• Frank Aol

About Facebook Ads (2)

Facebook Advertising (2)

Having examined the 11 types of Facebook ads in a previous post, this post is dedicated to analyzing the methods of preparing and organizing these advertisements.

As with all marketing campaigns, a campaign’s objective is the key to any planning of a Facebook advertisement campaign. In this context Facebook speaks of the 11 steps of Facebook advertising campaigns.

The first step, Brand awareness stands at the beginning of the sales funnel and is therefore also named as the first thinkable goal and refers to an introduction of a business’s brand to a new audience. The campaign should reach as many people as possible and hence drive more traffic to a website, app, landing page or to Facebook messenger itself. The next target is engagement which is closely connected to CTAs and aims to become the target audience active by attending events, claim special offers and so on. An APP installation may be a part of such CTA target. If course any campaign should have the target to get new leads into the sales funnel and making prospects out of these leads by encouraging to send messages. The whole effort is obviously directed to convert prospects into customers by making them subscribe for a product/service or by exposing a catalogue to them which leads to the final goal of increasing store traffic.

Secondly, it is indispensable to find a meaningful campaign name. If you can’t name, it won’t sell in marketing. The next step is to work out the budget and schedule of campaign while scheduling means to place advertisements only at times when the target audience can see them. The target audience itself can be defined by analyzing the viewers’ profile through Facebook and by further confine them through aspects like target location, age, gender and language. Under location, it is specifically possible to choose to include or exclude cities over a certain size. The following step is the targeting for which Facebook ads offers two tools, the detailed targeting and the connections. Detailed targeting specifically includes or excludes people based on demographics, interests, and behaviors. Connections targets or excludes people who have an existing connection a business’s Facebook Page, app or an event.

The fifth step is to choose proper Facebook ad placements which beginners can also do through the function automatic placements. In this case Facebook will automatically place your ads across Facebook, Instagram, Messenger and the Audience Network when they are likely to get the best results. As mentioned in a previous post, Facebook ads can be placed on mobile or desktop devices, on different platforms like Facebook and Instagram and in 11 different ways like feeds, stories, instream and others.

The sixth step, brand safety and cost control, allows to avoid sensitive content, and add specific block lists. Block lists can exclude specific websites, videos, and publishers.

The following step is the creation of the advertisement, like the ad format, the text and media components. The formats available will vary based on the campaign objective. It is advisable to use the preview tool at the right of the page to make sure the ad looks good for all potential placements.

Facebook offers a lot of further advice regarding the design of the potential 11 types of Facebook ads like the length of the headline, body text and link in number of words as well as the matching objectives according to all the 11 advertisement types. As Facebook points out there are additional instruments which should always be considered when creating Facebook advertisements as for example Facebook Pixel. The latter is a code which measures the effectiveness of an advertising by understanding the actions people take a website. Facebook Pixel works by dropping a cookie that will track visitors of a website to reach out to them later, also known as retargeting. This tracking and remarketing data allows a constant optimizing your Facebook ads.

Furthermore, it is indispensable to adjust Facebook ads campaigns to all stages of the sales funnel respectively customer journey. As a matter of fact, many marketers focus on building up leads, especially when starting with a new business while the end of the funnel is often neglected.

Obviously, it is very unlikely that a lead having viewed an ad for one single time will instantly act in the sense of CTA. For that reason, it is essential to observe and change the frequencies of displayed advertisements. Apparently, an increased exposure to advertisements will also increase the likelihood of a viewer to act. However, as Facebook IQ has analyzed and pointed out, this is only true within certain boundaries and after a certain number of advertisements the attention of viewers even slows down. Again, constant measuring of a campaign is the key to deal with this issue.

The efficiency of such measurements can be increased by constantly changing types of advertisements. This is by far the best way to find out what type of ad is working best. Being of high importance for a successful Facebook ads campaign, this topic will be handled in a separate post.

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