Everything You Wanted To Know About Facebook Advertising
Not sure if Facebook advertising is right for your business? Can it bring you the results you want? Is it so easy to call some settings to control ads (Ads Manager) and how much time and attention you have paid to advertise?
These questions I will help answer. And even more.
Let’s start with the first one.
Why Advertise On Facebook?
As many as 1.52 billion users log into Facebook daily. How enormous this number is to witness the fact that fewer people live in China, the country with the largest population in the world, than Facebook has daily. Every month, this number has grown to as much as 2.32 billion.
In Slovenia, these numbers are understandably smaller but still incredibly high. There are good millions of us (data from Ads Manager), about a quarter of a million a day.
You can rightly conclude that virtually every Slovenian has Facebook. Unless he has stepped well into his teens, or he is already strong in years, and modern technology is nowhere near him. Although, interestingly, in recent years growth has been based mainly on the 55+ population.
Facebook offers many different advertising options. But best of all, you can prepare your ads for every stage of the buying process – when someone doesn’t already know the brand, when they are considering alternatives, or when they are practically ready to buy, but just need the latest incentive.
My favorite with Facebook advertising, however, is the almost endless targeting options. When defining a target group, you can choose everything from basic demographic characteristics (such as location, age, gender, etc.) to behavior (such as people who travel a lot).
Of all social networks, Facebook offers the highest ROI, i.e. return on investment. How much profitability can you expect? The actual yield depends on many things, but for the sake of feeling, I will simplify it a little.
$ 5 on Facebook POINT OUT brings on average:
• 25 Likes.
• 62 Clicks.
• 476 10 Second Video Views Or.
• 1,700 Users Reached.
You may also be interested in how Facebook compares to Google advertising. Facebook or Google advertising is a topic I covered in a previous post.
Before You Start…
Two or three years ago, advertising on social networks was just one part of integrated marketing strategies. Today, it is often the most important component.
When in marketing or. If you decide to include a new communication channel (in this case Facebook advertising), it makes sense to think about how it connects with other channels. You adjust the strategy accordingly or completely redefine it.
Remember, good and effective marketing goals and derived Key Performance Indicators (KPIs) are a guarantee that you are not wandering around in the dark. The advantage of Facebook advertising is that most things can be measured. From the most simple, such as achieving a particular ad to more advanced, such as the value of customer life (Customer lifetime value).
What Do You Need To Get Started?
The least you need is an advertising account. But if you want the full set of options, you need a business page (Business Page). Why?
The only placement (Placement), which is authorized without a Facebook business page, the ads on the right side of the news source (News Feed). In most cases, this placement is not the most effective, so a business site is practically necessary.
It is highly recommended to work with ads also use Business Manager (SLN. The administrator of the company). This is a great tool that will make it much easier for you to work with pages, ads, and other contributors.
The Recommended Order Of Opening Of These Tools Is In Fact:
• Business Manager.
• Business Site And.
• And Then The Advertising Account.
• Now Let’s Look At Each Of These Points.
How Do You Open Facebook Business Manager?
Facebook Business Manager allows you to create, publish, monitor, and report on posts and ads. It all comes together in one tool.
Whether you already have a Facebook page or just your profile, the first step is to open a Business Manager account.
• Visit Facebook Business Manager and click on the “Create Account” button in the corner at the top right.
• Here are the steps to add assets already created (pages, advertising accounts, etc.) or to create new ones.
• In the next step, enter the company name, your first name, and an e-mail address with your company domain – so not Gmail, etc.
• Here are the steps to add assets already created (pages, advertising accounts, etc.) or to create new ones.
How Do You Open A Business Page?
Now you know that you need a business page for Facebook advertising. You can create it in many ways. I mentioned one earlier in the process of opening up Business Manager, but let me just mention two more.
You can start the process of opening a Facebook page by logging into Facebook and clicking on the arrow or in the far right corner above. Downward triangle. A menu opens and one of the options reads “Create Page”. Clicking on it will trigger the process.
Another way is to go to facebook.com/business and click the down arrow in the right-hand corner above. On the menu and select “Create a Page”. The process will guide you through all the steps of opening up from category selection to adding an image and a page description.
How Do You Open An Advertising Account?
At this point, I assume you have an open Facebook Business Manager and a Facebook page created. Now you have to go into the advertising account (Listing Account). The easiest way to do this is:
• Go to the Business Manager Settings page,
• Click on the ‘Add account’ (Listing Accounts)
• Click on the blue “Add” button (Add)
• Choose from three options available – adding, requesting access to an existing one, or opening a new advertising account. If you choose one of the first two options, enter your advertising account ID.
The opening is not yet the final step. Of course, you have to add a payment method to advertise. Add all your business information to your account settings first.
Then click on Settings means of payment (Payment Settings) add yet tender.
When making a payment, you can, among other things, decide when Facebook should charge for your advertising costs – time or when you reach a certain amount. You can also set a maximum amount of spending, which is especially convenient for businesses that set monthly or time budgets for advertising.
How Do You Set Up Your First Campaign?
The actual advertising is done on the Ads Manager platform (Ad editor). It is a very intuitive and easy-to-use tool for beginners but offers tremendous depth for advanced users.
As we found out, you don’t need a big budget to start your first Facebook campaign.
Each level has its purpose: we define the goals at the campaign level, we define the audience, the budget, the optimization, and the duration at the ad set, and at the last level we determine how the ads will look.
How Do You Define Your Campaign Goal?
As I wrote down, Facebook offers advertising goals for each stage of the buying process. There are 11 targets. They are divided into three groups according to the stages of the purchasing process, namely:
• Visibility (Awareness).
If you are interested in a more detailed explanation of each goal, I invite you to read a record that will guide you through the process of creating your first Facebook campaign.
In reality, what is at the core of your goal is crucial in setting your goal. Always proceed from this and not from e.g. materials or placements. In my lectures, I often ask a question that reads something like this: “You made a wonderful video. Which campaign goal will you choose? ”
The most common answers are “watch video” (Video Views), sometimes also “brand awareness” (Brand Awareness) or “activity” (Engagement). The correct answer is, “Depending on the goal you want to achieve.”
Content-type should therefore not be the primary deciding factor. You can use a video ad on Facebook equally well for app installation, reach, or conversions. I recommend that the content be tailored to the goal. But again, the content type should not dictate the goal.
How Do You Research And Identify Your Audience?
Before launching any marketing activity, it is a good idea to have your target audience defined and one or more target people derived from it.
Who can read your records, follow your brand, and buy your product? Defining your target persona will greatly help you target on Facebook.
You Can Target By:
• Demographic Characteristics.
• Interests And.
You can be very specific or very broad. There is no universal recipe. What is best always depends on the brand, and testing and design experience always help.
Facebook also provides us with the Audience Insights tool for targeting. It’s great for testing and exploring trends and topics of interest to your audience. It works on the principle that we take the existing target group as a basis, and we have three options:
• Everyone On Facebook.
• Followers Of Your Facebook Page Or.
• Custom Audience.
And just to mention Custom Audience – this is probably the biggest power of Facebook advertising. The tool lets you target people who have interacted with your posts, watched a video, subscribed to newsletters, or visited your site.
Have ideas for how to take advantage of all these targeting options? Great! Let’s move the matter a step further. Have you heard of Facebook Pixel?
What Is Facebook Pixel And Why Do We Use It?
Facebook Pixel is the code you insert on your website. With pixels, you can collect data to help you track conversions, create new audiences, retarget visitors, and more.
If you are already advertising on Facebook and do not have a Facebook Pixel implemented, then you are missing out on more effective advertising opportunities. If you are not advertising yet and just think you will be, then implement the pixel immediately.
Why? The data will be nicely collected by the time you are ready to create your first Facebook ad and be in the lead right from the start.
Facebook has provided clear instructions on how to implement a pixel. If you follow the steps, you probably won’t have any major problems.
How Does Facebook Pixel Help You In A Practical Sense? Here Are Just A Few Examples:
• With pixels, you can moderate conversions and analyze how people behave after seeing or clicking on your ad.
• You can use it for remarketing and show a visitor to an ad website a product that he or she recently viewed.
• You can create advanced audiences using Custom Audiences or Lookalike Audiences.
• You can optimize your ads based on the lifetime value of your customers so that you show your ads only to those visitors who have made the most purchases in the past.
What Types Of Ads Do We Know?
There Are Three Types:
• Video Or Picture.
The more you advertise and become familiar with Facebook advertising, the faster you will notice the Instant Experience. It’s about adding a landing page to your ad that you build through the Facebook tool. Great for those who find the landing pages challenging. Facebook also says they are increasing the chance of conversion – a winning combination!
A slideshow is also available. Again, the tool they offer so you can make a video from your pictures. Convenient, right?
How Does Facebook Determine Which Ads Are Displayed And How Much They Cost?
Showing ads is determined based on these auctions (Ad Auction). An auction happens every time a user sees an ad. Auctioneers are ads that target the audience a user belongs to.
The ad that wins the auction and then appears to the user is the one with the highest total value. The total value of an ad is determined by three parameters:
• The amount that you as an advertiser is willing to pay (bid)
• Responded to the affected user (Estimated action rate),
• Relevance and quality of the ad.
Let’s say your ad receives a lot of negative reactions. For Facebook, this will signal that the ad is not of the highest quality. Or, let’s say that the content of the ad is something that the user has responded to many times – it will have a positive effect on the ad’s visibility.
A limited number of ads are shown to the user at any given time. Auctioning is a system that eliminates bad ads and shows the user only more relevant ones. Also important is how much you are willing to pay to see it. You can also buy Facebook Likes UK for better help. You regulate it yourself, but too low a bid will negatively affect your display, and too high will negatively affect your wallet. For better understanding, I adapt to the video.
How Do You Track The Results?
The easiest way to review your advertising performance is directly from the Ads Manager. In doing so, be sure to set an appropriate date range.
You can also mark two different periods to compare campaign performance and how it changes over time.
You can also compare multiple ad groups with each other, or go down a level and compare ads directly.
Ads Manager does a good job of displaying the most important metrics, and you can easily change them. On the right above the table, you can click on Columns and choose from different reports or add custom metrics.
You may also be able to set up automatic submission of performance reports.