6 Things to Know About Facebook Advertising
Regardless of whether you’re a Digital Marketing newbie or established online business owner, you probably know how important Facebook Advertising (also known as Facebook Ads) can be for your brand. But, let us show you, in case you’re not that familiar with the social network’s promoting power.
Facebook has over two billion monthly active users, among which, you’ll be able to find people from all over the world, with different age groups, interests and ages. A big proportion of those users log into Facebook several times a day, so it’s fair to say that it’s smart to invest in Facebook Ads hoping to reach the right audience for your products or services.
However, to use Facebook Advertising correctly, there are certain things you must know before you set up a campaign if you want to make the most out of social media marketing budget. Scroll down to learn some the basics of Facebook Ads, and a few tips and tricks to skyrocket your Return on Investment (ROI).
What You Need to Know About Facebook Ads
Why Do You Need a Facebook Page?
First things first, let’s talk about the overall importance of Facebook for your digital marketing strategy.
There’s a big chance that an important part of your customers are already Facebook users and, as a result, your brand or company would only benefit from having a Facebook Page.
Think of a Facebook Page as another way to display your products and services and connect with clients: You must make sure that anything you post relates to them, engages with your audience and keep the conversation going.
If you’re an established brand who’s only now creating a Facebook Page, you could promote it through email or even word of mouth marketing and get your audience to “like” your page.
If you’re an entrepreneur or a start-up, you may find it difficult to get fans for your page; after all, Facebook is always updating its algorithm, and organic (not paid) posts only reach a few people.
That’s exactly where Facebook Ads come in handy to help your brand increase its visibility, getting not only fans but real potential customers in the process. But how does it work? Keep reading!
Determining a Goal
Facebook Ads can have different goals and objectives, depending on your business and its unique needs.
For a new brand, the focus should be on awareness, visibility and reach: You want as many people to get familiar with what you do as possible.
Established companies may want to expand their audience in other areas of the world or to promote a new product or service. Either way, Facebook Advertising includes different ads to get as close to those goals as you can. Take time to realise what your intentions with the campaign will be, considering what your particular needs as a brand are before you pay an ad or set of ads.
Choosing an Audience
Facebook Advertising is not new, but it only gains relevance as the years go by. When used correctly, Facebook Ads allows you to reach more the right customer for your brand, based on a targeted audience that is completely up to you.
For example, imagine you’re a party planner who lives in London, you can set up a campaign to reach only women between 27 and 35 years old who live in London and are active Facebook users, which would allow your ads to be viewed by a demographic appropriate to your brand.
The lesson here is that, when you’re targeting an audience, you must be specific. Otherwise, you may spend money on ads not attracting the right people for your business.
However, if your brand is new, you could experience issues targeting audiences because you don’t know your customers yet, and professional research can represent a rise in costs you may not afford. That’s why you can come out with Buyer Personas for your business before you set up a Facebook Ads campaign. Think of Buyer Personas as your ideal customer and use both significant data and your imagination to create as many as you need.
Going back to our example with a wedding planner from London, he/she could benefit from having this Buyer Persona profile:
Name: Emma Bridal
Occupation: Upcoming, Eco-friendly Fashion Designer.
Problem: Emma can’t find an event planner in London who can make her Eco-friendly dream wedding come to life on a smaller budget.
This hypothetical information can develop a eureka moment for our beloved wedding planner, realising that there’s a lack of eco-friendly options for events in London. In addition, this Buyer Persona could represent a whole demographic for a campaign on Facebook Advertising, getting more accurate leads to his or her page. Anyhow, consider not going too niche while picking your audience, so you don’t reduce the expected reach and visibility of the campaign.
Simultaneously, an audience that is too broad is probably even worse. Although reaching millions of people sounds good on paper, the reality is that you may not need as many users to see your ads, but the right users with a bigger chance at purchasing your products to do so. For example, depending on age-groups, cost-per-click may vary in Facebook Ads so pick your audience wisely and don’t let it be a random decision.
As we shared a few lines behind, Facebook allows you to use many types of objectives for your campaigns, all with their own features, guidelines, and benefits.
If you already know what your goal with the campaign is and have decided on a targeted audience, the next step is picking what kind of ad your campaign will use for however long it may run.
The infamous wedding planner from London could pick a traffic objective with carousel photos to promote a conference about Eco-friendly venues for weddings he/she is organising in London and target the appropriate Buyer Persona.
The wedding planner could also start an event response objective to drive ticket sales for this conference and promote the same event for the same Buyer Persona in a different way.
What we want you to get from this is that you can use different objectives and types of Ads available on Facebook in creative ways and have fun experimenting with each of them. You can learn more about the kinds of Facebook Advertising that are currently and what they can do for your whole Marketing strategy here.
Budget and Schedule
Of course, as a brand, you’d like to make the most out of your campaign and spend your money wisely, and that makes setting up a budget for Facebook Advertising such a vital aspect of the entire process.
Facebook gives you the chance to choose between a daily budget or a lifetime one, both of which you can set to start or end on a specific date and you can also create a schedule for the campaign if needed.
Following the wedding planner’s story, he or she could start the campaign for the events a month earlier, to make sure it gains momentum and more brides around the London area confirm their attendance as the days go by and the conference nears.
However, having a schedule for the campaign is probably the smartest and more efficient thing to do budget-wise because you’ll be in control of how long your ads will be showing up and the hours that they’ll appear on your audience’s feed. Remember the time of the day (or night) that they are more likely to be using Facebook.
When it comes to scheduling your ads, you must consider ad frequency as your audience members may see your ads multiple times. Coming up with different ads and rotating them are helpful to avoid your audience tiring of seeing the same post repeatedly.
Regardless of the ads you choose, make sure that its design is striking and eye-catching enough to separate it from the ever-growing competitive business that is Facebook Advertising.
Besides following guidelines such as using less than 20% text in an image, pick bright colours, high definition photos and a powerful copy to get your point across.
Just like every other aspect of the campaign, the design must reflect the vibe, tone, and branding of your business. Anyone who sees your ads must be able to understand what it’s about right away, even if they are not a part of your targeted audience.
Consider readability and user experience by making the Call To Actions visible and clear, so if you require the audience to complete an action such as filling up a form, they will get it immediately.
Designing a set of ads that are all, somehow, connected, but are still different enough is your best option, and it can also be fun to set up. You could think of the whole thing as a story that is unfolding in chapters right in front of your audience’s eyes, rather than sharing just one side of your business, brand or company. For more information about how to design great ads for Facebook Advertising, read this article from Canva.
Are you ready to take the world of Facebook Advertising by storm? Do you have any questions about Facebook Marketing? Let us know in the comments and don’t forget to subscribe to be the first to read our latest posts!