It doesn’t matter who your target audience is. Chances are, you can reach them on Facebook. Around 68% of all adults use Facebook, and 74% of Facebook users access the platform every day. If you want to grow your business and increase your market share, finding your target people on Facebook with Facebook advertising has never been easier.
But, isn’t it true that you can reach people on Facebook organically?
A few years ago, it wasn’t hard to reach a good percentage of your page’s followers with regular posts and updates. But nowadays, Facebook organic reach is dismal. Plus, it’s challenging to get more likes and follows for your business page without advertising. Facebook gives marketers a wide range of different ad types, allowing you to create custom audiences that are interested in your products and services. So, how can you get started with Facebook advertising? Learn more about how to get started creating your ad, and growing your brand awareness with our step-by-step guide from Australian Internet Advertising.
First, choose your objective
Facebook requires marketers to make their advertising campaigns as specific as they possibly can. One of the very first steps for getting started with Facebook advertising is to determine what your marketing objectives are for the ads. By outlining your marketing objectives, you’ll be able to focus on the specific results for each campaign objective, and it also allows you to tailor your ad budget accordingly. In the Facebook ads manager, you’ll get to choose from three main goals:
Choosing “Awareness” as your objective will enable you to increase your brand awareness by selecting an ad format that will feature your content or products.
This ad objective will measure audience interest in searching for more information about your business.
If you’re interested in driving increased sales specifically, this campaign objective will help you reach your goal.
As you can see, each objective is tailored for the specific state your target audience is in. When deciding your objective and creating your ad, it’s critical that you know which part of the sales funnel your target people are in, so your ad is more likely to reach its goal. The three main objectives also have subcategories you can pick for your ads:
- Awareness: Brand Awareness and Reach
- Consideration: Traffic, Engagement, App Installs, Video Views, Lead Generation, and Messages
- Conversion: Conversions, Catalogue Sales, Store Visits
So, what options should you pick for your Facebook advertising campaign? Besides knowing where your target people are in the funnel, you also need to consider what your specific goal is for your business. For example, your business is new, and you might want to focus on brand awareness and reach on the social media platform. Another benefit of using Facebook for advertising is that the platform allows you to niche down your focus for very granular and specific goals, such as app installs and video views. Having a lot of targeting options and ad format options also lets marketers experiment and tweak until they hit the winning Facebook advertising formula for their business.
Next step, select your audience.
After determining your objective, the next step is to select your audience. The good news is that Facebook gives marketers a lot of targeting options. Your ads are likely to get in front of the right people at the right time on Facebook. During this step of the process, you get to narrow down more than Facebook’s two billion users and choose the people who will most resonate with your ad content. When selecting your audience, you’ll get to focus on the following:
- Custom Audiences
Custom audiences allow you to upload your business’s contact lists and find your existing audience on Facebook.
- Core Audiences
A core audience is a manual selection of the audience you want to see your ads, based on select criteria and interests that you choose within the Facebook ads manager.
- Lookalike Audiences
A lookalike audience is one that includes people who have similar interests and characteristics to a similar audience.
With core audiences, you can find a new group of target people based on demographic information, their location, online interests, and even their behaviour. You can get very specific, choosing things as granular as people who are college students in Nebraska who like to shop online. When you target your audiences right down to these particular lists of criteria, you give your Facebook ads the best chance of reaching their objectives.
Another benefit of using Facebook advertising is that you don’t have to restrict your ads to the platform. It’s possible to show your ads to people who are using other Facebook-owned platforms, such as Instagram or Messenger. You can also show your ads to users on other mobile apps through the Facebook Audience Network.
For every single ad in your ad sets, you don’t have to pick each ad placement, but it might be useful for your campaign objectives to know where your target people are most likely to be online, and act accordingly. If your target people tend to frequent mobile apps, then it might be a good idea to place your ads on these platforms.
Set your budget.
Your overall budget can be set for the total amount you want to spend on your Facebook ad campaign, or it can be set for the cost of each result you want from the ads. The result and the cost of each ad will depend on the ad auctions and how well it performs with your target audience. Ad auctions happen when a Facebook user meets your criteria and is eligible to view the ad. Novice advertisers can set their bid auction on autopilot when creating a campaign if you don’t fully understand how the bid auction works. To prevent your campaign from going over budget, you’ll need to set a few limitations. Facebook gives you the option of setting either a daily budget or a lifetime budget to determine when the campaign will stop.
Pick your ad format.
Another significant benefit to using Facebook for marketing is that the social media giant allows advertisers to pick from a wide range of ad formats. Having the opportunity to pick and choose from so many different types of ads lets you tailor your campaign for each objective and audience. The different ad format options include the following:
- Canvas (instant experience)
- Lead ads
- Dynamic ads
- Link ads
- Event response ads
Do you have a significant event coming up? You can create the event on your Facebook page, and advertise the event via event response ads. Facebook canvas ads are also called Facebook Instant Experience ads and are for mobile app users only. You can also place a Facebook pixel on your website that will allow you to measure cross-device conversions and also learn more about the people who are visiting your site. With the Facebook pixel, you can fully optimise your ads and build content and messaging that will most resonate with interested viewers. Once you configure your ad format and input your creative, you can place the order with Facebook to start running the ad.
Finally, you’ll need to measure your ad performance.
Marketers need data to analyze to optimise their ads and reach peak performance. Facebook gives marketers a lot of options and insight into how their Facebook page ads are performing with their target audience. You can view the performance of the ads by clicking on it, and then clicking “view charts.” In view charts, you’ll see if the ad is meeting its objective, and what demographics it has reached, and also its placement within the group of Facebook-owned properties.
Facebook allows advertisers to reach members of an audience that is more than two billion strong. Advertising on the platform also allows businesses to access a wide range of data on their ad performance, customers, and their behaviour. But having a lot of information on your campaign’s means nothing if you can’t make any use of the data.
Here at Australian Internet Advertising, we’ve been launching and monitoring Facebook ad campaigns for a variety of businesses. Contact us today to learn more about our Facebook advertising services.