For Brand Awareness and Remarketing
Facebook ads charge on a Cost Per Mille (CPM) basis, so maximising the click-through rate (CTR) is the best approach in lowering your average Cost Per Action (CPA).
A unique feature to Facebook ads is that your ads can also be shared throughout the feed when people react to the post, giving you additional exposure for free! With this in mind, remember that your brand awareness campaign should be as engaging as possible to increase visibility and lower your average cost per click (CPC).
It is important to remember that people are predominantly using Facebook to socialise and consume content, not to go online shopping. So, an eye-catching ad that interrupts a user endlessly scrolling through their feed is key to running a successful Facebook or Instagram campaign.
As you can imagine, Facebook feeds feature a heavy amount of media content. Due to this, Facebook is best suited for remarketing and brand awareness campaigns.
Top Tip: The Facebook pixel is a handy analytical tool that matches your web traffic with Facebook and Instagram profiles. This provides you with customer data such as demographics, interests, page likes etc., to better understand your target market.
You can also utilise this pixel to create custom/lookalike audiences. AI technology is used to find customers with similar purchasing and conversion habits, and you can collect this data on users.
LinkedIn - For Recruitment and Lead Generation
The professional social network with 690 active million users from job seekers to managers to CEOs, LinkedIn offers a unique solution to those wanting to build a professional network and engage with individuals within their industry.
LinkedIn is one of the top PPC platforms for B2B firms that primarily focus on lead generation. These firms can use LinkedIn ads to target users by job title, function and industry, allowing them to place their brand and services in front of relevant decision-makers.
Using LinkedIn as a recruitment tool can be effective in discovering high volumes of quality applicants. You can specifically target job seekers or employees with relevant skills in your chosen industry. You can learn more about LinkedIn’s recruitment ads here.