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Facebook Advertising—Key Issues for Spas
By: Saumil Mehta
Posted: December 30, 2011, from the January 2012 issue of Skin Inc. magazine.
Although Facebook is the home to 700 million users, the owner of a skin care facility needs to calculate the costs and benefits of spending hard-earned dollars on Facebook versus other advertising channels. Just because everyone is forking over money to Mark Zuckerberg doesn’t mean you should, too. As a skin care facility, you have only two goals: foot traffic and a ringing cash register. Period. Everything else—Facebook, Groupon, Twitter, your website—is simply means to those ends.
So with those goals as the guiding framework, consider the three key Facebook ad concepts.
Targeting. You can target your ads to a small portion of the Facebook user base. The beauty and power of Facebook’s ad platform derives from the ability to target users—commanding your ads to show up only for women between 25–40 in Chicago that recently set their relationship status to “engaged,” for example. Try getting that with any other ad platform known to humankind.
Pay-per-click. Unlike traditional advertising, Facebook’s ad system gives you the option to pay only for ad clicks, not just for views to ads. This is a great way to calculate cost of advertising. If you spend one dollar per click on average, how many following dollars do you have to spend convincing the user to ring your cash register? And does that dollar amount square with your prices and cost of goods?
Self-serve. Facebook is primarily do-it-yourself, unlike print ads or your other marketing efforts. Of course, you can hire an agency to do it for you.