Ultimate Guide to Facebook Advertising: with over 1.32 billion active users, Facebook helps businesses to reach their prospective customers. Now Facebook is considered a marketing platform that provides highly targeted paid advertisements to reach a vast audience.
Introduction to Facebook Ads
Facebook Ads allows you to present your product or service to your targeted audience and works on a PPC advertising model; it means you have to pay Facebook whenever a user clicks on specific Ads. It targets users on Age, Location, Demographics, Interests, gender, Activities, and much more.
Through the right Advertisement campaign, you can reach a wider audience and increase visibility and brand awareness.
Types of Facebook Ads
Different types of Facebook Ads available includes
- Photo Ads
- Video Ads
- Video Poll Ads
- Slideshow Ads
- Carousel Ads
- Message Ads
- Facebook Story Ads
- Dynamic Product Ads
- Messenger Ads
- Lead Generation Ads
- Collection Ads
- Instant Experience Ads
Pros & Cons of Facebook Ads
|Lookalike audience – advertise to those who might be interested with highly targeted Ads||You can only target Facebook users|
|Targeting based on Location, Age, demographics, etc.||Can be Costly- Requires effective Management|
|Monitor the Success of your campaign||To target Ads for specific days in a week or for a time in a day requires a lifetime budget.|
|Images and Video Ad types to attract customers||Less Organic Reach|
|Massive Audience Reach||Comparatively Slow conversion rate for a cold audience|
|Full control of Ads and Budget|
|Cost-effective Advertising Channel|
Create Professional Facebook Business Page
To generate revenue and increase brand awareness on Facebook, we need to create a professional Facebook Business Page. It can help you to reach and connect with your target audience.
Here in this section, we’ll discuss the easy steps to create a Facebook page that can help you to engage with your prospective customer;
To create your page, visit https://www.facebook.com/pages/creation/
Complete Business Information
Fill out all the required information that includes
– Page name
– Description of Page
and select “ Create Page” to get started.
Choose Profile Picture & Cover photo
In this step, you need to choose the profile picture & cover photo of your page. A profile picture is similar to your personal Facebook account picture. Here you can your brand logo that appears in the news feed.
Cover Photo of a page works as the background image and has an ideal size of approx. 820 pixels wide and 460 pixels in length.
Add Additional Information of your Page
In this section, add additional information on your page that can explain more about your business to your targeted audience.
- Business Hours
- Website URL
- Phone Number
More you can also edit your About section from the About Tab.
Add Call-To-Action Button on your Page
Once you are done with completing all required information, it’s time to add a relevant button to your page that can drive potential leads towards your business. You can add the button by clicking the “ Add Button” option.
In addition to all these steps, you can also customize your Facebook page tabs, set up and manage your Shop, list your services & offers, and also Facebook Ads display.
How to Create and setup Facebook Ads Manager
Facebook Ads Manager tool by Facebook is used to run and manage effective advertising campaigns. With this, you can track the success of your Ads as well.
So, before starting your Facebook advertising campaign, you must know about the Facebook Ads manager in detail.
To set up your Facebook Ads Manager,
1 – Create your Facebook Business Manager Account: To create a business account, go to business.facebook.com and click on “Create Account”. Fill out all required information and verify your email address.
2- Set up a Facebook Business Manager account for advertising: Through your Business manager page > go to Business Settings and add your business page, Ad account, and partners(users) if you are working in an agency.
3- Set up Facebook Pixel: it is a code snippet that can be used to retarget visitors from the website. To create Facebook pixel > Ads Manager > Event manager > Connect Data Source and select Web.
Select Facebook Pixel and add the Url of the website you want to display Facebook pixel on. You can either email your code to your developer or connect to other (partner ) platforms like WordPress & Google Tag Manager. You can also manually install pixels on your website.
Facebook Ads Manager Tabs
Account Overview Tab:
As its name says, it gives you an overview of your accounts, campaigns, and your Ads account performance.
It shows collective data from all campaigns.
Ad Sets Tab:
This tab shows all Ad sets within the campaign.
The tab displays each Ad in Ad sets of each campaign.
Creating Ad campaign through Facebook Ads Manager
To create a campaign, go to the Campaign tab and click “Create”. Once you create a campaign objective screen pop-ups where you need to select the main goal/objective of your Ads campaign.
Select your objective and name your campaign to get started.
In the Ads campaign hierarchy, after the campaign, Ad sets come. From your Ad sets tab,> click Create > Use Existing Campaign, select your campaign and name your Ad Set.
Set up budgeting & scheduling of your Ads campaign.
Select your targeted audience
Facebook Ads Manager gives different filters some of them include
- Custom Audience
- Interests etc.
These options can help you to narrow down Ad sets to reach your prospective/ targeted customer.
From Automatic and Manual placement, select the placement where you want your ad to appear. In automatic placement, Facebook itself decides and places Ad in the relevant position.
One of the most important steps – Choose your Ad format. From the above-mentioned formats, you need to select one right for your campaign.
Add Media(image/video), headline, description, website URL, and CTA’s. Preview your Ad before publishing.
Once you are done with the setup, click the “Place Order” button as a final step.
Create your Facebook marketing strategy
Set Right Goals
The first and foremost step in creating <em>Facebook Marketing Strategy</em> is to identify your goals. Whether you want to increase brand awareness or need to increase conversion rate, you should set clear and right goals for your strategy.
So, how to identify and Set Goals for your Marketing strategy?
You might be familiar with the SMART strategy to set SMART goals.
S = SMART
M = MEASURABLE
A = ACHIEVABLE
R = REALISTIC
T = TIMELY
Align your goals that are specific, achievable, and clear as per your business objectives.
Know your Targeted Audience
To reach the right people, you must know your targeted audience. Through Facebook Audience Insights, you can narrow down your potential customers based on different demographics that include Age, Gender, Education, Location, Interests, Activities, Language, and many more.
On plus side, if your page or website has enough engagements, you can also design your marketing strategy for your Lookalike Audience – similar to your existing customers.
Time to Create Engaging Content
Once you are done with setting your goals and identifying your audience, it’s time to follow the 80-20 rule to create engaging content for your audience.
What is the 80-20 Rule?
This rule says that 80% of your social media content should be to educate, entertain or inform the audience and only 20% of the content should be for your brand promotion.
You should plan weekly, biweekly, and monthly content calendars to know when to share and publish high-quality content on Facebook.
Set Advertising Budget
The next thing that comes in your marketing strategy is Budget. Investing in Facebook marketing can help you to reach those who have never heard of your brand.
Your Facebook advertising budget can be of Conversion or lead generation Ads, Facebook page likes, or post Boost.
In short, the Budgeting of your Facebook Marketing depends on your goals and requirements.
Page Optimization to increase Engagements
For your business success on Facebook, you need to optimize your business page first. Create highly engaging content using relevant keywords for your page. Try to be responsive and engaged on your page to increase engagement.
Your Page’s About section reflects all about your brand. Add relevant, clear, and up-to-date information about your business here.
Monitor and measure the success through Facebook Analytics
Facebook Insights is the powerful Analytic tool that can help you to track and monitor the performance of your campaign. Through this tool, you can measure multiple metrics that include Likes, Engagements, reach, Ads and posts performance, etc.
Here the section will cover the important tabs of Facebook insight tools to let you know more about it.
It will let you know how your page is performing or doing. In short, it gives a brief page summary of important key metrics that includes post reach, engagements, videos, views, and likes, etc. Using this tab, you can also compare your page with your competitor – Page to Watch feature.
This tab can help you to know about your Total Page’s Likes, Net Likes, and from where most of your likes came from. The graphical representation shows the strong performance of your page and also helps you to know whether you are getting likes because of Ads, suggestions, or directly from the Page. You can compare like and unlike sources and can also compare the averages.
Through this tab, you can track “reach” of your Facebook page and posts. It covers Post reach, Engagements ( Comments, Shares, and Reactions), Negative Feedback (Hide, spam, or unlike Page), and Total reach. It also helps in assessing the organic versus paid reach of posts.
Page View Tab:
Exactly like Google Analytics, this tab provides a Traffic report of your page. It includes Total page views, the total number of people who viewed the page, and source of view/traffic i.e. through Facebook, blog, or any other social media channel.
Page Action Tab:
The action tab explains what action people performed when they visit your page. Like whether they clicked a website or any specific action button.
Track the performance of posts through the posts tab. It tells users how well their posts are performing on Facebook. With the help of this amazing tab, you can also design your post strategy. You can also compare different key metrics like engagements etc. of your posts.
With the Messages tab, you can check the response time and the total number of conversations with people on your Facebook page.
Monitor the performance of your recent promotions through the Promotion tab. Like Facebook Ads Manager, it also gives an overview of running paid campaigns.
It gives an overview of the people who engaged, liked your posts or page, and your Page top fans.
Apart from these, it also includes Video, Event, Branded content, and local tab where you can monitor the performance of your videos, how your events page is performing, and demographics for your local business respectively.
Using this tool, don’t only monitor the success but, also analyze downward graphs to improve your social media marketing strategy.
3 Types of Facebook Ads Campaign
Cold Traffic/Prospective Campaigns
These campaigns are used to target people who have never heard about your brand. Cold audience or traffic is those that are never exposed to your brand. Targeting these audiences can increase brand awareness. The main objective to run prospecting campaign is
– To increase Brand Awareness
– To create interest of People
– To build an Audience pool
Prospective campaigns find and target people who are more likely to engage with your brand.
Lead Generation Campaigns
The goal behind lead generation campaigns is to create interest in people to generate prospective and highly qualified leads that turn further to sales. Comparatively to Google, Facebook is considered a far better option for generating leads.
Leads can be generated “instant form” filling or from call-to-action Ads.
Prospective campaigns help you to build new audiences whereas, through Remarketing campaigns you can target them.
It allows you to target and reach people who are already familiar with your brand. These campaigns can help you to achieve your revenue goals and more sales. Remarketing/Retargeting campaigns are designed for the audience who clicked Ads or visited the site through Ad.
3 Useful Facebook Advertising Tips
Clear Goal with Clear Call-To-Action
Whether you want to sell a product or create brand awareness, make sure you have clear goals and add clear CTA (call-to-action) to your Ad. A CTA helps users to click on your Ad for specific action e.g. Shop Now.
Simple and Easy to Understand
Although your product should have an attractive and tempting description but, for your Ads copy go with a simple and easy description that can drive leads. It should clearly explain what you’re offering and how it will benefit them.
Strong Visuals for your Ads Copy
Don’t overlook the power of images and attract visuals in your Ads campaign. Your images should not be blurry and complement your Ad copy. Clear, attractive, and quality visuals are likely to attract users.
Facebook Ads vs Google Ads
Like Facebook Advertising, Google Advertising a.k.a Google Adwords or Google Ads also helps in driving potential and qualified leads towards your business. So, which of the following is right for your business, and what is the major difference in both.
Here’s is quick comparison;
|Facebook Ads||Google Ads|
|Facebook Ads offers specific targeting based on interest, demographics, and Age, etc.||Google Ads provides broad targeting based on keywords|
|More exposure and clicks at a low cost||Higher cost for clicks|
|Higher engagements than Google Ads|
|Best to create brand awareness||Great to convert leads for purchase|
|Great for low-cost products||The right choice for high-cost products|
I hope the above Facebook advertising guide will help you in running effective advertising campaigns for your business.
However, to drive better results and to make your Ads work, you need an expert’s hands.
Shopify Pro is a leading Digital Marketing Agency in New York that provides Facebook & Instagram Ads marketing services that can help you to reach your prospective customer and in getting better ROAS.
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