How to launch an advertising campaign on Facebook
Facebook is considered one of the most visited social networks. Facebook has a daily user flow of about 1.5 billion people. Not surprisingly, social network has become an excellent advertising platform. Facebook offers businesses diverse and detailed advertising tools and different types of advertising, from which you can choose the most suitable option:
- Picture ads on Facebook are the most common. It is a simple version of advertising, presented in the form of an image and text. This approach will help to increase recognition of the company, tell more about it and thus attract new customers. This type of advertising is displayed in different places on Facebook and Instagram pages, as well as in Audience Network and Messenger.
- Video ads are more appealing because of their dynamism. It immediately grabs the attention of users and makes them stop staring. Such ads give room for creativity and more opportunities to demonstrate the benefits of the company. However, there is a limit – the duration of the video should not exceed 15 seconds.
- Advertising with a gallery allows you to demonstrate the product in detail to the user. This type of advertising is presented as a circular gallery with up to 10 photos and videos. You can attach a separate link to each block.
- Instant Experience is a full-screen ad that is displayed on gadgets: smartphones or tablets. This option allows you to quickly attract the attention of the user. But there is one nuance: a person has to click on the ad, thus interacting with it.
- Ads with a selection of products are an addition to ads with Instant Experience. Here, the ad is presented as a cover with several products underneath it. The potential customer clicks on the ad, and then the Instant Experience layout appears on the screen, where the products are located.
Advertising on Facebook is quite easy to set up and run. The main thing is to correctly identify your target audience to whom the ad will be shown. You can launch an advertising campaign with either Facebook Business Manager or Facebook Ads Manager. The latter platform is more convenient to use because it does not require creating a separate advertising cabinet, it also has a wide range of features and can be installed as an application on smartphones with iOS and Android.
Remarkably, the user can determine how much money he or she is ready to spend on advertising on Facebook. It is also possible to set limits on the spending on the advertising campaign and the cost of the account.
To start an advertising campaign in Facebook Ads Manager, first of all, you need to select its goal, which is: recognition, traffic, interaction, leads, app promotion, and sales. Each goal has a brief description that will help you choose the most appropriate option. Once the goal is selected, you need to specify the company name, advertising categories A/B testing, and Advantage campaign budget.
Next comes the target audience setup, where you need to specify the location, age, gender, languages, and detailed targeting. After that, the CA template can be saved separately and interacted with it in the future, creating a similar audience or selecting those who have already interacted with the ads. The platform also makes it possible to reach other users who don’t have the specified parameters.
There are two options when choosing where to place ads: in Advantage+ and manually setting up placements. In the first option, the system works automatically, including allocating ad budgets and using different placements to reach a wider audience. The second option allows you to configure all the parameters yourself. However, in the beginning, it is recommended to use the automatic placement method – Advantage+.
When selecting the campaign budget, the user is also given two options: a daily budget and a budget for the entire duration of the campaign. In the same block, you can select the start and end date of the campaign and the schedule of ad impressions. By learning more about their audience, the user can choose to display ads during peak CA activity.
You can also choose the format of the ad: it can be a single image or video, a carousel as on Instagram, or a collection. Next, you need to add a picture or video, edit them, and choose a format depending on where you want to show them.
You can also choose a body text, headline, description, optimized text, or call to action. You also need to specify where to redirect the potential client when he clicks on the ad: to the company website, a page on another social network, etc.
You can also enable all the automatic Advantage+ settings, and Facebook algorithms will optimize the ads themselves. After that, you can publish the ad, which will be shown to users after moderation. The main thing is to check all the information in detail before publishing, and then the ad campaign will be able to attract the main audience.