Rewind the clock a few years and we often hear people suggest that Facebook is a great marketing channel because he was free to have a presence. If you have built a good Facebook page for your business and attracted many fans, you have a valuable platform to speak to potential and existing customers.
But times have changed and Facebook are pulling in the reigns. His announcement algorithm continues to adapt Facebook control over what users can see in their news feed.
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Consequently, many brands have seen the organic scope of their pages rapidly declining. According to a study by Ogilvy advertising agency the average range for the content of the page fell about 16 percent in 2012 to about 6 percent in February 2014. This led to some brands leaving the platform and Facebook respond with arguments that , it is all about relevance and make Facebook the best it can be for users .
As a buyer, you may not like the changes. But let's face it: Facebook is still the largest social network by some margin, and it remains, for many companies, an important marketing tool. The difference from a few years ago is today, it is almost a given as to reach people on Facebook, you need to complete your page activity with paid advertising.
If you are new to advertising on Facebook, it may seem a bit complicated and confusing. Many small organizations do not have the advantage of using an advertising agency can never go beyond stimulate messages through the chronology of their page.
So what you need to know about effective advertising on Facebook?
Getting started
If you have already boosted a post on Facebook then you will already have an advertising account set up. If you are completely new to it, visit advertisement page to activate the tool.
The standard dashboard where you create and monitor your advertising is called the Ad Manager. There is also a tool called Power Editor, a browser plug-in that gives you access to some advanced features, making it easier to modify the ads in bulk. More on power Editor on this guide.
F or beginners, we will focus on the standard interface. It is worth mentioning that in February this year Facebook introduced a new three-tier structure: campaigns, and games for your ads. As you become more advanced with your Facebook advertising, this structure becomes more important and Power Editor is much more integrated into the ad creation process.
Define your objective ad
There are a few different types of Facebook ads so you must set your appropriate targets. Want to drive traffic to your website? Getting people to install an application? Or increase the number of people to your page so the time you have more Facebook community?
The reality is that as part of your overall marketing plan, you can have multiple objectives and therefore many Facebook advertisers run more than one type of ad.
The names of the above ads are quite explicit. Conversion ads website for example, follow the actions of people take after viewing your ad, usually things like purchasing a product, registering for an event or display certain pages. For those, you need to create (via Facebook) a tracking pixel conversion that you place on the relevant pages of your site.
If you select Clicks to website, you'll be able to add a call to action button in the ad as "Shop, '' More 'or' Download ' .
investment
ads appear in the News Feed on Facebook, as well as in food or on the right sidebar. On average, News Feed ads get more commitment and are a better option for less experienced advertiser.
Regardless of what type of ad you choose to have ads appear in the news feed you must link to a Facebook page. If you do not have a Facebook page, you can place ads on the right side of the power News.
It is a good idea to test different versions of your ads, changing images and copy to see how they perform. These details can make a huge difference to the success of the ad.
Targeting the right demographics
Once you've created the ad, there are several ways to target select audience.
1. By geographic region and add filters for age and sex
The pull-down "more demographics allow you to target with additional descriptors, as if someone has children, married or working in a particular industry.
2. "interest"
You can target users of Facebook ad based on their tastes and interests, with options that include selecting categories such as "technology" or "nutrition."
3. user interaction with other relevant pages
This is similar to the interests of strategy above. For example, if you wanted to target people who are interested in arts and culture in London, you can select the Tate Modern and Southbank Centre or. To do this, simply enter the company name or brand, and if they have a Facebook page, it should appear as a selectable item.
Your other options to find the Facebook users concerned to show your ads Custom Audiences and Lookalike Audiences .
custom audiences you can target your existing customers among people who are on Facebook. There are different ways to create custom audiences; for example, you can create one from your newsletter list e-mail or by placing a tracking pixel on your site so that you can advertise to people who have visited your site (and are therefore potentially already interested your business).
Lookalike Audiences are lists of users of Facebook who are offered by Facebook to be similar to one of your custom audiences. In the words of Facebook Lookalike Audiences "... you'll meet new people who may be interested in your business because they are similar to a list of customers that you care."
Set your budget limits
Once you have created your ad and select your target audience, it's time to specify your budget. There is no one-size-fits-all when it comes to how much to spend. Ideally, you should understand what the value of your desired action will be to say how much is each new Facebook fan "value" to the company, or are you willing to spend to increase visits to your website or conversions.
If you are a beginner, it is best to set aside a small budget to test different approaches. Once you feel more confident that your ads are proving to be effective, you can increase your expenses.
With most of the ads on Facebook, you have the option to pay per click or per impression (there are more advanced options within these limits which is your main decision.) What should you choose? A good starting point is to think about your overall goal. If you want people to click on a link to your website, it is probably wiser to pay per click rather than printing. You can learn more about different options here .
Now you're ready!
Once you specify your budget and set your start and end dates (or left to run continuously until you stop it), you're all set. You can monitor the performance of ads with ads Manager dashboard. Furthermore, if you aim to conduct visits to your website, follow your links using the monitoring of the campaign in Google Analytics for more ideas.
If you think Facebook is an interesting place for your brand then get struggling with advertising is essential to have a chance to function effectively as a marketing channel. Good luck