In yesterday’s article we gave you some tips for and we focus on the use of images and text. Today we are going to go a little further because we want you to be able to define the objective of your ad campaign, the profile of your audience and what is going to be the expense that you are going to allocate. To start creating an ad you only need to enter Facebook and go to “Create ads” in the upper right corner. Let’s go?
Define the objective of your campaign
This is the first stage of the ad creation process. You need to be clear about what you need. It can be a campaign to get more people to follow your page, or to drive users to your site or online store, outside of Facebook. You can promote an event, a specific publication or even promote a product that is on sale.
At this time you have to think very well. For example, if you find that your followers are lacking interaction with the posts on your fan page It is valid to produce quality content and promote the publications that you think will be more successful. This way, you will be able to attract more people to follow your page and they are likely to interact more with the posts (by liking or sharing them, for example).
On the other hand, if you have an online store and what you are looking for is for people to make a purchase within your page, you can choose to increase site conversions as an objective. With this option it is very important to define what will be the landing page to which you want people to be directed when they click on the ad.
Once the objective is defined, your ad will be optimized to be shown to the people in your ideal audience who are most likely to take the actions you want.
Focus on the right audience
Study the audience you want to reach, focusing on age, gender, geographical location and, mainly, interests. The more detailed your audience profile, the more effective your campaign will be. There is no point targeting an ad to the entire Facebook audience if your audience is, for example, mostly women, Argentines, students, ages 18-25, and interested in fashion blogs. Your ad may be seen by millions of people, but it will have a low level of interaction or conversions.
There are several filters available; from geographical location, gender and age, to behaviors, marital status, interests, educational and professional level, etc.
An advice: for the field of interests, look for pages related to issues that may be of interest to your audience. Going back to the example above, if you’re looking for women aged 18-25 who are interested in fashion blogs, I included in the interests some relevant pages from the world of fashion, makeup, etc.
If you enter Statistics > People inside of you fan page you will access metrics about the age, gender, location and language of your followers. Look:
You can also create more than one ad to target different audience profiles, especially if your company offers products for several targets. In this case, it is advisable to create different advertisements for people with specific interests, always with photos and texts directed to each of the chosen profiles.
Decide how much you are going to spend
Only after clearly defining your objective and the profile of your audience will you be able to decide how much you are going to spend. Set a daily or total budget and the period of the campaign for Facebook to show you an estimate of how many people your ad can reach with that money.
If you choose a daily budget, you will spend a specific amount per day during the selected period and, once that daily value is reached, the ad is interrupted, starting again the next day.
With a total budget you will allocate that amount throughout the period you chose. In this case, Facebook will take care of dividing the cost in a balanced way.
How do you charge for ads?
You will be able to choose between two payment methods:
- cost per impression (CPM): It is the average cost required to receive a thousand impressions on your ad. An impression is each time an ad appears on a user’s screen for the first time.
- cost per click (CPC): It is the average cost that each click on your ad will generate.
These costs are not fixed; It will depend a lot on the degree of success of your campaign. Therefore, the more creative the texts and images of your ad and the more accurate the profile of your audience, the less you will have to pay for clicks and impressions.
Finally, we share a video with an explanation about the costs of Facebook ads. It’s in English but you can access a version with Spanish subtitles by going to Facebook for Business and then
Synthesis
Then? Ready to get your business off the ground on Facebook? We hope you liked our tips.
Keep in mind that if you want to sell online you can . You can integrate your online store with Facebook and sell directly through your fan page. In addition to that, it is very easy and you do not need to have technical knowledge.
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