Getting Started with Facebook Ads
Advertising on Facebook for the first time may feel difficult for businesses. It is difficult for a business to stand out among the news-feed which includes photos from friends and family, memes and forwards. This blog post will give you useful information on how to start with Facebook ad campaigns and get the best outcomes.
Decide on the CAMPAIGN OBJECTIVE
The first step of creating a Facebook ad is to decide the goal of your campaign, is it getting visitors to your website, get people to visit your store, generate leads or increase your brand visibility. Facebook includes the following campaign objectives,
- Lead Generation – to get essential contact information of people who are interested in your ad
- Reach – to reach as many people as possible near to your business
- Engagement (For Event or Offers) – Encourage as many people as possible to engage with your business, to redeem an offer/promo code or respond to attend an event
- Messages – to start a conversation with potential customers, or qualify customers and drive transactions
- App Installs – to encourage people to download your app
- Catalogue Sales – to drive product sales by showing items from your product catalogue
Be very sure to choose the right campaign before you start, because once published you will not be change the objective. If you have a more generous budget you can run a split test of different campaign objectives together to choose one that provides the best returns.
Set a BUDGET
For allocating a budget for Facebook Ads, there are currently 2 options, a daily budget or a lifetime budget with a duration set for the campaign.
With a daily budget, Facebook will aim to spend the daily budget everyday, whether spending this money will provide you with your desired goal or not. With a lifetime budget, the money will be allocated to show ads where a conversion is most likely and ensure that the lifetime budget lasts until the campaign end date.
The amount of budget for a campaign should start small and gradually increase once all ad settings are optimized to find the most effective combination.
Another useful metric to check is the frequency of the ads, which indicates the average number of times a single user sees your ad per day. Anything more than 4 means your ad display is getting wasted.
Create a DISPLAY SCHEDULE
With Facebook ads, you can decide the days of the week and the times of the day that you want your ads to show. For example, if you are selling a business service, like training courses or professional services, it may be useful to show your ads during working hours on weekdays. This can enable you to spend your budget more effectively, by only spending it when ads are most likely to be clicked on.
Targeting the right AUDIENCE
Facebook provides detailed options for targeting the right audience to make sure your ad reaches the right people depending on the nature of your business. You can refine your audience by, Location, Age, Gender, Languages etc.
Detailed targeting options are also available which allow you to target people based on further demographics, life events, interests, education etc.
Targeting the audience should not be too specific, else there is a risk that the ad will not reach enough users.
Pick the right ad PLACEMENTS
There is an ever-expanding list of where you can place your ads on Facebook. This includes the news-feed, instant articles, stories and the recently introduced Facebook marketplace. The same ads can also be shown on Instagram but is limited to the feed and stories.
If you cannot make up your mind on the best placement strategy, there is a feature called ‘Automatic Placements’ that allows Facebook to optimize placements across Facebook, Instagram and the Audience Network.
Make use of attractive CREATIVES