Are you looking for the ultimate guide to build your advertising campaigns on Facebook?
Then, you’ve come to the right place.
In this post, we’ll walk you through everything you need to know when creating a Facebook Advertising Campaign.
But first, let’s answer a couple of questions.
What are Facebook Ads?
Facebook ads are an excellent platform that mostly targets users based on their specific location, demographic, and profile information. Majority of these options are only exclusive on Facebook.
But the thing is, there are so many experts out there that are claiming that their strategy is the most effective.
Moreover, there are a lot of brands and startups that find Facebook advertising a bit intimidating to use. They’re easily overwhelmed with the sea of options to choose from.
Keep in mind that while setting up your Facebook advertising campaigns, it does offer a lot of options. But once you get the hang of it, it isn’t quite as overwhelming.
Why You Should Advertise on Facebook
In a highly digital world that we live in, social media should be an integral part of any business’ marketing strategy. It’s an excellent way to drive in engagement, create links, and share your content with your audience.
Social ads allow you to reach even more of your audience for a minimal cost. You can also turn these users into loyal brand evangelists as long as you keep marketing to them.
So if you want to stay on top of social media, then you should be utilizing a platform that allows you to use these ads ‒ Facebook.
Without a doubt, the social channel is by far the most popular place for your social marketing efforts. 62 percent of local advertisers use it, and for a good reason.
How to Create an Effective Facebook Ad Campaign
Set goals for your Facebook ads
Before you start and craft any ads, it’s crucial to think why you’re advertising in the first place.
What do you want to achieve?
According to Voy Media, it’s vital to set goals before publishing and going live with your ads. That way, you have something that you can measure your results against.
For instance, if you want to increase website clicks through Facebook ads, then you must set a goal of say, 100 website clicks in a month. Doing so helps you choose the right objective when crafting your Facebook ads campaign.
Other examples could be:
- Generating Leads
- Improving the attendance at your local event
- Enhancing the reach of your content on the platform
- Boosting your site traffic through Facebook
- Promoting social engagement on your Facebook page
Choose your objective
After you start a strategy, the next thing that you need to do is to choose your goal.
It’s crucial that you choose the right one since Facebook optimizes the placements of your ads based on your objective. Choosing the right objective lowers your CPC and boost your results.
You can select from the following objectives:
- Brand Awareness
- App Installs
- Lead Generation
- Video Views
- Store Visits
- Catalog Sales
Choose the objective that aligns with your goals. For instance, if you’re running a video campaign intended to boost your sales, opt for “conversions” instead of the “video views” choice.
Of course, you might want more video views but not to the extent that you’re losing conversions on your end. So it never hurts to split-test your objectives first.
Assign a budget for your campaign
If you’ve already set your target audience, you can now think about how much you’ll have to spend on a specific ad.
Once you’ve established a budget, it’s important to remember that amount is the maximum amount of cash that you’ll spend.
You have the option to set your budget to Daily and Lifetime:
- Daily: The average budget that you have to spend in a day
- Lifetime: The maximum budget that you have to pay during the entire duration of your advert set.
Choose which ad placement you want to use
Your ad placement is where it will be shown with FB ads. You can choose the specific locations that you want your ads to appear in.
These may either show up in the mobile News Feed, right column, and desktop News Feed. Moreover, you can craft ads to appear on Instagram.
Facebook usually recommends utilizing the default ad placements for the objective you pick. That allows the platform to optimize placements to get the best results for a minimal cost.
Pick out the best ad format
There are several ad formats on Facebook that you can choose from.
You can either select:
- Single image ads: Crafts to up to six different variations of your ad using a single image.
- Carousel ads: Allows you to show multiple images and videos.
- Video Ads: Create an ad with a single video
- Collections: Creates a full-screen mobile experience.
Note that every ad type has a unique set of benefits. However, carousel and video ads have the highest engagement and click-through rates.
Target your audience
Before creating your ad campaign, you need to have a solid idea of who you want to target in the first place.
Here, you can utilize:
- Custom audiences: Targets a particular set of people from your email list, users that have made specific actions on your website, or your social media profiles.
- Lookalike audiences: This type usually replicates the same qualities and characteristics of your custom audiences.
- Connection targeting: Lets you know if you want to show your ads to specific users that aren’t related to your brand.
- Location targeting: Targets your audience based on the country, city, state, address, or zip code. You can even refine this even further with a one-mile radius.
- Behavior and Interest targeting: Targets users based on their interests, activities, pages they liked in the past, and other related topics.
Conduct A/B tests on your Facebook ads
Source: AdEspresso (Eventbrite)
A/B testing is a marketing strategy that has two versions. The A and B (the Control and the Treatment) that are tested against one another. The primary goal is to pinpoint the changes that improve the chance of what you want to happen.
Aside from that, you can also experiment with different Facebook audiences and ad placements. That way, you’ll understand what’s your ideal audience, and the kind of placements that can best reach them.
A/B tests run for several weeks, as you wait for the new results to come in. After the test is finished, a conclusion can be made on the end whether or not one option outperformed the other.
So unless you’ve already run several Facebook ad campaigns for your product, it’s quite tricky to determine what kind of ad design works best. Or the kind of demographic that wants to buy your products.
That’s where A/B testing comes in. It allows you to test several ad designs and effectively target audiences to know which ads are the most effective.
The image above shows that Eventbrite, event management, and ticketing website in the US, executed a split test between a stock photo against a simplistic advertisement with a custom background.
Track the performance of your campaigns
After starting your campaigns, it’s crucial that you track them carefully. There are some campaigns where you would often see spikes of CPC after the frequency increases.
Some may start with a higher CPC more than what you’ve initially thought it would. Moreover, there are also others that are not performing as well as you like.
Facebook’s Ads Manager gives you all the nitty-gritty details of all your active campaigns.
The most important metrics to watch out for are the relevance scores, frequency, CPC, and the number of actions taken.
Over to You
Facebook ads give you a multitude of options to choose from. Once you know how to work your way through, then you can maximize your results. As long as you have a solid plan beforehand, the entire campaign creation process for you will become a lot easier. As a result, you’ll be able to create stronger ads in the long run.
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