Week 13 - Part 2: Facebook Advertising



Online advertising is an effective way to increase brand awareness, reach new customers and promote sales. 

 "Likeable Social Media" explains social network advertising, specifically Facebook Ads very well. 

The three types of Ads Facebook offers are:
1) Driving traffic and leads - drive website traffic to specific landing pages
2) Post likes and engagements - Post boosts to increase page content views since it is "become more difficult to get your business pages's content viewed organically."
3) App installation ads - "App installation ads allow for users to download applications directly from Facebook on mobile phones."                                                                                                                 

The advantage with using Facebook ads is for the targeting marketing and the refining the audience through specifying criteria.  Personalizing ads makes it relatable and powerful, the examples given were for birthdays, promotions, welcome messages, etc.

 Presently, for Fily Willy Auto Care, we will keep our advertisements minimal as the business develops and becomes more established.  Our concentration is on infrastructure and creating a solid marketing framework and online presence.  Firstly, after creating our social media accounts, the next goal is to create a website and associated landing pages from online campaigns.  

 The idea is to use the analytics freely available through Google Analytics, Facebook Insights, Twitter Analytics and Instagram Insights.  Analyzing how engaging the content is, the number of impressions, the demographic data, interaction with posts will help with shaping promotions so they will perform optimally.  

 From there, the idea is to launch seasonal promotions and online advertisements in conjunction with e-newsletters so that all marketing is aligned, monitored and analyzed together for cohesive data collection.   The idea of marketing from the ground up and use business intelligence for actionable decisions.  Most of the impressions of online visitors are from Facebook, so online advertising would be call to action with car maintenance specials ensuring that the shop can balance the workload and continue excellent customer service and satisfaction.

 For now, display (banner) ads and ads on Twitter and Instagram are not on the table for the near future.  I think those options are for larger corporations with a bigger dedication from staff and monetary resources, such as larger national or regional chains.   Fily Willy Auto Care will concentrate with local word of mouth marketing from Yelp and Google reviews as well as minimal Facebook advertising.

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