Facebook Advertising Guide
Facebook advertising cannot be ignored. I am sure you have seen the advertisements that rule your newsfeed as well as the sides of your Facebook page. You may or may not click on those ads, but Adobe’s research shows that Facebook advertising offers the most valuable clicks in social media advertising. Facebook’s active users account for ⅕ of the world’s population. With the right tools, ideas and marketing strategies, you could take advantage the social platform and generate leads and conversions for your business.
Types of Facebook Advertising
First, you should understand the type of Facebook ads available. When you’re creating a Facebook ad in the Ad Creator tool, you will have three options to dictate where the advertisement can appear to the viewer: Mobile, right column, and the News Feed. The right column ads are cheaper than the other two options, so they might be a good option to start with, although it’s probably best to play around with all three types to see which one works best for your campaign and budget.
The Ad manager on Facebook is a great tool that allows you to get started campaigning on Facebook. Once you press the Create Ad button, Facebook will ask you what your advertising goals are, in order to help you measure and achieve them. Some of the answers you can choose from: App Installs, Website Conversions, Event Responses, Page Likes. If you’re promoting an external website, website conversions is probably your best bet in order to increase and measure your CRO.
Audience Insights: Facebook’s Audience Insights tool is one of the most important tools at your disposal. It allows you to easily target the right audience for your product or service. Facebook’s research tools are among the most detailed and targeted. This tool, located within your Ad Manager, easily helps you find your audience. You enter a word that describes your market and, as a result, are given categories similar to that word. The data is gathered from Facebook profiles and third party marketing companies.
When first starting in Audience Insights, you have the ability to start from three different starting points: everyone on facebook, a custom audience (that you’ve created in Power Editor or Ad Creation tool), or people already connected to your Facebook page. Once this is done, you can explore the data given to you by Facebook and adjust your target audience accordingly.
Reports: Facebook has recently changed their interface so that there isn’t a separate link to reports any longer. Instead, the entire Ads Manager function is the reports feature.
Campaigns: The campaigns page displays all the ads you’re running. You can check the performance of all of them together (to see trends) or separately in order to judge which ones are working best for your target audience.
Pages: The Pages page allows you to manage the Facebook Pages you control. You can see the most recent activity on all of them easily and can quickly edit the Pages if needed.
Power Editor: The Power Editor function allows you to create detailed advertising campaigns targeting custom audiences.
As we’ve mentioned earlier, Facebook allows you to create custom audiences. This is a great tool everyone should take advantage of – it easily allows you to enhance your advertising campaigns and increase your conversions. This is because when you create a Custom Audience, you ad will only be seen by a target market that you suspect will be interested in YOUR brand. If you’re a company that is attempting to sell baby clothes, you wouldn’t want to target teenage boys. They would never convert. But perhaps a 28 year old woman expecting her first child would – custom audiences allow you to easily reach people like her.
To create a Custom Audience, it’s an easy step-by-step process that you can achieve by going through the Ad Manager tool menu. Once you’ve completed the process, you can save the Custom Audience and use it again for another advertising campaign if you choose to do so.
Budgetary and Scheduling Concerns
Facebook makes it easy for an advertiser to stay within their budget. You can choose to pay a specific amount per day and Facebook will never charge you more than that amount each time the advertisement runs (the daily budget resets at midnight each day). Or, instead of a daily budget, you could set a lifetime budget for a specific ad. Facebook will run the ad until the budget amount is reached or the ad end date that you set up arrives, whichever comes first. You can adjust your spending limit in the Ads Manager tool. After you’ve created your ad, picked where to place it and decided on your budget, Facebook will take up to 24 hours to review it and make sure it’s appropriate. After they approve it, you’re set and ready to go.