November 5th 2020
Facebook is such a powerful way to get in front of potential customers, what with the various channels available, there is so much opportunity, but you need to manage it correctly. The placements available across the network are far and wide, from the simple Facebook news feed view, to marketplace, instagram stories, apps to name a few. With that in mind, here are some real simple basics to get the most out of your activity.
1. Think About The Audience
Think about who you want to see your ads, and what demographic they belong to, this will guide your thought process into what channel placements you want to use, and what creative you’ll need. For example, according to Sprout Social only 51% of 13-17 year olds use Facebook in the US, whilst 72% of the same demographic use Instagram as their social media of choice. Insights like this will ultimately determine how you roll out your budget when it comes to your media plan
2. Consider Your Creative
From the above, you’ll then need to determine what type of creative you’ll need for the most appropriate placement, the way that Facebook Ads work is that a 1080×1080 square will be suitable for most placements, and will serve a purpose in most placements, however, many advertisers opt for a more vertical ad size approach (600×1067), for placements on Instagram stories, which are more impactful to the viewer. This is particularly relevant with video creative, where a portrait style video fills the whole screen of the viewer, rather than a landscape image with a blank header and footer. Facebook Ads does allow the option for automatics placements, which is where the bidding algorithm will choose where to find the most appropriate audience according to the goal of the campaign. Think carefully about whether you want to utilise this tactic, as it will depend on your overall goal (i.e. exactly who you want to deliver ads to and where they get their social media output from), and also what type of budget you have, as it’s certainly worth testing automatic placements by allocating a percentage of the total budget.
3. Structure Your Targeting
If you have multiple demographics across your product, it’s worth setting these up as individual ad sets or campaigns and asses their performance individually, this way you can optimise your budget over time according to the results, you might be surprised that a certain demo has got more traction than another especially as trends change over time.
4. Get Granular
Split out your interest groups as granular as you can, try not to have more than 10 interest groups in an ad set, as it’s difficult to analyse the performance if there is a broad set of data involved, for example, there would be no use in including ‘sports fans’ and ‘fine dining enthusiasts’ within the same ad, because you’re never going to accurately tell which one drove the most clicks or conversions. It’s worth setting up a single campaign for the project, then adding different ad sets in there according to interest group and creative.
5. Consider Your Campaign Objectives
Think about what you want to achieve from your campaign, and build campaigns from there. This is especially important because each campaign has to be assigned an objective, e.g. website traffic, conversions, app downloads etc. If you people that your main goal is to get people to view more information about a particular product or service, then website traffic and clicks would form one part of your campaign build, but if you also feel you want conversions (either sign ups or transactions) then you will need to employ a conversions objective which would need to be a different campaign.
6. Use data
Use data to your advantage, meaning make sure you have each part of your website tracked with the Facebook Pixel and you have all of the events you want to track figured out. You may need to use a developer to help you with the implementation, or you can use something like Google Tag Manager to assist with adding the pixel (check out this simple guide to GTM). From here you can reach audiences with a secondary touch point, if they have already been to the site and retargeting them across the Facebook network, either with an offer or an alternative message.
Another solid use of data is making use of internal CRM data, that can either be used to target as a specific segment, or to build similar audiences, via the lookalike function, which is well worth exploring.
7. Organise Your Budget
Get your budgets in check, and use wisely – More importantly than anything else, make sure you’re getting the best bang for your buck when it comes to your advertising, which comes back to your original plan about who you want to target and what medium they are on. This might mean simply reviewing your campaigns and ad sets on a regular basis and tracking them towards your KPI’s, or utilising the ‘Campaign Budget Optimization’ feature at campaign level, which will allow the platform to weight the overall campaign budget according to the best performing ad sets.
There’s so much learning material online regarding Facebook Ads, the first port of all to recommend would be Facebook Blueprint, the official online training guide made for those wanting to expand their knowledge. You can find the guide here.