Advertising models don't come any better than pay-per-click (PPC). Firstly, it can be adapted to suit different contexts and purposes. It also carries minimal risk of blowing one's budget (since costs are tied to results).
For all its potential, though, PPC requires strategic placement in order to pay off. Whilst you can do this yourself, it is often more beneficial to hire a professional adwords marketing agency. While there's no harm in using several platforms, you'll be much better off focusing on one that promises the most ROI. With that in mind, there are several reasons why you can't wrong with Facebook as your PPC medium.
Having a Facebook presence alone puts you in proximity to a billion active users. While other platforms can (and do) claim to be just as heavily populated, Facebook offers more opportunities because it entices people to log in more often. It also keeps them engaged for longer --- studies show that the average session lasts about 40 minutes.
Much can be said about Facebook's profiling capabilities, for a marketer, it is worth its weight in gold. The platform offers the most effective way to target your marketing. You could, for instance, target ads by age, location, gender, behaviour, demographics and interests. From there, the 'lookalike audiences' feature will help you expand your base in the most precise manner.
Poised to Convert
It's all well and good having ads direct users to your site, but where do they go next? To be more specific, how much of your web traffic actually converts? It's clear that you could use a more close-knit lead generation funnel.
That's why Facebook ads now feature call buttons. With mobile being the preferred means of accessing the platform, it makes sense that prospects be able to call you the second they view your ads. What more could you want?
This allows you to target people after they've visited your site, submitted their email address or used your mobile app. The rationale here is that some prospects need a little more convincing accept an offer. Targeting them after they've already expressed interest gives you a higher chance of success.
It's no secret that today's consumers have a habit of tuning out of ads. While this happens on just about every platform, Facebook makes it easier to overcome the problem. Specifically, ads can be structured in various ways (video, graphics, carousels etc) to ensure they grab the audience's attention.
Granted, it does take a little expertise to make the most out of Facebook's marketing potential. It's for this reason that you should consider partnering up with a PPC consultant. Working with them will make your campaign more rewarding, and less of an uphill battle.