Facebook advertising can seem like a tall task, especially when you don't have a team member dedicated to creating content, monitoring performance and reporting on results. Lucky for us, we have a team that focuses on social media advertising day in and day out… and lucky for you, we’ve used our knowledge to give you the Facebook advertising breakdown you’ve been searching for. When it comes to implementing a solid Facebook advertising plan, getting started is the hardest part. In this post, we will present tools and knowledge you need to make your first step a bit less daunting so you're producing results in no time.
Types of Facebook Advertisements
Now that your account is set up, it's important to know the different types of advertisements you can create on Facebook and what they can do for you. Determine your goals and ask yourself, “what do I want to achieve by hosting this advertisement?”, and that will help you to determine your objective.
Community Growth Advertisement
Community Growth is exactly what it sounds like... A way to use your advertising budget to directly grow your community. Whether you have a large or small budget, this is something that you can do on a monthly basis to grow your audience. Not only are you growing your social community size, but you are also increasing your brand awareness by reaching hundreds if not thousands of new potential customers.
Engagement is a great way to get people to interact with your content. Whether that is a simple page or post "like", a comment, or a share, you are able to determine the type of content that people care about as a result. Through engagement advertising you can gauge sentiment around your product and get direct feedback.
Traffic directs people out of Facebook and to another platform, like your website. If you are looking to increase your website's page views or entice people to click and download a recipe or a free resource, for example, this is the objective you should choose. It is important to note that a traffic advertisement generally has slightly higher cost per click rates due to the level of interaction - you are asking people to click and leave Facebook vs. interacting directly on the post.
To ensure that your spend and results are on track, check out these social benchmarks.
How to Set Up a Facebook Advertisement
1. Click on “Create” in the top left hand corner
2. Select your campaign objective. In this example we are showing how to create a community growth ad, so you will choose “Engagement” and then specify that you are looking for “Page Likes”.
If you were looking to drive people to your website, select traffic and if you are looking for increased engagement, select “engagement” and then “post engagements”.
3. Next you will be able to name your campaign and choose your desired budget.
We recommend choosing a name that you can easily search for when reviewing your results. In this case, for example, “February 2021: Brand Name Like Ad”.
Facebook automatically sets your budget to “daily budget”. This means that the ad will spend the daily budget on average, so this can sometimes vary. To ensure you remain within budget, we recommend changing the “daily budget” to “lifetime budget’.
Set your budget depending on the results you are looking to see, your spend should directly relate to your growth goals!4. After you select your budget, you’ll need to select the time frame that you’d like it to run for.
You can let the ad run continuously until the budget naturally runs out, or you can set a time frame that you would like the ad to run within. We recommend doing this on a monthly basis, it ensures growth month over month and is easier to track!
5. The next step is the good stuff - Targeting! This is how you actually find the people who you are looking to gain as your audience members.
Targeting:Location - We recommend keeping this as open as possible. We know that your products may not be available in every city. However, there is an opportunity to get audiences excited about and familiar with your brand, so that the next time they come across it, they know who you are!
- We recommend also keeping this open to both males and females.
- Demographics, interests and behaviors
- Depending on what kind of content you are promoting, you can add in keywords. For example if you are sharing a berry recipe, add in targeting like “berry” “berry recipes” “healthy eating” etc.
As you add targeting parameters, keep an eye on the gauge to the right. You want the arrow to be within the green area.
6. For community growth ads, you want to be sure that you are only targeting people who are not currently in your audience. To be sure you are doing that, click on “Add a connection type” below your detailed demographic and interest targeting.
Click on connection type and select “Exclude people who like your page”.7. Lastly, it’s time to make the ad you will be sharing with your audience! Time to upload your ad creative and text.
You can upload a new photo, or select from the photos you have previously shared on your page. Be sure to pick a photo that represents your brand well and will grab your audience's attention! Your copy should be short, to the point and explain what you are looking for from your audience!
Facebook advertising has endless opportunity when it comes to supporting your marketing efforts. Social advertising is both effective and extremely cost efficient, if you haven't already, it may be time to see how a small budget can make huge impacts for your brand,
For more on how to get started with Facebook advertising, schedule a call with our social media team or review our social media assessment essential service that could have your advertising working in your brand's favor in 45 days.