Module 1: Lesson 1

Overview of Facebook Marketing and Advertising

Facebook is the #1 most active social platform in the US, both in overall social networking, and in messenger/
chat apps. Six percent of all internet usage happens on Facebook. 936 million users go to Facebook every day.
Facebook is also used by 68% of active online seniors. Facebook video publishing activities has a more than
quadrupled year-to-year.

93% of marketers use Facebook as a social platform. Business to Consumer marketers (B2Cs) are most likely
to use Facebook, and it ranks third with Business to Business marketers (B2Bs).

Facebook contains the most content options including image, video, text only, link, events and offers.

It is the most effective and sophisticated ad platform, and has 1.4 billion users, compared to Twitter, with
only 288 million. 84% of marketers use Facebook ads, whereas only 41% use Google ads.

Google targets what people are looking to buy right now through keywords. The benefit of that is finding
people who are ready to buy right now, and quickly getting profits along with proof (through your analytics).
The downside is that it’s too expensive to raise awareness, there are a limited number of keywords to profit
from, and the cost per click is pretty high. There are a lot of situations where businesses don’t have a high
enough margin to be profitable through Google ads.

Facebook targets who people are, through demographics, psychographics, interests, and behavior. Strengths
of Facebook targeting include raising awareness, repeat contact via page fans, viral potential through shares,
affordable ad clicks, and conversions. Weaknesses include not getting credit for ultimate sales, and an
audience with no intent to buy.

Facebook has many targeting options for ads including interests (likes), location, age and gender, marital
status, workplace, education and job title. It does not offer search intent.

Search and social are not enough, on their own. Combining Google and Facebook is a good strategy. Google
is good at fulfilling the demand for people who are ready to buy right now, and Facebook generates demand
and raises awareness.

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