There is one thing constant about social media marketing – change. Facebook Advertising is no different.
This channel presents powerful ways to connect with people who care about your business and are most likely to buy from you. But without a proper roadmap, you’ll be driving through unprepared and blindfolded.
This guide on creating your first Facebook ads campaign contains important information to get you started. From the need for Facebook ad targeting to planning your strategy and effective tactics, you’ll find everything in one place.
Why should you focus on Facebook Ads?
With over 1.65 billion active users, this social medium supports every imaginable audience group you can target. If you believe Facebook marketing works only for B2C, it’s time to break the mindset. With constantly evolving algorithms at its disposal, Facebook offers every brand what it needs – interest-based data. From movies and food to hobbies and causes, Facebook works in the background gathering valuable information on customers’ likes and dislikes.
Pixel, one of its business page tools, takes this a step forward by tracking online activity of visitors to your website’s specific pages. It holds a lot of data on site and offsite based activity of your prospects. All this information is waiting for you to explore and utilize in your outreach campaigns.
To create a successful advertising campaign, you need four key elements. As a new Facebook advertiser focus on the following:
Facebook AD Targeting Options
Before you create your Facebook ad, take time to study different targeting options and categories.
This refers to your existing customer database. You can upload Facebook and app IDs, phone numbers and email addresses and the system matches it with Facebook user profiles.
Look for profiles similar to your uploaded data including people who have visited your site in the past. If you don’t have an email or leads list, search for users whose online activity matches your Pixel inputs. These profiles form your new advertising audience.
Location-based targeting is not available in many countries. If you have this option, use it to your advantage as a local or regional business. As your ad runs every place where your products sell, utilize the flex targeting option. Define your audience by excluding or including users on the basis of region, state, city, zip code, designated market area or address.
Age, Gender and Language
Customize your ad to include or exclude people of a certain age, language or gender. Use these options carefully in the initial ad campaigns. Is your product or service gender-specific, for speakers of certain languages alone, or created for baby boomers or millennials? If the answer is negative, leave these categories alone. When you exclude a group on these parameters, you could be throwing away a chunk of genuine leads.
A powerful feature that targets new audiences on their demographics, interests, behaviors and other categories. This holds the key to Facebook marketing for an inexperienced advertiser with limited to zero leads.
Planning and Research
You want to get in front of the right people. But how do you reach the ones who prefer products or services in your niche market – your future buyers?
One word to bind them – Interests. To create specific ads, find your audience using the Detailed Targeting Interest category. To classify your prospects based on their interests, you need a solid plan of action. Think of these pointers as dos and don’ts of target planning (for more dos and don’ts of Facebook Marketing click here) –
- Create a Facebook Ad checklist before your launch a new offer or extend an offer to a new market. Focus on the who – the person who will actually buy your product or use your service. Create customer personas as a starting point.
- Don’t target someone who simply shares interests and behavior of your customer persona. Dig deeper to find users who know more about your niche than a casual observer would. Your specific audience has to be true enthusiasts.
- Use Google and other research tools to search for influencers and thought leaders in your product niche based on these interests. Gloss over celebrities and famous personalities and stick to people only a genuine follower would know. Find your target audience from their user base.
- To refine your audience list further, ask industry, activity or product specific questions before conducting a target search. What are specific websites they visit, books they read, events they attend, tools or equipment they use, and places they live or visit often? Finally find something unique about this group that sets them apart from casual users.
- Use Facebook flex targeting available in location, custom and detailed targeting sections. Include or exclude certain types of users falling within your basic interest group/s.
Useful research methods to find audiences includes
You now have a potential reach which brings you to the next step – targeted audience range.
What should be the audience range for new campaigns? – Use these as rough guidelines rather than as mandates.
- Audience size based on interests should be around 30 k to 1.5 million.
- Anything close to this range will do, but don’t make your audience range too broad.
- If you’re targeting audience in the local market, the figures will be much lower.
- If you’re using your own list of leads, range doesn’t really matter as you’re covering a specific audience.
Facebook Ads Creation
You’ve researched your audience, found your leads and finalized your list. You’ve jumped
over the first hurdle. What comes next is equally important – selecting creatives.
Before you create your first Facebook ad, find out what works on this platform and what doesn’t.
- People use Facebook for interacting with others rather than with your ad. They spend time liking photos and videos posted by friends or interest groups. If you want to attract their attention, bring on the images. Whether it’s an image of your product or related to their interests, stick to a casual setting.
- Facebook has its own Ad review policy. You are expected to keep text to 20% of your Ad overlay to get their nod of approval. When in doubt, preview your ad with the text overlay tool.
- Placement of your ad matters. Whether your ad gets noticed or not depends upon image dimensions and position. Browser and screen resolution, mobile phone or desktops settings and site specifications have a role to play in optimizing viewer experience.
Test Your Ads for Better Results:
- Ads with little text or no text to find your sweet spot.
- Ads with calls-to-action against content driven ads
- Image versus graphics
- Creative text against short copy
- Contests or sweepstakes
- Ad placement options
- One ad or ad set campaigns
- One segment vs.n arrow vs. broad targets
Bidding Strategies for Facebook Ads
Your ad campaign works best when you have complete control over various components. To find a perfect balance between ad charges and delivery, test your bidding options with ad server.
CPC (cost per link click) – Start with bid for link clicks as a new advertiser. Your ads will only be sent to users most likely to notice your ads and connect with it. Keep in mind that this option has various branches such as CPC(All) and Cost per Unique Link Clicks.
oCPM (optimized cost per impression) – When you have some history on Facebook and know more about users who click on your ads, test with the site’s optimization tool, oCPM. This takes your goals into account and improves audience reach.
CPM (cost per 1,000 impressions) – when you’ve narrowed down your audience reach and range with earlier Ads, bring out your CPC bid weapon. Enhance your range, particularly unique audience segments, with focused or retargeting ads.
Improve and expand Facebook ad campaigns
To get maximum exposure and benefit, launch your campaign after you:
- Install Facebook pixels or retargeting for web page promotions
- Add Software Development Kit (SDK) for promoting mobile apps
- Utilize special coupon codes for sales and store traffic
- Switch to Power Editor for bulk edits and speedy experience after you’ve mastered Ads Manager
- Use third-party campaign tools (Preferred Marketing Developer) when you’ve a reasonable budget and plan to expand Facebook user base
Create Facebook Ads that convert
You’ve learned about the 4 components of Facebook targeted Ads. Follow all the steps outlined in this guide to create a quality ad that converts.
If you’re planning to use the latest ads tool, Lead Ads, some pertinent questions remain.
Is this tool right for your business?
Lead Ads gathers information from Facebook users interested in your service or product. It basically provides you with targeted leads. As a B2B, you’ll find it effective. B2C may not see benefits in terms of sales, but you can use it to find a slice of the cold traffic pie. Collect emails and use these to retarget ads, especially using video ads.
To see real life examples of facebook ads and results, feel free to check out some of our Case studies on Facebook Ads.