How are businesses specifically using Facebook advertising to promote their business and target niche audiences? MatchCraft set out to find answers, leveraging data from its AdVantage Social automation platform. We looked at years worth of data. This data was derived from our globally distributed client base, with advertisers ranging from small and medium-size businesses to enterprise.

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FACEBOOK HAS COME INTO ITS OWN AS A MAJOR PLAYER IN THE DIGITAL
ADVERTISING SPACE. WHILE GOOGLE AND BING DOMINATE SEARCH
ADVERTISING—NO SURPRISE THERE—FACEBOOK HAS CREPT UP THE RANKS
TO TAKE THE THRONE IN THE DISPLAY CATEGORY.
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But how are businesses specifically using Facebook advertising to promote their
business and target niche audiences?
MatchCraft set out to find answers, leveraging data from its AdVantage Social
automation platform. AdVantage Social helps you automate Facebook campaigns at
scale, by giving you the dashboards and tools to quickly generate ads and reports for
your advertisers.
"eMarketer reports that, “The social network’s U.S. display business will jump 32.1% to $16.33
billion, capturing 39.1% of the US display market, taking share away from Google, Yahoo, and
Twitter.”

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For this infographic, we looked at years worth of data. This data was derived from our
globally distributed client base, with advertisers ranging from small and medium-size
businesses to enterprise.

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Below are some key highlights from our study:

13. 1. Advertisers want link clicks
and page likes.

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There’s a lot you can do with your Facebook ads – raise your brand awareness, generate
interest in an event, create a lead funnel. In 2016 advertisers wanted two things more
than any other objective: link clicks and page likes.
Link clicks are focused on cost per click and more on driving traffic to a business
website—it’s no wonder it’s the most sought after objective.

15. 2. Images and videos rules.

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Yup, we’re in the age of visuals. People want great engaging videos and eye-catching
pictures, so it’s no wonder that 90% of ad spend went to….drum roll, please…image and
video ads!
Both ads types have been shown to make an immediate impact and create a sense of
intrigue. Assuming marketers are testing, they’re funneling their budget to the best-
performing medium.

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Facebook Carousel ads show viewers three to five images, and Facebook also gives the
option of using video in the carousel format. It’s interesting to see a lower interest in
the carousel ad format, especially given all the hype around it, and its massive potential
for driving increased engagement and website traffic.
Carousel ads require slightly more work to build, and they are a newer format (they
launched in 2016), so it will be interesting to see if more marketers adopt them this
year, or at least test their potential.

18. 3. Location, location, location.

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While Facebook provides a heck of a lot of user data, advertisers focused their efforts
on viewer home location and current location.
Facebook’s breadth of data gives advertisers a lot of control, especially when they’re
attempting to sort through nearly 2 billion users to find the most relevant audience. The
“traveling in” targeting option is not necessarily just for folks traveling to a location; it’s
for anyone traveling within 100 miles of a location. To gather this data, a person’s
mobile device must have location services enabled.

20. 4. The hottest audience:
Youth.

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There’s been a lot of talk about the power of Millennials and even the Baby Boomer
generation on Facebook. Yet, we’re seeing businesses spend most of their bucks on
those 30-years old and younger. That bucket actually cuts out nearly half of the
Millennial generation, currently ages 22 to 36.
This youth market is coming into its own, starting to have—and spend—money of their
own, and savvy businesses are battling for their wallet share.

22. 5. Where are you funneling
Facebook ad dollars?

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What do you think of MatchCraft’s report? Does it fall in line with how you’re spending
your advertising dollars, or where your clients are focusing their efforts?

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ABOUT MATCHCRAFT
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A pioneer in the marketing and technology space, matchcraft provides a
best-in-class technology platform that enables companies to successfully
sell and manage search campaigns for their clients.
Unlike other marketing technology platforms, matchcraft helps
organizations efficiently manage even the smallest campaigns, enabling our
clients to provide spectacular service to all of their customers.
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