Besides, Facebook is also increasing its offerings and functionalities to help businesses advertise, increase visibility, and reach targeted customers. You have various Facebook tools at your disposal to advertise and connect with your consumers. Some of them are:<\/p>\n
- \n
- Facebook Shop<\/a><\/strong> (also allows shopping on Instagram via tagging and stories)<\/li>\n
- Facebook Marketplace<\/a><\/strong><\/li>\n
- Facebook Dynamic Ads<\/a><\/strong><\/li>\n<\/ul>\n
Once you go through all these Facebook offerings, you will find that Facebook is, indeed, building a full-fledged online marketing platform for businesses to increase access to consumers worldwide.<\/p>\n
Therefore, it\u2019s the right time to jump into the Facebook advertising game and gain a competitive edge while you can. Once every small company starts using this platform, beating them could be pretty difficult.<\/p>\n
\u201cHow do I set up my brand online through Facebook Advertising?\u201d<\/em><\/strong><\/h4>\n
Each business is unique and has a different culture, goals, and budget. However, you can easily create an effective strategy once you have answers to a bunch of questions stated below.<\/p>\n
- \n
- How much budget should I allocate to Facebook advertising?<\/li>\n
- Which advertising tools and ad types should I prefer?<\/li>\n
- How to create an effective strategy to build a large audience?<\/li>\n<\/ul>\n
This guide will help you navigate the answers to all these questions. So, without any formalities, let\u2019s begin the quest.<\/p>\n
Facebook Advertising Cost and Budget<\/u><\/strong><\/h4>\n
It is said that Facebook amplifies what is already working for your business, for example, SEO, AdWords, email, and other digital channels. In short, whatever you are already doing to build your online presence, Facebook will increase its efficiency.<\/p>\n
Big companies even spend thousands of dollars, but not every business can afford that. Especially if you run a small business, you are not likely to afford or spend this amount of money just for Facebook advertising.<\/p>\n
So, here is what you must focus on while creating a budget.<\/p>\n
Sales Funnel<\/strong><\/h5>\n
The main three parts of the funnel are 1) Audience<\/strong>, 2) Engagement<\/strong>, and 3) Conversion<\/strong>.<\/p>\n
Your goal should be to generate:<\/p>\n
- \n
- Awareness<\/li>\n
- Leads to increase engagement<\/li>\n
- Conversion by cross-channel Remarketing<\/li>\n<\/ul>\n
To achieve better results at pocket-friendly budget, you need to work from the bottom to the top of this funnel.<\/p>\n
So, you will be budgeting for (in order):<\/p>\n
- \n
- Conversion Remarketing<\/strong> -based on the size of your audience and their position in the buyer\u2019s journey and relationship with your brand<\/li>\n
- Engagement<\/strong> -to target people who look like your current customers, have interests related to your offerings or show behaviors that relate to your product somehow<\/li>\n
- Remarketing for more engagement<\/strong> – to further educate them, rather than selling to them (by sharing customer stories, addressing issues, and showing how active you are online)<\/li>\n<\/ul>\n
The major part of your budget should be devoted to engagement.<\/p>\n
Facebook Advertising for Ecommerce Brands<\/u><\/strong><\/h4>\n
Before you begin using Facebook Shop or Facebook Marketplace, you should be aware of different types of Facebook ads that you can leverage in your marketing strategy.<\/p>\n
Types\/Formats of Facebook Ads<\/strong><\/h5>\n
- \n
- Image Ads<\/strong><\/li>\n<\/ol>\n
It is the simplest type of Facebook ad that contains one image or more. You can easily create it from your Facebook Page by picking an existing post and adding a relevant and attractive image to it.<\/p>\n
![\"\"](\"https:\/\/www.mediasearchgroup.com\/blog\/wp-content\/uploads\/2020\/05\/facebook-image-ads.png\")
<\/p>\nThe above ad is a perfect example to show that an image ad doesn\u2019t have to be boring. You can make it look exciting and compelling using your creativity not only in text but the image as well.<\/p>\n
- \n
- Video Ads<\/strong><\/li>\n<\/ol>\n
Video ads usually appear in News Feed and Stories or can be featured as in-stream ads in longer Facebook videos. They allow you to show your products in action.<\/p>\n
![\"\"](\"https:\/\/www.mediasearchgroup.com\/blog\/wp-content\/uploads\/2020\/05\/facebook-video-ads.gif\")
Image Source: Shopify.com
\n<\/em><\/span><\/p>\nYou don\u2019t always have to upload filmed videos. You can also include GIFs or other animations to attract customers\u2019 attention.<\/span><\/p>\n
- \n
- Video Poll Ads<\/strong><\/li>\n<\/ol>\n
Only available for Mobile Facebook users, video poll ads are another amazing, interactive way to connect with your audience. It is a new type of Facebook Paid Advertising; however, data shows that these ads are proving to increase more brand awareness than regular video ads.<\/p>\n
![\"\"](\"https:\/\/www.mediasearchgroup.com\/blog\/wp-content\/uploads\/2020\/05\/video-ads-300x206.jpeg\")
<\/p>\nImage Source: Searchenginejournal.com
\n<\/em><\/span><\/p>\n- \n
- Slideshow Ads<\/strong><\/li>\n<\/ol>\n
Slideshow ads are one of the easiest ways to create short video ads. You can use a collection of still photos, text, or video clips. You can also use stock photos directly from Ads Manager if you don\u2019t have your own images.<\/p>\n
![\"\"](\"https:\/\/www.mediasearchgroup.com\/blog\/wp-content\/uploads\/2020\/05\/facebook-slideshow-ads.png\")
<\/p>\nImage Source: Klientboost.com
\n<\/em><\/span><\/p>\n- \n
- Carousel Ads<\/strong><\/li>\n<\/ol>\n
These ads can contain up to 10 images or videos to advertise your product or service. These ads can be used for highlighting different varieties, benefits, colors, or anything you like. You can even create one large panorama image.<\/p>\n
![\"\"](\"https:\/\/www.mediasearchgroup.com\/blog\/wp-content\/uploads\/2020\/05\/facebook-carousel-ads-.png\")
<\/p>\nImage Source: Conversionlogix.com
\n<\/em><\/span><\/p>\n- \n
- \n
- \n
- Collection Ads<\/strong><\/li>\n<\/ol>\n<\/li>\n<\/ol>\n
Offered for only mobile devices, these Facebook ads allow you to display up to five products that a consumer can click to buy.<\/p>\n
![\"\"](\"https:\/\/www.mediasearchgroup.com\/blog\/wp-content\/uploads\/2020\/05\/facebook-collection-ads.gif\")
<\/p>\nImage Source: Instapage.com
\n<\/em><\/span><\/p>\n- \n
- Instant Experience Ads<\/strong><\/li>\n<\/ol>\n
Formerly called Canvas, these full-screen format ads load 15 times faster than a mobile website outside of Facebook. They are mobile-optimized. Through these ads, users can see engaging videos, swipe through carousel ads, and explore images with tagged products.<\/p>\n
![\"\"](\"https:\/\/www.mediasearchgroup.com\/blog\/wp-content\/uploads\/2020\/05\/facebook-instant-experience-ads.jpg\")
<\/p>\nImage Source: Instapage.com
\n<\/em><\/span><\/p>\n- \n
- Dynamic Ads<\/strong><\/li>\n<\/ol>\n
These ads are, specially, designed for promoting targeted products to the customers who are more likely to show interest in those products. You use these ads for customers who have visited your product page or placed one or more products in their shopping cart but abandoned the purchase. These ads show those precise products in their Facebook feed.<\/p>\n
![\"\"](\"https:\/\/www.mediasearchgroup.com\/blog\/wp-content\/uploads\/2020\/05\/facebook-dynamic-product-ads-300x156.png\")
<\/p>\nImage Source: AdEspresso.com
\n<\/em><\/span><\/p>\n- \n
- Lead Ads<\/strong><\/li>\n<\/ol>\n
Like Instant Experience and Video Poll ads, Lead ads are also for only mobile devices. They are exclusively designed to make it easier for customers to give you their contact information without the need for a lot of typing. They are widely used for collecting newsletter subscriptions, signing up people for product trials, or allow people to ask for more information or details from you.<\/p>\n
![\"\"](\"https:\/\/www.mediasearchgroup.com\/blog\/wp-content\/uploads\/2020\/05\/facebook-leads-ads.png\")
<\/p>\n- \n
- Messenger Ads<\/strong><\/li>\n<\/ol>\n
They are meant for 1.3 billion people who use Messenger every month. While creating a Messenger ad, choose Messenger as desired placement, and select Facebook feed. This ad features a CTA usually named as Send Message instead of Shop Now.<\/p>\n
![\"\"](\"https:\/\/www.mediasearchgroup.com\/blog\/wp-content\/uploads\/2020\/05\/facebook-messenger-ads.png\")
<\/p>\nImage Source: Jonloomer.com
\n<\/em><\/span><\/p>\nAlternatively, you can directly display your Messenger Ad as shown in the image given below.<\/p>\n
![\"\"](\"https:\/\/www.mediasearchgroup.com\/blog\/wp-content\/uploads\/2020\/05\/facebook-messenger-ad-types.jpg\")
<\/p>\nImage Source: Wordstream.com
\n<\/em><\/span><\/p>\nBesides, there are also other types of Facebook ads, such as Stories Ads<\/a><\/strong>, Stories augmented reality ads<\/a><\/strong> and Playable ads<\/a><\/strong>.<\/p>\n
How to advertise on Facebook by Using Ads Manager<\/strong><\/h4>\n
The users who already have a Facebook business page can directly go to the Facebook Ads Manager<\/strong> or Business Manager<\/strong>. In case you don\u2019t have a business page, create it first.<\/p>\n
Here is a step-by-step procedure that explains how to create your Facebook ad campaign.<\/p>\n
Step 1# Select Your Objective<\/strong><\/p>\n
Facebook presents 11 marketing objectives to help you decide what you want to accomplish from your ad. These objectives are:<\/p>\n
- \n
- Brand awareness<\/strong> – to promote the brand among a new audience<\/li>\n
- Reach <\/strong>– to display your ad to as many users in your audience as possible<\/li>\n
- Traffic <\/strong>– to increase the traffic of a specific web page, app, or Facebook Messenger conversation<\/li>\n
- Engagement <\/strong>– to increase the number of post engagements, Page Likes, or encourage users to claim a special offer<\/li>\n
- Video views<\/strong> – to reach more people to increase video views<\/li>\n
- App installs<\/strong> – to get more people\u2019s attention to install your app<\/li>\n
- Lead generation<\/strong> – to gain new prospects into your sales funnel<\/li>\n
- Messages <\/strong>– to encourage people to contact you using Facebook Messenger<\/li>\n
- Conversions <\/strong>– to motivate people to take a specific action on your website, app, or in Facebook Messenger<\/li>\n
- Catalog sales<\/strong> – to connect Facebook ads to your product catalogs<\/li>\n
- Store traffic<\/strong> – to drive nearby customers to your stores (brick-and-mortar ones)<\/li>\n<\/ol>\n
![\"\"](\"https:\/\/www.mediasearchgroup.com\/blog\/wp-content\/uploads\/2020\/05\/facebook-ad-campaign-objective.jpg\")
<\/p>\nImage Source: HubSpot.com
\n<\/em><\/span><\/p>\nChoose the ones that are more aligned to your goals and remember that you will pay per action for conversion-oriented objectives and pay per impression for exposure objectives.<\/p>\n
Step 2# Determine a Relevant and Appealing Name\u00a0<\/strong><\/p>\n
Once you have a name in your mind, scroll down to name your Facebook ad campaign and choose if you want to Create Split Test<\/strong> and turn on Budget Optimization<\/strong>. It is especially helpful when you have multiple ad sets. Besides, for Engagement<\/strong>, you also need to choose whether to focus on Post engagement, Page likes, <\/strong>or Event responses<\/strong>.<\/p>\n
![\"\"](\"https:\/\/www.mediasearchgroup.com\/blog\/wp-content\/uploads\/2020\/05\/facebook-engagement-panel.png\")
<\/p>\nImage Source: HootSuite.com
\n<\/em><\/span><\/p>\nStep 3# Create your ad account<\/strong><\/p>\n
If you already have one, you will see a button that will prompt you to move on to the next step. If you are a first-timer for Facebook advertising, click on Set Up Ad Account<\/strong>. Add the details and then click on Continue<\/strong>. Choose these options wisely; otherwise, you will have to create a separate ad account.<\/p>\n
Step 4# Add Custom Audience<\/strong><\/p>\n
After entering the name of your Facebook ad campaign, choose the Page you want to promote. Now, scroll down to build your target audience for ads. First of all, you will see the option to create a custom audience of users who have already directly or indirectly interacted with your brand. Then, select:<\/p>\n
- \n
- Locations<\/li>\n
- Age<\/li>\n
- Gender<\/li>\n
- Languages<\/li>\n<\/ul>\n
![\"\"](\"https:\/\/www.mediasearchgroup.com\/blog\/wp-content\/uploads\/2020\/05\/facebook-audience-panel.png\")
<\/p>\nImage Source:\u00a0Socialmediaexaminer.com
\n<\/em><\/span><\/p>\nWhile selecting your options, also keep a watch on the Audience Size<\/strong> indicator that will give you an idea of your potential ad reach. Besides, you will also see an estimated number of Page likes. These estimated values are more precise if you have already run an ad campaign. Then, you will focus on Detailed Targeting<\/strong> to specifically include or exclude people depending on demographics, interests, and behaviors and Connections<\/strong> to target or exclude people who have an existing connection to your Facebook Page, app, or event, respectively.<\/p>\n
Step 5# Choose Where Your Ads Will Appear<\/strong><\/p>\n
For beginners, the easiest way is to use Automatic Placements<\/strong>. It will automatically place your ads across different platforms, including Facebook, Instagram, and Messenger. If you have some experience with Facebook Advertising, you may wish to customize the placements. You will be choosing from the following options:<\/p>\n
- \n
- Device Type<\/strong> – Mobile, Desktop, or Both<\/li>\n
- Platform <\/strong>– Facebook, Instagram, Messenger, or Audience Network<\/li>\n
- Placements <\/strong>– Feeds, Stories, In-stream, Messages, In-article, etc.<\/li>\n
- Mobile Devices and Operating Systems:<\/strong> iOS, Android, feature phones, or all devices<\/li>\n<\/ul>\n
Step 6# Decide Your Budget and Schedule<\/strong><\/p>\n
Once you have chosen your audience and decided where your ad will appear, it\u2019s time to set your budget. You can either set a daily<\/strong> or lifetime budget<\/strong>. Then, select the start and end dates if you want to display your ad in the future or you can choose to make the ad live right away<\/strong>. Plus, you can set an optional cost and bid controls that limit the amounts per action instead of the entire campaign.<\/p>\n
Step 7# Create an ad<\/strong><\/p>\n
Now, let\u2019s come to the main and the most fun part.<\/p>\n
- \n
- Choose the type of ad (ad format) you want to run on Facebook.<\/li>\n
- Enter the text for context.<\/li>\n
- Enter the media components.<\/li>\n<\/ul>\n
![\"\"](\"https:\/\/www.mediasearchgroup.com\/blog\/wp-content\/uploads\/2020\/05\/facebook-advert-panel.png\")
<\/p>\nImage Source: HubSpot.com
\n<\/em><\/span><\/p>\nBefore finalizing, use the Preview<\/strong> tool to ensure that your ads look good for all chosen placements (mobile, desktop, news feed, etc.). Once you are sure, and then click the Confirm<\/strong> button for submission of your ad to Facebook.<\/p>\n
Now, wait for receiving an email from Facebook that indicates whether your ad has been approved.<\/p>\n
Top Facebook Ad Strategies<\/u><\/strong><\/h4>\n
By now, you have learned about Facebook ad budget, different formats of Facebook ads, and the whole procedure of ad creation. Now, it\u2019s time to learn the ropes to reach your Facebook ad goals. So, hold on for a bit more and check out some of the top Facebook Ad Strategies to get the best out of your Facebook Advertising.<\/p>\n
Strategy 1: Have a well-designed conversion funnel<\/strong><\/p>\n
You need to think of your target audience as different groups of people in different conversion stages. For instance, while you will want to introduce your product or tell the benefits to your new audience, you might want to directly sell to people who have already interacted with you and are most likely to buy a product from you. According to Olivia from KlientBoost, a typical funnel consists of four stages:<\/p>\n
- \n
- Attract<\/strong> – brand awareness and content marketing<\/li>\n
- Convert<\/strong> – lead ads, contest, and free trial offer<\/li>\n
- Close<\/strong> – sales campaigns, discount offers, and limited-time offers<\/li>\n
- Delight<\/strong> – referral programs, guides, and premium offers<\/li>\n<\/ul>\n
By having a well-designed funnel, you can enhance and boost your campaign management process.<\/p>\n
Strategy 2: Categorize your target audience to become more relevant<\/strong><\/p>\n
A lot of brands have gained success by remarketing to different audience categories. There are different types of audience categories for Facebook Ads, such as:<\/p>\n
- \n
- Lukewarm leads<\/strong> – people who visited your website once but have not engaged with your content or offers<\/li>\n
- Past blog readers<\/strong> – people who come to your blog through search engine results or social media but left after reading<\/li>\n
- Engaged blog readers<\/strong> – people who often visit your website for more updates and insights<\/li>\n
- Landing page visitors<\/strong> – prospects who have landed on specific pages and were interested in particular products or features<\/li>\n
- Shopping cart abandoners<\/strong> – people who almost bought but need to be nudged to complete the purchase<\/li>\n
- Repeat customers<\/strong> – people who keep coming back and are your potential brand advocates<\/li>\n<\/ul>\n
Once you get familiar with different customer categories or segments, you can create more relevant ads and provide more relevant offers.<\/p>\n
- Past blog readers<\/strong> – people who come to your blog through search engine results or social media but left after reading<\/li>\n
- Convert<\/strong> – lead ads, contest, and free trial offer<\/li>\n
- Attract<\/strong> – brand awareness and content marketing<\/li>\n
- Platform <\/strong>– Facebook, Instagram, Messenger, or Audience Network<\/li>\n
- Device Type<\/strong> – Mobile, Desktop, or Both<\/li>\n
- Reach <\/strong>– to display your ad to as many users in your audience as possible<\/li>\n
- Brand awareness<\/strong> – to promote the brand among a new audience<\/li>\n
- Messenger Ads<\/strong><\/li>\n<\/ol>\n
- Lead Ads<\/strong><\/li>\n<\/ol>\n
- Dynamic Ads<\/strong><\/li>\n<\/ol>\n
- Instant Experience Ads<\/strong><\/li>\n<\/ol>\n
- Collection Ads<\/strong><\/li>\n<\/ol>\n<\/li>\n<\/ol>\n
- \n
- Carousel Ads<\/strong><\/li>\n<\/ol>\n
- Slideshow Ads<\/strong><\/li>\n<\/ol>\n
- Video Poll Ads<\/strong><\/li>\n<\/ol>\n
- Video Ads<\/strong><\/li>\n<\/ol>\n
- Engagement<\/strong> -to target people who look like your current customers, have interests related to your offerings or show behaviors that relate to your product somehow<\/li>\n
- Conversion Remarketing<\/strong> -based on the size of your audience and their position in the buyer\u2019s journey and relationship with your brand<\/li>\n
- Facebook Marketplace<\/a><\/strong><\/li>\n
![\"\"](\"https:\/\/www.mediasearchgroup.com\/blog\/wp-content\/uploads\/2020\/05\/mingle-facebook-ads.png\")
<\/p>\n![\"\"](\"https:\/\/www.mediasearchgroup.com\/blog\/wp-content\/uploads\/2020\/05\/corousel-vs-non-corousel.png\")
<\/p>\n