Posted by : Test Wednesday 18 May 2016



Recently Facebook announced that there will be new updates to its News Feed Algorithm. This had agencies and publishers protesting as Facebook has decided to rather promote content from friends over ad content. They have called it “balancing content from friends and pages”. Unfortunately, agencies and publishers who depend on Facebook for traffic don’t seem to be in that balance.

Publishers and agencies almost solely rely on paid reach for their posts to be seen on Facebook since this algorithm has collapsed their opportunities to reach customers organically. Facebook is one of the biggest advertising platforms in the world and can be a very effective paid advertising channel if utilized correctly and as you can see below in 2015, paid impressions have grown by 8%.

To effectively utilize paid advertising for your brand you need to identify, your target market, who loves your brand, who identifies with it and who often shares content on their pages. This information will prove to be extremely important when targeting consumers in a post, and it will ensure that your content reaches the correct people.
To ensure that your ad delivery is also paced correctly you need to understand how your brands budget is spent over time. We suggest that you use a lifetime budget when you use paid advertising, this will help to reach a broad spectrum of consumers over a period of time depending on how much money you put into the ad and how many days this budget can run over. This is a core part of optimization which ensures you get a return on your investment.

Know that any advertising is good advertising as long as you have a clear understanding of what your brand stands for and who your target market is. Facebook has shown fantastic results when it comes to paid advertising and we suggest you experiment with this platform as much as possible.

{ 3 comments... read them below or Comment }

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