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Facebook ads are the most successful solution for online advertising nowadays for small and large businesses. This article is a complete Facebook ads guide for 2019 to guide you step by step to create Facebook ads for your business to achieve various desired business goals including:
- Increasing brand awareness for your business
- Reaching more potential clients from targeted segments
- Generating more traffic for your business website or official business mobile app
- Increasing engagement with your business Facebook page content (comments – likes – shares – direct messages)
- Increasing the number of your business app installs
- Promote videos related to your business (tutorial videos – product & services explainer videos – customer reviews and stories videos – new offers videos)
- Generating more leads by reaching more people interested in your business
- Improving customer care and better communication and customer service for clients with ads that redirect them to your business in messenger
- Tracking potential customers’ behavior and actions after viewing your ads to measure and increase desired conversions
- Increase traffic to your offline stores with ads providing contact and location information to your stores
Creating a Facebook page for business and launching Facebook ads will be your main steps to reach your targeted potential customers based on their demographics (Interests – age – gender – location) across all Facebook platforms.
Facebook has the largest online community compared to other social media channels from all countries all over the world. Regardless of your potential customers’ persona, they will be active on Facebook providing a solid opportunity to increase brand awareness with cost-effective advertising options.
Promoting your whole business Facebook page or specific posts is available to achieve the desired goal out of the paid advertising campaigns and avoid wasting time, efforts and money on regular offline campaigns that are efficient enough compared to their enormous costs.
Creating Facebook ads starts with choosing the objective of the campaign that can vary between awareness, engagement and conversion objectives to achieve specific business goal out of the campaign.
After choosing the campaign objective, you’ll create your ad account by defining your country, the currency for financial transactions, your ad account name & the time zone.
The ad account information will be helpful when defining your campaign budget, the daily spending limit and specific times to show your ads to potential customers depending on their activity on Facebook.
Each campaign will contain ad sets which are options to define targeted audience based on their demographics, placements for your ad, the campaign budget, the advertising schedule and bidding strategy to optimize your campaign performance.
The final level for your campaign will be the ad level that involves choosing the business page or business Instagram account to represent your business during the campaign, choosing the format and media assets for the ad, creating the text need to your ad and previewing the ad to evaluate compatibility with the chosen platforms to show your ad that include:
- Facebook Newsfeed
- Facebook stories
- In-stream videos
- Mobile and Desktop Marketplace
- Instagram Newsfeed and stories
- Messenger inbox
After reviewing all details related to your campaign and the ad content, confirm launching your campaign and you’ll receive the approval feedback from Facebook on your email within the following 24 hours.
One of the most important benefits of Facebook ads is the detailed targeting option to choose the suitable criteria for business offerings from all different active users on Facebook.
The targeted audience can be chosen using specific demographics including:
- Specific current location either living in that location or traveling to that location
- Age range suitable for the campaign
- All genders or specific gender to target
- Adding languages uncommonly spoken for people within the targeted location
- Level of Education, Estimated financial income, current life events like birthday month and relationship status
- Job titles and industries
- Areas of interests like sports or fashion
- Consumers behaviors like types of devices used for Facebook activity
After determining specific demographics of targeted criteria, the potential reach of Facebook users will be estimated for the whole campaign plus daily estimated reach.
Broad targeting isn’t effective in achieving any of the paid social media advertising campaigns' goals compared to detailed targeting for specific segments that have an interest in your business products or services.
Defined criteria can be saved to be used in future campaigns to save time and efforts in preparing your next Facebook ad campaign.
Facebook ads have many types to choose from for optimizing your campaign performance with the suitable ad format for the ad content, chosen placement and targeted criteria. Some formats are more engaging and effective than others based on the objective of your campaign.
Facebook ads available formats are the following:
-Image: photos are efficient for ads that created to generate more traffic to your website, raise awareness about your products and services and the ad can be created within a few minutes.
–Videos: videos are more engaging than any type of content and are an effective solution for demonstrating your product features with engaging interactive motion and sounds.
–Carousel: a scrollable sequence of 2 to 10 images or videos to present more information about your business offerings with a different link for a different landing page for each image or video
–Slideshows: looping video ads of composed of 2 to 10 images that can be created quicker than regular videos with assets uploaded from your business page or your phone with the same experience of videos for users with a slow connection.
–Collection: collection ads can be used to showcase your products from your business catalog customized for each individual user targeted with this ad.
Achieving the desired results will rely mainly on choosing the suitable type and format for your content and the campaign objective.
A/B tests can be used to determine the best suitable ad format for your campaign based on engagement and conversion result of each format.
Specifications for Facebook ad formats should be followed to avoid the disapproval for your ads and the poor quality of the ad content.
Facebook provides multiple options for ad placement across Facebook, Instagram, Messenger and Audience network platforms.
Choose suitable placements for your ad based on the ad format type, the objective of the campaign, your targeted users’ activity on each platform.
Previewing how the ad would look like across different platforms is available when you create the ad content to optimize the ad performance.
Each ad format isn’t available in all platforms placements and you should choose compatible ad format for your targeted placement.
Choosing operation systems and mobile devices for ad specific ad viewers are also available on choosing ad placement plus the ability to choose only a Wi-Fi connection for ads that require a strong connection like videos.
Facebook ads are a cost-effective option for online advertising as you can optimize the outcomes of your limited budget by specifying all details related to your ad budget including:
- Overall budget
- Daily spending limits
- The campaign schedule -Bidding strategy
- Ads running schedule within each day of the campaign
Determining the campaign budget is related to the desired objective for your ad and the worth of these goals like brand awareness or more conversions to your business within your limited budget.
A lifetime or a daily budget option is available but I prefer the lifetime budget option as you can customize your ad running schedule daily based on your targeted users’ activity on their specific time zone.
Choose your bidding amount for each time the ad will be viewed to each potential client based on your budget limit and targeted reach. Facebook will only charge you at the lowest cost compared to your competitor's bid and not more than your bidding limit.
The future campaigns’ budget should benefit from your previous experience with Facebook ads to optimize the campaign performance and reach the desired objective.
Facebook advertising policies are set to guide the advertisers to create appropriate content in their ads for a better experience to Facebook active users.
Many ads are not approved because of the violation of these policies regarding the content of the ad or the business type like adult content, illegal products, and services, weapons, explosives or tobacco products.
Instagram is an online visual community with a rapidly increasing number of active users and it’s one of Facebook platforms that can be chosen for your ad placements.
Ad formats suitable for Instagram ads are images, videos and carousel formats and can be used in the news feed or stories ads.
Stories are a recently added method for presenting your content on Facebook and Instagram that are available only for the next 24 hours after posting a story.
Instagram stories can be used for ads for your business urgent offers that are limited to a short period encouraging viewers to engage and complete conversion before the offer expiration date.
Create a Facebook business account to be able to benefit from the options Facebook business manages provides including:
- Creating separate ad accounts for your different businesses or clients that you’re dealing with
- Requesting access to pages and ad accounts to perform a targeted role as an advertiser or analyst
- Assigning permission and roles for your team members for pages and ad accounts
- Measuring the performance of your ads for different ad accounts using the insights and analytics reports provided by the Facebook business manager
Facebook ads manager provides the opportunity to a better understanding of your targeted potential customers through audience insights and evaluates the campaign performance through customized performance reports based on your chosen metrics.
Ads manager provides performance data about your active and inactive campaigns including (status – results based on the campaign objective – reach and impression – cost per result – amount spent from your budget – the campaign schedule – click-through rate for your campaigns).
Customized reports for specific metrics can be using the ad manager to focus on more specific and related metrics to your campaign objective.
These reports can be exported and shared be emails and viewed using excel for people with no access to your ads account.
Facebook ad manager enables editing and managing options for existing ads starting from pausing and restarting current ads to editing campaign’s spending limit, name, schedule, audience, placements, delivery and the ad content.
Any e-commerce business can use Facebook ads to achieve various desired objects such as generating more traffic to the business website and track the potential leads generated by Facebook ads behavior on the website to increase conversions using Google analytics tracking code or Facebook pixel code.
Facebook pixel allows the gathering of information about your website visitors referred by Facebook to create more relevant ads based on their demographics and improve conversion rate based on their behavior on your website.
Facebook pixel can be created from the tools section in your Facebook ads manager account and installed manually in your website code.
After installing Facebook pixel and verify installing using Facebook pixel helper extension, you’ll be able to generate data about your website visitors’ behavior from Facebook ads manager reports.
Every professional digital marketing agency will be able to create, launch, manage and evaluate your Facebook ads but only a few will achieve your business goals based on their expertise in providing social media management services.
We are available to answer all questions related to social media marketing and providing the needed knowledge to run a successful Facebook ads campaign.
Contact Sendian Creations today to start your Facebook ads campaign
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