For businesses, Facebook ads are available in various formats. These advertisements can vary from simple to very sophisticated. Facebook provides a possibility to advertise to more than two billion people monthly.
It is as easy as it gets. Ben Givon explains that you can advertise by using self-service tools to target your audience, and Facebook also allows you to view analytical reports to track your success rate. If you are a small business owner you can compete with larger business thanks to the reach and visibility that Facebook offers.
There is a one-stop-shop for all marketing needs, namely Facebook’s Business Manager platform. Instagram and other platforms are an addition to this mix. It takes a lot of effort to fully understand how the platform works, thus we created an ultimate guide, so it will be easier for you.
First things first – create an account. It is an intuitive process that includes the following steps”
1. Create a page on Facebook for business. From this point, you can set up Facebook Business Manager from where you will conduct your advertising campaigns.
2. Set up the Facebook Pixel. On your website you can install Pixel that will help you keep track of your traffic. You can adjust audiences to which you would like to expose to particular adverts.
3. Use “Audiences” to target your ads better. Thanks to this tool you can display your ads to a particular public. The function is embedded into the Business Manager.
4. From the Facebook post create an ad. Ben Givon recommends paying attention to what your goal mainly is, depending on whether it is more sales, clicks, etc.
Analyze your campaigns with the Facebook Ads Manager.
Plan of action
You have to come up with a strategy before posting an ad. Here are some of them:
1.Stream free content to create an engagement with the audience. Provide content that entertains, educates, or inspires your ideal customer. You can choose the type of content you would like to share, it can be anything from a blog post to a Youtube video.
2. Involve people from your mailing list. Double up the effectiveness by sharing your content on both Facebook and sending it via email. Your audience is more likely to reach out if they see a post and an email from you.
3. Use the Facebook Pixel to retarget your audience. If you install this tool to your website you can target people who recently visited your site.
Types of ads
1. The hook ad. The purpose of the hook add is to lure your ideal customer into your community. Consider what you have to offer for free to engage the audience. It can be a coupon, a webinar or something of sorts can help you attract or “hook” your customers.
2. The nurture ad. This is when the action begins. Those people who engaged with your hook ad will see it. The audience is now prepared after they have enjoyed whatever you have offered to them for free. Use this type of ad to provide even more value to new leads.
3. The testimonial ad. If you have a customer who has achieved something of value thanks to your content, it is about time to ask them for a testimonial, or use the content where you are mentioned if there is such.
4.The ask ad. This is a type of ad where you make your customers an offer. This offer is the next big thing in solving a problem that engaged the customer in the first place. These customers are now ready to use the paid services you advertise.
Testing Facebook ads
The Facebook Dynamic Creative is a great tool to test Facebook ads automatically. It uses different combinations of your ad elements (videos, images, titles, etc) across your target audience to identify which combinations yield the best results.
It may occur that your audience has been exposed to the same ads too many times, which will result in a loss of efficiency. Ben Givon warns that this effect is called the ad fatigue on sequences can be pretty harmless if a user simply stops noticing your ad when it becomes a constant in their feed, or they can get angry and block, or leave negative comments on your posts.
Ad fatigue can happen in the following three cases:
1. You overfill a small audience.
2. Your ads are not creative enough.
3. You target the wrong audience.
Try avoiding these cases and your advertising campaign will have much more chances to be successful.
We hope that this article by Ben Givon will be of use to you and you will use Facebook ads to your advantage.