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How To Use Facebook for Advertising

It should come as no surprise that having a social media presence is very important. And Facebook is no exception. So, today we're going to discuss how to effectively advertise on Facebook. When it comes to advertising on Facebook it's best to know the rules of the game. The key is to reevaluate your presence, strategy, and whether the network is right for your company's needs. So how do you advertise on Facebook effectively? Let's dive in!

In order to advertise the right way, the first thing you need to do is to create engaging content. Think of it as a form of promoting. Since it's similar, there are two components to focus on: value offer and the right execution. It's your choice to decide what the value is. But when you decide to promote your offering, make sure you are concise and clear as possible.

It's also important to use an image that doesn't have more than 20% text. Keep in mind that Facebook allows 90 characters for the copy. So you'll want to make sure your text gets to the point in as little words as possible.

If you are unsure of a certain image that contains text, you can check your images with their grid tool.

There are two options when it comes to creating ads:

  1. Facebook Ads Creator
  2. Power Editor

Even though Ads Creator is more user-friendly, it is quite limited. However, it doesn't hurt to start there and once you get comfortable, you can start using Power Editor.

An ad consists of three levels - Campaign, Ad Set and Ad. In the campaign level you'll set up the audience, budget, and schedule. Drafts include individual tweaks to both the text and images.

First you will:

  • Decide on the ad type
  • Choose an objective
  • Define the target audience
  • Pick the ad placement
  • Define the budget

The most important question to ask yourself is, "What are you trying to accomplish with this Facebook ad?" Do you care about post engagement, page likes, or directing customers to your website? As a result, answering these questions will help you decide on your objective. It's important to remember that Facebook allows you to choose only ONE of the following objectives:

  • Page Post Engagement
  • Page Likes
  • Clicks to Websites
  • Website Conversions
  • App Installs
  • App Engagement
  • Event Responses
  • Offer Claims
  • Video Views

Next, you'll specify the budget. This can be either a daily amount (like $10 a day) or a lifetime budget ($100 for the entire campaign). Then you'll pick a start and end date. There is also an option to run it on a continuous basis until you manually stop it. If an ad isn't performing well, you can turn it off so you don't waste any more money.

This allows you to decide where your ad is seen. The options include newsfeed, mobile newsfeed, and right-hand column. The most visible advertising placement is the newsfeed. Though mobile newsfeed is essentially the same, except it targets mobile users. If your website isn't mobile friendly (which it should be) leave this option unchecked. As for the right-hand column placement, it secures a location underneath "Trending Topics".

Once you are more comfortable with Facebook Ads you can start using Power Editor. Power Editor lets you create bulk ads with a lot of cool benefits thrown into the mix. There are enhanced ad placement options (like specifying the device and operating system in regards to your target audience). Plus, there's an option to run ads during certain times of the day and ad optimization that allows an ad to be shown only once to each user.

The main reason to advance to Power Editor is the feature "Unpublished Posts". These types of ads look similar to a regular post and includes a call-to-action button. What makes this feature even cooler is that unpublished posts allow more text to be seen before it cuts off into the "see more" link.

Experiment, Experiment
Don't be afraid to play around with ad content and placement. The key to this tactic is to experiment with as little money as possible, so you can get a feel for what results you will get, see the statistics and what insight you can gain from test ads. Keep in mind that your first Facebook ads might be a little pricey, but as you get better at targeting your audience the lower the cost. It's all about understanding what engages people the most with the least amount of cash

The most important thing to understand about Facebook Ads is that in order for any of your advertisement to be effective is for the right people at the right time to see your ad. Facebook offers one of the most sophisticated targeting tools based on their demographics, interests and purchasing stages. Which makes it easier for you to see an increase in positive results.

Power Editor allows you to upload your own audiences and target people based on their email addresses, phone numbers and visits to your website. This is where Facebook Pixel can come in handy. You also have the ability to let Facebook create "lookalike audiences" based on shared traits in regards to your audience. Check out this article for some more in-depth information: How to Create Facebook Ads that Actually Work

The best way to learn about your audience is to take a peek into your insights on your business page and to check out the "People" section. However, if you're looking for a large amount of information, head over to "Audience Insights" under "Ads Manager" - this will give you more information about your customers' personalities. Which can be wildly beneficial when it comes to targeting your ads.

Be sure that you're very precise on what your target audience looks like. If you want to see what other pages your audiences connect to, you can perform a Facebook Graph Search. This will give you even more valuable insight into both your audience, your competitors, and new market opportunities. This helps with better understanding of the interests of your audience and what they value.

Facebook may be diluted with more brands and personal profiles than you can shake a stick at, but we cannot afford to ignore the social power that Facebook can bring to our business. Have you tried Facebook Advertising? Do you have a success story to share? Let us know in the comments below and let's discuss!