In case you’re a brand wanting to blossom with social media, dominating Facebook marketing will be vital. More than 2.8 billion individuals utilize the stage each and every month. That is a great deal of likely eyeballs on your business. Since here’s the thing about Facebook: while you may believe it’s simply where your auntie can leave obscure remarks on your excursion pics, it’s likewise a spot for crowds to associate with organizations of all shapes and sizes.
66% of Facebook clients report visiting a neighborhood business Facebook Page one time each week. This computerized commercial centre is tremendously clamouring, in case it’s not very striking of us to say. Individuals are searching for you! Be that as it may, assuming you need to take advantage of this crowd, you can’t simply depend on karma. An engaged Facebook promoting system is fundamental. Prepared to dominate the compelling artwork of Facebook advertising? Here’s beginning and end you need to know in the year ahead.
In case you’re working with a restricted spending plan, we have some uplifting news: setting up a Facebook Page for your business is totally free. Then, at that point, whenever you’ve made your Page, you can utilize it to make content, share your contact data, connection to your site, assemble an item list and speak with your clients… likewise for nothing.
In the event that you do have some money to save (gloat alert!), there’s the alternative to utilize paid promoting techniques like Facebook advertisements and supported posts from your Facebook Business Page, as well. In any case, stage one is to set that Facebook Page up (did we make reference to that it’s free?). Here’s the secret:
On the off chance that you’d like somewhat more assistance overcoming the arrangement cycle, we have you covered. Look at our full post on the most proficient method to make a Facebook Page for business.
Facebook is where we interface with loved ones, and—however much we would rather not let it be known—it’s quite darn habit-forming. Facebook apparently has multiple billion dynamic month to month clients, and those clients invest more energy on Facebook than on contending informal organizations. Moreover, Facebook claims Messenger and Instagram, two other famous versatile applications open to Facebook sponsors through its promoting stage. That is a great deal of dynamic, drawn in rush hour gridlock to head to your greeting page.
Facebook is intended for imparting individual updates and data to your organization, for example, excursion photographs, new tunes you’ve found, and relationship situations with. Every one of the preferences and associations made on Facebook and Instagram make nitty gritty client profiles sponsors can take advantage of through designated advertisements. Facebook sponsors can coordinate with their items and administration against a considerable rundown of clients’ inclinations, attributes, and practices, bringing about a higher probability of arriving at their optimal clients.
Most organizations have a Facebook and additionally Instagram business page they use for interfacing with their fans and clients via web-based media. At the point when you choose to utilize paid advertisements on Facebook and Instagram, you can pick to have them come from your image’s social pages. This frequently brings about expanded brand openness and new devotees for your organization, which is one of the advantages of promoting on friendly stages.
Many of the people who give up on their Facebook advertising efforts do so because they set up their account incorrectly or become so overwhelmed by Facebook’s myriad ad options that they never make it to the point of actually running a campaign. So, to start off on the right foot, you first want to ensure you set up your Business Manager account correctly.
Business Manager is the section of Facebook that houses your Facebook ad account, business pages, and other tools you’ll need to run your ads. To create your Facebook Business Manager account, go to business.facebook.com and click Create Account.
Facebook will ask you for your business name, your Facebook business page (create one first if you don’t have one), your name, and your email address. Next, you’ll need to create or add an existing advertising account. This can be done by choosing Business Settings in the Business Manager menu, then clicking More Tools and Ad Account Settings. You will be taken to a new window and given the option of adding an existing ad account, requesting access to an ad account, or creating a new ad account. If you’ve never advertised on Facebook before, click Create a New Ad Account and follow the prompts. Now that you’ve set up Business Manager and connected it to your Facebook business page and ad account, your home screen should look like this. This is your advertising hub, where you can navigate to all the different areas of your business on Facebook.
One of the most common frustrations among new Facebook advertisers is understanding whether or not their ads actually worked. It’s possible to boost a post or even set up an advertising campaign in Ads Manager, but without installing the Facebook pixel you won’t know whether an ad drove any sales on your website.
The Facebook pixel is the connection point between your Facebook ads and your website. The pixel is a tracking code you need to create within your Business Manager account and then add to your website before you begin paying for ads. It shows you all the actions being taken by visitors coming to your website through your Facebook ads. Essentially, the Facebook pixel tells you not only if your ads drove results but which specific audiences and pieces of creative those conversions came from.
Setting up the Facebook pixel on your website is easier than it sounds and rarely requires digging around in code.
If you’re using WordPress, setting up your Facebook pixel is as easy as copying your pixel ID (a 16-digit number) from your Business Manager account and pasting it into the Facebook pixel ID field, located under Online Store in the preferences section of your WordPress store.
You should start seeing your website’s activity within a few hours of adding your pixel ID to your WordPress store. Stats such as visitors, add to carts, and purchases are recorded in your Business Manager account under Pixels.
Targeting the right people with your ads is one of the keys to being successful with Facebook advertising. Facebook has billions of users worldwide, so finding those most likely to be interested in your brand or product requires the use of Facebook’s audience’s feature. Audiences is a section within Business Manager where you can create lists of people to target with your ads. There are several different features available within the audience’s section to help you define these lists, but they can be divided into two broad categories: retargeting and prospecting.
Someone who has visited your website, added something to their cart, or followed you on Instagram is more likely to consider buying something from you—they might just need a little encouragement. If you’ve ever browsed a brand’s website and then found yourself targeted by its ads every time you open Facebook or Instagram, that’s called “retargeting,” and it’s one of the most effective forms of Facebook advertising. You can create Facebook retargeting audiences using the Custom Audiences feature, located in the Audiences section of Business Manager. Custom Audiences offer you the option to tap into all the data captured by your Facebook pixel and business pages.
Creating a Facebook ads campaign
The ads you see in our Facebook feed—those images, videos, and carousels accompanied by the word “Sponsored”—are actually part of a larger setup created by advertisers, called a campaign.
The first step in creating your ads is creating a campaign for them to live within. The structure of a campaign, and its corresponding Facebook ads, within each campaign is an ad set. This is where you choose your audience, budget, and targeting, as well as the ad users will see. A single campaign can contain multiple ad sets, allowing you to test various audiences and individual ads against each other to find which of each performs best so you can focus there.
To begin creating your first campaign, go to the Ad Manager within your Business Manager account and click the Create button. From there, you will be asked to select an objective. There are three categories of objectives within Facebook ads: awareness, consideration, and conversion.
Under each category is a short list of more detailed options, such as traffic, video views, and product catalogue sales. You should consider what your goal is as a business and what you want to achieve with your Facebook ads and let the answers guide your decision.
Here are some examples of how different goals will affect the campaign objectives you set:
No matter what objective you choose, Facebook will always charge you for impressions—the number of people your ad is served to. It is important to communicate to Facebook what your objective is so your ads will be optimized to reach your goal. If you choose Traffic but are actually looking for website purchases, you won’t be guaranteed to reach your goal because it was not chosen as your objective at the campaign level. Before moving onto ad sets, you will also need to name your campaign, an important consideration that’s easy to overlook.
Coming up with a naming convention for your campaigns, ad sets, and ads helps keep your account organized. Naming conventions are a system you create to help you identify your objective, who you’re targeting, and where your campaign fits into your overall strategy, at a glance. Your campaign names can also identify which Facebook audience (e.g., prospecting or lookalike) the campaign is targeting and other key information. How you choose your naming conventions is up to you. The most important thing is that you are consistent so your account stays organized and easy for you, or other members of your organization, to navigate.
Setting up your first ad sets
After choosing your campaign objective, Facebook directs you to the ad set level, where you’ll have the opportunity to choose:
You may be asked to provide more information on the type of event you want Facebook to optimize for, depending on what you chose as your objective. For example, if you chose Conversion, hoping to get more sales on your website, you will need to choose the type of conversion event you’re hoping for, within the ad set section.
Facebook can only optimize for conversion events it has seen on your website. If you haven’t received any purchases or add to carts, the option to optimize for these events may not be available to you. In this case, you can choose Traffic and aim to unlock the option to optimize for purchases down the line.
The next step within ad sets is to enter your budget and choose whether you want it to be a daily budget or a lifetime budget. Deciding how much to spend depends on several factors:
Your average customer acquisition cost: if you have tried paid advertising on other platforms and have a customer acquisition cost, you will want to apply it here.
You always want to make sure you are giving Facebook ads a fair shot by allocating enough budget to achieve your goal. Once your ads are published, you need to allow time (and budget) for Facebook’s “learning phase”—the period when its algorithm examines your data. You can use Facebook’s campaign budget optimization (CBO) to automatically manage your campaign budget across ad sets to get the best results.
Within ad sets, you will be given the option to select and refine a prospecting or retargeting list you created in the Audience section. Choosing locations, genders, ages, and languages can help narrow your audience further and provide more variations to test in different ad sets. Further down the page is the option to add detailed targeting through Facebook behaviours, interests, or demographics. Here, you can opt to use these categories to create a new audience to layer on top of your existing audiences or simply stick to a Custom or Lookalike Audience you’ve selected above.
At the ad set level, you also can target people based on Connections by tapping into lists of people who like your business page, app, or events, as well as their friends. If you have a large number of people that fall into these categories, targeting based on connections could put your ad in front of a great prospective audience.
Finally, ad sets give you the ability to select where you want your ad to appear. As mentioned above, Facebook owns other popular apps, giving it the ability to place ads outside its own News Feed. If you are interested in reaching only Instagram users, for example, ad sets let you exclude all other placements. Facebook recommends selecting automated placements for your ad set. This option allows Facebook to optimize for your campaign objective by using all placements available to produce the best results.
Choosing your creative.
The final step in creating your Facebook ad is coming up with the creative—the ad itself. Facebook advertising is quite different from traditional advertising and has its own set of best practices for Facebook ad creative that actually converts. When creating an ad, you will be given the option to select the Facebook business page and/or Instagram account that will present your ads. This secondary benefit is a great opportunity to grow brand awareness and social media followers, even if it isn’t your overall campaign objective.
One of the most common Facebook ad formats in ecommerce is the dynamic product ad. If you’ve ever browsed a store online and then been retargeted with the exact products you viewed, you have seen a dynamic product ad in action. These ads pair your Facebook pixel data and your Facebook product catalogue, so visitors to your website are shown products they looked at or added to their cart.
The Facebook product catalogue is another connection between your business website and your ad account that can be set up within Business Manager, under the Assets menu. You can create a catalogue through your Facebook pixel or, if you are using Shopify, you can add the Facebook sales channel and sync products seamlessly to your ad account.
Once your catalogue is created and you’re ready to make a dynamic product ad, return to the Ad Manager and create a new campaign with Product Catalogue Sales as the objective. This will allow you to select your product catalogue at the ad set level, as well as customize who you want to show relevant products to.
Aside from retargeting past purchasers or website browsers, you can also use dynamic product ads for prospecting. If you choose this option, Facebook will show products on your store it believes will be relevant to new prospects, based on their profile data, even if they haven’t visited your website before.
Setting up a campaign on Facebook is an important first step, but learning how to monitor its performance and optimize it over time is necessary if you want to succeed on the platform. Typically, you will want to check in on your Facebook ads at least once a day (even more frequently as you increase you spend).
It might be tempting to make changes to your targeting or turn off an ad if you don’t see purchases after one day, but it’s important to be patient. Facebook ads need time to optimize so the algorithm can learn who is most interested in what you’re selling. If you aren’t sure whether you should turn off your ad, try waiting until it gets at least 1,000 impressions before investing more or shutting it down to test something new.
Creating a funnel
Prospecting and remarketing are both important audiences to target, but they generally work best when done together to create a “funnel.” A funnel is a marketing strategy based on the simple fact that the vast majority of people you market to aren’t ready to buy right at that moment. A funnel-based approach to marketing focuses on tailoring your advertising depending on your audience’s intent to purchase and familiarity with your brand and products.
Creating a funnel on Facebook can be done by targeting a cold audience of prospective customers, such as a Lookalike Audience or a behaviour-based audience in one campaign, and retargeting those who visit your website in another campaign. As you scale your advertising budget, your funnel can become more intricate, with multiple campaigns that target customers at different points within the funnel. The above example shows how one campaign can be used to drive awareness and traffic from a larger audience at the top of your funnel and subsequent campaigns can re-engage or retarget that traffic to bring them back to purchase.
If prospecting using the Purchase Conversions objective is not generating sales for your business, choosing a less expensive, higher-funnel objective, such as traffic or add to carts can create a list of prospects to retarget with a second campaign. This effectively will create a funnel with your Facebook ads, where you can serve each target audience different types of creatives that bring prospects back to your website to complete a purchase.
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