Facebook advertising process!

More and more foreign trade companies are beginning to pay attention to their influence on Facebook, hoping to indirectly or directly influence users' purchasing behavior. Every company is looking for someone who is proficient in Facebook operations. Whether it is an agent, an internal employee, or a new recruit, Facebook operation ability has become an important plus point. Today, Huanxin has compiled a comprehensive and systematic tutorial on Facebook advertising , which we hope will be helpful to those who are learning or want to learn more about Facebook advertising .

Determine the purpose of running Facebook ads

Advertising is for profit. Companies or individuals definitely put money on Facebook for certain purposes. Some are for inquiries, some are for downloads, and some are for peak season promotions, and so on. Before placing Facebook ads, we must make it clear why the company or individual is placing ads and what goals they want to achieve. We need to have a clear understanding of these.

Take an agricultural machinery company in Jinan as an example:

The company’s main target market is Africa. It hopes to create a professional Facebook page on Facebook and achieve 100,000 fans in the relevant industry and 600 inquiries within one year.

Such specific goal setting can help us better choose the type of campaign. There are some common goals, examples are as follows:

Increase blog readership to 100,000 views per month

Use Facebook ads to drive traffic to the website, and the number of clicks on the landing page reaches 1,000

Increase the number of app downloads, with a monthly download target of 800

Increase the engagement of posts, the number of fans per month 5000

Increase the number of video views and reach 1 million people

Increase the number of people who add to the shopping cart and purchase, 50 per month

Increase the number of participants in the event, target number 200

Notice! When setting key goals, you must be specific, otherwise it will be difficult to achieve the desired results.

Facebook company page and ad account creation

If you want to run Facebook Ads, you must have a Facebook public page and an advertising account. The Facebook public page, also known as the Facebook company page, is the carrier and cornerstone of advertising campaigns. There is no way to place advertisements without the Facebook public page.

Regarding Facebook business accounts, you can apply for them yourself or set up an advertising account through an agent. Here, I can only say that, except for being a little more secure, the agency’s advertising account is no different from a personal one. (Agencies generally guarantee that your account will not be blocked. As long as your account does not violate Facebook's policies, it is generally not a big problem.)

Choosing advertising objectives

Open Facebook and click the inverted triangle drop-down menu in the upper right corner, and we can see the business management platform for the homepage and advertisements we have created. (Before placing an ad, click more and learn about the various functions of the entire platform.)

After the basic advertising account is set up, we can enter the advertising management center to place advertisements. The Facebook Ads system is very similar to the Google Ads advertising system, and is divided into three levels: campaigns - ad groups - ads. Campaigns focus on setting goals. First, we open the campaign level, where we have two modes for creating ads: guided and quick creation.

Guided Tour

Quick creation

The guided tour is suitable for novices to create ads because every detail is displayed very clearly. Quickly create a program suitable for optimizers who are familiar with the Facebook advertising system. Therefore, it is recommended to use guided creation at the beginning.

In the guided tour, we can see many advertising goals. Here we need to choose the advertising form based on the marketing goals set in Part 1.

Facebook divides advertising objectives into three parts: brand awareness, purchase intent, and action conversion

Brand Awareness

The main purpose is to generate interest in your brand and products. You don’t need to seek conversions, as long as others can see and have an impression of them. There are two main goals:

Brand awareness: Brand awareness mainly targets people who are more likely to be interested in the brand to increase brand awareness.

Reach: Focus on showing your ad to as many people as possible

Purchase Intention

The main purpose is to get people to think about your product or service and get more information related to it. This section has six main advertising goals:

Traffic: Mainly through Facebook ads to websites, applications, Messenger, and WhatsApp to attract traffic. This goal can not only increase website traffic, but also achieve conversions through Messenger, Whatspp, etc.

Interaction rate: Through this advertising goal, the target audience can achieve more post interactions, homepage likes (fans), event responses, discount redemption, etc. If your homepage needs industry-related fans, you can choose this one.

App Installs: This goal is primarily aimed at increasing the number of app installs. Various games and apps can use this goal to increase downloads.

Video Views: Attract more target audience to watch your video. If you want to sell products through videos, you can try this goal.

Lead generation: Ask people who are interested in your products or services to leave their contact information. This is the same function as the message board on the website.

Message interaction: Attract users to contact you via Messenger or WhatsApp. Because Facebook acquired Messenger and Whatsapp and integrated them into the advertising platform, users can directly send messages to merchants after seeing ads, which is much more timely than email. Therefore, message interaction is also an important way for us to achieve conversion.

Action Conversion

Encourage your target audience to buy or use your products and services.

Conversion volume: Direct the target audience to your website, app, Messenger, WhatsApp and conduct a series of conversion operations such as purchase, registration, inquiry, etc. You need to use Facebook code and install conversion events (for example, count "Add to Cart" as a conversion event, and install the tracking code on the corresponding button. For the concept of conversion code and installation method, please refer to: Facebook Conversion Tracking Settings)

Catalog Promotions: Automatically display products from your catalog based on your audience. Merchants create product catalogs for their own products, and Facebook users display corresponding products to the target audience based on the customer information collected by the system. The principle of catalog promotion is the same as that of Taobao in China: if you search for "curtains" on Taobao, Taobao will continuously push various curtain products to you within the app or on its affiliate website. The same is true for catalog promotions.

Store traffic: mainly through advertising, attracting target customers to offline physical stores

Just like the agricultural machinery company mentioned above, if they want to achieve their goals, the key advertising campaigns they should choose are: increasing the interaction rate to increase the fans of the homepage, and generating inquiries through potential customer development. Of course, you can also use the number of visits and message interactions to increase inquiries.

You can only select one advertising objective at a time here, and then name this objective to distinguish it from other campaigns. If you want to perform A/B testing on creatives, placements, optimization strategies, etc., turn on the button and select the objects you want to test.

You will now have two comparison ad groups in your test campaign. All of them should remain the same except for the variable you want to test. It is not recommended for beginners to use this function. After you are familiar with the advertising account, you can try it when you are more advanced.

We can set budgets and spending limits at the campaign level or at the ad group level. When setting up an advertising campaign, spending will be flexibly allocated based on the performance of different advertising groups. If you set a budget for an ad group, the budget for each ad group is fixed.

Set audience, placement, schedule and budget

Once you have selected your campaign, you can move on to creating your ad groups. The focus of ad groups is to set the audience, display placement, and budget. Of course, if you have already set a budget in the campaign, you don’t need to consider the ad group level.

Let’s take the potential customer development goal as an example and perform detailed operations (the creation process of the advertisement is similar and the process is basically the same):

Go to the ad group level and name our new ad group. The naming of the ad group here will not affect the advertising effect, but it is recommended that you use simple and easy-to-understand English to facilitate subsequent data tracking and statistics.

Next we select the homepage that needs to be promoted.

If you want to use dynamic materials, click the dynamic material button. Using dynamic creatives means that Facebook will automatically combine the different creatives you upload to find the best advertising combination.

Core audience

Now we come to the key part, audience setting. Audience is one of the most important factors for the success of Facebook advertising. Only by selecting accurate audiences can our advertising achieve good results. Here we can choose to create a new audience or select from existing audiences. We call the newly created audience here the core audience. You can also think of it as the basic audience. Core audiences are targeted primarily through demographic data provided by Facebook.

You can customize your ad audience based on all of the following demographics:

Location, you can select your audience’s country, state/province, city, zip code, or address. Or expand the area further by miles in radius.

age

gender

language

Demographic data: including education, financial status, parents, work, life events, relationship status

Interests - Facebook will determine a person's interests and topics based on its own system and partners.

Behavior – purchasing behavior and intent, and device usage

In addition, we can also click to select segment expansion and use the Facebook system to expand the audience range.

Facebook recommends expanding the audience in a targeted manner to achieve good advertising results. Taking agricultural machinery as an example, we selected the following audience characteristics:

In addition to the core audience you just came into contact with, Facebook ads have two other audience targeting methods: custom audiences and similar audiences.

Custom Audiences

Custom Audiences allow advertisers to create custom audiences and target ads to them using information sources such as customer lists, Facebook engagement, website visits, or app visits. There is no doubt that ads delivered using custom audiences will convert better than ads delivered using core audiences. The reason is that the custom audience has already been associated with our Facebook homepage, website or application, and Facebook has captured the information using pixels, so it is easy to launch and the conversion rate is high.

Similar audiences

For similar audiences, we can also understand it as expanding the audience, which is to upload existing resources and let the Facebook system find people with the same characteristics. The similarity ranges from 1% to 10%, and the lower the value, the higher the similarity.

Seed users of similar audiences can be homepages or custom audiences. However, when using similar audiences, you need to pay attention to the overlap between different audience groups. Do not send your ad to the same person multiple times, as this may cause offence to the audience.

Select placement

The so-called placement is the location where the advertisement is displayed. Facebook recommends using the default ad placements to get the best impressions at the lowest cost. Of course, you can also choose the following ad placements for your needs:

Set budget and schedule

If you set a budget at the campaign level, you don’t have to make a selection at the ad set level. Simply select the delivery time. If you want to set a budget amount here, be sure to note that the amount you enter is the maximum amount you want to spend, so don't make a mistake. In addition, you can set a daily budget or a total budget for the advertising period.

After setting the budget and schedule, we can see the general results of the advertisement. Can be used as a reference.

Create an ad

After the ad group level is set up, it’s time to move on to the next level – ads. The key point of the advertising level is to set the content creative. Facebook ads are display ads, which requires advertisers to create the most exciting creative ideas to attract customers' attention in the shortest time.

Facebook provides two ways to create ad posts: one is to use an existing post, and the other is to create a new ad.

Use an existing post

Click Use Existing Post - Select the post where you want to run an ad directly from Facebook Ads Manager or enter the post ID directly.

Tip: When using existing posts, compare the effectiveness of the posts. Select the most effective posts to publish and get the best advertising effect.

After making the selection, we can use the display bar on the right to view the performance of Facebook ads in different positions.

Create a new ad post

When you create a new ad post on Facebook, the first thing you choose is the ad format. Facebook currently offers the following ad formats:

Single ad: You can create up to 6 ad variations using 1 image

Video Ads: Create an ad using a video

Carousel ads: Create ads with 2 or more images and videos

Slideshow Ad: Create a looping video ad with up to 10 images

Instant Experience: A full-screen experience that opens when a user taps an ad on a mobile device

Collection ads: used to display multiple products. Mainly provide instant experience on mobile phones

Note: Not all campaigns have all 6 ad formats. This depends on the campaign you choose

After selecting the advertising format, we need to add the title, description and multimedia files of the advertisement. Facebook has strict requirements for these 3 items

1. The maximum length of the title is 45 characters

2. The maximum length of text is 90 characters

3. Image specifications:

Recommended size: 1200*628 pixels (the recommended size of the carousel image is 1080*1080)

Image ratio: 1.91:1

The picture is clear. Text cannot exceed 20% of the image itself

4. Video specifications:

Format: .MOV or MP4 file

Resolution: At least 720p

Video size: Maximum 2.3GB.

Recommended aspect ratio: Widescreen (16:9)

Facebook video length: up to 60 minutes (15-second video recommended)

Instagram video length: up to 60 seconds (15 seconds recommended)

After writing the advertising creative, you can also check the effects on various layouts. After that, select the corresponding call to action, turn on pixel tracking, and you can review and deliver the ad.

Note: Once a Facebook ad is created, it is not recommended to modify it. Facebook's review period is 24 hours, and the learning period is generally one week or the first 50 operations. Once an ad is modified for review, it will take a long time to review and affect the effectiveness of the ad. So I suggest that if you want to make changes, you should stop the original advertisement. Paste and copy to create a new ad to run.

Author: Network

Source: Internet