Advertising

From AdvertiseMint
Jump to navigation Jump to search

STEPS TO ADVERTISE ON FACEBOOK

=== Steps and Strategy for Advertising ===

==== Choosing an Objective ==== When creating a Facebook ad, first choose the campaign objective, which is vital to the ad campaign. Without an objective, it is challenging to skip to the other levels of ad creation

Is the objective to send people to a brick-and-mortar store? Is it about brand exposure? More sales? Facebook advises an objective before creating the ad because different objectives have different eligible ad placements and formats. For example, only an ad with the objective store visits can feature an ad with a map that directs customers to the business' location.

==== Brand Awareness ==== Facebook ads users will be more likely to buy from those who are familiar, once they’re familiarized with the brand. For this reason, it’s often wise to begin with a brand awareness campaign, especially if the brand is not well known. The brand awareness objective, which aims to increase the recall of ads, will help one find customers most likely to remember the ads after seeing them and customers who will most likely purchase from the brand in the future. Although one likely won’t generate sales, will gain a higher ad recall lift. Don’t think a brand awareness campaign is a waste of money because it will pay off in the end. Once conversions are tracked with the Facebook Pixel, it'll be easy to retarget to those who converted - that is, those who, after getting acquainted with the brand, will be more likely to purchase. Eligible placements: mobile and desktop News Feeds, Instant Articles, in-stream videos, suggested videos, Instagram feed, Instagram Stories,

Audience Network, Messenger Inbox, Messenger Sponsored Messages Eligible formats: video, carousel, image, slideshow

==== Video Views ==== With a talented team to create brand videos, it'll be possible to promote them, as well as any other video of which the team is proud, on Facebook. There's an objective for that. The video ad format can be used for several different objectives, such as brand awareness, traffic, and reach. However, choosing the video views objective for a video ad will only focus on garnering views rather than sales (if traffic is chosen as the objective) or leads (if lead generation is chosen).

Eligible placements: mobile and desktop News Feeds, Instant Articles, in-stream videos, suggested videos, Instagram feed, Instagram Stories, Audience Network, Marketplace, native, banner, and interstitial, rewarded videos Eligible formats: video, slideshow

==== Lead Generation ==== If the desire is to collect customer information on Facebook, the lead generation objective should be used. With this objective, an ad can be created that, once clicked, opens into a pre-filled form. In the form, almost any question can be asked as long as it complies with Facebook’s ad policies and the brand's privacy policy. Users can be asked for their email address, full names, phone numbers, and addresses, for example. Eligible placements: mobile and desktop News Feeds, Instagram feed, Instagram Stories, Instant Articles Eligible formats: single image, single video, carousel, slideshow


==== Messages ==== When people want to learn more about the business, it is important for them to be able to reach the business as quickly as possible. The remedy is the messages objective with Click to Messenger Ads, which directs users to a Messenger conversation with the business. This objective paired with Click to Messenger Ads opens conversations with users who are more likely to respond to or interact with the business.

Eligible placements: mobile and desktop News Feeds, Instagram feed, Instagram Stories, Messenger inbox, Messenger sponsored messages Eligible formats: single image, single video, carousel, slideshow

==== Conversions ==== In an attempt to encourage consumers to make a desired action on the brand's website, conversions should be chosen as the objective. With this objective, the brand can urge customers to purchase, add credit card information, or browse through the brand's products. The conversions objective works differently from the traffic objective. The traffic objective optimizes to get people to visit the brand's website. The conversions objective goes one step further by optimizing for desired actions on the brand's site, such as a purchase or sign-up.

Eligible placements: mobile and desktop News Feeds, Instant Articles, Instagram feed, Instagram Stories, Audience Network, right column, Marketplace, native, banner, and interstitial, in-stream videos, rewarded videos, Messenger inbox, Messenger-sponsored messages

Eligible formats: single video, single image, carousel, slideshow, collection


==== Catalog Sales ==== If promoting a product catalog is selected as the objective, the brand will be able to create Dynamic Product Ads, which automatically advertise products from the company's product catalog. Dynamic Product Ads work especially well if the brand targets customers who browsed through the company's catalog but did not purchase an item. The pixel will track which pages the customer visited (i.e., product catalog or checkout) and, based on its findings, will serve a relevant ad to that customer. For example, if the customer looked at a fur coat from the catalog, the ad will automatically advertise that same product to the customer without the need to create a new ad. Dynamic Product Ads are great tools that push interested customers to make a purchase.

Eligible placements: mobile and desktop News Feeds, right column, Instagram feed, Instagram Stories, Audience Network, Marketplace, native, banner, and interstitial, Messenger inbox, Messenger sponsored messages

Eligible formats: single image, carousel, collection

==== Store Visits ==== If the company is a chain store, there are likely multiple stores in various locations. If the desire is to simultaneously promote the multiple physical stores from different locations in one ad, the store visits objective should be chosen. An ad with a store visits objective will direct customers to a physical store that is nearest to their current locations. Based on the CTA chosen (get directions or call now), the ad will contain either a map that will navigate customers to the nearest store or the phone number that customers can call.

Eligible placements: mobile and desktop News Feeds, Instant Articles, Instagram feed, Instagram Stories Eligible formats: single image, single video, carousel, slideshow


  • Brand awareness: Facebook will serve the placed ads to an audience most likely to pay attention to the core ads.
  • Link click: Facebook will deliver the brand's ad to an audience that is most likely to click on the business' link at the lowest cost.
  • Impressions: Facebook will place the ad in front of the targeted audience as frequently as possible.
  • Reach: Facebook will deliver the brand's ad to its audience once a day.

Landing page views: Facebook will deliver the brand's ads to users who will most likely click on its ad’s landing page link. Daily unique reach: Facebook will deliver the brand's ads to users once a day. Post engagement: Facebook will deliver the brand's ads to users who will most likely like, share, or comment on the ad. App installs: Facebook will deliver the ad to users who will most likely download the brand's app. App events: Facebook will deliver the ad to users who will most likely take a specific action on the app at least once. Video views: Facebook will deliver the ads to users who will most likely watch the brand's videos. Leads: Facebook will deliver the brand's ads to users who will most likely give it their contact information. Replies: Facebook will deliver the ad to users who will most likely have a Messenger conversation with the brand or business.


==== Conversions ====

Facebook will deliver the ad to users who will most likely convert on the website.

Conversion events: Facebook will deliver the ad to users who will most likely take action when they see the brand's product catalog.

Store visits: Facebook will deliver the ad to users who will most likely visit the business location. When choosing the optimization and bidding strategy, think of the goal. If the business wants to pay only for every time users have clicked on the ad to download the app, the link click (CPC) bidding strategy will best compliment its objective and delivery optimization. If the choice is the right ad delivery optimization and bidding strategy, the brand will be closer to achieving its business goal.


==== Choosing a Page ==== As the business moves from the ad set level to the ad level, one will find a small section that requires connecting a Facebook page or an Instagram account to its ad. Although small, it is important not to skip this section because the chosen page will represent the ad that appears on Facebook and the Audience Network. If an ad also is being placed on Instagram, there is a requirement to connect the Instagram account so that the ad will appear on Instagram’s feed as represented by the business (the Instagram account one chooses to connect).