How to Use Facebook Advertising – Plus Helpful Tips to Get You Ahead
In marketing your business, you want your ads to reach as many people in your target audience as possible (learn about pay-per-click ads on this article). But whatever you offer, your customers are probably on Facebook, as it’s the biggest social network today.
Although Facebook is a free tool your business can use, its algorithm is constantly changing and becoming more complex. As such, it’s harder for businesses to generate organic reach through free posting. This is where Facebook advertising comes in.
Why Advertise on Facebook
As of September 2019, Facebook has 2.41 billion active users. Businesses now use Facebook extensively to promote products and services, with 60 million active business pages. Tapping into this massive pool of potential customers offers great possibilities for business growth.
Even If you’re not targeting the whole world of Facebook users, starting with your country also rakes in a substantial number. In New Zealand, for example, there are 2.9 million Facebook users recorded in 2017. Of this number, 2.3 million Kiwis check their Facebook everyday. If you have a business in Auckland, for instance, you can reach a big chunk of these numbers when you advertise on Facebook.
However, the centerpiece of attention in Facebook advertising is the ability to micro-target your audience. Aside from choosing the usual demographics, you can choose certain interests and behaviors of your audience as well. This gives ad campaigns a higher level of customization, giving you more control over who sees your ads so you can close more sales.
Types of Facebook Ads
- Photo. Images are the simplest form of media you can use to effectively grab your audience’s attention.
- Video. Have more creative room in your ads. More people engage in video content, making it a powerful advertising tool.
- Carousel. Use up to 10 photos or videos to promote your product.
- Slideshow. Let Facebook do the work for you. Simply upload the photos and videos you want to use and Facebook automatically creates a slideshow.
- Collection. This feature is exclusive for mobile devices. It includes clickable product photos so that it’s easier for your customers to make a purchase without leaving Facebook.
- Instant Experience. Formerly known as Canvas, Instant Experience is a fast-loading full screen ad that combines videos, photos, carousels, tagged products, and tilting feature to give your customers an attention-grabbing, immersive experience.
- Lead ads. These are great for leading people to do a desired action – sign up for an email list, avail a free trial, or learn more about your brand. They may also lead to your website.
- Dynamic ads. These are a clever way for businesses to redevelop interest to eventually persuade a customer to buy. It places your ad in the feed of customers who already expressed an interest in your product or service. For instance, if a customer visits your website and adds an item to the cart, yet abandons the cart pre-checkout, Facebook will place an ad of that specific item to the customer’s feed to remind him to come back and complete the purchase.
- Messenger ads. Simply add Messenger as a desired placement location to increase ad reach.
How to Get Started with Facebook Advertising
- Step 1. If you don’t already have one, create a Facebook business page first.
- Step 2. Once your page is set, go to Facebook ads manager, select the “Campaigns” tab, and then “Create”.
- Step 3. Select the marketing objective for the ad campaign. Currently, Facebook offers 11 options: brand awareness, reach, traffic, engagement, app installs, video views, lead generation, messages, conversions, catalog sales, and store visitors. Once you’ve taken your pick, there are sub-objectives depending on which marketing objective you chose.
- Step 4. Click “Set Up Ad Account”. If you’re setting an ad campaign for the first time, you need to fill out some basic info such as country and preferred currency.
- Step 5. Name your campaign and choose which page to promote. Also fill in details of basic targeting such as age, gender, language, and target location of your audience.
- Step 6. It’s time to start with detailed targeting. Take some time in this area to fully analyze who you’re showing your ad to. Include or exclude people based on their interests, behaviors, and demographics. You can also opt to include or exclude people who are already connected to your page – useful if you want to target a new audience.
- Step 7. Choose where to place your ad – social media platforms, device types, and operating systems.
- Step 8. Set how much you’re going to spend on your ad campaign. You can allot a daily or a lifetime budget. Set your campaign’s start and end dates as well. Adjusting your budget and schedule helps you make decisions for optimum results.
- Step 9. Create your ad. Select your ad’s format, upload media, and fill in necessary details.
Facebook Advertising and Your Website
How is Facebook advertising related to web design? Your website is an important factor in a Facebook ad campaign since you want to lead customers to your ‘headquarters’ to complete actions and purchases. A well-designed website is a must to encourage customers to stay. While clicking your Facebook ad is the first step, your website becomes the deciding factor if the click will convert to a sale. Invest in web design to ensure that your website looks professional and credible. If your website loads fast, is easily navigable, and pleasing to the eye, then it has good web design practices in place. If you want to create your own website, you can learn the basics in our HTML guide here.
Additional tips for Facebook Advertising
- Have a call-to-action button such as “Book Now”, “Buy Now”, or “Learn More” as these increase click-through rate by 2.85 times.
- Use high-quality photos and videos for customers to know you are professional.
- Videos have high engagement rates on Facebook. Use one whenever you can.
- Invest in good web design to encourage purchases through your website.
- Maximize micro-targeting features by running different ads for different audience groups.
- Track your results. Know which strategies are working and which ones are not. When you’re not getting traction, modify your campaign and don’t be afraid to experiment.
Now that you know how to use Facebook Ads, learn how to reach a bigger audience using Google My Business.