As of the third quarter of 2016, Facebook had 1.79 billion monthly active users.
That’s a possible outreach of 1.79 billion for your business! Not that you’d need to target them all of course. Facebook advertising is great for reaching out to new customers, and it’s most-powerful feature is the extensive analytical data it provides to help target the right audience for your business.
Whenever running a Facebook ad campaign (and even when not), it is imperative to install a Facebook tracking pixel on your website. This is a small snippet of code that allows Facebook to collect information about how users interact with your site. If you drive traffic to a particular post on your website, you can track the specific audience that visited that page, and then re-market to them based on what they’ve clicked on before.
You can also use the tracking pixel data to build up a ‘lookalike’ audience of Facebook users that have similar demographics and interests to those that have visited your site. And if a Facebook user interacts with your advert, Facebook will dynamically target other similar users, as it’s more likely that they will engage with it too.
We’ve only scratched the surface of what you can do with Facebook advertising, so rather than just chucking an ad out into the social ether and hoping for the best, make use of Facebook analytics and start creating better-targeted campaigns.