Insights.
Facebook Advertising: A Guide to Launching an Advertising Campaign
26 May, 2017
Marketing
Facebook ads have become a 'must have' nowadays, and their number is growing day by day.
Why are people increasingly choosing to advertise on Facebook?
The reason is simple. Because they give very good results. If you put together the ad well, target people and follow the analytics, the results will not fail.
Selection of advertising objectives
The first thing you need to do is decide what you want to achieve with Facebook advertising. There are different types of ads, and it all depends on the goal you want to achieve.
For example:
- Increasing traffic from Facebook to the website
- Promote your offer or event
- Generate more leads
- Increasing the reach of your content on Facebook
- Increase the usage of your mobile apps
After we have decided what we want to achieve, we start creating the campaign. Facebook ads are best done through Facebook Ads Manager. You can reach it in two ways: via the Facebook page itself by selecting Manage Ads in the drop-down menu in the upper right corner or via this link.
Once you're in Facebook Ads Manager and have entered your company and payment info, it's time to choose the goal of your ads. You can increase awareness of your business or increase the number of conversions.
- If you are new to the market or want to increase the number of clients, then you will go to raise awareness of your brand, i.e. "awareness".
- To boost sales, promote a product or catalog, or attract more visitors to your store, focus on increasing conversions.
- If you want to capture people's attention and generate more interest in your business, consider investing in advertisements. This can help you reach a broader audience at events or increase the number of installs for your apps.
Advertising on Facebook is a long way, but it is worth every euro if the campaign is set up well. Of course, the better you focus on your goals and purpose of social media marketing, the more successful it will be. After these formalities, the real game begins; defining the audience and budget, creating and testing ads and finally tracking analytics.
Defining the target audience and budget
You can define the audience by different factors. You can target people based on age, gender, geographic location, interests, language, behavior and connections. It would be best to imagine the person or persons to whom you want to show your products, services or what you want to advertise.
For example, you make unique bags, which means that your target group will be women whose interests are shopping and bags, and who are, for example, between 18 and 40 years old. You are currently operating only in Croatia, so we will then target the area of our beautiful country. This is how you slowly put together the persona of your ideal customer. This is a small representation of what you can do, but there are many more possibilities to play with.
Budget is the amount you plan to spend on advertising. It can be daily or so-called lifelong. It depends on your preferences and of course, on what you want to achieve.
Ad location
The first thing you need to choose is which devices you want your ads to appear on: desktops, mobiles, or both.
In addition to the option to automatically place ads, there is also the option to choose a specific place where your ad will appear on Facebook or Instagram.
The options available to you are:
- News feed – the front page of Facebook
- Instant articles – web page articles that have been submitted to Facebook's advertising network
- In-stream videos
- Right column on Facebook
- Suggested videos
- Marketplace / Facebook market
- Stories
- Messenger
Once you have chosen the ideal place for your ad, the most creative part follows – creating the ad.
Creating ads
You've entered Facebook Ads Manager, set up your account, targeted your audience, defined your budget, and now it's time to create your ad. There are two ways to create an ad, the first is to use an existing ad, and the second is to create a new ad.
The content of ads will vary depending on the goal set for your campaign. However, they generally consist of text, graphics, a link, and a call to action.
Regarding the media part of the ad, the following options are offered:
- Single image – use of 1 image
- Video
- Slideshow – maximum 10 images
- Carousel – two or more images / videos with the ability to scroll left and right
- Collection – a mix of pictures and videos
When creating ads, you should pay attention to image and video formats, because Facebook has rules that you must follow. Ad Manager will clearly indicate which image or video format and aspect ratio are best suited for your ad. This way, you can avoid any errors in ad creation.
Payment
There are two payment options for your campaigns:
- Automatic payment – this means that you will be billed after you spend it on advertising
- Manual payment – with this payment method, you first need to pay Facebook and then advertising costs will be deducted from the paid amount.
You can find more information about paying for Facebook advertising on the official Facebook page.
Conclusion
Don't be in a hurry to start the campaign as soon as possible and don't let it run on its own for days without checking. It is very important to set up the campaign well, with an understanding of your target audience, while regularly tracking the results and optimizing the campaign. Watch analytics to find out what's working and what's not. All of the above is extremely important so that you do not waste money on advertising that does not bring you a return on investment.
Facebook is constantly changing, and so are its features, which must be tracked and used regularly. And if you need help, contact us, we will be happy to help you.
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