Interested in Facebook advertising? Not sure where to start. We bring you an overview of some tactics and strategies that can be of great help to you and save you money.
According to data for the first quarter of 2021, Facebook counts today 2,8 billion active users and is still the largest social network on the planet.
This information definitely benefits entrepreneurs, companies and everyone who advertises on Facebook, with the help of which they reach new clients, customers.
Despite the restrictions that Apple has recently imposed on Facebook with iOS 14 update, which you can read more about here, advertisers continue to achieve excellent results and benefits from Facebook advertising.
If you have adapted to the new situation, and set up conversion tracking, Facebook is still number one social advertising network with which you can achieve much faster sales growth in a shorter period of time compared to other platforms.
“It’s all about money”
Have you had a case where your posts via Facebook page have a very small engagement, ie the number of likes and comments? The reason is that Facebook wants to you spend more money on advertising and your organic reach is therefore reduced.
Facebook advertising, where to start?
Assuming you have successfully set up your Facebook advertising account, it is important to distinguish the types of campaigns we are offered, which are divided into three main categories: “Awareness, Consideration, and Conversation”.
Which type of campaign you choose when advertising on Facebook depends on your goals you want to achieve, by choosing a specific type of campaign Facebook's algorithm will find you the audience you were looking for.
For example, if you opt for Engagement advertising campaign, the Facebook algorithm will find you an audience that exclusively comments on the posts or clicks on the “like” of your post.
It is important to note that such an audience will find it difficult to make a purchase on your webshop or send an inquiry, because the Facebook algorithm has found an audience that exclusively comments and “likes” the post, nothing more than that.
Is an engagement campaign good for me? It depends on what your goal is. If you want to make a sale or an inquiry, then this type of campaign is definitely wasting your money.
Conversion campaigns that bring results
If your goal is to achieve a certain conversion, activity on your website or webshop, eg sale, inquiry, reservation, etc. then you will definitely choose conversion type of campaign when setting up a Facebook ad campaign.
Conversion campaign with the help of Facebook's algorithm, it finds an audience that performs certain activities and forwards such an audience to your website or webshop.
In this case, there is a high probability that if the campaign is well set up, you will make a sale, inquiry or any activity that leads to the achievement of your goal within 24 hours.
Facebook campaign structure and budget
When we talk about setting up a Facebook ad campaign for webshops, in the initial phase we try to simplify the structure of the campaign as much as possible in the following way:
> Ad Group 1 - Interest 1 - Budget: BE CPP - 3-5 ads
> Ad Group 2 - Interest 2 - Budget: BE CPP - 3-5 ads
> Ad group 3 - Interest 3 - Budget: BE CPP - 3-5 ads
> Ad Group 4 - Interest 4 - Budget: BE CPP - 3-5 ads
> Ad group 5 - Interest 5 - Budget: BE CPP - 3-5 ads
> Ad Group 6 - Interest 1 / Engaged Shoppers - Budget: BE CPP - 3-5 ads
> Ad Group 7 - Interest 2 / Engaged Shoppers - Budget: BE CPP - 3-5 ads
> Ad Group 8 - Interest 3 / Engaged Shoppers - Budget: BE CPP - 3-5 ads
> Ad Group 9 - Interest 4 / Engaged Shoppers - Budget: BE CPP - 3-5 ads
> Ad Group 10 - Interest 5 / Engaged Shoppers - Budget: BE CPP - 3-5 ads
Each ad campaign contains 10 ad groups within which we test different interests with a maximum budget that does not exceed the calculated acquisition cost (BE CPP).
Cost per acquisition ie the price we pay according to a certain sale is calculated as follows:
SALES PRICE - PRODUCT COSTS - SHIPPING COSTS - OTHER COSTS * = Acquisition cost (BE CPP)
* other costs: additional applications, commissions, staff, maintenance of the webshop. Usually in the calculation we take an average of 15% in relation to the selling price, to cover all the listed costs.
Now that we know how much to us amounts to the cost of acquisition, we place it within the ad group budget and conduct testing.
We do campaign test on this way:
In case when the budget is spent within the ad group and no sales were made, then we shut down such an ad group.
In case when the budget was spent and the sale was realized, we monitor the ROAS (campaign profitability point) in that case. If we are not profitable, we shut down the specified ad group.
In case when budget spent, sales were achieved above profitability limits i.e. defined ROAS, we retain such an ad group and continue to optimize for maximum results.
Of course, we only grabbed the surface with this presentation, but for someone who is just starting or wants to start a Facebook campaign to make any sales, it is necessary to simplify the whole process as much as possible.
This approach is great for anyone who plans to start with Facebook advertising, and they are not sure how they are afraid of spending budget in vain.
Define target audience
When setting up a Facebook ad campaign, it is extremely important that you are familiar with your target audience.Based on previously conducted market analysis and avatar definition (potential customer profile) you define the target group of your Facebook campaign.
When defining your target audience within your account, you can target your target audience by age, gender, geographic location, interests, language, behavior and etc.
In order to define your target group as accurately as possible, it is necessary to conduct a detailed analysis and research that is the foundation of a successful Facebook campaign. Sometimes this part of our agency requires the most time when we work with our clients.
Custom audience
Custom audience is a powerful tool that provides great opportunities when setting up a Facebook campaign with a goal optimize the cost of advertising and display ads only to interested audiences.
With this feature, Facebook offers you, as an advertiser, the ability to display ads to all the people you have in your database.
It important to emphasize phone number or email address that you have in your database was used when registering on Facebook by your target audience.
When we are speaking about creating custom audience which you create yourself within a Facebook ad campaign, you can choose the basis on which a particular audience will be created.
So for example you can create custom audience based on interaction with the website which your audience has had so far.
You can also create an audience based on the video viewed which you posted and the amount of video content consumed.
For example, you create custom audience based on the audience that viewed more than 50% of the video content you posted, and show the ad to that audience, because that's the audience that showed the most interest in your product or service.
A more detailed list of sources on the basis of which you can build your custom audience is shown in more detail in the image below:
One small note, and that is that when collecting a database for your custom audience, it is important to follow the rules of personal data protection prescribed by the GDPR.
Lookalike audience
Besides Custom audience another powerful addition when setting up a Facebook campaign is Lookalike audience - creating a wider audience that is similar to the previously defined audience.
Here is secret of success to get the most out of the ad campaign itself. Namely, when we “catch”right audience that buys our product, about such audiences we create a similar so-called. Lookalike audience, where our Facebook algorithm finds more similar audiences interested in our product or service we promote. The result is enormous sales and profit growth which can be achieved if the campaign is managed according to Facebook rules.
We define a Lookalike audience within an advertising account, within an ad group when setting up a Facebook ad campaign.
What is important to point out, however, is that it is desirable immediately create an audience at the beginning of setting up the initial campaign, so the Facebook algorithm collects audience data, based on which we will later launch a campaign with custom audience or lookalike audience .
Display and location of ads on Facebook
One of the basic settings within a Facebook account is where we want our ad to appear. The first thing you want to define is on which devices we want our ads to appear: desktop computers, cell phones, tablets or all of the above.
There is an option for automatic ad placement, that Facebook's algorithm finds the best place to display ads, but we in our agency avoid it in most cases.
The reason why we don’t use automatic ad placement is due to budget spending, which is unnecessarily spent when running in irrelevant places within the Facebook ecosystem when we have automatic ad placement set up.
The options available to you where to display a particular Facebook ad are shown in the photo below:
The question is, which option to choose? It depends on the goals of the campaign what you want to achieve.
In our practice, they have proven to be the best option Facebook News Feed and Instagram News Feed in combination with Message ad location. We exclude all other options in most cases.
However, when we have large budgets within a Facebook campaign, when scaling and achieving growth we are testing automatic location, where Facebook's algorithm independently finds the best location for us to display our ad.
More on the reasons why we do this in some of the following posts.
Types of ads that lead to performance
When we talk about ad types when setting up an ad campaign, we'll present those ad types that have proven to be the best in practice.
- Image Ads
A simple ad format consisting of one photo and 90 characters of description, a 25-character title and ad text with an unlimited number of characters.
When creating this type of ad and ads in general, you need to pay close attention to the advertising policy on Facebook, which you can learn more about here.
Otherwise, if you do not follow the advertising rules, Facebook will block your account and even your profile. In that case, you will not be able to use Facebook for advertising.
- Video Ads
There is no need to talk about the video itself as a format and its importance as much as the video brings the product or service we promote as close as possible. Video ads can be displayed on feed and stories or may appear as in-stream ads in longer Facebook videos.
Video ads don’t necessarily have to be exclusively videos, but can be a variety of animations, GIFs, slideshows, and other ways we can get the attention of our target audience.
- Story Ads
Quick and easy to understand ads with a full-screen format of a photo that is displayed for 6 seconds, and whose videos can last up to 15 seconds.
The duration of these ads is limited to 24 hours, we use these ads in situations when we have a limited offer of a certain range of products. Such ads have a great reach to the target audience and can achieve great results within the advertising campaign on Facebook.
- Carousel Ads.carousel oglasi)
Carousel Ads allow you to display up to 10 photos to present your product or service in a Facebook ad campaign.
Also, it is possible to adjust one photo through the entire carousel ad of 10 photos, which proved to be an exceptional format for gaining the attention of the target group.
We recommend these types of ads together with standard video ads, because in our practice so far we have achieved exceptional results when we talk about the engagement i.e. the involvement and engagement of the target audience.
- Dynamic Ads
Dynamic ads are the type of ads they allow promotion of targeted products to customers who have shown interest in the said product.
For example, if someone visited a particular web store and added a product from that web store to the cart but did not make a purchase, via remarketing level on Facebook, he will be shown an ad for that particular product.
Dynamic ads give their best in situations if you have them large quantity i.e. product base you plan to advertise on Facebook, and you want a particular product to be advertised to a target group that is interested in a particular product.
- Collection Ads
Collection Ads are a type of newer ad that includes a cover photo or video and 4 smaller photos of the product with prices and other details.
This type of ad is designed as a product catalog and the audience responds well to it, ie this is the type of ad that brings attention it encourages the activity of the target group.
The user who clicks on this type of ad will be shown details of the product itself which you promote via Facebook without leaving the Facebook platform.
In addition to the listed ad types, there are more lead ads, messenger ads, instant experience ads, slideshow ads and many others that we will cover in one of the next posts.
What should also be noted is that when setting up a Facebook advertising campaign, advertisers can advertise their products and services on the Facebook platform on Instagram.
Instagram, as same as WhatsApp are part of the Facebook ecosystem that you can also use in your advertising campaigns. You can read more about how to advertise on the WhatsApp platform here.
Conclusion
Facebook today is considered by many advertisers unstable platform due to many restrictions that have been implemented on numerous orders in the past period.
For this reason, a large number of advertisers are switching to the Google Ads platform and in this way. "frees up space” To other advertisers that “take over a piece of the cake ”
If you adhere privacy policy you have you on facebook properly set up conversion tracking your campaign, verified profile and Business manager i.e. the complete infrastructure is set up according to Facebook rules, in which case you can run your Facebook campaign without any worries.
The practice so far has shown that advertisers do not adhere to advertising policies and policies and they are therefore prevented from advertising on Facebook.
When we start working with our clients, we first analyze whether the basic infrastructure is set up for advertising on Facebook.
Facebook advertising is not as simple as it seems at first, so it is necessary to do the necessary preliminary work in order to achieve quality campaign results.
As stated at the beginning of this post, Facebook is still number 1 social network, where your target audience is most likely to be located.
Therefore, we recommend that adapt to new changes which came with the introduction of iOS 14 by Apple, and set up your profile, busines manager and account the way Facebook requires it, respect advertising policies, break up on Facebook and achieve the desired results.
For any further questions, suggestions or help regarding Facebook advertising feel free to contact us at [email protected] or via kontakt forme.
