Times change. And if earlier all marketers, as one, kept repeating, "Facebook will soon take over the world!" Now is the time to admit this.
And following the social network's growth, advertising on
Facebook is gaining momentum.
Therefore, in today's material, we will share everything you
need to successfully set up and launch your first advertising campaign.
What is FB
advertising?
In simple terms, this is a tool with which you can easily and
quickly reach the audience you need using various ad formats. In capable hands,
this social network is a "customer vacuum cleaner" for your business,
regardless of its niche.
Classically, ads are divided into two categories: those that are
shown in the news feed - promotional posts- and those that hang in the site's
right column.
An example of promoting a mobile application for cooking
recipes. In this case, ads in the promo post format for mobile devices were
used.
3 main rules of
social media advertising
Before you start, you should learn and remember three rules.
Always, hear, always use them as basic principles - only thanks to this, His
Majesty Success will look around the corner and wink at you with one eye:
1. Be clear about what you want to achieve with advertising.
This must be done before calculating the advertising budget. The goal can be
anything: increasing brand awareness, sales, buying video views, etc. All
operations with future ads cost money, so be sure to decide what exactly you
still need.
2. Know your target audience. FB has millions, if not billions,
of human data at its disposal. Spend enough time "probing" your
target audience. Gender, age, place of residence, marital status, work,
hobbies, interests, a favorite pastime, problems and "pains" - all
this you need to know to target ads to the "right" people.
3. Constantly update your listings. Make regular changes to your
customized ads to prevent your audience from suffering from banner fatigue
syndrome. "Banner fatigue" is when people see an ad for the tenth
time, think, "Oh my God, this again!" and, of course, do
not click on it. Alas, when an ad's click-through rate (CTR) drops, Facebook
becomes indignant and raises the cost per click (CPC) of your ad. All this
ultimately affects the advertising budget.
The process is presented in 7 simple steps, following which you
will Find out how to make a Facebook ad or visit a facebook advertising company
You can set goals, build your audience, calculate a budget and launch an ad.
Step 1: Create a
business page
After registering on FB, you need to prepare a special business
page. Its category should exactly match what you are going to promote. The name
of this category will be shown to page visitors. And now, in order:
·
Go to this address
facebook.com/pages/create
·
Choose the appropriate category;
·
Fill in all the data and click
"Start."
Step 2: Determine
the purpose of your advertising campaign
In this situation, you should use an effective technique for
setting SMART goals.
This means that your goal should be:
·
Specific - Precise: what exactly do
you want to get as a result?
·
M measurable - Measurable: how will
you know the goal has been achieved?
·
An attainable - Attainable: how
will the goal be achieved?
·
R Relevant - Relevant: is this the
goal you need to set for yourself?
- Time-bound - Time-limited: The goal must be
reached at what period or by what time.
It is clear not immediately or very soon, so here is an example
of the right goal: close 100 sales in two months. Only such a goal (and not
"sell more when you can") will help you correctly build advertising
tactics and choose the right ad format.
Step 3: Pin your
goal on FB
Okay, you already have a business page and know what you want to
achieve with FB. Now you need to go to the Ads Manager page (facebook.com/ads/manager)
and select the goals of the future campaign.
Everything is pretty simple here. If you want people to attend
the event, choose "Grow attendance at your event." If you need
traffic to your blog or landing page, "Redirect people to the
website" will do. It's easy to understand. Next, give the name of our
campaign and click on "Create an advertising account."
Step 4: Determine
the audience, display locations, and budget for your ad campaign
You can create a new audience or use a saved audience. And there
is also the opportunity to show ads to familiar customers using the
"Custom Audience" feature.
Setting up the
audience
This is one of the most crucial steps. So, jokes aside. You can
set up an audience (or target) by location, age, gender, language, interests
and online behavior. But, as mentioned above, all these data must be determined
in advance. So, it is advisable to write it on a separate piece of paper.
Well, a little
about "Custom Audience."
These are the people who already know about your business. To
create such an audience, you just need to list their data (email addresses,
phone numbers or id) or put a special code (retargeting pixel) on your site so
that such an audience is formed automatically.
This feature is good because, with it, you can either set up
upsells for regular customers or completely remove them from the target so as
not to bother with your ads and not waste your budget.
TIP: We recommend you to visit Mavenup
Creatives, as it is the best facebook advertising company that
provides its services all over the USA.
Placement settings
Placements are the devices and platforms on which your ads will
appear. Devices are obviously of two types: PC and mobile. From the sites
available to us: FB, Instagram and the Audience Network (displaying ads on
other sites and in some mobile applications).
Setting the budget
Great, we have set up the audience. Let's move on to the budget.
It is of two types: daily and for the entire validity period. When choosing a
daily budget, you set the maximum amount spent on advertising per day. In the
second option, the budget is the amount we are willing to spend for the entire
advertising campaign period. In principle, everything is simple.
Setting the type of
payment There are two payment formats: for clicks on an ad and
impressions. In the first case, Only, when someone clicks on your ad do you
have to pay? In the second case, that ad is shown on someone's screen every
time. The first option is more expensive. The second is cheaper.
After choosing the payment format, you need to decide on the
time of impressions.
If a budget has been set for the entire duration of the
campaign, Facebook will offer to create an advertising schedule in which you
can define a specific display time: days of the week and hours.
The schedule is one of the best ways to save your advertising
budget, especially if the ad is set to a specific region. What kind of fool
would be sitting on Facebook at three in the morning (there are, of course,
such people, but they are few)? Therefore, we put on shows from 10.00 am to
11.00 pm and live peacefully, knowing that money is not wasted.
Step 5: Choose Your
Ad Format
Well, the most fun part of our instructions is next: the direct
creation of ads. And if someone had time to think that this was sarcasm - alas,
we were not joking at all. This is indeed an interesting and exciting stage,
which requires maximum professionalism from the advertiser.
Now 4 formats are available in Russia: one image, carousel,
video and slideshow. A description of all formats is in the screenshot. Each of
them has its limitations and recommendations.
Choose the appropriate format (in our case, this is one image)
and upload the prepared image. Then, link your business page and, if necessary,
an Instagram account.
Important: FB does not like pictures with text; such ads do not
pass moderation. The image shown in the screenshot above is chosen by us solely
for clarity.
Next, enter the URL of the promoted site/page, title and ad
text.
Step 6: Place your
ad
Okay, the ad is set up and on the low start, ready to run. Now
it remains only to click the green button "Place an order." After
that, the following window will pop up:
We enter the necessary data, pay and wait for an email from FB
stating that our ad has been moderated and successfully launched.
Step 7: Create Your
Ad Campaign Reports
After launching the first ad, you need to learn how to track and
analyze your successes and failures. That's what a Facebook ads account is for.
The reporting guide has a full explanation of how to make them.
By default, all the data and metrics of the advertising campaign
are configured by FB itself, but everyone can customize them for themselves.
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