Basics of Facebook Advertising
Facebook Advertising can be key to your business if done right. It’s a great way to create brand awareness, generate leads, or get more conversions. So, last week I followed a training about the basics of Facebook Advertising. And in this blog, I would like to share what I’ve learned!
Step 1. Campaign Objective
First, you have to define the goal for your advertising campaign. You can choose from 3 categories: awareness, consideration, and conversion. When to go for awareness? Well for example, when you would like to broaden your reach and target a new audience. Or when you want to stay top of mind with your current audience.
Go for consideration when you would like to get more traffic to your website, increase app installs, or generate leads. To achieve these goals, you will have to give them enough information to spark/gain interest in your business. Also, a good call to action (CTA) is very important.
Last but not least, conversion. This speaks for itself, doesn’t it? If you want to increase conversions, you choose this goal. Businesses often pick this goal for remarketing campaigns or when the decision-making process is very easy (e.g., with FMCG).
Step 2. Set a budget
After you chose your objective, you set a budget. You can go for “budget optimization” which means Facebook decides how to divide your budget among the different ad sets (if you have multiple ones). You could also set a fixed budget for each ad set.
Further, you can decide whether you want to set a daily budget or whether you would like to set a lifetime budget (when the budget is spent, the campaign will end). Lifetime budgets are great when you want to promote something that’s temporary. Like a certain event or giveaway promotion. Daily budgets are (IMO) better when it comes to generating leads, increasing traffic, and increasing conversions.
Step 3. Choose your audience
Next up, you choose your audience. If you want to target different audiences, you can create different ad sets. This way, you can target multiple audiences within the same advertising campaign. If you give each ad set a fixed budget, you can see which audience is possibly more interested in your business.
There are a few ways to define your audience. (1) Upload a CSV file with people you would like to target (remarketing). (2) Create a lookalike audience, also called a Special Ad Audience, based on a CSV file. This means you can target new people who are similar to your current audience. And (3), create an audience based on interests. You can further target location and age, and can also exclude certain audiences. BUT be careful that you don’t “discriminate” because Facebook won’t like that and will reject your campaign.
Step 4. Create your ad
And then it’s time to create your ad. First, you’ll have to choose where your ads will be shown. You can pick this manually or choose automatic placement. I personally would advise going for manual placement so you have more control and insights into which channels work or not.
Next, you choose what kind of ad you want to create: single ad/video, carousel, or collection. Pick your media/visuals, write your content, set your call to action (CTA) button, and define the destination (website, app store, etc.). Stay posted as I might write a blog about this in more detail soon!
Final steps
You’re almost done! Before you publish your campaign, do a final check on each part to make sure everything is set as you desire. The right objective, budget, and audience, catchy content, and media. If you’re happy with how you set up the campaign, it is time to give your campaign a name (if you haven’t done this yet).
Work from general to more detailed. Your campaign name will be something general as “B2C | Remarketing”. Your ads sets will specify the audiences you’re targeting. For example, “Sleeping customers” or “Social media engagement”. And your ads will specify the content: “Benefits of [PRODUCT]”. Done?
Yeah, now you’re ready to go! Publish your campaign and let Facebook do the rest. 🙌🏼
These are the most important things I’ve learned during my training. Hopefully, these steps will help you to create great Facebook Advertising Campaigns too. GOOD LUCK! If you have any questions or just want to chat about marketing, feel free to connect with me on Twitter.
Cheers,
Your Favourite Content Warrior — Sharissa🔥
