In today’s world, social media is a part of almost everyone’s day to day life. Facebook paved the way, starting out as a way to connect with schoolmates, however, its purpose has now moved beyond that. Users now use the platform for working purposes, consuming news, debating current affairs, shopping, organizing events, and even for gathering recommendations on businesses or products.
Facebook alone has two billion users a month, making it the most popular social media platform out there. Pew Research Center found in 2016, eight-in-ten online Americans (79%) use Facebook. Not only does Facebook capture the largest audience, but it also has the widest range of targeting capabilities. Part of this is attributed to information gathered on users based on their profiles and interactions, and the other part of this is Facebook’s partnerships with third party data sources.
All of the above makes Facebook a great platform to advertise on it. But what makes it a great companion for Direct Response?
There are three main reasons:
1. Direct Response Ads
3. Tracking and optimization
First, Facebook has ads specifically designed for Direct response, such as:
– Dynamic ads, which pull images and details from your shopping site to advertise various products
– lead ads, which direct users to a fillable form
– Link ads, which direct users to a desired URL
Additionally, Facebook provides the option to add a Call to Action (CTA) button, such as “Shop Now”, “Apply Now”, “Sign Up Now”, “Learn More”, etc. These buttons can be linked to the advertiser’s website or a Lead Form, which directs consumers to a desired destination with one simple click. There are no extra steps of writing down a phone number or website URL. Another useful feature is Facebook’s ability to optimize for link clicks or conversions – this means Facebook will try to show your ad to only the people it thinks will click your link or will convert on your website.
The next reason Facebook is ideal for Direct Response is its affordability. Facebook is the most affordable social platform to advertise on. Being that it is the most affordable, it makes it a great platform to test on if you’re new to advertising on social media.
Lastly, performance can be tracked in real time and changes can be made in a matter of seconds. Facebook has a number of metrics it tracks within the platform such as: reach, impressions, frequency, link clicks, click through rate, etc. Facebook also has additional tracking options for visibility beyond the social platform with the Facebook Pixel. By using the Facebook Pixel, you can keep track of consumer behavior beyond the social platform, and these actions can be fed back to Facebook to enhance targeting and conversion optimization.