Facebook as an advertising platform gives you far more choice and in-depth data than the others. With over 2 billion monthly active users, the platform is the most powerful when it comes to reaching a variety of audiences. In addition, the vastness of ad types gives you the freedom to create almost any type of content.
Objectives + Ad Types
The first step of Facebook advertising is to establish the objective of your ad. The platform breaks it down to three simple categories: Awareness, Consideration and Conversion. Do you want to put your brand in front of your audience, want to develop the relationship between brand and consumer, or do you want to guide your audience to take action?
Within these three main objectives are the ways you can achieve them. Awareness ads can either be optimised for Brand Awareness or Reach. Brand Awareness ads are more likely to reach people who will pay attention to your ads, while Reach will show your ad to the maximum number of people your budget will allow.
Consideration ads are split into six possibilities:
Traffic and App Install ads will send your audience off platform, to your website or where they can download your app. Engagement and Lead Generation ads encourage your audience to engage with the post itself. Whether it’s commenting, reacting or sharing, engagement ads are a favourite as they encourage your audience to interact with both your brand and with each other. Video View ads are ideal for behind-the-scenes, product launches, or lifestyle brands who want to showcase their products in a fun and in-motion way. Message ads allow you to drive conversations with audiences, answering questions or offering support directly in the messenger app.
Conversion ads come in three optimised versions:
- Conversion ads drive your audience to take action on your website, usually a purchase.
- Catalog Sales ads use your in-platform catalog of products for ease of sale.
- Store Visit ads promote your business locations to users who may be nearby.
We’ve outlined the three ads that are essential to any good Facebook advertising plan in our blog here.
Once you’ve established that, you need to define your audience.
Facebook allows you to either create your audience during your ad campaign, or use a saved audience you have created in the Assets section of Business Manager. Here, you can define your audience using the basics: location, age, gender and the language they speak.
You can then use the detailed targeting offered by Facebook to define your audience further. You can do so by inputting your own interests, and then using the suggestions drop-down menu to build the list, or by selecting from pre-loaded choices in the browse menu.
The following ‘Connections’ option allows you to include or exclude segments from the audience you have built. For example, you can choose to exclude audiences who already like your page or who already use your app.
Alternatively, you can upload your own database of existing customers or create an audience based on your Facebook Pixel. This is a piece of code provided to you by Facebook that can be embedded into your website, which tracks the action taken on your website by your visitors. You can then use this database for advertising to your website visitors, or to visitors of specific pages.
Facebook allows you to select which platform and where on that platform your ad will appear. You can choose from three platforms; Facebook, Audience Network and Messenger. Within these platforms, you are given the ability to select or deselect each one. Your choices vary – the placement of your ads is completely up to you. You can choose to have them appear within the user’s timeline, on the sidebar, as sponsored messages and many more. It is here that you can also choose to run your ad on Instagram.
The cost of Facebook ads can vary depending on the objectives, audiences and placements. The average Facebook ad has been priced at anywhere between £0.15 – £1.50 per result. There are many factors to take into account when you are budgeting for your Facebook ad campaign.
The timing of your campaign can make a huge difference in price. It is more expensive to advertise during the holiday months because of the increased number of brands upping their own advertising. The relevance score of your ad will also be taken into consideration. If your audience selection is too broad, the likelihood is that it won’t be relevant to a large number of them, dropping your relevance score.
The bidding system used by Facebook ensures that the overall quality of the ad wins above all else, even if you have placed a high bid. This means that an ad that is of better quality and with a high relevance score can beat an ad with a higher bid but low quality and low relevance.
Facebook can be your biggest asset when advertising on social media, their in-depth information together with the sheer number of users means that you will find an audience that suits you. Their relevance scoring also means that you will always know how your ads are performing – a comforting thought if you’re just starting out. It’s a great platform to get started on, and will offer you a place to experiment with your ads, to test them against each other and against different audiences.We’ve outlined the three ads that are essential to any good social advertising plan, which you can read about here. Unsure of how to go about nailing your Social Media Advertising? Then get in touch with us!
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