Online marketing is probably the best way to place any brand on a global map. Most companies use various online platforms to reach out to their target audience. Social media giants like Facebook, Twitter, Instagram and MySpace, have always been the first choice for most businesses. Still, when it comes to online marketing, Facebook is renowned for offering one of, if not, the best ROI, costs, and user experience than other social media platforms.
Why Advertise Your Business On Facebook?
Want to reach out to about a quarter of the world’s populations? Then, Facebook is your best bet. This platform has about 2 million users, with 1.96 billion active users on this platform daily. What’s more? More than 800 million people like a certain service or product on this platform every single day.
However, some businesses still turn a blind eye to the rich potentials of this platform. Besides giving your brand, access to a large audience, Facebook offers multi-layer targeting which helps you to focus your ads to a specific demographic or target audience. This makes your ads more effective in terms of conversions and clicks
Still not convinced?. A recent survey on the effectiveness of social media platforms on shopify stores, showed Facebook as the largest source of social media traffic at 63 percent with the highest conversion rate of 1.89 percent; that’s huge!
Familiarizing Yourself With Facebook Ads
Facebook Ads are diverse, and you can select ads based on your unique brand needs. For instance, Clicks to Website ads allows you to link specific pages in your website to the news feed. On the other hand, website conversion ads enables you to direct visitors to certain pages with the aim of converting them to subscribers. There are currently about nine ad types and each is built to address specific needs.
Step By Step Guides To Advertising On Facebook
Step 1 – Choose Your Facebook Advertising Tool and Set Your Budget
Originally, there were two platforms for advertising on Facebook; the Ads Manager and the Power Editor. The Ads manager is basic and easy to tweak for new users. Although it has less features than the latter, which has more features and requires a little bit of expertise in advertising before using.
In September 2017, Facebook announced a merger of both platforms to form a single platform known as “Ads Manager”. Ads manager had a lot features added to it and offers better user experience..
Now, that you’re familiar with the basics of Facebook platforms. It’s time to set a budget for your ad campaigns. You need to ask yourself a few questions before setting your budget;
- How much does your product or service cost?
- How much do you want to sell it for?
- What’s your targeted conversion rate?
Let’s say you have a product worth a hundred dollars and you want to sell at least 10 per day. Then, your conversion rate will be 1 percent. To achieve that, you will need at least 1000 clicks on your ads. So, what’s left for you is to figure out how much you’re going to spend to achieve just that, and that’s going to be your daily budget. Or better still, you can set an objective, and Facebook will help you to reach your target goals.
Step 2 – Set up a Business Page
It’s time to set a business page if you don’t have one already. Remember Facebook Ads can only be attached to businesses and not individuals. Pick an option on the create page site. First, you select your category then you pick a name. Next, you have to input some basic information about your page and also input the name you prefer. You also have to input your preferences, and voila! You now have your business page.
Step 3 – Creating Your First Campaign
Once you’ve set up your business page, it’s time to create your first campaign. To get started, click “promote” at the top right corner of your fan page, and select “Go to Ad Manager”. This will direct you to a page where you will click on “create campaign”. Then, you can choose your options. Depending on your the nature of your ad, for instance, if you want more website visitors, you can select “send people to website”. Next is that you’ll input the link to your website, sales page or wherever you want to direct your audience to.
Step 4 – Ad Set Creation
This is the point where you determine the type of audience you want to target. Yes, Facebook has a lot of users, but the essence of ad set is to choose your target audience, for the sole purpose of higher conversion and ROI. Remember the more specific your target audience, the more effective your digital campaign. Ad manager enables you to choose your target audience using the following ways;
- By creating custom audience targeting
Facebook also allows you to select your target audience from your pre-existing list of subscribers. You can import your newsletter subscribers, phone numbers or customer emails, and the data will be linked to those on Facebook.
- Through Detailed Targeting
Sometimes, you need flexibility in reaching your target audience. Detailed Targeting helps you to target those who meet at least one of your criteria. For instance, detailed targeting for an art store could be millennials, photographers, and vintage lovers between the ages of 18 and 50. With detailed targeting, you can pick exactly who you want to see your ad.
- By Connections targeting
You can also reach out to people who have a specific type of connection to your online business. This allows you include and exclude people based on some of the following connections;
- Friends of those who used your app
- Those who used your app
- Remove people who used your app
- Friends of those who like your page.
- Those who like your page
- Remove those who like your page.
Step 5 Run Your Ad
Finally, it’s time to take one final look at your ad. Here are some things to do at this stage:
- Check if the text is correct
- Check if the image is clear
- Preview the ad on various device (This option is available at the bottom of the ad creator)
- Check your URL to make sure it’s not broken
- Check your budget (Facebook sets an automatic budget, you want to check to be sure this fits your personal ad budget)
You can then run your ad. After you publish your ad, you’ll have to wait for some time to get it approved by Facebook. If your ad isn’t approved, you’ll get a message from Facebook telling you exactly why. You can then make edits and re-publish your ad.
Don’t stop there!
One mistake many businesses make while publishing their ads on Facebook is letting it run free without any form of monitoring or analytics. Please note that running an ad on Facebook doesn’t mean customers will come flooding. No! Most times, you have to be available to tweak your ads if they’re not performing so well or even answer inquiries that might your audience might raise.
It’s undeniable that setting up advertisements on Facebook is beneficial for businesses in Nigeria. Follow the outlined step very carefully to effectively set up your own adverts campaign without hassles. Still, setting up a Facebook ad is one thing and setting up a “profitable” Facebook ad is another. At Penning Solutions, we’re skilled at both! Get in touch with us today to set up profitable Facebook ads for your business.