Advertising on Facebook - what do you need to know at the start?

 

Advertising on FB - why advertise?

Wondering if Facebook advertising is profitable? Currently, over 29 million people in Poland use Facebook. Among them are certainly your current and potential customers, which means that if your company is not on this portal, you lose a great chance to communicate with them. It should be noted, however, that the fan page itself is not enough to talk about the presentation of your offer. In other words, you need to invest in advertising to take full advantage of the described social medium.

Facebook advertising campaigns can bring measurable results in terms of building brand awareness and sales, thus multiplying profits for your company. In addition, it is another medium through which you can reach the awareness of people belonging to your target groups. 

Facebook advertising campaign - how to prepare?

Before you consider what affects the effectiveness of Facebook advertising, you need to go through all the major technical issues. However, setting up an advertising account on Facebook includes several important elements, so it's not worth rushing through this process but taking care of the correct configuration.

Advertising on Facebook - set up Business Manager on FB

Business Manager is a Facebook Ads tool whose main purpose is to help entrepreneurs and marketers organize and manage their business activities on social media. But remember that you can only create two accounts there. To create a Business Manager:

• Go to the Meta Business Suite page, 
• Then click - create an account,
• Enter your company name, your name and company email address,
• Enter your company details and click - send.

Advertising on FB - install Meta Pixel and check if it is connected to your website

Meta Pixel in Facebook Ads is a piece of code that helps you monitor what is happening on your website and connect selected activities with your Facebook advertising company campaigns. Thanks to this solution, you can make your ads more effective and reach the people most interested in them. To install this tool, follow the next steps:

• Log in to your Facebook business account,
• Go to Manager, then click, connect data sources and select internet,
• Select the Facebook pixel option and click - connect,
• Give it a name and enter the website URL, then click Continue.

Facebook Ad - Upload your product feed to Facebook

If you run your online store and want to advertise your offer on Facebook, include product data in Facebook Business Sales Manager. 

• Choose the type of e-commerce catalog,
• In the settings configuration, select, submit product information,
• Mark your online store as the owner of the catalog and name the catalog, click - create,
• Under Directories, click Data Sources,
• Select a data feed to add individual products,
• If you plan to upload information in bulk, select Scheduled Data Feed Upload, then click Continue,
• Paste the file URL,
• In the schedule, activate the option, add automatic updates,
• Enter the name of the source and specify the default currency for your product feed
• Click - submit.

Facebook ads - correct configuration

What is the correct configuration of a Facebook ad? This implementation involves several steps and requires you to make several important decisions that affect whether Facebook advertising campaigns will be successful. To create your first ad, go to Ads Manager and click the create button. You will then be redirected to the campaign setup page. Below we present the most important configuration elements that you need to pay attention to:

Advertising on FB - choosing a goal

You can freely use Facebook Ads to achieve your business goals. The goals of individual ads on this portal fall into three main categories: awareness, actions and conversion. In addition, each of these categories is broken down into more specific goals:

• Brand awareness - brand recognition, reach,
• Activities - traffic, activity, application installation, video display, customer acquisition and news,
• Conversion - conversions, catalog sales, company traffic.

Effective advertising on Facebook - choosing the target group

For your advertising to be effective, you need to understand your audience. When preparing advertising campaigns on Facebook, you can specify your target group in detail, which is a very helpful solution. In addition to specifying the age, gender, and location of your audience, you can also specify their particular interests. Try out a few different interest-based audiences before you find the one that will bring you the conversion you're looking for.

Choose the location of your ads

You must decide where your ad will appear. In this situation, you have two solutions: manual location selection or automatic. In most cases, it makes sense to use automation and let Facebook do the work. However, if you choose to choose your ad location yourself, you have the following options:

• Facebook,
• Instagram,
• Messenger,
• Audience Network.

Facebook advertising - set a budget

Another important step when preparing an FB ad is determining the budget you can spend on it. If this is your first Facebook ad, invest less to see how effective your efforts are. Remember that the specific budget represents your maximum amount to spend. 

Set up an advertising schedule

The next step is to decide when you want your campaign to run. You have several options to choose from: you can display it immediately or specify a start and end date for its display. In addition, you can choose to run your ad continuously. What is important? You can also choose to show your ad only on selected days of the week and times.

How much does advertising on FB cost?

Wondering how much advertising on FB costs? You should know that the cost per ad click varies based on factors. Remember that the average results may differ from your advertising campaign's actual cost per click. According to the data provided by the Ad Espresso report, the average cost per click is USD 0.44 for a Facebook ad. 

However, it turns out that the differences between industries can be significant. Interesting information was shared by Wordstream, which took a closer look at how the company's Industry affects advertising on Facebook: 

• Uroda i fitness – 1.85 USD,
• Business & Industry - $2.48
• Finance – 3.89 USD,
• Food and drink - $0.42
• Hobbies and Leisure - $0.68,
• Home & Garden - $2.78
• Internet – 3,07 USD,
• Pets - $0.61
• Real Estate - $1.81
• Work and Education - $2.11.

What's more? CPC advertising can be used for various purposes, and it greatly impacts how much you pay for advertising. According to data provided by WordStream, the average cost by campaign type is as follows:

• Brand Awareness - $2.32
• Lead generation - $1.74,
• Traffic generation - $0.43,
• Conversion boost - $1.33.

One of the cheapest solutions is a CPC campaign - focused on increasing traffic. It does not require the Internet user to make a greater commitment. However, in this case, one should remember not to be guided only by the cost. It is worth considering which type of campaign will be the most effective support to achieve your business goals.

TIP: Get in touch with MavenUp Creatives to get services all over the USA.

Advertising campaigns - what affects their cost?

There are many factors, and they influence each other. Among the most important of them are the following:

• Recipient group - users can influence both the increase and decrease of costs. For the best advertising results, you should target your campaign to your target audience,
• Advertising budget - remember that your monthly advertising budget also affects the cost of advertising on Facebook. It should be noted that not in every case a high budget means high effectiveness, although it affects the flexibility of the strategy. In other words, your company can achieve good results also with less financial outlay,
• Ad bid - In some cases, choosing an automated bidding strategy is a good idea while maintaining a high ad quality score. This solution helps to reduce the cost of the ad rate,
• The purpose of the advertisement - the greater the involvement of users, the higher the rate related to the implementation of the advertisement,
• Ad location - remember that your ad doesn't have to appear only on Facebook. You can also direct it to Instagram or Audience Network. As we mentioned above, you can automate the selection of the location of placing ads or choose where to display them yourself,
• Relevance of advertising - by creating a quality advertisement that is well suited to the needs and requirements of Internet users, you can significantly reduce advertising costs,
• Season - did you know that there are several popular shopping seasons, such as Christmas or Black Friday? During these periods, you can expect higher advertising costs, primarily due to high competition,

Effective advertising on Facebook - how to do it?

What does effective Facebook advertising look like? The portal gives advertisers many tools, thanks to which they can create precise target groups and advertising creations. The most important of them is the Facebook pixel. This is a piece of code placed in the code of the website. Thanks to it, it is possible to study the behavior of users visiting it and, on this basis, create recipient groups on Facebook, to which the advertising creation will be directed at the next stages of the campaign. 

The idea is to reach people who have visited your online store and viewed your products. An effective Facebook ad can also remind them of an abandoned cart, which may prompt them to purchase. In addition, Facebook allows you to find people who are most interested in your offer on your social media. These may be people who know and visit your competition's stores. By reaching them with a personalized advertising creation, it has a great chance to multiply its profits.

Facebook advertising - 4 golden rules:

• Attractive product for sale,
• Interesting ad content
• Conversion-optimized online store,
• Correctly defined target group.

Facebook advertising campaign - where to start? 

Before you jump into the tool, you should consider what you want to achieve with the ad. The overarching goal is usually one, but there are also micro-goals. For example, for an online store, the primary goal will be sales. However, other assumptions will be along the way, such as increasing traffic on the external website, building brand awareness or activating a selected recipient group. 

Remember that micro-goals are very important because only about 3% of its recipients show readiness to buy in the initial phase of the campaign - the rest are people who still need to build it. This can be done with the micro-targets above.

Facebook advertising - what does it look like in practice? 

In the beginning, you should let your potential customers get to know you and thus build brand awareness. Another thing is engagement, i.e., the desire for the recipients of the advertisement to be active toward your creations. Once they're engaged, you can send them to your own online store's external site so they can start browsing your products. Later, you will want them to add them to the basket, initiate purchases, and make transactions. Each of these steps is important because it creates a relationship between the brand and the company.

FB – campaign cell

You can build a campaign through Ads Manager. The first step is to choose one of the advertising objectives that Facebook offers you:

• Building brand awareness - here, you can choose either brand recognition, i.e., that the ads will be remembered by their recipients, or range - so that the ads will be displayed to the maximum number of people,
• Taking action, i.e., activating the target group - here you can select the traffic of recipients to a specific destination, e.g., a store or application, activity - if you want to get, e.g., comments, likes or reactions, application installation, video viewing, obtaining contacts or messages,
• Conversions - a solution especially useful for the e-commerce industry. It is about taking concrete actions, including sales in the catalog, traffic in the company or simply conversions, i.e., the desire for recipients to do something specific, i.e., buy, add to the basket or initiate a transaction.

Creating an advertising creation 

The last element of building an advertising campaign on Facebook is creating a creative to display to the recipients. Facebook offers a lot of possibilities when it comes to ad format. The most popular is video creatives: videos, slideshows, image ads: collections and carousels. Especially the latter is often chosen by online stores that operate based on a product catalog. These are the so-called dynamic ads whose images change depending on the recipients' behavior. In this type of ad, every single click counts. 

Have you decided to create a creative and have chosen the form of advertising? Now you need to focus on the graphics, especially if the ad is not based on the product catalog and content. Regardless of your ad format, you need basic text and a headline. In addition, you can also try to add a description. When preparing the advertisement's content, at this stage of the campaign, you already know which target group will see it, so you can create a dedicated message. 

You can prepare several versions of the body text and headings. However, remember that Facebook will decide their connection and to whom and in what configuration a given creative will be displayed.