Facebook advertisement is the most popular form of online advertising of our time. It is worthy of note that approximately 90% of social media users are on Facebook which is higher than all other platforms, but beyond the successes of Facebook Advertisement, Facebook has always continually expanded its offerings. At the onset, marketers made use of methods of their own to advertise on social media, today however, there are streamlined features on various social media platforms which allow easy advertisement while giving you the opportunity to create your own custom ads and select which people you target.
Facebook is the first social media platform to add an advertising system owing largely to the fact that a lot of people were already exploiting the platform to market themselves.
Apart from the known fact that Facebook is indeed an outstanding advertising platform which everyone can learn how to use since it’s currently the most renowned social media platform globally, there are always enough people to advertise to.
These are the two major reasons why Facebook advertisement has so much to offer and why you should harness its full potential.
From small businesses to mid-sized enterprises and to large corporations, everyone advertises on Facebook. This implies that everyone can profit from creating a marketing strategy on Facebook, regardless of what industry they’re in or how big their business is, in addition, no matter what your budget is, you can always create ads that will bring you adequate results.
How to Advertise on Facebook
Facebook advertisement can be seen as a form of interruption advertising; this implies that users are browsing through their news feed when your ad shows up. The end user would be looking at pictures, videos, and updates from their family and friends. They are not actively searching for you or your product or services. Interruption marketing works incredibly well for some products and services, but not so well for others.
For instance, if you are a 24/7 emergency plumbing service in Edmonton, Canada, then interruption marketing might not be for you because your best customers might wake up to a flooded kitchen and they would go to Google to explicitly search for a plumber that can help them fix it. They would not go on Facebook and scroll their news feed with hopes that an ad for a plumbing service shows up.
If perhaps, you made a new golf device that enables golfers to hit the ball straighter and longer, then this is a good example in which interruption marketing can work perfectly.Golfers are enthusiastic, and because of this, they spend money on their hobby and are very easy to target.
Now, your top priority is to know if Facebook is even the best option for you and your business, for even though everyone is fronting Facebook as the best deal on getting the best traffic, you may find that it is not the best fit for your business!
Before launching the Facebook advertisement platform, you need to have clear goals. There are many opinions about what the ‘best’ goals should be, but if you were to ask ten different advertisers what is best, you might get ten different answers.
When you begin with running campaigns, you should test the different type of campaigns to be sure that they will be the best fit for your business. Every niche is different which is the same way that every product is different. What worked for business may not work and be as successful for another business, but Facebook certainly wants to give you the results you want!
Benefits of Facebook Advertisement
The special advantage of Facebook marketing is the unique ability to target your content to a specific audience. This enables you to create content that ranks high in relevancy to your prospects.
Facebook Marketing issued for the following:
To Build Brand Awareness:
It helps you get the word out about your brand, new products and product updates, these messages could be targeted to a specific interest groups which fall within a geographic location and a particular age group. This helps to position your brand and its products within a specific niche space. You can efficiently construct your brand personality based on your client profiles.
If, for example, your brand offers interior designs services, your target market would probably include men and women who have interest in redecorating a space or are in need of design inspirations. With the knowledge of this information, you can make Facebook posts that addresses trends in design, popular color palettes, etc. to connect with this niche audience.
Engage Your Target Audience, Create a Community:
Social media is a very noisy place, therefore getting through to your audience is not an easy task. What is even more difficult is retaining the interest of the audience you have.
Facebook enables brands the capability to filter the audience of individual posts.This in turn helps brands to improve on the relevance factor of their content.Also, apart from posts that advertise products, brands could also create content that addresses issues of interest to different sections of their audience.
In addition, you can control the audience of your posts by selecting a particular demographic, geographic or linguistic group. It should be noted that these options are available on posts that you haven’t invested money on. For promoted posts, you can further narrow this target demographics and be assured that a certain number of people belonging to the groups you have specifically chosen will see the post.
Engaging with your brand often and providing value is key. Entertainment and educational contents typically work best when engaging your audience on social media.
A Medium to Address Consumer Questions and Feedback:
Many brands are taking to social media in order to provide customer support and receive queries, compliments as well as complaints from customers.
A good brand painstakingly replies to every customer query, even if they are not exactly seeking support and an exemplary customer support can convert a happy customer into a brand evangelist by getting the word around about the wonderful services rendered.
Sell Your Product or Services:
The ultimate purpose of Facebook advertisement is to drive sales. While great customer support and engaging content can increase the impression people have about your brand, sales remain the end goal of most Facebook marketing campaigns.
On your brand’s Facebook Page, you could have a call to action that is most suitable for your business. You could add a ‘Sign Up’ button or a ‘Contact Us’ button, you could also direct them to the purchase section of your website with a ‘Shop Now’ button as it suits your business.
Facebook advertisement is fairly cheap compared to a TV-ad spot or printed ads. Facebook advertisement can feature your product and take them directly to your website, or get them to contact you.Your Facebook ads will reach a guaranteed number of potential customers.
How to Use Facebook Ads Manager
Facebook constantly rolls out new functions which makes their advertising network more intuitive, below are the steps in setting up your Facebook ads manager.
Step 1: Set up a Business Manager Account:
Before you start advertising on Facebook, you need to set up a Business Manager account. Through Business Manager, you can access your Pages, ads, and also grant access for people who will manage your accounts. To setup a Business Manager account is easy:
- Go to business.facebook.com.
- Click on “Create Account”.
- Enter a name for your business and select the primary Facebook Page for your account, and provide your name and accessible email address.
- Next, set up advertising access through Business Manager:
- Open Business Manager Settings.
- Under People and Assets, click on “Ad Accounts”.
- Choose the “Add New Ad Accounts” option and then click on “Create a New Ad Account”.
- When you have set up your payment method and billing information, you’re ready to navigate to the Ads Manager section.
Step 2: Navigating Facebook Ads Manager:
Facebook Ads Manager can also be seen as your advertising “headquarters.” This home base includes functionalities that allow you to:
- Set up ad campaigns, ad sets, and ads.
- Manage and modify your media spend.
- Target specific audiences.
- Monitor campaign performance metrics.
After you have created your Business Manager account, you can access Ads Manager by clicking the drop-down arrow in the upper right corner of your Facebook page and click on “Ads Manager.”
Step 3: Select your Ad Objective:
When you are in the Ads Manager section, select the green “Create Ad” button in the top-right corner of the page, you will be prompted to select a campaign objective, that means what you ultimately want to achieve with this ad campaign: awareness, consideration, or conversion.
- Awareness Campaigns: it generates knowledge and interest in your product or service.
- Consideration Campaigns: it allows people to engage with your business, click on specific links for more information, and keep your product or service top of mind.
- Conversion Campaigns: It prompt audiences towards a call-to-action (i.e. click to purchase, sign up for a promotion etc).
Once you’ve made your selection. Create a campaign name which could be easily differentiated from other campaigns you would create. Be sure not to mix them up–congratulations, your campaign is officially created!
Step 4: Select your Audience:
Facebook’s audience targeting capabilities are extremely unique. With so much demographic information gotten by users across the globe. It is possible to get extremely specific in who you push your ad to.
Here are just a few ways you can filter audiences:
- Location: country or area.
- Age/ gender.
- Education: schools, year of graduation, field of study.
- Interests: pages they like, areas of interest (i.e. Entertainment, Fitness and Wellness, Food and Drink).
- Behaviors: purchase behavior, digital activities, charitable donations.
- Net Worth.
- Most possibly, one of the best features offered in the Facebook Ads Manager is the ability to create Lookalike Audiences. Lookalike audiences are Facebook users who share similar characteristics to other known groups (i.e. your Facebook fans, your customers, or known brand loyalists.)
Creating a Lookalike Audience, could help you identify the basic requirements on your own or you could upload a custom audience list and Facebook would identify common qualities of the people (i.e. demographic information, interest, or location) and finds people similar (or lookalike) to them.
Basically, this feature allows you to take your marketing team’s list (email list) of existing customers to expand your advertising reach.
To be sure of the quality of your Lookalike Audience. Facebook would recommend that you upload an audience list that is within 1,000-50,000 people for better targeting results.
Step 5: Set your Budget:
Facebook allows users to take control of how much they are willing to spend on each ad.
There are currently two main ways to assign media spend:
- The daily media spend (the average dollar amount you are willing to spend per day on an ad)
- The lifetime media spend (how much money you are willing to spend over a set duration of time on an ad).
Meanwhile, Facebook suggests a $20.00 daily budget by default but you can always adjust your budget while your campaign is live with either option.
And as a rule of thumb. It is recommended that you spend at least $5 per day on an ad and also keep your ads running for a minimum of seven days to enable you monitor behaviors across the week. As research suggests that people tend to react differently to ads based on the day of the week.
You might want to start with $100 to test a 2-week campaign.
While setting your media spend, it is also important to note the difference between CPM and CPC.
- CPM means the cost per every 1,000 impressions (or every 1000 times your ad is shown) while
- CPC means you pay up each time a person clicks on part of your ad that takes them to your website or app.
(Note: You can set a manual bid, which is the maximum amount you are willing to pay per link click.)
Facebook advises that “cost per impressions (“CPM”) might be a good choice if you are looking to grow awareness about your brand. While cost per click (“CPC”) encourages people to go to your business’s website or app.”
Always remember that Facebook wants to maximize its earnings. So it will deliver your ads to people most likely to convert. Optimizing for conversions is an efficient way to reach your campaign goals and maximize your budget.
Lastly, always remember that you have complete autonomy over all areas of Facebook Ads Manager. So play around with how your media spend affects campaign performance. Because the more you experiment, the more understanding and knowledge you will gain for future campaigns.
Step 6: Decide where to Run your Ads:
If you use Facebook, you would have seen ads that pop up on your mobile news feed, desktop news feed, and also on the right side of your screen (right column). In addition,with Facebook’s acquisition of Instagram, you can also create ads on Facebook Ads Manager to show up on Instagram.
Desktop/ Mobile News Feed: Ads will appear in the news feed of a user (alongside posts from family and friends). This is a good option for people who wants to build brand awareness and increase post engagement.
Right-hand Column: As the name suggests, this option puts ads on the right column of Facebook and is the most traditional style of ad offered. This is available for desktop users only and is appropriate for ads encouraging viewers to purchase items or to learn more about your product.
Facebook Audience Network: This is a network of mobile apps and websites that Facebook has partnered with in order to show ads. This is a good option if your desire is to maximize exposure and put your ads in front of people. Who are on various apps or websites.
There are 5 Different Formats:
- Carousel: An ad which consists of two to ten scroll able images or videos. The carousel ad format engages viewers because they can scroll through up to ten videos or images at a time.
- Single Image: An ad which consist of up to six variations of your ad displaying one image at a time. The Single Image ad is one of the most popular ads and is a great place to begin for those starting out with Facebook Ad Manager.
- Single Video: An ad with one video. The Single Video ad enables you to tell an engaging story to your target audience or the viewers.
- Slideshow: This could be a video ad (looping video) with up to ten images. This ad format enables you to create a correlative visual story.
- Collection: An ad that combines both images and video that displays as a full-screen experience. This is a great option to bring an increased level of interactivity with users.
Next, it’s time to select your image or images and build out the copy.
When it comes to selecting a compelling image. Try to pick an image that will grab your audience’s attention as they scroll through Facebook.
Once you have uploaded your images, here are a couple of specs to keep in mind:
- Main ad text: should be up to 90 characters.
- Headline: should be up to 25 characters.
- Link description: should be up to 90 characters.
Try to be explicit about the call-to-action. Whether it be encouraging them to click to learn more or to signing up for an upcoming event. A little advice to you, keep it short and sweet.
Step 7: Place your Order:
When you have created your Facebook ad, click on the green “Place Order” button. Your ad will be screened to make sure it does not violate Facebook’s Advertisement Policies before it is approved to goes live.
Step 8: Monitor your Performance:
As previously mentioned, you have full autonomy in Ads Manager on the ROI (return on investment) of your ads. Some important metrics to monitor are:
- Clicks: the number of times an individual has clicked on your ad.
- Impressions: how many times your ad was viewed.
- Conversion Rate: The percentage of people who click your ad and go on to become a lead or make a purchase.
Facebook Ad Basic Targeting Tips
Facebook comes with lots of different ad targeting options that enable you to reach the right audience in the entire user base. For easier understanding, the entire ad targeting tips are compiled into 3 categories.
Leveraging Google Analytics for Ad Targeting:
Google Analytics provides an abundance of information of your customers that you can leverage to produce a highly targeted Facebook ad campaign. It gives you an extensive information that shows how your site performs through Facebook.
If you desire to publish your ads to the broad Facebook audience, and NOT specifically targeting your Facebook fans. It is highly recommended that you make use of your Google Analytics reports.
Before you can target your right audience, you need to properly setup Google Analytics on your website.
Leveraging the Potential of Facebook Audience Insights:
Facebook Audience Insight is a great tool which enables you to target three groups of people on Facebook.
- Your Facebook Fans: consists of people who liked your page.
- Your Custom Audiences: You can target your existing customer base or email subscribers.
Other Facebook users: Get the demographics and the interests’ data of your ideal audience using Google Analytics and serve your ads only to those users.
Targeting Tips for Customer Retention:
Brand awareness is the major reason marketers use social media, but with the right strategy. It can also be used to retain your existing customer base.
Other Facebook ad targeting tips includes:
- Boost Posts that were Perceived Well already
- Use Geographic targeting
- Retain Customers Using Custom audiences
- Add a remarketing Pixel
- Consider Engagement Sara’s.
As this blog has already become too long so we in my next blog. I will discuss marketing strategies and how you should run your ads account to gain maximum profit!
Please comment down below your questions and I would love to answer.