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Jul 29 2017

How to use Facebook Advertising for your business?

Are you using Facebook Ads to increase your revenue?

Are you failing to leverage the best output for Facebook ads within your budget constraints?

Facebook advertising is one of the powerful tools used in digital marketing that can prove to be fruitful for almost any niche. Facebook ads generate leads and increase your business revenue only if used in the righteous way. Many businesses fail to stand out amongst their competitors in the clutter of today’s Facebook Business, because of inappropriate targeting of audience or improper selection of ad type. A lot of small and medium sized businesses can count on Facebook ads and create wonders even on a tight budget.

Choose the right type of ad that fits your marketing plan

Before you set sail into this chaos of Facebook Ads, make sure you have an action plan ready at hand. Analyze and assess your current business requirements and design a plan accordingly. Ensure that you have a clear idea about your direction of the marketing efforts and the output that needs to be generated.

Design your strategy by finding answers to the following questions

  1. What are your objectives for Facebook advertising?

       Eg. Do you wish to increase the subscriptions to your blog, increase website visitors or increase sales for your ecommerce platform?

       2. Do people visit your website consistently?

       3. Do you have any data (email list or Phone numbers) of your customers?

       4. Can you consistently design/develop content about your business/niche for your audience?

Once you get a clear picture of your strategy move forward to designing your content marketing strategy

Content marketing strategy

This is the most crucial part of your ad. You need to have an effective plan of content delivery before joining the race.

  • Analyze your competitors to get more ideas about marketing your business
  • Research about the type of content liked by your prospects. (Images, videos)
  • Design content that is appealing and make sure you come across very clear about your message. (Avoid confusion).

If you need to stand out on the Facebook timeline and not vanish within scrolls, you better brace up with your content strategy.

You can now proceed with creating ads in the Facebook Ads Manager

1.Choose Campaign Objective

Facebook ads creations is divided in three simple steps; a campaign, an ad set, an ad. The first step is creating a Campaign

Campaign Objective

Campaign objective is basically what action you expect people to take when they come across your Facebook ad. Campaign objectives can further be divided in three categories based on the output- Awareness, Consideration and Conversion

Campaign Objective

Select an objective based on your strategy. Eg. If you wish to generate responses for your event or want people to claim offers, you can opt in for Engagement Objective.

The simplest way to figure out the objective is by having a basic understanding of the CTA(Call-to-action), i.e what exactly do you expect from your budget. Eg. Do you wish to have leads, likes, walk-ins to your physical store, visits to website or anything else.

2. Creating an Ad Set

The second step is creating an Ad Set, which specifies how, when and where your ad will run.

Create a new audience or use a Saved audience to determine who will see your ad

Create Ad Set

You can create new audience by

  1. Using a combination of location, demographics , behavior, interests, connections
  2. Using data(email ids, phone numbers, website visits, app activity or Facebook engagement)

The first option is the simplest and can be used to explore new target audience whereas the second one can be used mostly for retargeting

3. Defining Target audience

Define Target Audience

 

For targeting audience, you can start by filling in the location. A location can be a region, country, state/region, city or even specific address. You can also upload a list of locations in bulk for targeting by clicking on the “Add Bulk Locations” below the locations.

Fill in the other details like age, gender and languages

In the detailed targeting section below, use Demographics, Interests, behaviors and other categories to get a precise picture of your target audience.

Audience Targeting

Use a layered approach and create a combination of demographics, behaviors and interests to get the perfect audience.

Eg. If you are wedding photographer and you need to promote your special wedding offer, you can choose a combination of people who are interested in weddings AND who are newly engaged.

You can combine demographics, behaviors and interests either by excluding people or narrowing the audience to come down to your perfect.

4. Create a custom audience

Custom audiences are used to target people who have already interacted with your website, facebook page or your email marketing. Custom audience can be leveraged at their best when used for retargeting campaigns.

Create Custom Audience

To create custom audience, you can choose from the following options

-Customer file

-Website traffic

-App Activity

-Engagement on Facebook

Create Custom Audience

After creating the Target Audience, you can now move further with choosing placements, setting budget and schedule and selecting a bid type

5. Creating an Ad

When creating an ad, you can either create a new ad or use an existing post.

To create new ad, you have initially finalize the format of the ad. 

Create Ad

Your ad format will depend on your marketing strategy or objective. However some objectives constrain to the use of certain formats. Eg. You can use only video formats for Video Views objective.

Otherwise, you can choose from five different formats in some objectives- Carousel, Single Image, Single Video, Slideshow and Collection

You can also choose to add a full screen canvas with a proper CTA

The best practice is to create multiple ads in a single campaign to improve the performance by testing variations with image, content or format.

Instead of stopping the campaign as whole when the relevance score goes down, you can test the ad and generate results from the campaign by using several options:

  • Split Test Image: Create a new image ad by using a different image
  • Split Test Copy: Change the content and use the same image and format
  • Split Test Ad Format: Create a new ad with a different format

Take time, design your strategy and lean in to reap benefits from your Facebook Advertising Campaigns. Share tips of your successful campaign ideas below. 


Ankita Jagtap Digital Marketing Consultant

SEO & SMO strategist. An avid content writer and an emerging Blogger. Overall, a passionate Digital Marketing Consultant.