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Ask the experts: Reach customers with Facebook ads

By Virginia Bridges
vbridges@newsobserver.com

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You’ve started a Facebook page for your business, but you aren’t sure how to use its advertising or how to get people to “like” it. Kim Adamof, an Internet and social media consultant with her company, Raleigh Inbound Marketing, breaks down the process. Here are her edited comments.

Facebook users have identified themselves by liking pages, sharing interests and joining groups.

According to Facebook, “over one billion people like and comment an average of 3.2 billion times every day.” Facebook ads are paid messages that businesses can use to connect with these users, and targeting your ads will help you reach the right people.

Facebook advertising can help increase your page likes and reach people who aren’t yet connected to you on the site, push your postings to more fans, increase event attendance, send traffic to a mobile application that promotes your business, and direct viewers to your website.

Businesses must decide which type of Facebook ad will be most effective. Small ads and “sponsored stories” that appear on the right side of a Facebook page can be targeted to specific audiences. Promoted posts push your status update – including links, photos and videos – to more of your fans.

Businesses also have the option to put an ad directly into viewers’ Facebook news feeds.

Once someone clicks on your ad, where do you want them to go? The options are to your Facebook page, a custom application or tab, an event, or a different website.

Choosing an ad image and headline are important. Images attract viewers, and people are more likely to stop at your ad when the image is eye-catching. Use first-person headlines to engage customers.

Determine the best advertising avenue by experimenting with different ads. Set up multiple ads with different images to monitor the effectiveness of your image, headline and text. Stop and start ads after reviewing the ad stats.

Bridges: 919-829-8917
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