Facebook advertising is helpful when you are launching a product, selling a product or simply growing your brand. It is a good tool to use but it must be in alignment with your business’s goals. Megan Adams, a social media strategist and viral marketer, goes over how you can create a successful ad campaign on Facebook in her course titled “Advertising on Facebook” on LinkedIn Learning.
Facebook Advertising Overview
The main goal of your advertising campaign should be to make a large impact. Facebook is a place for you to connect to customers where they are already active. Ads are very easy to create and have flexible budgets on Facebook. Before you start, you must know your goal; whether you want to send a message or drive traffic to your website. An ad on Facebook can look like a normal post where customers can comment, like or share which aligns with their normal activities. To get started, Adams recommends going through your timeline to gauge what types of ads are present and what they look like (2019).
Your ad must have a clear objective. This is what you want people to do when they see your ad. There are three types of objectives you can have which include awareness, consideration, or conversion. For awareness, the main objective is to generate interest in your product or service (Adams, 2019). Consideration objectives get people to start thinking about your product or service and look for more information on it. The conversion objective encourages people to purchase whatever you are offering (Adams, 2019).
There are many options for you to play around with when choosing how to display your ad. The brand awareness option helps Facebook serve your ad to those that will be most interested in it. The traffic option will determine whether you want to send people to another page on Facebook or to another site. Facebook also has an interesting programming code called the Facebook Pixel which tracks website visitors and the actions they take on that site (Adams, 2019).
The more relevant your ad, the more successful the ad campaign will be. Facebook lets you target certain locations such as countries, cities, or neighbourhoods where you think the ad will resonate. You can set demographics such as age or gender to narrow down your audience down even more. You can target an audience based on their interests such as their hobbies or pages they have liked on Facebook. Their behaviours can also help you based on their purchase habits, device usage, or recent life events (Adams, 2019).
There is also some terminology you should familiarize yourself with before you start. Clicks is the total number of clicks on your ad, click through rate (CTR) is the number of clicks divided by the number of impressions, cost per click (CPC) is the amount charged when someone interacts with your ad, frequency is the average number of times an ad is shown to each person, and reach is the total number of people that see an ad (Adams, 2019).
How Facebook Ads Work
Your ad account is where your billing and creative is contained and is separate from your personal account. It is where you can monitor the results of your ad campaign to see how successful it is.
Facebook’s ad structure is based on three levels. The first level is Campaign where you boost your posts or campaign around a specific product. It could also be to drive traffic your website, increase your brand awareness, or promote a coupon. Ad Set is the second level where you determine who you are targeting, your ad placement, and settings of the ads. For example, perhaps you want to target people who play sports and live in your city. The third level is the Ad where you can include an image, link, or message to get the audience’s attention (Adams, 2019).
How to Create Facebook Ads
You should identify your audience based on your objective. Doing so will increase the likelihood of interaction with your ad. On the Ad Manager page, you can use the gauge to see if your audience target is broad or specific. As mentioned above, you can target by location, demographic, and interests to narrow down your target audience. Adams suggests to keep an eye on that gauge as you tweak the settings (Adams, 2019).
Interest targeting is available in the detailed targeting setting to target based on interests that are relevant to your ad (Adams, 2019). For example, if you are advertising a frying pan, you can target those with an interest in cooking.
Behaviour targeting will target people based on the activities they do on Facebook. Spending habits data is provided to Facebook through various partnerships which can help determine consumer behaviour. You can also target people that have liked your page or expressed interest in an event. Adams suggests sticking to three to five behaviours and interests if you are a new advertiser (2019).
Facebook also creates a budget for you, but you can adjust it to match your own needs. You can set a daily budget or a lifetime budget that runs with the ad. Also, you can set a start date and end date and monitor the results of the ad campaign during that time frame to determine whether to continue the ad or make changes. Facebook gives the option to be charged based on impressions or clicks, as talked about earlier. Finally, you can choose to run an ad all day, at a specific time, or run on a schedule (Adams, 2019).
Your ad placement can be either on or off the Facebook platform. Facebook gives you the option of placing your ad on mobile or desktop browsers as well as choosing the platform on which to advertise. This could be in the newsfeed section, instant articles, in-stream videos, the right column, suggested videos, marketplace, or even Instagram. You can target specific devices such as iOS or android which is useful if you are developing an app.
Choosing an Ad Creative will be based on the objective you choose. A major part of your ad is the name of the ad so be as descriptive as you can. You can choose to connect to other accounts such as Instagram or Messenger to further your reach. The images you choose in your ad can be displayed as a single image or as a carousel. Facebook has a large stock image library where you can find images that are free to use, and you will be given feedback on which image was most interacted with (Adams, 2019).
Your text in your ad should be organic and natural with a headline that is “short, punchy, and to the point” (Adams, 2019). Lastly, the call to action button will help drive traffic to your page or website so make sure it fits the narrative of the ad. You can also preview how the ad will look before you publish it.
View Your Advertising Data
Your dashboard shows all your ads, their status, and allows you to change the ads or bids. You can pull data from a specific timeline to see the total money spent on the ad, the total reach, highest engagement times and which demographic was most engaged (Adams, 2019). The dashboard is customizable to your needs to show the most important metrics that can help you improve your ad.
You can create reports that provide details for you to refine your ads and identify if you are achieving your goals. Facebook gives you the option to export the data file into Excel or another spreadsheet program. You can edit which data you want to export and can name the report for future reference. A good thing about Facebook is that they will automatically generate reports that they think will be most useful to you (Adams, 2019).
It is important for you to understand the metrics listed in the reports. You can look at campaigns in terms of reach, impressions, or CPC. These metrics can help you identify which areas you need to change and give you better control of your spending. If you have previous ad campaigns, you can compare results to see where one campaign succeeded while another failed.
Implement Best Practices
Make sure to view your billing summary to control and budget your spending. It allows you to see where your money is going and when it was spent. You can also see ad spending based on your objective, reach, and link clicks. It is a useful tool to keep track of payments, payment methods, and payment status (Adams, 2019).
Adams also provides a few good tips on how to write a great ad. She mentions to have a clear call to action, and this is done through the call to action button. Also, use a simple eye-catching image with bright colours to catch the attention of your audience. She also recommends having someone else review your ad to get an outside opinion. Finally, test and run multiple variations of the ad with different images to see which one gets the most engagement (Adams, 2019).
When choosing an image, try using stock photography that features people and bright colours. Consider how the image will look when the size is reduced. Adams suggests testing the images to discover which image performs best and not to underestimate the power of the right image (Adams, 2019)!
To improve the performance of your ads, you need to see if they are relevant to your objective. This could mean you need to change your target interests, behaviours, or demographics. Create a landing page for when someone engages with your ad and ensure it is easy to navigate. Keep an eye on your reporting data to get familiar with the CPCs, impressions, and reach metrics. You should also see if your ads are running too often because it could be affecting the success of your ad (Adams, 2019).
Another word of advice is to never stop testing and trying new things! The more ads you run, the more data and info you collect to help you optimize your current and future ad campaigns!
Lastly, make sure you comply with Facebook’s policies. They require ads to have only have 20% text on them. They believe that ads with less text makes the quality of the ads higher (Adams, 2019). Also, make sure your landing page is relevant to your ad. Otherwise, Facebook will remove the ad. Other things that can get your ad removed include sexually explicit, violent, or disrespectful text or imagery. Be honest and respectful!
Marketing your product the right way has the potential to double or even triple your sales. As Adams mentions, having a clear objective is important in driving the rest of the ad creative. I aspire to open a shoe company and advertising on Facebook will probably be a major contributor in growing my brand.
I can tailor my ad specifically to athletes because I want to launch an athletic shoe. I would set my location to target neighbourhoods that have a rec centre nearby because they may be more likely to use the rec centre and require athletic shoes. My interests would target those who like to stay active with interests like sports, sports teams, workout pages, running, and jogging. I can set behaviours to include those who frequent other athletic shoe websites like Nike or Adidas.
I can also choose to target men or women in specific age demographics. My goal would be to narrow my target audience to those who are most likely to engage with my ad. The more engagement I have, the more successful the ad campaign and higher sales. My call to action button would lead to my website where the customer can make a purchase.
I would recommend you try to set up your own ad page based on the advice given by Megan Adams. Create an ad for your product or service and monitor it using the reports and data generated from the ad. Tweak the ads until you find the formula that succeeds!
Adams, M. (2019, October 2). Advertising on Facebook. Retrieved from LinkedIn Learning: https://www.linkedin.com/learning/advertising-on-facebook-2/facebook-is-an-advertiser-s-dream?u=2109516