Today we bring you an article so you can establish an advertising strategy in Facebook Ads. It is true that since Facebook began to be offered as an advertising platform the creation of Fan pages has grown exponentially, and it is normal for companies to want to take advantage of this medium because today Facebook is the most used social network in the world and the one with the most age range It has among its active users. Therefore, Facebook Ads and Google AdWords are advertising tools that cannot be missing in any eCommerce worth it is salt.
If you’ve already heard about Facebook and Google advertising, then you must also know that Google AdWords is the most famous solution for PPC (pay per click) advertising. Below, we will give you a series of tips that will help you improve your Facebook ad campaigns and take advantage of your investment. But be aware, because these tips can be useful when applying any PPC tool.
Advertising objective – What is yours? And who do you direct it to?
The main question that you can ask yourself is, “how can Facebook advertising help me detail my business’s strategy?”
What is the purpose of your advertising?
Your goal may be too generic, such as “Increasing sales from my online business,” which is quite honestly, too generic. The problem with that is that you will never know where to start. My recommendation: divide and conquer, or as Julio César would have said: “Divide et impera.”
Therefore, let’s start by creating tangible goals or sub-goals that help you achieve your primary objective. I am going to give you a list of realistic goals that you can achieve with Facebook Ads:
- Promote your posts
- Reach people who are near your physical store
- Increase downloads of your digital product
- Increase customer and product interaction
In each of these objectives, you will have to establish the audience to which you are directing and continue segmenting your audience until you find the optimal profile of each type of ad, and that is that this on Facebook translates into not wasting money.
We recommend that you make an investment before starting to study your target audience. Of course, the capacity of each one and their business comes into play, and in this sense, it will also depend on the type of products you sell. For stores that sell niche products (technical climbing equipment), finding the public will be very simple because all their sales are already going to a specific clientele.
To find that audience, you have to get into the role of the buyer and think about what our customers would like, or how they would look for it. As if it were a role play.
Apart from thinking like your clientele, it is also recommended that you think like your competition, so it is recommended that you follow these companies that relate to your business from your personal profile. You will see that he will recommend many other similar ones, think and analyze those in which you see a greater intention to buy.
Facebook has a tool called Audience Insights (statistics of the public) that serves to originate ideas and approaches towards a profile of people. You can discover from their interests to what they spend on products advertised through this social network.
In this sense, you should focus on your optimal audience, and this is very important since setting a very wide audience can make you waste this money. You have to invest only in people who can really report a benefit to you. Nor should we try to reduce the audience so much that you don’t reach anyone; an optimal approach would be between 500K and 1.5 million.
How much should I invest in Facebook advertising?
Surely this question is the one that rumbles the most times, whether it’s the first time you do Facebook Ads or if you’ve already experimented with it.
At first, it will be difficult to select an appropriate budget, so you must experiment several times and take note of all these actions. Value invest (re-invest) on the earning you gain on your products. Let’s say there is an investment that will return your money twice as much as your margin; therefore, you should calculate how much to invest for each sale; at first, you may need to invest above that margin … but it only with the experience that you will find the right point for your business.
If you have already worked Google AdWords before, you can approximate your budget with the one you use for Google, which, although they are two different channels, have many similar approaches.
Keep one thing in mind, when you create a strategy or ad plan, be patient, and take responsibility for your previous approach. You will enter and leave Facebook a thousand times, you will want to modify, add or delete variables from your campaigns, but calm down, remember that you have proposed a strategy and you have to respect the approach in order to obtain results that help you improve your next campaigns. If you have to modify any of these variables, it is advisable that you wait for up to 1000 impressions to have realistic results.
What you should do is install the Facebook pixel to learn in time how Facebook works your campaigns and track all those ads based on the performance of each.
Product Ads – How to do Creative Advertising to attract Users?
We are currently so saturated with information that to attract the attention of your audience, the only way to succeed is to work hard. An example is the so-called WOW Effect in marketing. These types of actions are achieved by generating memorable, interesting, and surprising experiences in your customers’ minds so that they further tell their closer circles. These actions are closely linked to emotions and require high creativity.
But in electronic commerce, some actions do not fail like gamification, which refers to the games that attract the interest and motivation of commercial activity. For example, contests or awards, which can attract a lot of potential audiences.
Therefore, once you have your audience, you will have to let go of your hair and create attractive ads that do not go unnoticed.
First of all, you should know the basic recommendations for creating ads.
- The visual is essential to attract attention. More and more multimedia content, video, and images are consumed. This point is fundamental, and you will need an image that has a specific characteristic where the message will be focused.
- The content you share must be written in a personalized way, and you can include emoticons or common expressions.
- With every like in your post, you will get it to reach more people, therefore gather all those interactions throughout the campaign to make this announcement more consistent.
- Do several ad tests when you do the experiments, these tests are known as the A / B test, it will be very useful to assess how attracted your audience feels for each type of format.
You can also attract traffic to your own store on Facebook so that none of the sales are lost. They can have the entire purchase process on your fan page.
Exploit the Data to get the results you want.
We live in times when the data is very valuable because it can be used for everything, the important thing is to have the specific information about your business, and where can you find that information? … of course, social networks can give you a lot of that data.
As you can see, the Facebook Ad Manager may seem like a maze, so we recommend that you take time to configure the view of the data that really works for you and work with them to find correlations that help you better understand your campaigns.
It is important that you configure the columns you want to see in this section, here is a list of the most relevant metrics in your ads:
- Website purchases, refers to the number of purchases that have been made since the announcement
- Cost per click, is the price you pay for each click on the ad.
- Reach equals the number of people the ad has reached. It only takes into account the first time they have seen it published, although over time this is repeated.
- Frequency, is the average number of times a person sees the ad. Facebook shows the ad several times to each person, and this may affect the performance of the ad.
- CTR percentage, is a click value that reflects the proportion of people who accessed your ad once viewed.
- Conversion value, is the value of purchases made thanks to the announcement.
- Relevance score, indicates the relevance of the announcement according to the audience to which it is intended. (Based on the first 500 interactions)
- Cost per result, will refer to the budget necessary to achieve your advertising goal.
- CPM, is the cost per thousand impressions of your ad.
- Budget, this metric appears based on the money invested each day.
Although each of these metrics will be more or less useful depending on your objective, we also recommend that you use the ‘Breakdown’ to measure other factors used in campaigns and that Facebook is able to detect, such as the device from which or other sociodemographic factors are visualized.
With practice, you will be able to control your administration panel to the point that you can create your own nomenclature so that you can quickly read the data.
You have to be aware that nobody is born knowing all this, that as in other sectors here you learn with experience and especially with the interest of continuing to improve, I hope this article serves you not only to learn about Facebook but to learn about your audience.
If you are still learning to manage these types of ads, do not hesitate! Work your store with our team through Google Analytics and AdWords with the Facebook advertising service, and they will give you all the recommendations to carry your ad campaigns successfully.
Arsalan is the Founder of Agmus Media. He is the leading the team of Facebook and Google Ads. In his spare time he loves playing PC Games.