Facebook has more than 2.92 billion active users, so imagine the visibility you can gain from a paid ad campaign on social media. Facebook also has plenty of information about its users, which allows marketers to leverage that information while targeting their viewers.
Look for a reliable Facebook ads agency like Australian Internet Advertising to target customers more accurately.
Basics of setting up a successful Facebook ad campaign
Before you invest money and time in Facebook advertising, create an action plan or else you will get sidetracked. For consistent results, identify the sales funnel where you can leverage the Facebook ads. Do you want to generate leads, get blog subscribers or improve sales? The answers to these questions will help you create an action plan.
- Offer free content and "warm up" or inspire a cold audience using videos, educational content, coupons, blog posts, etc.
- Engage people via an email list.
- Install Facebook Pixel and retarget website visitors.
After defining your Facebook ad strategy, it's time to set up a successful campaign.
Choose to focus the ad campaign on your brand goal. A Facebook ad campaign comprises three levels:
1. A campaign
At this level, you should choose the campaign objective and the action you want users to take when they see your ads. There are three categories on Facebook - Awareness, Consideration and Conversion. The campaign objective depends on the chosen strategy.
For a content strategy, for example, you should choose videos that are currently trending on Facebook. For retargeting, direct Facebook followers to your website. If you want followers to take action, create ads that mention discount codes, but direct viewers to your landing page to collect the codes.
2. An ad set
An ad set campaign structure defines how the ad will be implemented. Targeting is crucial because your campaign's success depends on it. Define your target audience based on demographic and interests, because that's easiest. This approach allows you to target new prospects who haven't interacted with your brand before. Demographic limitations to choose are:
- Language
- Location
- Age
- Gender
For detailed targeting, narrow the audience by selecting:
- Behaviors
- Interests
- Demographics
- And more
Use a layered approach to get good results. Select a blend of behaviors and interests to define an ideal customer.
The custom audience element allows for targeting audiences who are new to your products or services. They're the best target for your retargeting campaigns too, since you'll be focusing on warm audiences who know and like your brand. Custom audience options to choose from are:
- Customer file - Import your data list to allow the Facebook engine to cross-match and find those people on Facebook.
- Website traffic - Include people based on your website activity using Facebook Pixel and conversion tracking.
- Engagement on Facebook - Include people who have interacted with your Facebook content.
- App activity - Include people who have completed a particular action within your app/game.
To target a lookalike audience that is identical to existing ones, choose engagement criteria based on video views [3 sec, 5 sec, etc.], source, country, and audience size.
3. An ad
Finally, get creative and choose your ad format, whether that's videos, images, URLs, news feed text, CTAs, or display link text. Create multiple ads and test different variations to enhance overall performance.
