In little over ten years, Facebook has rocketed into being one of the most important websites in the world. With well over 1 billion users, the site is an exciting place for people to hang out, but it has also become a great place for businesses to reach out to their audience.
One of the reasons why businesses have found Facebook to be of benefit is down to the number of advertising solutions that the site provides. Having a number of options at your disposal is seen as a positive thing, but sometimes having too many options at your disposal can cause problems. This is where having support to know which option is right for you is invaluable, and if you are looking to benefit from Facebook advertising, this is the guide for you.
This guide is based on the paid advertising solutions provided by Facebook. If you would prefer not to opt for this style of Facebook advertising solution, help is available but this guide is aimed at ensuring you find the Facebook advert option that meets all of your needs.
Creating A Facebook Business Page
If you are looking to advertise on Facebook, you need to set up a Facebook business page. This page should be built around your business and branding persona in order to connect with your audience. Even without Facebook advertising, a business page would be of value in engaging with your audience and developing an online reputation. You will find that you are asked to choose a business category based on these 6 options:
• Local Businesses or Places
• Companies, Organizations or Institutions
• Brands or Products
• Artists, Bands or Public Figures
• Causes or Communities
Once you have your selection, you should upload a profile photo, and you will be asked to add this brand page to the favorites bar on site and then Facebook will notify you about advertising the Facebook page. You can wait until later, developing your site first before you promote your business, and all you need to do is click on the Skip option and you have a new Facebook page.
Start Advertising On Facebook
There are two options available for you when creating Facebook ads, the Facebook Ads creator and the Power Editor. If you are new to creating Facebook Ads, it is recommended that you start with the Ads creator. It is fair to say that the Power Editor has more options, but the creator is simpler, allowing you to get to grips with the process.
• Over time, you should look to move to the Power Editor, as it has options like:
• Developing and advertising unpublished posts
• Being able to filter by campaign, tag or ad set
• Create ads in bulk
• Utilise the Audiences option to choose options such as “Custom Audiences”, “Saved Target Groups” and “lookalike Audiences”
Choose The Objective Of Your Campaign
There are different benefits to be gained from the different Facebook advertising campaigns on offer, so it is best to know what you are looking for before you commit to a particular campaign. The different ads and benefits are:
• Page Post Engagement – will promote your page posts
• Page Likes – will help to promote your page posts
• Click to Websites – will help to drive people to your site
• Website conversions – will help to get people to undertake particular actions on your business site
• App Installs – will help to convince people to install your desktop or mobile app
• App Engagement – will encourage people to use your app
• Event Responses – will increase the attendance at any of your events
• Offer Claims – will provide you with offers that people can use in your store
You should be aware that the objective you are looking for is located at the campaign level, so if you are looking to set a campaign with a particular goal, all of your advertisements and ad sets are targeting the same goal.
Choosing The Budget For Your Campaign
Once you have created your Facebook campaign, you are required to create an “Ad Set”. This Ad Set can be found directly beneath the campaign, and it is where you are able to set the budget for your ad. It is possible allocate the amount of money that you want to spend on certain objectives or specific markets. Your budget can be based on a daily basis or for a lifetime of a campaign and there is also an opportunity to pick your start and end dates for your campaign.
Selecting Your Facebook Audience
You need to make sure that your advert is aimed at the right audience for your business, but Facebook gives you all the assistance you need in reaching out for an audience. You will find that there is an ability to segment your audience and there are a number of ways in which you can target individuals. Some of the most popular ways in which you can target individuals include:
• Education Level
• Political Views
• Relationship Status
• Whether or not they are connected to your page
There is also an option to upload your own business information in order to create a custom audience and options include:
• Email addresses
• Mobile advertiser IDs
• People who have visited your site
• Phone numbers
• User IDs
After you have created a custom audience, you will have an option to allow Facebook to create a “lookalike audience” which is located on the demographics shared between the two groups.
Selecting A Placement For Your Ad
Once you have the users you wish to target in place and the actions you want the user to take, it is time to think about where to place the ad. There are three key locations on Facebook where you can place the ad, and there are positives and negatives to all of these options.
Facebook News Feed Advertisement
This is the most prominent of the locations where you can place a Facebook ad, and these ads will show up in the feed of the user, alongside content from friends and people they follow. This style of ad will have a notification of a “sponsored” post but they appear genuine, and users can comment on the posts.
Facebook Mobile News Feed Advertisement
With more and more people using mobile devices to access the internet, it makes sense to choose an ad type that is aimed at mobile users. If you opt for this location, make sure that you have a mobile friendly site that will provide mobile users with a pleasurable user experience.
Facebook Right-Hand Column Advertisements
You will find these ads on the right hand side of the screen, sitting beneath the Trending topics. The layout and nature of these ads have been changed to show less on a page, which means that adverts will take up more space in the browser of the user.
Choosing a Facebook Ad Type
With everything else in place, you can now focus on the different types of Facebook ads, which include:
Page Post Engagement
This is a great type of advert to boost a web link, offer, video, photo or status, and it can be of considerable benefit in increasing engagement. This type of ad can boost a status, photo, video, website link or offer that you’ve already posted.
Increasing the number of likes on your page can be of benefit in a number of ways. You can build the credibility of your page so that people consider your site to be one that can be trusted. You will also find that when someone likes or follows you, your posts will be placed on their news feed at no cost. This provides you with a chance to develop a list of potential users. It is also possible to place these ads in the right-hand sidebar or into the news feed.
Clicks to Website
While this style of ad is similar to the page post engagement ads, the key aim of this style of ad is to boost the traffic heading towards your site. These adverts provide users with the chance to click through to your site and there can even be a call to action placed on the advert.
To make the most of this ad, you need to have the Facebook Conversion Pixel, which you can make in the Power Editor, on your site. After you have created the pixel, you can inform Facebook what you are looking to achieve with your ads, such as leads, registrations or checkouts.
App Installs/App Engagement
If your business has a mobile or desktop app, you can have it attached to your company page and then make ads that will encourage users to go and download the app.
If you are hosting an upcoming event, this is the method to promote the event and get people to come along to your event. You should look to create an engaging and enticing invitation and then promote it to the most interested audience.
If you have an offer that you would like to promote to users, this will be a tremendous way of driving users towards your site or uncovering new users.
Make Sure You Engage With People
This guide will help you to create the best advert for reaching out to an audience, but you should always be looking at the long-term. This means that you should look to engage your audience with high quality content and great posts.
Find out more about Facebook advertising below.