We still see a certain amount of basic scepticism towards the social media platform Facebook among many of our customers. But Facebook is much more than a pure social media platform today and offers advertisers a great deal of leeway with the option of proactively advertising. In this blog post, we would like to think about the advertising options within Facebook and explain how Facebook advertising actually works. Ready? – Here we go!
Table of contents
- Why Facebook Ads at all?
- Increase brand reach and awareness
- New customer contacts through leads
- More “followers” and “likes” for the Facebook page
- Generate more traffic for your own website.
- More sales through Facebook advertising
- Reactivation of former customers through Facebook retargeting
- Facebook Ads: Who is it for?
- The first ad with Facebook
- The Facebook Business Manager
- Facebook Business Manager: Create the ad groups.
- Create the ad with Facebook.
- How do I measure the success of the campaigns?
- How do I optimize my Facebook campaigns?
- Possibility 1: Test different ad groups.
- Possibility 2: Test different placements.
- Option 3: Terminate ads
- The perfect ad with Facebook
Why Facebook Ads at all?
Facebook is still one of the largest social media platforms in the world. Around 2.7 billion people worldwide use social media. So, without question, Facebook offers a huge audience just waiting for you to target them with your ads. There are a number of important decisions to be made when creating Facebook Ads : How do you formulate the ad text? What does your target group look like? Which ad format is used? And on which devices should the ads be displayed? However, the most important decision you have to make, on which all other decisions are built, is what goal you want to achieve with your ads. There are a variety of options, which we will briefly describe below.
Increase your brand’s reach and awareness.
As already mentioned, Facebook has an unbelievable number of users. There’s a lot you can and should take advantage of. Increasing brand awareness is particularly useful for previously unknown brands. More people will find out about you and may become new customers now or in the future. A large reach is not only a short-term investment in more customers or more sales but also a long-term measure to strengthen the brand.
New customer contacts through leads
While for some companies, sales provide the majority of the turnover, for others, leads are of central importance. For example, anyone who runs a B2B shop and is therefore dependent on contacts with other companies should definitely use Facebook advertising to generate leads. You are free to decide whether you want to link to one of your contact pages or whether you want to use a lead form within Facebook.
More “followers” and “likes” for the Facebook page
A good Facebook presence always includes an interesting Facebook page. The more appealing the posts posted and the higher your reach on Facebook, the better the ads will do. You can also use your Facebook fans as a valuable target group for the ads.
Generate more traffic for your own website.
No matter how good your website and the products you find there look, without proper traffic, there will still be no purchases or other interactions. Regardless of your advertising goal, it is always essential that a large number of users are attracted to the website. This works best with interesting and engaging ads that quickly arouse interest.
More sales through Facebook advertising
All of the advantages mentioned above usually result in an increase in sales sooner or later. Of course, there is also a direct way to generate more sales. So Facebook advertising that does not put your brand or the page in the foreground but puts the focus completely on the products
Reactivation of former customers through Facebook retargeting
“Retargeting” is an important keyword when creating successful Facebook Ads. This is approaching old customers to get them back in touch with you and your products. While you can’t be sure that other audiences are also potential customers, you definitely know it with former customers, which also makes this audience such an important part of almost all advertisers on Facebook.
All of the above benefits are not mutually exclusive. A decision made in advance is, therefore, not necessary. Instead, almost all points are intertwined and also benefit from each other. For example, if you improve your reach, you automatically generate more sales, leads, and so on. And that is exactly the great advantage of Facebook Ads !
Facebook advertising: who is it suitable for?
Before we delve deeper into the display options, we would like to explain the advantages of Facebook advertising to you and show you how to proceed with campaign planning within Facebook.
First and foremost, you should think about the goals of the campaign: Do you want to generate additional leads or even direct sales? Or is it at the top of your agenda to strengthen your own brand awareness? Depending on the objective, the advertising options on Facebook also change.
Then you should think about the target group: who do I want to reach with my message? Ideally, you have the demographic and psychographic characteristics of your ideal customer. It is even better if the target groups are defined on the basis of personas, and thus the wishes and values of the potential customers are included in your consideration. With a clearly defined target group, you have laid the foundation for the next step: creating advertising material. How do you want to present your product, service, or company? At this point, it is advisable to proceed according to the AIDA principle. Design ads that stand out in the Facebook feed. A practical tip from our online marketing agency: Try an orange background. The colour, which is not used very often on Facebook, stands out, and the customer is interested.
Once you have thought about the upcoming campaign, the next step is to create it on Facebook.
The first ad with Facebook
Once the goals have been set, the target group(s) defined, and the advertising media selected, the Facebook Ad Manager will become your new best friend. In addition to the option of monetizing a post from your own newsfeed, the so-called Power Editor offers the option of placing targeted advertisements that did not previously have to be created as an organic posting. The Power Editor offers a wide range of target group targeting options. If you go the even more professional route, you manage the pages and also the advertising accounts via the Business Manager, which we now want to take a closer look at.
The Facebook Business Manager
If you want to create a new ad in Facebook Business Manager, Facebook first asks for the primary campaign goals. There are three possible campaign orientations:
- Increase brand awareness
With these types of campaigns, you can “push” your own posts monetarily or present your Facebook page to the target group. Ads with a local information orientation are also possible here. The campaigns of this type all pursue the core goal of increasing brand awareness.
- Generate attention
With campaigns of this type, you have the option of forwarding interested parties directly to the website or generating leads. If you are organising an event or have your own app, there are plenty of opportunities to pursue these goals as well.
- Achieve conversions
With the campaign goals under “Achieve conversions”, you have the option of doing performance marketing and having Facebook display ads automatically with regard to conversions. The basic requirement is integrated conversion tracking on the respective target page.