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Social Media Marketing All-in-One For Dummies, 3rd Edition by Deborah Ng, Jan Zimmerman

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Chapter 4: Advertising on Facebook

In This Chapter

  • Paying to reach more people
  • Choosing specific people to target
  • Boosting your Facebook posts
  • Understanding if advertising is working for you

With recent changes to Facebook's algorithm, marketers have noticed an increase in traffic to and engagement with their Facebook Pages. Facebook has made changes to the way brands operate for a few reasons, the first being that they don't want brands to spam the Facebook community. So, although they don't mind brands selling on Facebook, they don't want sales pitches and pleas for interaction to make for an unpleasant experience for users.

Facebook is also a free service, which means they have to make their money somehow. Brands who pay for advertising on Facebook can find they reach more people, achieve more interaction, and even drive traffic to their websites.

In this chapter, we cover the basics of Facebook advertising so that you can determine whether it's worth it for you to pay for more fans and interaction.

Reaching More Fans with Ads

Should you pay to play on Facebook? Many brands are asking this very question. Because of the aforementioned changes to Facebook's algorithm and the changes in brand Page management, fewer fans are seeing your Facebook posts in their News feeds. If you're trying organic methods for growing your fans and interactions (for example, viral or more visual content), and those methods aren't panning out, advertising might be worth looking into.

The good news ...

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