This is the continuation of “A Beginner’s Guide to Facebook Advertising” post from the last week. Enjoy!
Choosing Your Campaign Budget
Once you’ve set up your Facebook campaign, you need to set up an “Ad Set.” The Ad Set lives directly underneath the campaign and is the place where you set the budget of how much you want to spend. Facebook recently changed it to where budgeting is done on the Ad Set level so that users can allocate certain amounts of spend to specific markets or objectives. A budget can be set on a daily or lifetime basis, and advertisers can also choose to pick their own advertisement start and end dates.
Choosing Your Facebook Audience
You can spend a ton of time and money creating an amazing advertisement with a beautifully designed image and great copy, but if you aren’t showing it to a relevant audience, then what’s the point? For this reason, Facebook is one of the best platforms out there for advertisers. It has a fantastic ability to segment an audience. The ability to target is done on the individual advertisement level, which is housed under the ad sets, which are housed under campaigns. Here are just a few of the ways you can segment an audience on Facebook:
- Education Level
- Relationship Status
- Political Views
- Whether or not they are connected to your page
Facebook also gives advertisers the ability to upload their own information in order to make Custom Audiences. With Custom Audiences you can target users by:
- Email addresses
- Phone numbers
- User IDs
- Mobile advertiser IDs
- People who have visited your site
You can then take these Custom Audiences and have Facebook create “Lookalike Audiences” based on the demographics they all share.
Choosing a Placement for Your Ad
Now that you’ve decided which users you want to target and what you want them to do, it’s best to think of where to place your advertisement. There are three main locations on the site that you can choose to display your ad:
- Facebook Newsfeed Advertisement
- Facebook Mobile News Feed Advertisement
- Facebook Right-Hand Column Advertisements
Choosing a Facebook Ad Type
Now that we’ve got the finer details out of the way, let’s get to the heart of this post and talk about all of the different types of posts that are available to you as an advertiser. Below is a brief description of each type, as well as some suggestions from Facebook.
- Page post engagement. This type of ad can boost a status, photo, video, website link or offer that you’ve already posted to a much larger audience to increase engagement (likes, shares and comments). These are the best types of ads to drive engagement on your posts.
- Page likes. Getting “Likes” on your Facebook Page can be a great thing for a few reasons. One, you establish a strong credibility on the social site, so when someone researching your company finds your page they see that you have a good amount of happy customers. The second great thing is that as soon as someone follows you, your company posts will sometimes show up in their News Feed free of charge. You can create these ads with either the Facebook Ads creator or Power Editor. As the ad shows up in your audience’s right-hand sidebar or News Feed, it will also show all of the likes that your page has already earned, as well as any friends of that user who likes your Page.
- Clicks to website. These are similar to page post engagement ads, but their main focus is to drive traffic to your website. These ads also have the functionality to click through right to your website and have an optional “call to action” button.These ads do a great job of driving traffic to brands’ websites, primarily because the ad format has more copy to work with, and the image you choose will click right through to your website.
- Website conversions. In order to take full advantage of these particular ads, you need to add the Facebook Conversion Pixel (can be created in Power Editor) on your website. Once it’s there, you can tell Facebook what specifically you want to optimize your ads for, whether it be checkouts, leads or registrations.
- App engagement. If you have a desktop or mobile application associated with your product you can then attach it to your company Page. Then you can create ads that encourage users to download your app. These types of ads are perfect for companies like Sprout Social, where most of the value lies with people using apps.
- Event responses. If your company or business has an event that they’d like to promote, this is one of, if not the best, ways to go about it. Write an enticing invitation, and then promote it out to audience segments you think may find it interesting.
- Offer claims. Who doesn’t like free stuff? If you’ve created an offer on Facebook, you can continue to promote that out to other Facebook users. This could be useful for finding new customers and driving them back to your site.
Get out There and Engage
A few parting words for those who have found value in this post. This post is to help brands and companies establish themselves on Facebook and to take advantage of the paid advertising aspect of it – but that’s not the only side of Facebook.
Once you have driven all of these fans to your page, it’s equally as important to continue to engage with them. While it may be nice to gain some quick sales with a few advertisements, many sales cycles require more relationship building.