Facebook Advertising Overview
In her video, Megan Adams explains what Facebook advertising is. Facebook ads are an effective marketing tool with a low budget. In order to make a useful Facebook ad, it is essential to identify who is the target audience, what is the ads look like, and how the ads interact with receivers.
Based on the objectives of the Facebook advertainment, the details of the setting procedure can be different. Facebook has its own ad guide for the people who have various goals on promotion. This guide will help users go through comment procedures and customize the ads based on their needs. It is essential to identify the objectives in order to customize the ad. Users can find out the objectives under these three categories:
- Awareness-catch the attention from the public regarding the product or service
- Consideration-make people consider the business and gather information
- Conversions– encourage people to purchase the product or service
Adams also discusses how to target the audiences effectively On Facebook. She mentions various methods and relevant examples. These methods including location, demographics, interest, behaviours, connection, and custom audiences targeting option. Location is the most comment one because of its huge influence. Adams believes that the knowledge of basic advertising terminology can be an asset and introduce some examples.
How Facebook Ads Work
In this section, Adams displays the process of Facebook ads’ operation. The very first step is set up the advertising account on Facebook. Most operations are happened on Facebook ads Manager. User need to associate the account with his/her payment methods. This is a key step because it related with the financial aspects of the campaign. The following processes are simple and common, basically is filling in the business’ information customizing personal setting.
Adams also emphasise the importance of understanding the structure of Facebook advertising. Under this topic, she brings in a concept- ad sets. Ad sets include the target, placement, and budget of a campaign. After all the basic setting are completed, it is time to decide the goals of the campaign. In this step, users need to choose their objective from theses option that provided by Facebook: awareness, consideration, or conversions.
How to Create Facebook Ads
In regards of creating a Facebook ad, audience is a key component. In order to increase the efficiency of the campaign, users need to narrow the audience scope. Users can set up the location, age, gender, and language on Facebook ad to approach their most relevant audience. Another highlight of Facebook ad targeting is interest targeting. Facebook group their users based on the key words of the content and any information they used to click. The users who have similar interests will under the same group. As a advertiser, this function can highly increase the relevance of the campaign. The processes of behaviours targeting, and connection targeting are similar with interest targeting. Adams suggests new advertiser combine three behaviors and interests in Facebook ad creating.
Deciding the budget is almost the most important and difficult part of most advertisers. Adams recommend that focusing on the optimization for ad delivery. Utilizing low life budget in the beginning stage, setting up reasonable schedule and monitoring the ad consistently. After deciding the budget, it is time to ensure the placement of the ad. Adams mentions various placements based on the devices and planforms.
Finally, users go to generate the ad itself. When the users making the ad, they need to keep their objective in mind. However, even the objective can be changed, the overall procedure is similar. Here are the steps:
- Make an ad name.
- Choose a format.
- Decide the useable media.
- Edit the content.
- Track the traffic.
View Your Advertising Data
Finishing the creating section, Adams starts to teach the users how to manage existing ads. Go to the Facebook dashboard, user need to pay attention on few sections.
Adams also indicates how to customize the dashboard based on the demand of the users. Depend on the focus of the users, different section of the account can be heighted, such as the change of the account or the spent on the ads.
Creating a report about the ads can help users understand the operation of the ads deeply and improve the ads in the future. Go to the ads manager for generating the report.
- Export the data into Excel format.
- Find out the newest part of the report.
- Save the report and send it to the parties which may interested in the business.
After generating a report of the ads, users need to know how to look at it. The cost pre clicks can identify the ads is profitable or not. Reach can be a reference of decide the increase or decrease on targeting. Based on the number of viewers and clicks, users can find out the efficiency of the ads.
Adams considers the billing summary can also implicate the operation of the ads. From the account spend, users can view the spend on different sections, such as the spend on reach or cost pre click. Advertiser can have a clear understanding on their current balance of their account.
Implement Best Practices
This is a supplementary section that can make the Facebook ads perform better. First, writing an ad with call on action and high-quality image. Regarding image, bright color and suitable size are primary option. Next, considering the aspects can make improvement on the ad, such as measurement of relevance, creation of landing page, and ad fatigue. Last, obeying the policies of Facebook. Remember the 20% role and be honesty and ethical for the ads content.
My Conclusion
“Facebook advertising is an important way to connect with your audience on the world’s largest social network”
Newberry, C.
After watching this video, the targeting function of Facebook ads is most impress me. As a marketing student, I learn from the class and understand how essential for advertiser to target the most relevant audience. Location, behaviours, and interests targeting almost provide all the assistance regarding demography and geography in order to approach the target audience, especially for local small business. To narrow the audience scope is way more important for this type of business because they normally have lower budget and their information is high-customised. Meanwhile, testing and monitoring are the most direct way to identify the efficiency of the ads. As Newberry stated, “Every time you try something new, you should test it against your previous ads so you can see whether you’re making improvements to the metrics that matter most to you” (2019). The process of monitoring just like the people view the ads; an advertiser can dig out gold on this process.
Reference
LinkedIn Learning. (2019, October 2). Advertising on Facebook. Retrieved from https://www.linkedin.com/learning/advertising-on-facebook-2/facebook-is-an-advertiser-s-dream?u=2109516
Newberry, C. (2019, October 2). How to Advertise on Facebook in 2020: The Definitive Facebook Ads Guide. Retrieved from https://blog.hootsuite.com/how-to-advertise-on-facebook/
Zoe's Blog 