Do you know how advertising works on Facebook Ads? Do you want to learn how to improve the scope
of your Social Media strategy
or plan ? Thanks to this
complete updated guide, which I have prepared for you, you will be able to
start your first campaigns and advertisements from scratch and step by step.
In addition, this mega tutorial includes all the most important
changes that Facebook offers
us in this year 2021, since as you well know, it is a highly variable
social network, both in its algorithm and in the interface of the platform
itself. In short, you will be able to advertise your own project or
business from today.
And, knowing how to use Facebook Ads has become one of the best
ways to achieve our business objectives, whether you are looking for more Web
traffic, giving more visibility to products and services or even increasing the
number of downloads of a mobile App . Let's get to know the definition of
this powerful platform first!
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What is Facebook Ads and what
is it for?
Facebook Ads is
the platform or tool with which you can carry out and manage all kinds of
advertising campaigns within this social network and, also, in your business
account on Instagram.
The ads of these two super
social platforms can be beneficial for any brand, company, business,
professional, etc. who wants to make themselves much more visible on the
Internet, both to themselves and to their products and / or services, in the
face of the millions of users (or potential customers) existing on them.
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This advertising tool on social
networks, among many other characteristics, allows us to create different types
of publications, segmenting them according to the particularities of the target audience or target to whom you
intend to direct them.
Although there are still professionals who do not want to
recognize it, without a good economic investment, in this platform there is
almost no organic visibility.
Therefore, if you have already
decided to " create a Facebook page "
for your business (or corporate Fan Page), it is almost an "imperative" to
invest a small part of your Marketing budget in paid campaigns on it.
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We can create targeted ads
through parameters such as:
·
Country or city of residence.
·
Idiom.
·
Sex.
·
Civil status.
·
Professional activity.
·
Interests, customs, tastes of the user, etc.
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On the other hand, those same
strategies that mostly seek to monetize their platform by pushing companies to
use promoted publications or Facebook Ads campaigns, have conditioned that from
this social network the tools that we have to advertise ourselves are
continually being improved.
Meanwhile, the success of the
purchase of Instagram in
its day, is now also an excellent opportunity to make advertising announcements
for companies in this visual network, and all directly from the Facebook Ads
Manager platform itself.
The integration of advertising on Instagram with Ads, allows us to
obtain greater options to reach more target audiences and increase the
profitability of any ad campaign.
Another trend
that is consolidated in this social network is video ,
and of course, it is a great format for your ads on Facebook Ads.
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Keep in mind that videos represent an increase in visibility,
thanks to an increase in reproductions of more than 50% (according to the network
itself).
Company Pages can therefore
increase their visibility and sales by using the video format in their ads.
Perhaps, due to all the
aforementioned, although they want to advertise on Facebook, a large part of
small and medium-sized companies tend to have many doubts when planning their
strategy and advertising investment.
In short, there are many businesses that are still not very clear about how this online advertising tool is used (not even from the most basic point of view).
On this occasion I would like
to help you better understand this platform and plan and develop your own
advertising campaigns, offering you here updated information with all the
changes that have occurred until 2021.
Facebook advertising tools
Keep in mind that we have many tools for this social platform. But, to
advertise herself, she provides us with 2.
So, these are the tools that,
today, you can use within your corporate account:
Keep in mind that we have many
tools for this social platform, but to advertise itself, it provides us with 3:
► Business Manager
It is a platform specially
conceived for brands to offer access and management of their pages to those
professionals or agencies that manage several accounts and to whom only the
advertising role can be assigned, without the need for a major link, such as
being administrators Of the same.
The main differences in Business Manager are that there
is no direct link between profiles and pages , that is:
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With this tool you will keep your business separate from your
personal Facebook profile.
It is also very useful to use
it by professionals who manage several brands, thus avoiding possible errors or
mixing several brands in the same advertising account.
► Ads Manager
It is used to easily and
intuitively manage and create campaigns and advertisements.
Throughout this post I am going to focus on showing you how to use
and optimize your ads through the Ads Manager, although some of the tips that I
am going to give you are also applicable if you use Power Editor or Business
Manager.
This is what the Ads
Manager looks like today .
I am making this comment
because, as you know, the platform is continually changing its interface.
Thanks to the Ads
Manager you will be able to carry out the management,
evaluation and control of your campaigns.
So, if we remember that this is
the social network with the largest number of users so far, and we take into
account that this advertising is one of the cheapest, carrying out a Facebook
Ads campaign would make our advertising investment on the Internet still a
business. more profitable.
Especially if we design and segment
it correctly.
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Campaign structure in Facebook
Ads advertising with ad set settings
In the infographic that I show
you below and made by the "FB For Business" team, we see the
structure of the Facebook Ads advertising campaigns.
Thanks to this campaign structure,
it is easier to organize, optimize and measure all our advertising actions .
»Let's take a closer look at
this advertising structure for companies:
► Campaign
Each campaign must have a
single advertising objective of the 11 available (we will show you later) for
all their common ad sets.
► Ads set
A campaign can have multiple ad
sets or groups.
But each ad set must define a
budget, schedule, bid, placement, and audience targeting for all of its ads in
common.
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► Ads
Within each ad set, we can have
multiple ads.
And each of them have different
combinations of images, text, links, videos or call-to-action buttons (but they
share the segmentation and budget of the whole set).
What advertising targets and
types of ads are there on Facebook Ads?
Facebook has modified some
characteristics and now we have 11 different types of objectives for our
campaigns.
But also, as I was saying,
among the new features is now the grouping of objectives based on three
categories of objectives:
" Recognition
They are objectives with which
you can generate interest in products or services that you offer:
1. Brand recognition
You will get a greater
notoriety for your brand and you will reach those people who are more likely to
be interested in it.
2. Reach
Increase the number of people
you can reach with your ads thanks to this type of goal.
»Consideration
With these objectives, you will
be able to awaken the interest of other people in your company and, therefore,
also seek to obtain more information about it.
We can distinguish between
these six types:
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3. Traffic
Attract people to a destination
on or off Facebook.
Drive more qualified traffic
(or quality visitors) to different places on your Facebook page or to your own
website, depending on your goals or their importance.
4. Interaction
Increase interactions with your
publications, the likes you receive or the responses to events and offers that
you have launched.
6. Application downloads
If you have already created an
app, this is an objective with which you can boost the success of said
application.
Get more people to use your
mobile application or within Facebook.
7. Video views
Get more people to watch a
video.
If you practice Video Marketing , you can promote your
creations with unpublished images, product launches or customer stories to
boost your brand recognition.
8. Generation of leads
With this objective, you will
be able to create a Facebook
Lead Ads ad and, in this way, attract potential customers.
That is, your business will
have a form with which to obtain and collect information from people including
newsletter registrations, price estimates and follow-up calls.
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»Conversion
By using these objectives, you
will be encouraging those people who have shown interest in your products or
services to end up buying them:
9. Conversions
Increase conversions on your
website.
Attract more users to your
website, so that they take specific actions on it.
Some of the conversions to
pursue with this objective can be:
·
Sales.
·
EBook downloads.
·
Newsletter subscriptions .
·
Contract services.
Here you should always use
a conversion tracking pixel ,
in order to properly evaluate those results.
10. Product catalog sales
With this objective, you will
be able to make announcements that include products from your catalog and that
are also aimed at people who may be interested in them.
11. Visits in the business
Get people to visit your
business.
By selecting this objective,
you will be able to promote the different locations of your
business (in the case of having several) to achieve an increase in
customer views in it.
It is an objective that is
focused on attracting customers that are geographically close to your physical
business.
Next I will show you the
options that exist today, so that you can decide which of them you should use
according to the objective of your campaign.
How to segment the audience of
our ad on Facebook Ads?
Once we have chosen and
selected an objective, we will be shown a new page in which to choose which
audience we want to direct our ads to.
It is very important to
always carefully analyze who or who we are trying to attract with the campaign that
we are going to design because if that ad is shown to a user who does not see
it as attractive content, we will be spending our money in vain.
That is why Facebook Ads allows
us to segment the public or audience to which our ads will be directed
according to different parameters. The options we have to segment are very
wide and varied:
Who do we want to see our
advertisements?
Next we will see how to create
an audience segmentation to show our ads (if we have already created an
audience configuration before we can select it instead of creating a new one)
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► Custom audiences
Segment the ads to be shown to
those people that you decide under your own criteria.
If we click on the text
" Create a custom audience " a pop-up window
like the one below will be shown in which we can select what type of audience
we want to create from the different options that Facebook offers us.
»You can set and create a custom audience by:
·
A customer file: use a file you have with
data from your own customers to analyze which ones already have a Facebook
account and thus be able to set a personalized audience with your own customers
to show your ads to. You can import them from a text document or even Mailchimp. The
import process is guided and fairly straightforward.
·
Website traffic: Target your ads to people
who regularly visit your website or other web pages. You will be able to
select the exact URL's by which you want to select your visitors as well as the
period of time to take into account for said selection.
·
Activity in the application: if you have an
application, you can create a list with all those people who interact in it.
·
Off-line activity: if you already have a
list with the data of people who have already interacted with your business,
you can use it to direct your ads to those people you have captured outside of
the social network.
·
Interaction on Facebook: select the people who
interact the most with your content and create a list with them. You can
select people who have watched a video, signed up for a form, or used one of
your canvas spaces.
► Places
We can define the geographic
targeting of our ads by the following criteria:
·
1st Everyone in this place.
·
2nd People who live in this place.
·
3rd People who have recently been to this place.
·
4th People who travel through this place.
After choosing one of those
criteria, we continue to decide which countries, provinces, states, or cities
to target for this ad set.
In this option we will also
have the possibility of using the exclusion segmentation .
That is, excluding places (a
particular country, province or city).
► Age
You must choose between a
minimum age (13 years) and a maximum age (+65 years).
► Sex
Here you can choose to make
your ad visible only to men, only to women, or to everyone.
► Language
Choose the language (s) of the
people who will be able to see your publication.
► Detailed segmentation
In this field you can segment your audience
by:
·
Demographic data: these are data mainly obtained
from the biographical information that each user has completed in their
profile, such as education, work, romantic relationship, political ideology,
etc.
·
Interests: these segmentation
parameters are designed according to the customs or interests that users
usually demonstrate in their behavior within Facebook.
That is, the categories of the
pages they are fans of, the style of posts they share
the most , the posts they interact with the most, it can be about
hobbies, sports, entertainment, shopping, food and drink, etc.
·
Behaviors: these are segmentation
parameters that are focused on the actions or behaviors that the public usually
has in their life, for example events or trips they have made or attended.
·
More categories: Facebook's own
categories.
Also in this case you can use
the option to exclude by any of the previous criteria.
► Connections
Finally, you can also choose to
segment according to the connection or relationship that the user / fan has
with our company page, being able to choose between:
·
1º Connections with your Facebook business page.
·
2nd Connections with your application.
·
3rd Connections with your event.
Similarly, you can also exclude
under those criteria and combine several at the same time.
As we select and set the
criteria for our audience, we can see in the right column the real-time
estimate that Facebook Ads makes of the potential reach of our defined
audience, as well as some indications that will serve as feedback.
If you already know what social networks are and how
they work , you must understand that having well identified our
target, in addition to studying the customs and interests of our community, is
also very useful to obtain data that improves our criteria much more when performing
correct segmentation .
RECOMMENDATION: let's not try to reach everyone, because in
the end we will not end up reaching almost anyone and you will lose part of the
money invested in attracting people who are not interested in what we offer.
If we do not have a good budget
for our campaign, the most reasonable thing would be to try to maintain,
through segmentation, a not very high maximum potential reach (more or less 200
thousand people).
Of course, this always depends
on the campaign and the investment, because then that first scope will decrease
even more when the total budget is set at the next point.
In short, if we become obsessed
with reaching a large number of people, sacrificing part of the segmentation
(due to not having a large budget), we could lose
effectiveness in our campaign .
And, as we said earlier, end up
showing that ad to people who might not be interested in it.
Ads placement on Facebook Ads
Now that we have defined our
audience, the next step in configuring our ad set is to define
where our ads will be displayed .
Your advertisements will be
displayed in different locations but you also have the possibility to choose
exactly which ones they will be displayed on.
There are two ways to select
locations.
1. Automatic placements
With this option, we leave it
up to Facebook to choose the best locations for our ads at all times.
Our ads can be shown in:
·
Facebook (news sections, instant articles, streaming videos , right column).
·
Instagram (news section and « Instagram Stories «).
·
Audience Network.
·
Messenger (start and sponsored messages).
2. Edit locations
By selecting this option we
will have full control over the locations in which our advertisements will be
displayed.
You will be able to segment and
choose the locations where your ads will be displayed according to the
following criteria:
·
By device types: all, mobile only (1) and
computer only.
·
According to asset customization: this option allows us to
choose different images or videos for the same ad depending on its location.
·
By platform types: on Facebook (News
sections (2), instant articles and the right column (3)), Instagram (4) (news
and stories), Audience Network (native, banner and interstitial, in-stream
videos, videos with prize) and Messenger (start and sponsored messages).
·
Advanced options: it is possible to segment by
mobile devices or Wi-Fi connections among others.
Below I show you 4 of the
different locations that I indicate, with a campaign that I started a while
ago:
This image shows the locations
that I have previously explained to you that, despite belonging to ads from
2017, in 2021, these same formats are still in force .
How does Facebook calculate the
price of our ad?
The next step to perform in the
configuration of our Facebook ad set will be to define Budget and Calendar.
The calculation of the price of
each of our ads will depend on the configuration that we make of all this
series of parameters that I will detail below.
»Specify the budget of the
campaign
Budgets can be set for a full
period of time (campaign) or for an average daily spend.
Keep in mind that the budget is
set for an entire set of ads, not per ad.
»Define the circulation period
You can decide if you want it
to have a certain duration (start and end day and time) or uninterruptedly.
»Optimization for ad delivery
It is here where Facebook now
offers us 3 main types or structures of optimization, regarding the calculation
of the price of the shares in our future announcement.
·
Interaction with a post: they will show our ad to the
people most likely to interact with that post.
·
Impressions: They will show the ad to
people as many times as possible.
·
Daily single reach: they will show our ad up to
one or X times a day.
»Bid amount (choose your bid)
There are two clear options, in
the first (Automatic) our bid will be automatically optimized
for more interaction or impressions.
In the second (Manual) we
will set the maximum price that these shares will reach in the bids.
Important: depending on the ad delivery option
chosen, the price will be set by cost per impressions or per click.
► CPM or PPM: cost
per thousand impressions (CPM) or bid per thousand impressions (PPM). An
impression is the same as a visualization.
That is to say that here we
will pay for every 1,000 times someone sees that ad, in the different places
that Facebook has for it (news section of the computer / computer - news
section of the cell phone / mobile or right column), although that publication
does not get no action or click.
► CPC or PPC: Cost
per Click (CPC) or bid per Click (PPC).
In this option we will pay for
each click that is made on our publication.
» When is it billed?
Depending on the objective
chosen here, the moment when you can be billed can be shown, which could be for
each time an impression is made or someone performs an action on an ad (one
click).
»Ad scheduling
You will be able to select in
which hours or specific days of the week you want your ads to be shown.
»Delivery type
With this option you can choose
between standard and expedited delivery.
It will be useful to use the
accelerated one for the launch of ad campaigns in which you need to immediately
start reaching your target audience quickly.
How does bidding work on
Facebook Ads?
Each of our publications
competes to be shown to the audience we have chosen through our segmentation,
in a kind of virtual auction , against other ads that
also have parameters and / or criteria more or less similar to ours.
If at the end of the campaign
creation process we decide to define ourselves the maximum amount that we will
pay in the bids, then what is explained in the previous paragraph is a good
reason to choose a relatively competitive maximum bid price .
Do not worry, the entire amount
of the proposal is not always consumed, because if our audience is not being
very competitive by other ads, the amount that we will have to pay for those
bids (of shares, visibility, CPC or CPM) would be less.
To help you here, Facebook Ads
usually automatically assign (for guidance) a recommended bid amount (in
addition to proposing a minimum and maximum).
My suggestion is to use the one
they give you or an average bid amount closer to the maximum than the minimum.
For example, if it suggests an amount between € 0.06 and € 0.17,
you try to maintain a balanced average offer (it could be € 0.10 or € 0.15),
taking into account your budget.
How can I analyze and monitor
the performance of my ads?
Analytics is very important in
advertising. Therefore, before starting to
"spend to spend" , we have to be very clear about our
objectives and the measurement parameters that we will use.
And to control and monitor the
performance of our campaigns, I use the Metricool tool , with which you can have total control over all
of them.
And for samples, a button,
therefore, take a look at this video, where the boys explain how to use this
part of the tool to monitor through their dashboard or control panel.
In the same way, before
increasing the budget, we should evaluate that campaign and see the results it
is bringing.
It is in the Ads
Manager where you can control both the evolution of your promotions
and Ads campaigns, by viewing statistics and graphics, and editing and / or
correcting some possible errors that we may have made in them.
Obviously from the same Ads
Manager you can also pause, end or delete the broadcast period of these
publications (or from the same company page you can also go to the statistics
tab and see the numbers of those publications).
Step-by-step tutorial to create
a Facebook Ads campaign (Updated with the new interface)
Now, and knowing the theory,
let's see how to create a campaign.
All the parameters indicated in
this article are useful for almost any campaign objective or type of
advertisement, of course, always depending on our needs and strategies, we
could decide to handle one or the other option.
In the case of proposing to
provide greater visibility to the contents of a corporate blog or to boost
sales / reservations on a certain web page, perhaps the most appropriate thing
could be to select: "Traffic" or "Conversions" (respectively).
Also, if I want to obtain more
downloads of my App, I go to the objective: « Application
Downloads» .
However, I would dare to say
that the "Interaction" option (mainly
thanks to the changes that restrict the natural visibility of our Facebook
pages), today may be the most demanded.
Now, we are going to create our
first Facebook Ads campaign.
Below I show you step by step
how to create it.
I will not stop at each step
having previously explained each of them in more detail.
1. We started to design our
campaign
We go to our profile or company
page and in the drop-down menu at the top right, we choose the "create
ads" section.
2. Campaign objective
Once inside the Facebook Ads
page, we now select the first option (or type of ad): "Brand
recognition".
3. Name of the campaign
Under the two previous options,
before clicking continue, we will have a place where we can put a
name to the campaign that we are creating as you can see in the previous image.
Click continue.
4. Who do you want your
Facebook ads to reach?
► Segmentation: it is
the most important moment of the whole tutorial and one of the stages that can
most influence the success or not of any Facebook Ads campaign (that's why it
is one of my favorite parts).
Here we select and define our
target audience as much as possible.
As we have seen previously in
this post, we will proceed to define the different fields of our segmentation
in search of that ideal audience, that is, the Facebook user with whom we want
to interact.
5. Choose where you want your
ads to appear
► Locations: select
the most appropriate locations for your campaign
6. How much do you want to
spend on Facebook advertising?
► Budget: we
can define the total or daily budget and the calendar or period of circulation
of the campaign (according to the guidelines explained above).
► Optimize bid: select
a budget and mark a calendar with the duration of our campaign.
Now, to better control our
investment, we would only need to optimize it by choosing one of the available
options and deciding what would be the most convenient maximum
bid amount for our interests (remember the advice I gave
you above).
7. Name your ad set
Choose a name for your ad set
that is clear and descriptive .
If we use an existing ad set,
we might keep the same name as it already has.
Click continue.
8. Banner advertisement and
preview
Now we must select and
configure the advertisement to display.
First of all, it will be to
give a very descriptive name to our ad to be able to differentiate it from
others that we can create.
► Create a new ad or use existing post
We have two options when
creating an ad:
1.
Create a new ad with a new post
2.
Make our announcement having an existing
publication
► Identity
In this section you can
indicate on which page to link your ad (if
you manage several pages, you can choose here).
You can also link an Instagram
account you have to show your ad on it as well.
► New ad format
We can make a new publication
for our ad by selecting "Create a new ad" at the top.
Next we must choose
what type of format we want to use for our ad:
·
Announcement by sequence
·
Single image
·
Single video
·
Presentation
Depending on the format you
have chosen below, you must choose the content and text to include.
Further down, in advanced options, you have the possibility of
generating a Facebook pixel to track your conversions.
Finally, on the right you have
a preview with the formats in which our ad will be presented according to the
locations that we have previously chosen.
► Format of an existing post
To use an existing
post we are asked to choose a post from our page to use in this
campaign.
If you access the advanced options, you will have the possibility
to select the option to track using a pixel.
Finally, in this section we can
also preview our ad in the formats in which it will be presented by Facebook
Ads to the locations that we have previously defined in this case.
9. Order
After all this process, we can
preview the general parameters in "Review order" or
finish by clicking the green button called "Place
Order" .
This will send our ad for
review, so that it can later be published according to the parameters we have
chosen.
How to create a remarketing
campaign in Facebook Ads?
And finally, I wanted to leave
you a step-by-step video tutorial where we will show you how to make your
social advertising more profitable with a remarketing campaign.
Conclusions
It is SMEs who could get very
good advantages from planning an adequate investment in Facebook Ads, because
with very little budget they would be able to obtain a fairly wide audience.
And, if they segment correctly,
they also have very attractive results.
Well, if you have read the
entire guide, you will have noticed that the whole process of designing and
creating an advertising campaign on Facebook Ads does not have to be a big
secret.
But if your desire is to invest
your money well, I would recommend hiring a professional to advise and train
you on the subject or at least have patience and try little by little (giving
great importance to segmentation, because the other options they will be +/-
important, depending on your objectives and / or the results you seek to
obtain).
Regarding the choice of CPM or CPC , in my experience, CPM is a good choice for the
visibility of an ad and / or brand (if you are looking for branding, you can
reach many people), but sometimes it gets little interaction short term.
On the other hand, the CPC option is
less massive and may require more investment, but it will undoubtedly leave you
with more accurate statistics (because with it you make sure that a user not
only saw your ad but also interacted in some way with he).
A key! In all this
business of advertising on social networks, perhaps the key is to use the
classic and traditional method of trial and error, for a simple reason: what
sometimes works for some, other times is not so useful for others (mainly if we
talk about businesses or brands from different commercial sectors).
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