Facebook Advertising Guide

Neha Jain 9 months ago

Why Facebook?

Research shows that more than 800 million people hit ‘like’ for something that’s posted on Facebook every single day! With Facebook, companies can expose their brands through multiple levels of targeting, allowing them to access a desired group of people who will be interested in their product and help maximize ROI.

Facebook Campaign Objectives

Every campaign objective that Facebook offers, has a different ad format that will appeal to different audiences and achieve varied goals. Specific campaign objectives include installation of apps on the mobile or desktop, introduction of a brand to a new audience to create brand awareness or create a platform for conversions. It may also aim to engage the audience by promoting the event or increasing the geographic area of the target audience to generate leads that will result in sales.Facebook ads can be linked to a company’s product catalog so that people are able to find products that they like,online traffic can be directed to a specific site and brand awareness can be enhanced by showing videos to a larger audience.

Targeting Facebook Ads

On Facebook, users can be targeted on the basis of location,age, relationship status, education,language, place of work and interests. Interest targeting is powerful and is of two types, broad categories and precise interests. The broad category targeting can reach a large audience since it deals with general topics like gardening, electronics and first birthdays but is expensive and not so effective. Targeting users based on their likes and dislikes is what precise interest targeting is all about.

Advertising on Facebook

The first step is to create a business page on Facebook to get started. Choose a campaign objective keeping in mind the conversion goals you have or a particular ad. Next, target your audience by gender, behavior,preferences or demographics. Effective targeting is critical to maximizing ROI. It is important that you decide how much money you would like to spend on a Facebook ad. You can choose between a daily or lifetime budget and then schedule the start and end dates for your ads. Running an ad on schedule is an efficient way to stick to the budget. Choose an ad format and then create a new ad with the relevant text and images to promote your business. Using Facebook advertising tools can help create and test a huge number of ads in a minute which will boost your campaigns’ performance levels. You may also choose the locations for where you would like your adverts to appear on Facebook or Instagram. This will enable you to boost brand awareness, promote a product and increase conversions. Once the advert is ready, the final step is all about submitting it to be reviewed by Facebook before it’s made live.

Tracking Performance

While Facebook offers conversion tracking, companies can also use an analytics program like Google Analytics to track Facebook campaign performances. Using a content parameter you can differentiate between ads for different target groups and establish a baseline CTR. Performance within the Facebook interface also needs to be monitored by tracking the CTR. Ads with a low CTR will become more expensive while those with a high CTR will be more cost effective. It is best to rotate high performing images or refresh ads with new images and copy.

The world’s largest social network, Facebook can be a great channel for your business. Get started!

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