Facebook, your marketing buddy - Understanding digital marketing terms - Part 3 

We did a series of five articles on Facebook advertising. We hope these will help you think about how to use social advertising to market your business:

1. Facebook, your marketing buddy - understanding digital marketing terms
2. Are the golden days of Facebook over?
3. These are five Facebook targeting tips you didn’t know about!
4. Among the first to have AI Facebook Messenger on your page.
5. This is how a digital marketing agency does Facebook advertising for themselves!

Facebook is a tool we’re all familiar with for sharing “fun” videos and pictures, but what works on your page is unlikely to work on your business’s. Poorly managed Facebook pages need a lot of work to make them relevant and functional again.

Almost every business has at least one Facebook page. Most businesses use it to market themselves or their products, which means a small business could quickly become overwhelmed by the number of ads and offers. 

By understanding and mastering the following terms, you’ll improve your chances of standing out from the crowd!

1. Facebook Pixel

The Facebook Pixel is one of the most important tools in digital marketing. It is a JavaScript code that you add to your website that tracks traffic to your website from Facebook. 

The Pixel allows you to determine what kind of advertising has worked for your target audience and what they did on your page. Pixel is a Facebook marketer’s best friend as it helps you learn and target your campaigns better.

2. Dark Post

Join the dark side! Dark Posts are posts that don’t show up on your or your company’s timeline but are spread as paid content. 

Dark Posts are usually more ads than content and have a very promotional purpose. For example, dark posts should be used to promote discount campaigns, as their ultimate goal is to drive traffic to your site.

3. Visibility (reach)

The reach of your Facebook page is the easiest way to gauge your success. As you may have noticed, there are two types of visibility when advertising: organic and paid. 

Of the two, organic visibility is the one that gives you more exposure - it’s free! For early-stage pages, you should use paid visibility to boost organic visibility. 

Paid visibility can at best start a snowball effect, where paid visibility leads to organic visibility that grows by itself. In short, paid visibility is used to achieve organic visibility.

4. Relevance score

Relevance score refers to the quality score assigned to your ad. Facebook has a massive number of advertisers, so it has to try to find ads that are relevant to the individual user. 

To do this, Facebook uses several different methods, including “engagement” of your ads, i.e., likes, reactions, comments, and shares. In addition, your score is affected by several other things, perhaps most importantly, the optimization and targeting of your ads. 

As with search engines, good quality scores are worth pursuing as they can bring down the overall price of your advertising!

5. Target groups

Choosing target audiences is familiar to anyone marketing on Facebook. However, when creating your target groups, you can do a few things to make sure you get good results. 

For example, by adjusting and allocating your budget, you can influence the visibility of your marketing. The pixel will show its nails again at this point because the easiest way to get results is to target customers who have already visited your site. They are already interested in you. 

Choosing and adjusting your target groups correctly is a critical component of your marketing. Poorly defined target groups will reduce your visibility, and Facebook may simply not display your content.

Contact Kubla if you need help with digital marketing!

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