Like any business, Facebook has to make a living, so it has separated its content into organic and paid.
Organic content is what we talked about above for Facebook and Instagram, when you write content and upload posts and stories that your followers (and again not all) see, and Paid is when you create advertisements through Ads Manager and give money to Facebook and Instagram (which are now one company called META) to reach a larger number of people than the one who follows you and to “target” exactly your target group with the help of targeting.
Targeting allows you to choose:
- The location where your customer is located (city, state, county) and the time the advertisement was placed
- Age, gender, marital status…
- Interests, behaviors, languages they speak…
Compared to other types of advertising (TV commercials, radio, billboards, newspapers, etc.), advertising on social networks is still “for everyone’s pocket”, and yet one of the most precise placements of advertising to the right target group.
The results can be measurable if everything is tied together and a good plan is made. Each advertisement has its own “online” results: how many people saw the advertisement, how many clicked on it, how many bought a product or service directly from the site after clicking on the advertisement, how much money was spent, etc.
But it is very important to monitor the “offline” results as well, which are: how many people called or sent an email, how many products were sold in the store, and how many people recognize the brand – before/during/after the advertisement. Based on all these results, advertisements are optimized.
