Whether you have a brick-and-mortar store or an online shop, you can position your brand to your primary and expanded target customers through Facebook Ads.
To get started you need to set up the following:
1. Facebook Business Manager
2. Advertisement Goals and KPIs
3. Conversion Tracking Tool (e.g. Facebook Pixel)
4. Ad Creatives (Images, Videos, Ad Copies, etc)
Now, let’s briefly discuss how you can run your ads on Facebook by learning about Facebook Marketing Objectives, Ad-Sets, and Ads.
A Facebook Campaign is based on your marketing objectives. Depending on your advertising goals, the following will guide you on which objective is best for your campaign.
Brand awareness – Introduce your business, brand, and/or service to your target audience.
Reach – Show your ad to as many people in your target audience as possible.
Traffic – Generate traffic to your website, blog, an app from Facebook.
Engagement – Encourage likes, comments, shares, and/or claims of special offer among your target audience.
App installs – Lead your target audience to install your app.
Video views – Sharing your videos to your Facebook target audience who will most likely view it.
Lead generation – Generate new prospects through sales ad funnel.
Messages – Encouraging contact and connection through Messenger, IG Direct, and WhatsApp.
Conversions – Encouraging response to call-to-action from your website, app, or Messenger to make a purchase, download app, or register to your website.
Catalog sales – Show your eCommerce store catalog to increase sales.
Store visits – Drive the nearest target audience to your physical store locations. Promote your brick-and-mortar business locations to people that are nearby.
An Ad-set may contain one or more ads that define your ad budget. This includes auto or manual bidding, target audience, and placement. (e.g. show your ad in Facebook Newsfeed, IG stories, etc).
Depending on your campaign duration, you may set your ad budget on a daily basis. Otherwise, you may set your ad to a lifetime budget. From the BEST’s observation, ads on lifetime budget optimize campaigns better.
If you choose to bid, you can set a CPA target to let Facebook get the most conversions for your campaign based on your budget.
During your campaign goal setting, you must have identified your target audience. This information will help you identify the type of audiences you would want to set in your FB Ads.
If you’ve been running campaigns through other paid advertisements or organic channels, you may want to check your ads according to the audience it converted. You can also refer to this record when setting your target audience in Facebook Ads.
Core Audience – Audience based on demographics like location, gender, age, behaviors, interests, job, and etc.
Custom Audience – Audience based on your leads like customer email lists and website visitors.
Lookalike Audience – Audience based on new target customers with similar behaviors with your successfully converted customers.
An Ad is your copy and ad creative. You can run multiple campaigns to see which one yields the best result with your target audience. Having multiple ad-sets lets you see which message or offer receives the best response.
Among the widely used ads are Video, Carousel, and Leads.