We won’t be the first or last to tell you that over the past few years, Facebook’s organic reach for business pages has been trending down. Facebook’s ever-changing algorithm can make it challenging to connect organically with your audience. A post’s average organic reach is only around 6.4% of the Page’s total likes. One way to get around this low organic reach is to create a Facebook Group to help engage and get your posts in front of your community. For those who have a budget, Facebook advertising is one of the best ways to target and find your demographic. Facebook’s micro-targeting allows you to reach your exact target audience. That means Facebook ads can get your message in front of the right people, at the right time, with the right offer to influence a decision. That’s great for your budget, conversion rates, and return on investment. You only pay to reach the most valuable potential customers. Let’s breakdown how to create a successful Facebook Advertising Campaign!
Facebook offers a variety of paid ad options, objectives, and placements, but all ad campaigns are broken down to three major buckets:
- Campaigns: The campaign houses all of your assets and is where you set your objective for the campaign. You can also set an overall campaign budget, and opt for campaign budget optimization (CBO). You can learn more about CBO here.
- Ad Sets: This is where you will set your targeting parameters, decide placements, your budget, and how long the ad will run. If you are targeting separate audiences with different characteristics, you’ll need an individual ad set for each audience.
- Ads: Your actual Ad lives within your ad set. Each ad set can hold several ads that all vary in type, copy, and visual assets.
Create Your Campaign
Once you log into your Facebook Ad Manager, you’ll see a performance dashboard where all of your campaigns and their results will live. This is also where you’ll create your ads. The first step to creating your ad is setting your objective. There are 11 different objectives to choose from:
- Brand awareness: Introduce your brand to a new audience.
- Reach: Expose your ad to as many people in your audience as possible.
- Traffic: Drive traffic to a specific web page, app, or Facebook Messenger conversation.
- Engagement: Reach a broad audience to increase the number of post engagements, increase attendance at your event, or encourage people to claim a special offer.
- App installs: Get people to download your app.
- Video views: Get more people to watch your videos.
- Lead generation: Get new prospects into your sales funnel.
- Messages: Guide and encourage people to contact your business using Facebook Messenger.
- Conversions: Get people to take a specific action on your website or on Facebook Messenger.
- Catalog sales: Connect your Facebook ads to your product catalog to show ads for the products they will most likely want to buy.
- Store traffic: Drive nearby customers to your brick-and-mortar stores.
When selecting an objective, think back to your goals. If your goals are exposure-based, then setting your campaign objective to traffic, views, or brand awareness would be beneficial. If you are looking to increase sales, then you’ll want to select a conversion-oriented objective like lead generation, conversions or catalog sales.
Target Your Audience
The next step is to target your audience. You can set an audience for each ad set that belongs in the same campaign. If this is the first time you’re running a Facebook advertising campaign, you’ll likely need to do a bit of testing with several different targeting options until you find the audience that fits just right. Start by selecting your target location, your audience age range, gender, and language. As you make your selections, be sure to keep an eye on the audience size indicator at the bottom. This tool gives you a sense of your potential ad reach. Effective targeting is key to maximizing your ROI; this is one reason Facebook Campaigns can be so powerful. In the detailed targeting section, you’ll be able to target your audience based on their education level, financial status, life events (like getting engaged or being a new parent), interests, and behaviors. For example, if you are the owner of a music venue and need to run a campaign to increase ticket sales for an upcoming show, you may want to target your audience using their interest in live music, the genre of the music, and forthcoming events. Once you find an audience that responds well to your ads, you can save this audience and use it again later.
Select Your Ad Placement
Facebook advertising gives you the ability to select where your ad is displayed. If you are new to advertising on Facebook, you may want to choose the Automatic Placement option. Facebook will automatically place your ads across Facebook, Instagram, and Messenger where they are likely to get the best results. Once you have more experience, you may wish to place your Facebook Ads in a specific location. You have the option to choose from:
- Device type: Mobile, desktop, or both.
- Platform: Facebook, Instagram, or Messenger
- Placements: Feeds, Stories, in-stream (for videos), messages
- Specific mobile devices and operating systems: iOS, Android, or all devices.
Set Your Budget and Schedule
There are two options when it comes to setting your budget. You have the choice between setting a daily or lifetime budget for your campaign. When setting a daily budget, Facebook will pace your ad spend per day. When setting a lifetime budget, you’ll select the amount of time your ad will run; for example, maybe you have an ad you need to run for the entirety of Q2. Facebook will then pace your spending over the period you’ve selected the ad to run. Next, you’ll be able to set a schedule for when your ad will or won’t run. This is a great way to stretch a small budget as you’ll be able to select the days of the week and times that you want your ad to run. If you know your audience most likely won’t be online during a specific time of day, then you can exclude these hours and maximize your budget.
Optimize Your Bidding
Choose whether or not you want to bid for your objective, clicks, impressions, or more. This section’s options will vary based on how your ad is displayed and your budget. Similar to a Google Ads campaign, you’ll pay for your ads to be shown to people within your target audience that are most likely to take your desired action. You do have the option to set up your bidding manually. This will allow you full control over how much you’re willing to pay per action. With this option, Facebook will still provide you a suggested bid based on other advertisers’ behavior to give you a guideline of what you should be aiming for.
Create Your Ad
Now it’s time to create and design your ad! Think back to your original objective and goals when it comes to designing your ad. This section will vary slightly based on the objective you set. Your format options will include the choice between a single image ad or a carousel ad, which will display several images under one ad. Next, you’ll want to upload your image and add in your copy. With all advertisements, you want your images and ad copy to be strong, eye-catching, and engaging to catch your audience’s attention. The last step to creating your ad is setting how your ad will display on the desktop news feed, mobile news feed, messenger, and stories for Facebook and Instagram. In this section, you can upload different assets per platform to ensure your visuals are correctly formatted for each platform.
Some Tips to Get Started
1. Experiment with your target audience
When you are first starting with Facebook Advertising, you may want to start with a narrow audience and broaden slowly by adding one category at a time. For example, if you are a local winery looking to increase traffic to your tasting room, you may want to start with an audience interested in wine tours. Then after a few weeks, you can add interest in “wine tasting” then” food and wine” and so on. This will give you a good idea of how broadening your audience affects your results. You can always remove and add in specific targeting as needed. You can also use audience targeting to create different ads for groups related to various business goals. You should speak differently to current customers than you would to potential customers, and your ads should reflect that. As a tip, be careful not to make assumptions about your audience when choosing your targeting options. Always start with market research!
2. Use your Facebook Pixel
The Facebook pixel is a large piece of the puzzle that can have a significant impact on your Facebook Ad Campaign. You will need to set-up the Facebook Pixel on the back end of your website in order to take advantage of this feature. Once you have the code in place on your website, you will be able to track conversions, retarget people who have visited your site, and create lookalike audiences. We highly recommend installing the Facebook Pixel right away, even if you aren’t ready to start advertising. Trust us; you’ll be thankful that you installed it sooner than later. When you are ready to start optimizing your Facebook Ads you’ll already have the data at your fingertips!
3. Use high-quality photos and videos
Don’t accidentally rub your audience the wrong way with blurry photos or shaky videos. Your visuals are what make your audience pause their scroll and read your copy. They are the first thing your audience sees and need to be high quality. Considering all the competition in the market. Attention-grabbing, you’ll want your visuals to be attention-grabbing. Invest in professional photography and videography as needed.
BriteIdea’s social media packages include styled quarterly photoshoots to ensure there are no shortages of high-quality images. If planning a photo or video shoot isn’t in your budget yet, then use a resource that can provide you free stock photos like one of these. Using stock photos isn’t a forever solution as the images will be generic and won’t showcase your brand and product. They are a great way to get started while your budget is small, but as that budget grows, you should prioritize getting photos or videos that are tailored to your brand.
4. Track and optimize your ad’s performance
As a best practice, we recommend closely monitoring how your campaign is performing on a daily basis in the Facebook Ad Manager dashboard. This will help you stay on top of your ad if it isn’t performing well, and adjustments need to be made. Lack of observation can cause you to waste your budget away. Your analytics should influence your overall Facebook Campaign strategy. As you dig into the data, you may find you need to adjust your audience, or you may need to re-allocate budget from an underperforming ad to a top-performing ad. Monitoring your Ad Manager daily can help you adjust and optimize your ads to ensure you are getting the results you need.
There are several moving parts to a successful facebook advertising campaign, but don’t let that intimidate you. Dive in and get to testing! If you need any help, we’re only an email and complimentary consultation away.