- Cost-effective, scalable & easy to use
- Customizable demographics
- Time-consuming disclosure requirements
Facebook has become a central part of every campaign’s digital strategy. During the 2016 election and well into the 2018 midterms, the evolution of Facebook and its advertising platform have been impacted by external factors and cybersecurity scares. As a result, the user experience has moved toward improving civility and transparency.
Facebook Ads & the “Business” suite
Facebook Ads is the in-platform advertising solution for the Facebook Business suite. Campaigns and organizations of all types can utilize Facebook Ads for targeted outreach. Using the functional elements of the Ads product, users can create custom audiences, core audiences, and clone lookalike audiences. Creating different segments allows for A/B testing, micro-targeting, and geolocation strategy.
The demographics tools
Determining the demography of a particular audience is done by combining user interests, geolocations, and traditional demographics (i.e., age, income, etc.). Interests, as determined by Facebook user interactions, page likes, and reported interests also can map out purchasing behavior. Combining proprietary information obtained from user analytics with existing data that Facebook acquires can provide a refined advertising target that isn’t obtainable through email marketing.
Ease of use
Though platforms like Google Adwords and Facebook Ads are comparably similar in functionality and reach, there is a significant difference in accessibility between the platforms. Users can create targeted campaigns through Facebook Ads on any device endpoint that supports Facebook software or browser access. For example, a user can switch between the traditional personal News Feed, page management, and the advertising panel all within the Facebook mobile app. The user interface is also juxtaposed on to other proprietary mobile and browser-based experiences.
Due to the Russian hacking controversy of the 2016 election, the Cambridge Analytica breach, and rising calls for regulation, the political and civic engagement organizations using Facebook have new rules for open and transparent user experiences.
Campaigns should note that Facebook’s terms and services mandate that they must disclose their campaign, electioneering efforts, and verify their identity. Given Federal Election regulations, this should not be a significant issue for most campaigns.
Campaigns on Facebook Ads vary in cost. The more money you put into an advertisement, the further the reach. Spending campaign funds on Facebook Ads is up to the discretion of the campaigns and organizations. However, according to AdvertiseGrow, Facebook ads cost-per-click is around $0.20-$0.80.
What we think
Campaigns who use Facebook Ads should continue to do so. 2 billion global users are engaged on the platform every day. Once an audience is determined, a campaign or advocacy group can adequately target their social media messaging to like-minded groups and users.
Note: We are currently coordinating with Facebook communications teams to fact check this review. Once all the necessary edits are made, the review will be updated accordingly.
If you have any feedback on this review or you would like to suggest an app for us to review, please drop us a note – firstname.lastname@example.org.