According to Statista, Facebook recorded around 3.7 million users in Switzerland in the fourth quarter of 2017. This number is likely to increase even further. Thanks to its regular introduction of new technological developments, Facebook has managed to stay relevant. As a result, more and more advertisers are running ads and promoting posts on the popular platform. One feature that every marketer should be familiar with in this regard is Custom Audiences.
1. Sponsored Posts
Sponsored posts are "ordinary" social media posts published in the company's feed. The key difference: they are being promoted, which simply means that they are financially supported to achieve a greater reach. You can define the target group to which the post is to be delivered.
Sponsored posts are labeled as such. However, other than the additional label they appear like organic posts in the users' news feeds between posts from family and friends.
Sponsored posts are often the first option companies try when they are new to advertising on social media because they are quick and easy to implement. The Facebook Ads Manager does not have to be set up to promote a post. However, it is important that a strategy is behind the sponsored content. Companies should start by having a clear idea of the people they want to reach: followers or friends of followers? These and other important settings can be made when defining the targeting of the sponsored post. After a certain, previously determined time period, the post performance should be evaluated. It has to be checked if the pre-defined goals regarding reach, etc. have been met and whether there are improvements to be made when creating the next post.
2. Facebook Ads
Companies can target their advertising message to the right users with Facebook ads. All you have to do is to set up the Facebook Ad Manager platform and you are ready to go. When creating an ad, you can first define the campaign goal. Based on this goal, you can now determine the most appropriate type of ad format and placement for your campaign. Sponsored posts, by comparison, only appear in the news feed. Ads have multiple placement options.
You can set up on-point targeting with Facebook's Custom Audiences feature. This feature enables you to implement customer data to reach the desired audiences. The relevant data of the corresponding target group can be added to your Custom Audience via website, customer data or app.
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Sponsored posts allow you to target your content through a variety of targeting settings without much effort. Facebook Ads enables you through Custom Audiences to target your audience with m ore precision.
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