Facebook is still the most widely used platform in the world, with one-fifth of the world’s entire population actively using the platform it is highly likely that your customers are on the platform. The demographics are varied and whilst using other platforms to engage the millennial audience, Facebook does still penetrate this demographic but also has the advantage of being able to reach users up into their 60s.
There are many elements to consider when looking to transition into paid social media advertising so we thought we would break this down for you to help you decide if this is the right approach for your business.
When exploring paid advertising across Facebook it is important to consider the goal of the campaign. Facebook not only has vast amounts of its own data but it can also integrate with your existing website through a Facebook Pixel which is implemented on your website. This pixel will automatically track website traffic which will allow you to target website users and lookalikes of website users on the platform however it can also be configured to track website interactions such as add to carts, purchases and leads. This means that if you want your goal to be increased website traffic, website leads or product purchases this can be done accurately through the platform.
Objectives within Facebook are split into 3 sections which tie in to the customer journey: Awareness, Consideration and Conversion. Awareness is about driving brand awareness and reach to as many people as possible within the budget so if you are a new brand trying to increase exposure this could be the option to begin with. Consideration is for activity further along the journey as focuses on elements such as traffic, engagement, app installs and Facebook leads. Conversion is the lower end of the funnel which is around driving conversions, sales and in-store traffic which is one of the most popular options when trying to grow a business with proven ROAS (return on ad spend).
These options are important to consider from the outset because Facebook uses its algorithm to place the ads to users most likely to achieve the goal. A user who is likely to engage with an ad may not be the same user who is likely to make a purchase. Also, the reach of a conversion campaign will be significantly less than a brand awareness campaign for the same budget however the ROAS will likely be far greater in the conversion campaign.
Once you have decided that paid advertising is the right approach for your business and you have defined your objective of the Facebook campaign, the next step is the audience. This is where Facebook comes into its own as not only can your pixel integration allow you to create audience groups such as purchasers to retarget to, you can also create lookalikes of these groups to expand the reach to a currently untapped audience. Customer email addresses can also be uploaded directly into the social ads platform (assuming it is compliant of course).
One of the best ways to grow your audience is to use detailed targeting which allows you to tap into Facebook’s vast amounts of data to promote ads based on a user’s interests, pages they follow, relationship status, employers, whether they are a parent and many more. You can take this one step further and also have exclusions so you could target users interested in ‘Marvel Comics’ and exclude those who are interested in ‘DC Comics’.
It is safe to say that with Facebook advertising, targeting is brilliant.
When it comes to ads, Facebook and Instagram are one of the same platform. You create ads in exactly the same Ads Manager using the same targeting, objective and ads. It is only at the placement stage where you choose where you would like your ads to appear.
For many ads, clients tend to leave this option to automatic leaving Facebook’s algorithm to pick the placement based on best performing placement however you can manually select the placement. This goes beyond just Facebook and Instagram but is the placement on the social platform itself so if you wished to advertise as a story only on both Instagram and Facebook that can be done here.
This is where it gets a bit more exciting, this is where the ad style is chosen to promote your business. Depending on your campaign goal will depend on the options available, catalogue sales for example will dynamically pull your products from your website, however the vast majority will have: Carousel, Single Image/Video and Collection, with the ability to add an Instant Experience.
Carousel ads that allow up to 10 images in a scrollable format often used to showcase multiple messages.
Single Image/Video ads are, as they sound, a single image or video used as an ad. With these ads we have the ability to change the creative (image/video) depending upon the placement so we can have the right size image and really maximize the space available.
Collection ads are a group of images and videos that open into a full-screen experience on mobile devices which can be used in many ways from telling brand stories to advertising multiple product categories. These can create a very immersive experience for the user.
Instant Experience is an option for Carousel ads and Single Image/Video ads to create an immersive mobile experience, similar to Collection ads, so that when a user clicks on the ad they get a full mobile page.
The final element is to add the ad text and links, when doing this make sure to use the UTM parameters which means that tracking software like Google Analytics can track what source and campaign the user came from.
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We have barely scratched the surface of Facebook advertising here, other elements to consider are split tests, dynamic create and copy not to mention how these can all tie together in a detailed marketing strategy.
If you would like to have a discussion around Facebook paid advertising in more detail to understand how it could work for your business than please contact us.