広告
公開日:2016.09.28

今さら聞けないFacebookシリーズ〜噂のFacebook広告とは〜

Facebook広告は「効果がいい」と聞いたことがある方も多いのではないでしょうか?

確実に見込み客を獲得できる施策のリスティング広告などと併用して、潜在層を取り込むFacebook広告やTwitter広告はとても有効的です。潜在層向けというと幅が広すぎて、訴求したいユーザー以外に多く広告を出すことで、費用対効果が悪くなりがちですが、このFacebook広告は、特にターゲティング機能に優れており、配信したいユーザーに訴求できる潜在層向けの広告であると言えます。

Facebook広告は広告媒体としては新しいため、アップデートが多く、仕様の変更なども度々あり、リアルタイムの情報を得るのが、なかなか難しい場合もあります。

 

Facebook広告とは

今や日本のFacebookユーザーは2,600万人、世界では16億人となっています。Facebook広告では、これだけ多くの世界中のFacebookユーザーに広告を配信することができます。Facebookアカウントを持っているユーザーであれば、ビジネス用アカウントであるFacebookページを作成することができ、誰でも気軽に広告を出稿することができます。クリック単価が安く、低予算から始められることも特徴です。動画を使った広告も配信できます。広告を出す目的に合わせて、広告を出稿し、その目的に合わせた効果測定をすることが可能です。

 

Facebook広告を利用する理由

Facebookに記事を投稿して、その情報が自然に拡散すれば料金をかけることもなく、宣伝することができるのですが、需要と供給の関係で、投稿のリーチ数は減少しています。記事の投稿は必須ですが、投稿だけをしていてもなかなか情報が拡散されないのが現状となっています。そこで、多くのユーザーに拡散、宣伝することができるのが、Facebook広告なのです。

 

リスティング広告とどちらがいいのか?

基本的にクリック課金制(PPC広告)である Facebook広告とリスティング広告ですが、どちらがいいのでしょうか?この二つの広告は、全く違うターゲットへのアプローチとなります。リスティング広告では、自らキーワード検索しているユーザーに訴求しますが、Facebookでは、つながりのあるユーザー、興味関心を示しているユーザーに訴求することができるものです。Facebook広告は、リスティング広告では訴求できないターゲットへ効率よく広告配信することができるので、新たな潜在層を取り込むことができます。リスティング広告と併せて活用することで、さらにアクセスを増やしたり、CVに結びつけることができるでしょう。

 

広告の目的

広告の目的は、大きく分けて3つあり、その中で、さらにビジネスに合わせた目的で広告を配信することができます。

認知度を高める

1.投稿の宣伝
2.Facebookページを宣伝
3.ブランドの認知度をアップ

検討機会を増やす

4.ウェブサイトのアクセスを増やす
5.アプリのインストール数を増やす
6.イベントの参加者を増やす
7.動画再生数を増やす
8.ビジネスのリードを獲得

コンバージョンを増やす

9.ウェブサイトでのコンバージョンを増やす
10.アプリのエンゲージメントを増やす
11.クーポンの取得を増やす
12.製品カタログを宣伝

 

ターゲティング

Facebook広告は、精度が高く、細かいターゲティングができるのが特徴です。ユーザーの登録が任意の項目もあるので(交際ステータスなど)あまり絞り込みすぎることはおすすめしません。

・地域
・年齢
・性別
・使用言語
・利用者層
・趣味関心
・行動
・つながり

 

まとめ

費用対効果がいいとされるFacebook広告ですが、低料金で簡単に広告を掲載できることもあり、ビジネスでのFacebook広告出稿が多くなっており、Facebook全体がビジネス化しているのが現状です。元々は友達とのコミュニケーションの場というイメージのFacebookでしたが、一定のつながりを持ったユーザーは、情報収集のツールとして使用しているケースも少なくありません。うまくFacebook広告を活用し、「広告」ではなく「有益な情報」と捉えられるような広告の作成が効果の上がるポイントとも言えます。

 

執筆者:才田 真未 (https://woman.xlab-online.com)

前職はウエディングプランナー。現在は、2人の育児をしながらリスティング広告、Facebook広告などのweb広告運用やセミナーを開催。多角的視点から考える広告運用やマーケティング情報をお届けします。

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