Facebook Advertising
All in the Audience
Facebook is the most widely used social media network. Almost 2.5 billion people around the world use Facebook. With so many people using Facebook, you’re almost guaranteed to be able to reach an audience that’s relevant to any type of business. That’s where one of the most powerful features of advertising on Facebook comes in: audience targeting. The targeting capabilities on Facebook are unmatched by any other social media network.
There are three types of audiences that you can target on Facebook:
- Core audiences: An audience based on criteria like age, interests, and geography.
- Custom audiences: Get back in touch with people who have previously engaged with your business.
- Lookalike audiences: Reach new people whose interests are similar to those of your best customers.
Facebook’s advanced targeting can be used to target your ads to the most relevant audience — and even tap into new audiences you’d otherwise never reach with organic content alone.
Prospecting
Advertising on Facebook includes a range of ad types, including:
- Photo ads
- Video ads
- Story ads
- Lead ads
Photo ads are great for sharing collections of image content. Video ads are great for product explainer videos and branding. Story ads allow you to use a combination of photo and short-form video content.
Personally, my favourite way to advertise on Facebook is with lead ads because they give you the best of both worlds: sharing visual content and generating leads all at the same time. Facebook Lead Ads allow you to capture lead information without directing people out of the Facebook platform. No matter your business’ size or industry, you can use lead ads to find potential customers who are likely interested in your products or services. With lead ads, you provide a helpful piece of content that encourages viewers to sign up for a newsletter, receive a price estimate, or request additional business information. In return, when the viewer fills out the form, the business receives a new lead.
Messenger Advertising
There are a few different ways you can use Facebook Messenger as part of your advertising strategy.
- Facebook Messenger call-to-action in ads: Start conversations with ads on Facebook that include a call-to-action to send a message.
- Facebook Messenger Story Ads: Run story ads on Messenger Stories.
- Facebook Messenger Ads: Use messenger ads to deliver content directly into users’ Facebook Messenger chats.
All of these ad types can come together to encourage your audience to kick-off conversations with your business. They can be used to get in contact with a sales team,
Choose Right Objective
My favorite way to advertise on Facebook Messenger is retargeting. Retargeting ads in Facebook Messenger are a great way to start targeted conversations and send personalized offers and content.
Sponsored messages allow you to advertise to people who have already interacted with your business in Messenger. This is a great way to re-engage your audience in a personalized way.
We Start by selecting your target location, age, gender and language. Note that under location, you can specifically choose to include or exclude cities over a certain size.
Facebook in general is a great tool for Retargeting because of the way people “browse through the feed” to see the latest from their friends and acquaintances.
Facebook Pixel
The Facebook pixel is a small piece of code that can have a big impact on your Facebook ad campaigns. Once you place the code on your website, it allows you to track conversions, remarket to people who have viewed a product on your site and create lookalike audiences.
Even if you’re not ready yet to engage in some of the more advanced Facebook pixel strategies, you should install it from the very beginning. That way you’ll have tracking and remarketing data ready to go when you are ready to start optimizing your Facebook ads.
Track to Optimize performance
We closely monitoring how your campaigns perform in the Facebook Ads Manager dashboard. If a campaign isn’t performing well, we put the money into an ad that is instead.
If you’re just starting out, it might make sense to run several ads with small audiences and budgets. Once you’ve determined what works best, use the winning ad as your primary campaign. You can also re-allocate money from your under-performing ads to top-performers (even if they’re on another social network). Automatically boost budgets or start new campaigns based on pre-set performance triggers. And then improve performance further with automatic, daily recommendations.