Setting up a basic Facebook Advertising campaign
With over 15 million Australians using Facebook on a regular basis, chances are your target market is on this channel. And small businesses, just like yours, are taking advantage of the opportunity Facebook Advertising presents, with:
- Just under half of all SMEs using social media, mostly Facebook
- They post a few times a week
- With half of SMEs using Facebook using advertising
- But only around 20 per cent actually measure the return on their investment
But why use Facebook advertising? By advertising Facebook, you can:
- Increase your brand awareness
- Build your social exposure and community
- Drive traffic to your website; and
- Capture and nurture leads
So what is Facebook advertising?
Simply put, it is a way for anyone with a Facebook page to pay to promote their content to a specific group of people.
The content appears in your Facebook newsfeed and looks like a regular post. But an ad is easy to spot.
So, let’s take a look.
Here you can see that I have been served an ad from Possum Digital.
The absolute give away here, is that the word sponsored is directly underneath the page name. If a piece of content has the word sponsored in this position, then it’s definitely an ad.
Other elements of the ad are:
- The introductory text at the top
- An image or video
- Headline text – which is the large text directly under the image
- Newsfeed description
- And importantly a ‘Call to action button’
This particular example is a single image ad. There are other types of ads – carousel ads, lead ads and right hand side ads – but to keep things easy, we’ll focus the rest of this webinar on the type of ad in this example.
What you need to do before you advertise
Now you know what to look out for, what do you need to start advertising? You’ll need to:
- Create a Business Manager Account and Ad account if you don’t have one already
- Create and install a Facebook pixel for your website; and
- Have a landing page with a clear Call To Action for people to go to
Just a quick side note on Facebook pixel – all a Facebook pixel is, is a piece of web code that allows Facebook to connect with your website.
It helps you track conversions from Facebook ads, optimise ads based on collected data, build targeted audiences for future ads, and remarket to qualified leads— that is, people who have already taken some kind of action on your website.
It works by placing and triggering cookies to track users as they interact with your website and your Facebook ads.
We’re now ready to create our Facebook Ad campaign.
Setting up your Facebook Advertising campaign
There are 3 stages to setting up Facebook advertising:
Step 1: Campaign
Firstly, setting up your campaign – this is where you set the objective for your campaign.
- Are you driving traffic?
- Are you looking to convert leads to sales?
- Do you want to increase engagement?
It is important to note that you can only select 1 objective for each campaign, so choose wisely.
Step 2: Ad Set
Next, we set up the ad set, where the audience is defined, budget selected and timing scheduled.
With your budget, you can select a budget per day, or a total – or global – budget for the length of your campaign. Either way make sure you always have an end date!
When it comes to defining our audience, there are many ways to select who you wish to serve your ad to (you can also refer to our previous post):
- You can select your audience through demographic and also by what we call ‘interest’ targeting. For example, you can target women between 30 and 50 who live in Sydney and are likely to be business owners.
- You can upload your email database to Facebook an serve ads to your current list, or you can create a look a like audience – Facebook will take your email list and find other Facebook users who look like your current database
- And remember the Facebook pixel I mentioned about earlier? You can also create an audience of visitors who have visited your website.
- And the be even more targeted, ads can be served to people who have visited some pages on your site but not others, so for example, if people are visiting any of your blog pages, you can serve them an ad that drives them to a lead capture page.
Step 3: Create your ad
And lastly, the ad creative stage is where you create the actual post that will be seen.
I recommend creating more than one ad so that you can test different images – image versus video – different written messages – or even test what call to action button works best. And remember, you ad is only going to be as effective as the landing page your send people to. The destination matters!
Measuring the success of your campaign
At the end of any ad campaign, it’s important to look at the results.
Based on what the original objective was, here are some metrics you can look at the determine success:
If your objective was around awareness, look at:
- How many people your ad reached
- The number of additional page fans you gained; and
- How many people looked at your content, whether it’s video views or impressions
If your objective was around engagement, look at:
- How many people reacted, commented or shared your ad
- The number of clicks on your ad
- How many people clicked through to your website; and
- The cost per click
And finally, if your objective was around conversions, look at:
- How many people purchased something from you
- The number of sign ups on a lead capture page; and
- The cost of gaining each lead, or sale
Over to you
There is so much more we can talk about in the world of Facebook advertising, but I recommend setting up something simple with a small budget first, We’d love to hear how you go with your ad campaign! Feel free to drop over to our Facebook page and leave a comment there.
Facebook Advertising audiences you can target
With Facebook announcing changes at the beginning of the year (just organic news feed changes, not Facebook Advertising), many Facebook page holders went into panic. How will these impact reach? How will engagement be effected? Will anyone see my content ever again?
But just like any good marketing plan, you need to be flexible to changing outside circumstances. So if you haven’t before, you may want to consider investing some budget in Facebook Advertising.
Have you advertised on Facebook before? What was your experienced? Did you get the results you were after?
Chances are, one of the biggest challenges you faced was knowing who to actually target and how to find them. With 15 million monthly active users on Facebook in Australia (source) there’s a huge pool of potential customers. But if you have a limited budget, you need to be laser focused on how you spend your advertising dollars.
Before you start any more ad campaigns, below are the types of audiences you can use. The type you’ll need will be based on your own circumstances, but the more you test and measure, the better your targeting will be.
TIP: Make sure you get a Facebook pixel from your account and place it on your website. This article from Social Media Examiner walks you through how to do this.
Let’s look at the types of audience targeting options available to you:
This type of targeting allows you select your audience through personal and behavioural characteristics. You can target:
- Demographics such as age, gender, work, relationship status.
- Location, especially if you have a shop front, or you only want to target people in a specific geographical area. It can be as high level as country or state, or as localised as city or suburb. If you want to target more than one area, you may want to set up different ad sets for each location.
- Interests which include the types of pages liked, the kind of content posted and engaged with, hobbies, places you’ve checked into, and how people generally like to be entertained.
- Behaviour like the type of device people use Facebook on and things they’ve purchased before.
It’s important to note that Facebook has announced changes to access to 3rd party data providers, which may impact on some core targeting. (source)
You can target people on Facebook who have engaged with you and your business. There are two sources for where this data come from:
- Your email list
- Your website
This type of targeting is my favourite, as you are using your own data to create Facebook Advertising campaigns.
Creating a Custom Audience from your email list is easy. You simply upload your list in a .txt format and Facebook will do the rest. What you may want to think about is segmenting your list into categories like:
- Repeat customers
- Leads that haven’t purchased
- Hard / soft bounces
This helps you refine your targeting even further, and will help with Lookalike Audiences.
For website traffic, you can use your Facebook pixel to create an audience of people who do things like:
- Visit a specific page on your website
- Go to your lead capture page but don’t sign up
- Abandon a cart
- Stay on your website for a specified period of time
Again, the more defined your audience is, the better you can target your message.
Facebook can help you find other users who look like you custom audiences. All you need to do is create your Custom Audience, then ask Facebook to create a Lookalike Audience for you.
Importantly, the quality of the Lookalike Audience is going to depend on the quality of your original data and how you have set up your Custom Audience(s). There more specific or segmented you can be, the better the outcome.
Over to you
How will you change how you target people on Facebook?
Facebook pixel – what you need to know
Facebook pixel is a tool that allows you to know or measure the effectiveness of your ads by understanding the actions that people take on your website. Facebook pixel is a small piece of code that is unique to your ad account of every page of your website and should be placed between the head tags. The pixel also allows you to create custom audiences based on general website visitors, or those who visit specific pages.
Without the Facebook Pixel you’re limiting yourself from the most popular targeting options. And you leave behind a whole lot of juicy data to work with for any future advertising you do.
How do you create a Facebook pixel?
It’s incredibly simple to get started, this is how:
- In your Ads Manager, go to your Facebook Pixel tab
- Click on Create a Pixel
- Enter the name of your pixel (Choose a name that represents your business, or even use the name of your Ad Account)
- By clicking on the box, you accept the terms
- Click Create Pixel
Make sure you email the pixel code to your web developer, so they can install the pixel for you. And let the pixel fire for a week or so, so that Facebook can understand audience behaviour on your website.
How will a Facebook pixel help you?
- Tracking. Facebook Pixels can be used in tracking on how many times an action has occurred. By knowing this, you will be able to ascertain, for example, how many products you have sold from a specific brand or you can also track how many leads are generated from a Facebook campaign.
- Custom Conversions. With the pixel is on your website, Facebook will know when someone visited and what page they visited. By using Custom Conversions, they will send a report back to you on who hit on your pages.
- Optimisation. You can use Custom Conversions to tell what you want. When you set up a Facebook campaign, it will ask what your objective is for the campaign. But how does Facebook optimize this? You simply tell them using the Custom conversions.
- Another thing that you can use to help you benefit from the Facebook Pixel is creating a retargeting audience. It is created under “Audiences in the Business Manager tab. You can target anyone who’s visited your website. You can also target people who visit a specific website. You can also target people who visit specific web pages but not others. You can also simply engage those people who haven’t visited your site for a while.
Have you tried the Facebook Pixel yet? The Facebook pixel may seem still a mystery for some advertisers. To some they use it but not knowing how to use it and what is its importance. As you can see with the benefits mentioned above, it is almost impossible to run a successful Facebook ad without using the pixel. Take advantage of the enormous opportunities that Facebook Pixel can give to you.
If you want help getting more out of your social media marketing, please download our free step by step guide today!