ads which can be easily missed, the promoted posts will occupy up to a third of the news feed making them very visible.
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School districts are scrambling to find ways to make their ends meet more than ever these days. The primary benefit of advertising in schools is that it has had a two decade track record of success already.
Children today are fortunate enough to live in a world where technology is expanding by leaps and bounds. Even public schools need to have some sort of profit neutrality in order to stay in existence.
Although there are always going to be national level brands involved in school advertising [Coca-Cola, Pepsi, Jack Links, etc.], more often than not it is the local business that gets involved with this type of venture. When a game winning home run is hit over the left field fence and that makes the local news feed, families will cheer the accomplishment. Maybe a small business can’t afford a TV campaign or put together a series of radio spots, but they can afford to purchase new helmets for the football team or buy a trophy case that stands prominently in a school hallway. The primary disadvantage of advertising in schools is that it creates an influential impact on students, especially young students, that may not be beneficial.
Businesses need to receive a return on their advertising investment for advertising in schools to make sense. As the saturation of the internet continues to grow, big data is what eventually rules the day in virtually every industry. Unless kids are being homeschooled, the children who are within a school district which sells advertising space are a very captive audience. Teachers and brands have one thing in common: both need to build relationships in order to be effective.
Even with personal information available and a general awareness of a community’s needs, there is still the fact that a brand has no control over who will see their brand, when they will see it, or how successful their promotional venture will be. These advertising in schools pros and cons show that both sides of the equation must be carefully managed in order for this decision to be successful. MORE ABOUT BRANDONAfter being physically and mentally disabled by a brain tumor, Brandon overcame the odds to regain his health to help his pregnant wife in her fight against stage 3 breast cancer. Starting from August 14th, the upcoming season of the German league will be broadcast globally.


Pay per click advertising has got a reputation amongst the internet of being one of, if not the, best ways to gain contextual traffic to a specific landing page.
It is important to know why PPC is so good and effective for so many different types of advertisers. Instantaneous traffic – What makes PPC so popular is the fact that it is like a switch to traffic. Select your target market – PPC allows advertisers to finely select the people that their advert is shown to be it by singling them out due to their gender, age, location, device they are using, time of day it is to the keywords they searched for. Campaigns need to be run by someone– Advertisers think that once a campaign is up and running, no more work needs to be done to it. When Instagram first started rolling out ads, it worked exclusively with certain brands to build beautiful, enticing ads. When it comes to the targeting options, Instagram states that it “use information about what you do on Instagram and Facebook as well as information from third-party sites and apps you use.” I love Facebook targeting, which is why I was excited to hear that Instagram uses the same third-party data as part of its targeting options. At this point in time, advertising on Instagram is only available to certain third parties who have access to the Instagram API or the lucky few who are seeing the option for Instagram ads in the Facebook Business Manager. One great feature in Instagram ads is the call to action (CTA) buttons, such as “shop now” or “sign up.” This is a great feature because it prompts users to take action instead of simply scrolling by. At this point in time, I haven’t had the chance to advertise on Instagram, but I am very open to the opportunity.
So whilst I don’t agree, I can understand why Facebook has made it difficult for business owners to connect with their followers unless you show them the money. But that’s not all, you can even go down to specific interests such as whether you want them to like ‘cooking’ ‘gardening’ which Facebook then uses to estimate the size of your target audience. Your budget can be as low or high as you want and Facebook also commits to helping you achieve your advertising goals by displaying your ads to the most relevant audience.
Given the cost effectiveness of establishing Facebook ads, the platform is infiltrated with a number of ads and as a result – some come across as spam. The concept is straight forward, you select the post you want to promote, and just click on the ‘promote’ button next to the ‘comment’ and ‘share’ buttons. Once you promote a post, the post will be labelled as a sponsored post and your audience will be limited to people who like your page and their friends. If you have minimal likes, start off with Facebook ads to develop likes and get targeted followers. I have since tailored my ads and seem to have genuine individuals liking my content (comments have also increased). Keep an eye on this and let me know what sort of results come off the back of the narrower approach.
I feel that running campaigns to increase likes will never work the same as getting them organically.
Hopefully your clients get a good understanding of the two before deciding which approach to take.
Facebook’s subsequent tampering with the distribution algorithm as part of a squeeze for more advertising dollars is unethical in the extreme. One correlation (loose not empirical) I have seen is, that despite my fan base growing, I have not seen a similar jump in referral traffic from FB… which is why I am here reading this article. I know this a broad question but I am wondering if there is a best practice in terms of how OFTEN to promote a post? I personally like Promoted Posts over Facebook Ads but I’m skeptical of the higher cost reach estimates so I stick with $20 or less. Create a facebook account that is for your FAN BASE only and advertise it on your other social media! But be sure to include a link to your blog in the post, so that some of your fans can make their way to your blog and subscribe to your email list. It tells me it was seen by nearly 12,000 people but we have no new likes- this seems very strange, and as there is not one to talk to at facebook, am I just supposed to take their word for it that 12,000 saw the post?! Simply click the particular button to the process you need to full and all you need promptly presents itself. So, with a view to keep away from disappointment, it’s important to reserve villas and apartments for hire in Goa as far upfront as possible. Furthermore, they always provide guidelines to maintain your kitchen in the perfect manner.
With property tax caps in place and other funding limits that restrict how much money can be collected, new sources of income are being sought out. Here is a look at the advertising in schools pros and cons to take a look at each key point involved. Schools in Colorado were the first to begin selling advertising space on school buses and the trend just expanded from there.
This requires their educational opportunities to involve that technology and that’s often where a school is unable to keep up.
If a school loses too much money, it is going to close and place a burden on the families in that areas.
School advertising gives them a chance to gain some brand recognition with local families and this allows them to bring the community together in a unique way. They’ll also be exposing themselves to the branding that is on that fence where the ball flew over it to win the game.
National brands build relationships every day with people because they can put their brands everywhere – including movies and TV shows. Children under the age of 8 tend to believe everything they see or are told when it comes to corporate branding. This means brands will consistently pressure districts to educate students on certain subjects in certain ways. When advertising is allowed into schools, then this is the first step a business needs to begin building a relationship with a student. Soon households begin to prefer the brands that are advertising in the schools over those that are not. A computer manufacturer might agree to give a classroom new computers in return for administration recommendations to parents to purchase the same equipment, but can they control if administrators will actually do this? The increased funding is extremely beneficial, but a school district doesn’t want to be “held hostage” by the demands of their advertisers either.
Gaille is one of the top business bloggers in the world, and he has founded several multi-million dollar companies. There is no point joining PPC if you don’t know why it is the best advertising program out there. This means their adverts could have billion of views without a click and still not pay a dime. Depending on what keywords you choose to bid for depends on how expensive your campaign will be. A recent article showed just how much people ignore paid search results and go straight to the first organic result instead.
While Instagram ads still aren’t quite yet available to the general public, many top brands have been able to start advertising.
This kind of targeting allows us marketers to target highly specific groups of people since we are given granular targeting options, such as income, employers, parental status, etc. As of now, there hasn’t been an announcement of a specific date when advertising will be available to all marketers, simply a message that it is being gradually rolled out.
Before providing this feature, Instagram ads were mainly for brand awareness, but with the arrival of CTA buttons, brands can actually push more action from users. Looking at the various pros and cons, it’s clear that there is a benefit to advertising on Instagram, but advertisers should be careful in selecting their targeting and in building ads.


Secondly, ads are a distraction and some of the savvy web users have discovered a few methods to block these ads. Prior to September 2012, Facebook users had this free method of posting a story or message and this would be visible across all followers. Once you’ve got a fan base going, start to use your Promoted Posts to show off your events, promotional offers, news and given you have targeted followers, these readers will be inclined to read the post and even share it across their network. I’m keen to hear your success stories or feedback on how one method works better than the other.
There seems to be no rhyme or reason to why they have liked my page based on the ads considering the 5,000 other pages they have liked.
I did hear last month Facebook confirming that ” there were no viruses or hacker attacks that would falsely prompt profiles to like certain business pages. How about the geographical location – are you targeting the US and if so, are these individuals from the US or outside? The location of the new likes were spot on with the demographics we were after, circa 100km from the business. In fact, there’s simply no way TO REACH OUR OWN FOLLOWERS without winding up in the red. People try the ad that they think will work and then get frustrated when it doesn’t get the result.
One of the most promising ideas is to allow schools to sell advertising space on property grounds. Some districts are able to clear $250,000 per advertisement per school bus if the advertisement is in a prominent location, which is a much needed boost of cash that can help provide educational opportunities. Advertising in schools gives a district the chance to upgrade their equipment, their curriculum, and their facilities so that modern technology can be part of the current educational process. Soliciting sponsorships through advertising allows all schools, including private and charter schools, to maintain their funding levels so that programs don’t have to be sacrificed or class sizes increased just so that the budget can make ends meet. Even just a sponsorship sign on the baseball field fence shows parents that they are interested and concerned about the educational opportunities of children in their community. This creates an unconscious positive association with the brand that happens every time someone sees the photograph or watches the video clip of the game winning clip.
If they are exposed to certain brands every day as they ride the bus or play games during their physical education class, then they are going to crave these items and spend their money on them when they have it.
If an oil company had sponsorship cash invested into a school district, for example, it may want the schools to discuss more about how their industries work to save ocean life from drilling activities instead of the possibilities of increased earthquakes happening in a fracking region. Businesses can ask for demographic data about the students and information about personal habits, income levels, and other information that could be seen as an invasion of privacy. Parents have little or no control over this brand exposure and there could be marketing efforts in place that go against their personal family values, religious beliefs, or similar problems.
Once built, that student will become loyal to that brand at the expense of any other unless there is a change in the value ratio that offsets the loyalty. Many small businesses operate on tight budgets as it is and just can’t afford to get involved in this type of advertising. If a true balance can be achieved, then this could be one part of the solution to help schools maintain or increased funding levels instead of having the budgets consistently slashed as is happening right now.
They try to tackle the challenge associated with the Bundesliga phenomenon through many exhaustive meetings, controversial brainstorming sessions, and a lot of profound research. As well as this, knowing the bad sides to PPC will also make you more aware of the program in general preventing a potential failure campaign from being created. Fast results are never a bad thing: especially in markets that need to react fast to changes! This is great because advertisers know their money is not wasted and will gain them results.
You will have to face that some of your traffic will simply look straight past your advert. At the beginning of August, Instagram allowed many more advertisers to begin advertising via the Instagram API or Facebook Ads, and the change was overnight. I found myself appreciating these ads because of their quality; they had obviously been made with great care and were well thought out. I’m interested to see how the platform evolves as time goes on and as advertising is opened up to all businesses. However, there were a few instances of mobile users accidentally liking a button while swiping through Facebook on their phone” Not much to read into, right? However not one comment, further like or share of a post came from any of the new 75 likes. I highly recommend working with someone who offers a consultative approach to help you achieve the results.
However, it may happen that your $50 might have ended when you reached an audience of 4600. It may expose children, parents, and employees to additional branding, but the costs to bring in profits are very small – if they even exist.
Although this levy percentage is often small, between 1-2% in many communities, that can be a burden on some households. In return, as the business sees more success because of their advertising in schools, they’ll likely increase the amount of advertising that they are doing.
This data could also be misued to create specific advertising that was meant to generate direct income from the students or expose them to a higher risk of identity theft. This often means a student exposed to branding at school becomes a lifelong supporter of those brands. If that means households begin to prefer other organizations, it could put them out of business very quickly.
I look at it as running a website, you don’t just write one article on a website and stop there? However, now that the Instagram API has become available to several third parties, the ad quality seems to have declined. Like Francisco, I agree that best practice involves checking your audience to see if you are receiving targeted likes. That is, lets say if you pay $1 for per engagement (likes, comment, followers etc), you reach your 50th user at 4600 number and your ad stopped promoting your post.
That means there are variables in place that may make the investment less attractive than other forms of advertising. Certain brands have kept the standard up, but the majority of ads I have seen so far look thrown together and, frankly, are poor quality. Do you think Facebook has a bank of dormant accounts that they use to satisfy your campaigns and cheat you out of your budget? By soliciting for advertising in schools, the need for increased levies or taxation becomes less and this allows families to be able to save more of their hard-earned money or spend it on things their family needs. A parent with 30-50 years of spending potential or a student with 70-90 years of spending potential?
As a consumer, this frustrates me because I don’t want my feed inundated with non-relevant ads.
This got me thinking: Is Instagram advertising really worth it, and what are the pros and cons of using it? It will be hard to know if you are actually reaching your key audience if you’re not 100% sure your ads are being seen.



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