We all have seen Facebook Ads. Some we like, some we don’t. Sometimes we like its formats, sometimes they are too intrusive. Nowadays Facebook is the most important social network when talking about advertising but the best thing is: it is available for every person and every pocket. We can choose between multiple formats depending on what we want to achieve, create a new image and language and contact our target directly. Are you thinking about trying it? Welcome to this introduction to a Facebook Ad anatomy.
Where can I create a Facebook Ad?
Power Editor is Facebook’s ads creation platform. There you can create the whole campaign, launch it and follow its results in a simple and accessible way. Even so, if you want your Facebook advertising to play an important role for your company, use all the resources and make your business grow, we recommend you to work with a Facebook Marketing Partner like Adsmurai to have more information about new processes and formats, optimize your campaigns and have a software like Adsmurai Marketing Platform to manage your campaigns properly in Facebook or other networks in an easy way and with an specialized team ready to help and advice you during the process.
What can I get with a Facebook Ad?
Whatever you want. Within a range of options, of course. Facebook proposes a list of goals for your company or business so that you focalize your advertising and get better results. The main ones are:
- “Like” on the page: increase your number of fans.
- Interaction with a publication on your page: so that it has a greater reach, more “Likes”, comments or shares. If it is a video publication, this goal will give you more reproductions.
- Clicks to web: so that Facebook users with a real interest visit your web page.
- Web conversions: to get specific actions on your web page. Examples are: selling an specific product, newsletter subscription....
- App installs: To increase the number of downloads.
- Interaction with your app: to generate activity once it is downloaded.
- Answer to your events: to get assistance and/or diffusion of an event you have created.
How do I create a campaign?
To create a campaign you must have a clear objective. In fact, a campaign is the definition of the objective and it can contain groups of ads and ads. Let’s see an example. If I’m a clothing brand and want to advertise on Facebook, first of all I will define the campaign. Let’s say web conversions. Once I know what I want to do, I create two groups of ads. The first one will promote our sales period and will drive to the sale products on my website. The second one will promote specific products with the DPA (Dynamic Product Ads) format and I will create one for shirts and one for dresses.
Here you have a Facebook picture that explains it perfectly (in Spanish):
To whom do I show my ad?
Segmentation is one of the most important parts of the campaign. It is important to identify your target to reach them with your ad thanks to the demographic, interests and connections segmentation tools.
The main 4 demographic indicators are ubication (the only one that is compulsory), age, gender and language. By clicking “More demographic indicators” you can also segment by interests, relationship status, education level, specialty, educational center, university or workplace. Inside ubication you can select whole countries or exclude some regions.
Interests refer to pages users follow on Facebook or activities they show there. If I sell sportswear I will search people interested in sport in general or in specific sports that I sell clothes for.
Finally, connections are useful to reach users who already follow you, or exclude them and try to reach only new customers.
Once you have segmented your target, you can save this audience for future campaigns or retargeting strategies. Besides, when you launch an ad, you will receive information and get a registration with the users that have interacted with your ad. This will help you work with custom audiences. In further phases of your campaign or other campaigns you will be able to impact these users who have already showed interest for your business and have interacted with you.
Which bidding strategy should I follow?
You can choose between CPC, CPM or CPM optimized. For CPC and CPM you will have to bid up for the price, on the other hand, the CPM optimized gives you a fixed price depending on the opportunities detected by Facebook for that ad or campaign. But, which one is better? It depends on your goal. CPM will be useful if you want to gain notoriety. CPC guarantees that you pay for an interested target because if the user does not click on your ad, you won’t pay for it. Develop a strategy depending on your interests or contact a Partner company so that they will develop the best one for you.
Creativity
We still haven’t talked about the ad appearance. Every format has its own dimensions and requires different elements, indicated during the creation process, so it won’t be a problem. Make sure that you have the right measures and resolution before uploading your material. You will avoid cuts in your images and you won’t lose any important information.
The most important thing is using high quality pictures and videos. Facebook is a visual network and your ad will try to attract new customers by showing your product or service. Your copy should be clear and concise. You have space enough to write a long message but not many users will read an ad, and it will be worse if it is too long. Focus on the benefit you provide. The message for conversion ads will be quite standard, but if you want to make your fan page grow, a great combination of image and copy will let you create notorious, interesting and creative messages.
Another factor that will help you create an effective ad is recognizing the trends, social “momentums” and the temporary situation. Let’s see more examples.
If I’m a hairdresser and I know that fantasy dyes (vivid colors) are a trend, I can show these products in my ad.
Special moments like holidays, sales or Black Friday are opportunities to be used in your ads and promote special offers or messages
Follow the results
Once your campaign is launched, you can follow it real time. All data (CPC, CPM, reach…) Una vez lanzada la campaña toca hacer el seguimiento en tiempo real. Todos los datos (CPC, CPM, reach…) are updated as the campaign proceeds and you can modify them to get better results if we see that the first ones don’t work. You can test your creativities in order to see which ones work better for each target. At the end you can download your results, analyze them and consider them for future campaigns. Once again, we recommend working with Partners so that you can forget about this part and a team of professionals manage your campaigns for you.