Every businessman is cautious on how money gets spent and everyone wants to make sure that the right amount of return is generated through expenditure. For skeptics, advertising is one of those areas that always seems to be a gamble.
Over the last decade we have seen a substantial shift from offline to online advertising where platforms like google ads has shaped the way advertising is done. With all the mechanisms available, some technologies have evolved in a way where functions have superseded functionality rendering systems complex to use and expensive to maintain. Complexity does not mean that the platforms are ineffective. It only means that one has to carry out a lot more work to obtain high conversion rates. Knowing your audience and understanding how to reach the right people is your best bet for a higher click through and conversion rate.
Facebook has become THE platform that is able to get your ads exposed to your selected audience and thus guaranteeing a higher return against other platforms that are limited on the profiling levels that they are able top produce on their users.