You would like to advertise on Facebook (also called Facebook Ads) or improve your current results but you still do not know very well how to do it?
I’m not talking about pushing the “boost the publication” button, but to create advertising campaigns via the Facebook advertising manager.
Here is the complete guide to Facebook advertising in 2019. With this article that reveals everything about Facebook Ads, you will finally have the elements in hand to start your campaigns.
Why advertise Facebook?
As you probably know, the Facebook Reach or organic reach, keeps going down to maybe totally disappear at this rate! The only alternative when you are on Facebook is often the use of advertising to gain visibility.
Many people have used advertising for their Facebook page in lack of commitment, to revive and reach new customers, readers etc … However advertising is also used for all companies that control the creation of audiences and who succeed to benefit substantially.
Some organizations manage to realize the majority of their turnover, thanks to the advertising they do on Facebook.
Advertising Facebook is above all seeking visibility, gaining traffic and increasing business. The 3 key elements that are regularly found in the digital strategy for its website.
Facebook Advertising: What you need to know before you start
This may seem difficult or intimidating, but creating a Facebook Ads campaign is much simpler than you think. In fact, you can learn in just a few hours and this article guide should help you in this new year 2018.
This guide is for beginners and the community manager in charge of Facebook ads.
We will see together the essentials for the success of a Facebook ad like:
- Your goal
- Your target
- Your investments
- Your advertising
- Your budget.
Do not forget to check the items to install the Facebook pixel to target your ads.
1) Know your goal before creating your Facebook ad
To create a Facebook Ads campaign, you must visit this page: the Facebook ad manager, and then create an advertising account if yours is not created yet.
If you have already created it, you should be familiar with the “goals”.
To get started on a good foundation, you need to be very clear about your marketing goal. Depending on the goal you choose, Facebook will optimize the delivery of your advertising differently.
In other words, it will not be the same people in your audience, who will see your ads on Facebook according to the objective you have chosen.
Here is an example :
Are you a community manager and would like to get more engagement on your Facebook posts?
Choose the “interactions” goal, Facebook will show your ads to people most likely to like, comment or share your posts!
Another example :
Are you a blogger and want to boost your blog traffic? So, choose the “Traffic” goal, Facebook will then show your ads to people who often click on links.
The choice of your goal is not complicated in itself. You just need to know that this choice will determine who will see your ads.
Note: A common mistake is to be mistaken between the goal traffic and conversions.
Indeed, for the 2 objectives, you send people on a web page but with a different end result.
With the Traffic goal, you want to visit your website … that’s all.
With the Conversions goal, the end result is different. You send a lot of traffic to your website but with a specific goal, the conversion:
- Subscribe to your newsletter
- Download an ebook or white paper;
- Purchase a product on your shop.
It’s up to you to make the right choice according to your final goal! You will also be able to compare your advertising objectives with your favorite Facebook interactions: like, click, comment or share.
2) Who do you contact through your Facebook advertising?
Now that we’ve chosen your goal, it’s time to find your target. When you still have little experience, the best is to test the socio-demographic and interest-based targeting.
If you choose only the basic options of socio-demographic targeting, you will get an audience of this size!
1,900,000 people, does it sound good to you?
I hope you answered “no” because we want a well-targeted audience!
Indeed, you are competing with 6 million advertisers according to Facebook statistics and according to an auction system. Choosing too large a audience is like shooting yourself in the foot as you compete with more advertisers.
How to decrease the size of your audience on the Facebook Ads Manager?
Through the Facebook advertising manager it will be necessary to interact on advanced targeting according to interests and behaviors. Hence the importance of having a clear idea of your ideal customer and your market.
- What are his hobbies or interests?
- Which magazines / blogs does he read?
- What are his problems or frustrations?
- Who are your competitors?
- Are there communities in your market (and therefore Facebook Pages)?
Take the following example:
You own a yoga center in Paris. It’s a big city and as I’ve shown you, targeting men and women between the ages of 25 and 50 via Facebook gives us an audience of almost 2 million people.
To reduce this audience in order to optimize your advertising, you could use the interests and refine your targeting by choosing only women who love yoga.
Let’s see what it would give:
130,000 people! Do you think it’s good now?
No, it’s still a little too much! You could run out of space in your yoga center with so many people.
By choosing this targeting, I focus on women between the ages of 25 and 50 who have shown an interest in Yoga. But maybe some of them just once watched a video on Yoga and Facebook concluded that they were interested in Yoga.
But this is unfortunately not because you once watched a video on Yoga that you are interested in the subject. That’s why we still have to refine our targeting.
I told you to know your customers better. To better know my target and create an optimized Facebook ad, the first thing I would do would be to search for yoga magazines that interest women.
A search on Google allows me to find the magazine in question.
Someone has already done the work for me, so I click on this link and find a list of the best yoga magazines. It’s good, I found mine!
The other benefit of targeting people who read magazines is that they are paying.
If these women pay to read these magazines, then they may be able to enroll in my yoga class. Now I just have to go back to my ad manager and add one or two Yoga magazines to my targeting.
This is a well-targeted audience for our Yoga Center. Now where to place our ads?
3) Where to position your Facebook ads?
Advertising on Facebook also comes back to advertise on Instagram, Messenger and the Audience Network.
Fortunately, Facebook gives you the choice to select placements of your ads that seem most consistent.
Facebook also recommends the “automatic investments” option, which lets you show your ads everywhere on your network and where they are best performing.
Which option to choose for placement of its Facebook ads?
Most of the time, it’s best to start with the “automatic investments” option so that you can analyze the best-performing investments a few days after the launch of your ad.
You will not be able never know in advance what works best.
Then you just go back to the settings to change the investments and choose to exclude those that do not work.
In general, I found that the “Audience Network” placement will give you a low CPC (cost-per-click). Facebook will then broadcast your advertising mainly on this placement.
The problem ? These clicks can be low quality or accidental (people click and leave the page as fast). So it’s up to you to see if this placement could work better for you.
4) The anatomy of a Facebook ad
Here’s what a classic Facebook ad looks like, the news feed on the desktop:
Before making an advertisement, we must be clear about the “anatomy” of it and the terms used.
Facebook ads must contain at least these elements:
- A catch (text above the image).
- A creative (image, video).
- A title.
- A description (text below the link).
- A call to action button (abbreviation: CTA).
Here is what it looks like in image through this Airbnb ad:
The most important element of your advertising is most definitely the image. It must attract the attention of the user and must therefore be of good quality, while standing out in the news feed.
On Facebook, the main colors are blue and white, so an image like the one Airbnb chose is easy to distinguish.
The catch of your advertisement is supposed to hold the attention of the user and to arouse his interest.
Airbnb is doing very well with this catchphrase: “Supplement your income during the holidays by renting your home”. The title, when to him, must generally contain your value proposition (what you offer).
The offer of Airbnb, everyone knows it, so the company did not really complicated the life with the title: “Discover what your home could you bring with Airbnb ».
What is interesting to note is that this title plays on curiosity. Indeed, to know how much your housing could you bringyou must click on the advertisement.
The description is useful for adding a call to action, as Airbnb did: ” Create your ad right now and start making money. ”
To resume our yoga center, I imagined an advertisement to promote this service.
I used the catchphrase to evoke the problems that surely women who do their Yoga alone:
- Difficulty to progress without a specific accompaniment.
You see immediately that my catch shows that I speak directly to women.
I then introduced my offer after pinpointing their problems: an accompaniment with experts and in groups. I also used emojis for give a friendlier tone to my advertising and “disguising” it as a classic publication.
For the image of my Facebook ad, I opted for a simple visual: women doing Yoga in a group.
The title represents my value proposition: Yoga class at Paris – First session offered.
The first session is offered. Some women may not want to get involved before having a discovery session, so why not offer the first session?
The description where I give additional information on what they must do to take advantage of the offer: visit my website and choose the day and date that best suits you.
The call to action that Facebook offers: I chose “Book”.
Now, it only remains to determine the budget to devote to my completed advertising.
5) What budget will you invest to advertise Facebook?
This is one of the most common questions about the budget to invest in its Facebook advertising campaigns.
How much will it cost me to advertise on Facebook?
My answer: As much as you are willing to pay.
Indeed, for some advertising campaigns, you can start with a 1 € day, which is the minimum on Facebook. For example, the “interaction” campaigns are not expensive at all and you can, if you wish, let interaction campaigns run for only € 1 a day.
Obviously, for a traffic campaign to the website, the cost will be higher becausea click is more valuable than a simple interaction. Facebook makes you pay more because the person who clicks on an ad link Facebook’s fate.
As a general rule, I like setting a daily budget of € 5 per audience and then increasing the budget on audiences that are performing well.
The advertising budget choices offered by Facebook
Facebook lets you choose between 2 solutions:
- A daily budget
- A budget for the duration of the campaign
At the same time, you can decide on the timing of your ads (set a start and end date or stream without end date).
Here’s how to do it in practice:
In a few clicks it’s done!
What is the choice between daily budget and budget over the duration of the campaign?
There is no right or wrong answer but let me explain the operation of these two methods because it is not possible to change it once you have determined it:
- Daily Budget If you set € 20 per day for 7 days for your advertising campaign, Facebook will ensure that you do not spend more than € 20 a day. In the end, you will have spent 140 € on the week, distributed equally.
- Budget over the duration of the campaign : if you set for example 140 € for your advertising campaign, Facebook will divide the total budget in a more or less equal way on fixed dates but with days when you will spend more and others less. You will always be close to an average / day.
If you choose the second option, you will have to set a start and end date, which I do not like doing.
Personally, I prefer to choose the daily budget that gives you a little more control over how Facebook will spend your budget.
To conclude on Facebook advertising in 2018
If you have read this guide article carefully, you know that the first thing to do before doing your Facebook advertising is to determine your goal:
Traffic, engagement or conversions?
Up to you !
In addition, with the new Facebook update of its algorithm, Facebook will favor (even) more the publications of your friends to those of brands and media, you will probably have to run interaction advertising campaigns.
Then think about refining your targeting, choosing your investments and determining a budget to get started. Finally, you just have to create an advertisement that attracts attention and arouses interest, as I showed you.
As a bonus
If you want to know more about how to advertise Facebook, I wrote a little Bible on the subject, The Facebook advertising guide, a more complete ebook where I explain in detail the operation of Facebook ads.
Specifically, you will learn to launch a campaign (click by click) and use all the targeting options that Facebook offers. I will also give you my best tips for writing a persuasive advertisement and choosing your images.
You can download this guide for free: Facebook Guide
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