HOW TO ADVERTISE ON FACEBOOKAll the steps to follow for effective advertising
Do you want to start advertising on Facebook? Facebook advertising has become essential for connecting bloggers, businesses and their target audience. On this page, you’ll find information on how to effectively advertise on Facebook. However, if you want to effectively utilize emerging social media platforms and improve your ROI immediately, consider enrolling in the Social Media Marketing Certification.
How to advertise on Facebook
Facebook’s algorithm is continuously evolving. In recent years, it has begun to prioritize posts between individuals over those from businesses. So, how do you create effective Facebook advertisements?
With the assistance of Facebook Ads, you can advertise on Facebook simply and reach users who are genuinely interested in your products and services with the right message. Here are the 7 steps to follow, guiding you from the creation of your Facebook account to the management of your ads.
1 – Create the Company’s Facebook Page
To advertise on Facebook, having a page is necessary. Advertising is not possible on a personal profile. Therefore, the first step is to create your own page. Do you want to know how to create a Facebook advertising page? Simply follow the tutorial.
- Just log in to your profile and click on the downward arrow at the top of the desktop or access the main menu on mobile.
- Select Create a Page, and the menu will appear where you can choose the type of activity related to the page.Remember, you cannot create and manage a company Facebook page without having a personal account.
- Afterwards, you’ll be prompted to choose the category that your company falls under (local business or place, company, organization or institution, brand or product, artist, music group or public figure, entertainment, cause or community) and provide basic information like:
- business name,
- phone number,
- profile picture,
- preferred audience.
This last feature marks the initial step in how to advertise on Facebook; the system here requires specifying information about the people you’d like to connect with (by location, gender, and interests). If you wold like to have more information about this topic, you can read our article how to promote facebook page: trips and techniques.
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2 – Access the Ad Management Area
The second step involves creating ads on Facebook. Simply go to the page management section and click “Create ads”.
The system will directly redirect to the ad creation page where you’ll be able to input all the ad’s characteristics such as:
- target audience selection,
3 – Choosing the Objective of the Advertising Campaign
One of the key decisions for creating an effective Facebook campaign is selecting the campaign’s objective. It should align with the broader business goals, which fall into three main categories:
- Awareness: general objectives for raising awareness to generate interest in the product/service or brand
- Consideration: objectives to engage those familiar with the company in seeking more information about it and its products/services
- Conversions: objectives to encourage potential customers to purchase or use the product or service.
Facebook offers 8 specific objectives in particular:
- Highlight important posts to promote their content on the page,
- Promote the page to increase the number of fans and gain visibility,
- Direct people to the external website,
- Increase conversions on the website by guiding more users to take specific actions, such as purchasing a product, booking a service, or discovering an offer,
- Get app installations for desktop or mobile,
- Increase interaction with the app: encourage users to use the app,
- Reach individuals geographically close to the company, making the ad visible only to users in the area,
- Increase participation in an event by involving as many people as possible,
- Encourage people to request an offer from the physical or online store,
- Review a video uploaded to the page.
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4 – Targeting Potential Customers
Once the Facebook campaign is created, it’s essential to select the target audience for the advertising message. For instance, if we operate a restaurant, it’s logical to display the ad only to individuals nearby. Similarly, if the product caters to a primarily female audience, it’s advisable to choose only that gender, and so on.
To accomplish this, Facebook’s audience targeting tools can be utilized. When creating an advertisement, specifying:
- location (Country, region, province, city, postal code, address),
- age range (between 18 and 65 years),
- gender (male, female, all).
While other data is optional, it’s recommended to best approximate the target audience. This includes factors such as relationship status, education level, whether they are employers, business owners, artisans, professional titles, and parental status.
In addition to demographic data, you can incorporate interests (ranging from broader categories to more specific ones) that might resonate with the users being targeted by the ads.
Facebook can accomplish this because it understands users’ interests, activities, and pages they’ve engaged with. The more interests you include, the broader the ad’s reach, potentially appearing on the right side of the screen.
In the Behaviors section, users can be filtered based on criteria such as habits, buying behaviors, mobile device usage, travel habits, and programs. The available categories include digital activities, seasonal activities and events, expatriates, mobile device users, and travelers.
Lastly, under Connections, you can choose who to reach out to based on the connection relationship with the page (fan or non-fan), with the application (whether it’s already downloaded or not), or with an event (whether it’s announced or not).Facebook also gives the possibility to upload your own lists (CSV databases) to whom you want to show the advertisements or to use as a basis to create a custom audience.
Lastly, under Connections, you can choose who to reach out to based on the connection relationship with the page (fan or non-fan), with the application (whether it’s already downloaded or not), or with an event (whether it’s announced or not).
Facebook also gives the possibility to upload your own lists (CSV databases) to whom you want to show the advertisements or to use as a basis to create a custom audience.
5 – Determine Budget, Duration, and Optimization
For Facebook ad management, keep in mind that determining the budget can be done on a daily basis or by setting a total budget for the entire campaign duration; in this case, you’ll need to enter a start date and an end date for the sponsorship. In both cases, you can set a maximum spending amount and have the assurance of knowing exactly how much you’re spending.
You can also make an offer based on:
For example, to sponsor a Facebook page, you can increase the bid for the “Like” objective on the page, and you pay to have the ad shown to people who are part of the target audience and who might like your page.
6 – Select Images and Text for the Ad
At this point, once you’ve identified the target audience and allocated the budget, you can think about the creative aspect of the ad. You need to consider the right image to use and what you want to convey through the text.
Facebook allows you to add up to 6 images for each ad. The system recommends image dimensions, which vary depending on the campaign objective set. Before creating and uploading images, you should always keep in mind both desktop and mobile displays, as many users access from smartphones and tablets.
If you want to use text in the ad, consider that it cannot exceed 20% of the image area.
7 – Place the Ad
Now you just need to decide where you want the ad to be displayed. There are 3 spaces reserved for Facebook ads:
- desktop news feed,
- mobile news feed,
- right column of the news feed.
At this point, the ad is ready! It just needs to pass the system’s analysis phase and then it will be published. You can monitor its performance directly from the “Manage Ads” area.
Monitoring the Results
After learning how to advertise on Facebook, all that’s left is to monitor the results. The results tracking is crucial; social media is one of the few advertising channels that allow this.
The web channel is different from the other advertising channels because it allows easy utilization of a campaign and through real-time tracking of KPI metrics and statistics (Facebook Insights), it’s possible to understand the ROI of an advertising investment.
Facebook provides several tools to track the results of a Facebook campaign, including Facebook Pixel and Facebook Insights.
Installation and Configuration of Facebook Pixel
When using Facebook advertising, a fundamental tool for evaluating the ad’s effectiveness is the Facebook pixel. This tool allows inserting a code within the website to monitor conversions. The advantage of the Facebook pixel lies in being able to utilize the collected data in various ways. For example, it’s possible to:
- Connect with individuals who are interested in engaging with your company effectively: Find new customers or individuals who have visited a specific page or performed a desired action on their website. You can use a custom audience with user lists from interactions on Facebook, Instagram, the website, or directly with the company. Alternatively, use a lookalike audience, which includes users similar to those valuable to the company. The ‘saved’ feature stores targeting options for future ads.
- Increase sales: Set up automatic bidding to target individuals likely to perform desired actions, such as making a purchase.
- Measure Facebook ad results: View information like conversions and sales.
Another aspect to monitor is clicks, useful for measuring the success of a
Facebook advertising campaign in terms of website visits. To do this, you can use an advanced feature of the Power Editor: URL tags.
Through this feature, Facebook adds parameters to the end of URLs used in ads, leading users to customized URLs, easily trackable on statistical platforms like Google Analytics.
Why Advertise on Facebook
Before considering how to advertise on Facebook, one must question its worth and why. Over the years, Facebook has become a powerful medium for communication, entertainment, sharing, and marketing, offering companies significant visibility.
It’s the social network with the highest number of users (over 2 billion), and about 65% of them access it daily.
When deciding to advertise, it’s important to have a target audience in mind, meaning knowing who we want to reach with the ads. Facebook allows you to reach a customized audience based on geographical location, demographic data like gender and age, connections with your page, and most importantly, based on the interests and behaviors users have on the platform.
This provides a significant advantage: compared to cookie-based advertising, Facebook helps advertisers select their target audience more accurately. With Facebook, you also have the option to highlight an individual post without creating a full campaign, emphasizing content through sponsoring one or more posts at a time.
Benefit of using Facebook Ads
Advertising on Facebook also allows you to create campaigns with different objectives, for example:
- promote your page to increase likes;
- direct users to your website;
- increase conversions on your website by encouraging user actions;
- get installations of your App and boost conversion;
- reach the Facebook target audience
- closest to your business based on geographical location;
- increase participation in an event;
- promote offline offers or discounts;
- boost video views to enhance brand visibility.
Another benefit of advertising on Facebook is the ability to manage your budget easily and flexibly. You can start with just a few dollar per day, but of course, the more you invest, the greater the objectives achieved.
Furthermore, Facebook provides comprehensive reporting to effectively monitor each advertising campaign. For instance, we can find out how many people clicked on our ad and keep track of the CTR (click-through rate), which is the ratio between the number of times our ad was displayed and the number of clicks it received.
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The Costs of Facebook Advertising
How much does it cost to sponsor an advertising page on Facebook? The cost of advertising on Facebook depends on various factors like the target audience, chosen offer type, Facebook’s assigned score, and more. Facebook functions like an auction, so there’s no fixed “price list.”
When creating a Facebook ad, you set the maximum amount you’re willing to spend per ad, detailing specifics in the pricing/offer section. If unspecified, Facebook optimizes the bid based on the invested budget and campaign duration.
Due to high competition on Facebook compared to traditional ad platforms, there’s a limit to how many ads users can view. Thus, crafting the right bidding strategy is crucial for campaign success.
As mentioned, the cost of advertising on Facebook is influenced by target selection; precise targeting aids focused ads and maximizes cost-effectiveness.
Another major factor is the campaign quality you create. Two key metrics gauge campaign quality: relevance score and CTR (clicks divided by impressions). The relevance score, a rating from 1 to 10, reflects ad performance in the shown audience.
While a “relevant” ad doesn’t guarantee higher conversions, it’ll likely cost less as Facebook considers it appealing.
How to improve Facebook Ads performance?
The key to effective online advertising lies in optimizing ad performance metrics for business growth. After launching ads and collecting performance data, it’s crucial to evaluate which ads are truly effective.
The primary goal of Facebook campaigns should be to drive sales and generate high-quality leads. Despite impressive click-through rates (CTR) or reach metrics, if ads that don’t contribute to business growth, they become ineffective.
To enhance ad campaign effectiveness:
- Use visually appealing and attention-grabbing images to capture users’ attention while they scroll through their Facebook feed.
- Focus on promoting a single primary product or service to avoid confusing the target audience.
- Incorporate a clear and prominent Call-To-Action (CTA) to guide users on desired actions.
- Ensure all links attached to CTAs are functional and lead to relevant pages, preventing user frustration.
- Develop a dedicated Landing Page for the campaign, equipped with relevant information and contact options.
- Introduce compelling Special Offers that motivate potential customers to engage with the ad.
- Replicate successful campaigns to improve click-through rates, boost campaign efficiency, and reduce ad spending per generated lead.
By following these tips, advertisers can optimize their ad campaigns to achieve meaningful business growth and engagement.
Facebook Advertising & Re-marketing Strategies
Understanding how Facebook ads works goes beyond ad placement; the right marketing strategy maximizes results.
For instance, with the Facebook pixel we discussed earlier, you can do re-targeting or re-marketing, reaching users who visited and left your site, and guiding them to meet business goals. Did a user visit a site section?
Show an ongoing offer related to those products. Or if they’re a customer, present offers on products they’re interested in.
Re-targeting costs less and converts more as users likely interact with familiar, trusted brands and content of interest. Re-marketing works at various sales funnel stages. Let’s explore four examples:
- Begin with brand awareness ads for new customers, followed by re-targeting those who interacted. Focus more on conversions closer to purchase.
- Increase desire with dynamic re-targeting. Users visiting product pages show interest; dynamic ads display viewed products.
- Re-engage inactive users with targeted re-targeting campaigns. A cost-effective way to regain customers.
- Evergreen re-targeting campaigns run continuously. For users seeing a brand intro video are part of an ongoing campaign encouraging site visits.
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