Facebook Paid Advertising
Facebook ads lets you target and refine your demographic. They are good for retargeting visitors and can be cheaper to run.
How successful your Facebook ads are will depend on your budget, your audience demographic, and the quality of your ad.
If you are just starting out, the focus of your ad should not be product-based. You need to focus on the message. Think about what makes you unique and what problem you are trying to solve. Look at your competitors Facebook pages.
You can create a brand-new ad or one based on a successful post (successful in terms of engagement likes and comments).
There are several settings needed to run a Facebook paid ad:
- Schedule – how long you want your ad to run
- Budget – the amount you can afford to pay for an ad
- Bid – the maximum amount you are willing to spend for a person to click, view or supply their email address
- Placement – where you want your ad placed. This could be desktop or mobile.
- Creative – do you want your ad to be a video or an image?
For your first e-commerce Facebook ads, offer a discount and send visitors to your product or category pages with a strong call-to-action button, e.g. buy now.
Facebook Ads tips and best practices:
- Set your conversion objective: store traffic, catalog sales, or store traffic.
- Do A/B split testing to see which ad is the highest performing. Then reset your budget and image for the best performing one.
- Add your billing information. If you set up a payment threshold, you will be billed at the end of the month, or you can be billed at the end of your campaign.
- Understand your buyer’s behavior
- Target your audience – use Facebook’s Audience Insights to build a profile for your audience by learning their preferences, demographics, and buying behaviour.
- Look at your existing audience preferences and make a note of these. What devices are they are on? Where are they located?
- When considering demographics by location, exclude areas that your competitors are targeting.
- Use the Advanced menu to further narrow down your audience.
Choose your Facebook ad type:
- Lead ads – run these to collect email addresses of mobile users.
- Instant Experience – these are full screen, fast loading ads.
- Sales Collection ads – exclusively for mobile, people can view your ads side-by-side.
- SlideShow ads – these allow you to run videos and images that do not use a lot of bandwidth.
- Carousel ads – you can add up to 10 video clips, and or photos.
- Video ads – use these to show off your brand. Show lifestyle and aspiration.
- Photos ads – for e-commerce choose six images not one to promote your ad.
- Dynamic ads are based on the target audience from Facebook.
- Select where you want your ad to show – on desktop or mobile. If you select mobile, you have the option of displaying your ad on Instagram.
- Set up your schedule. Choose when the ad will end and set a daily budget. This should be a low figure. How long do you want your ad to run? You have three campaign options to choose from: CPC, CTC or CPM. Cost per impression is the cost per thousand impression amount paid, by 1000 views. Remember impressions are the number of times your ad is shown. The same person can see your ad more than once, so these 1000 views are not unique individuals.