Social media, and Facebook, in particular, have proved to be very effective channels for online advertising, especially for companies and professionals. Knowing the world of Facebook advertising and all its dynamics has become a priority today to achieve great results.
In this contribution, we want to show you all the most important aspects of advertising in the famous Facebook community.
Facebook Ads: what it is and what it is for
Facebook Ads is today one of the most effective tools to grow your online business, build a fan base and loyal customers, generate leads and sales. Why? The platform boasts 2.2 billion active users worldwide every day, most of them from mobile devices.
Suffice it to say that an average user, in fact, spends about 50 minutes a day on Facebook, Instagram, and Messenger. This means that being able to advertise on Facebook is enormously important for reaching a growing audience.
Facebook Ads has enormous power: the ability to create targeted advertisements, targeting the user audience in an extremely precise manner.
Before starting, however, you will have to ask yourself: what is the goal to be achieved? For example, if you want to increase traffic to your eCommerce site, you could create a campaign that reaches your customers effectively, creating an audience composed of visitors to your site divided according to the actions they have performed (e.g., added a product to the cart, a specific page displayed, etc..).
The best tool for creating Facebook Ads is Facebook Business Manager. But we will talk to you about this shortly.
Get more information about: Types of Facebook advertising.
Facebook Ads and the latent need
Turning a generic interest into a specific interest: this is the ability of Facebook Ads. In practice, it is a question of awakening the latent need of a consumer who is not actively and explicitly looking for a product/service but who could potentially be interested.
In defining your marketing strategy, it is essential to identify the needs of your customers and understand the online demand for a product/service that you want to sell.
Unlike Google, which satisfies a conscious need, Facebook can be one of the channels through which to intercept consumers who are not directly interested in a product but who could be.
In fact, the entire Facebook Ads structure is based on a large amount of data (age, sex, interests, behaviors, connections, etc.). Thanks to this fundamental information, advertisers will have the ability to accurately profile the target and intercept the needs of consumers.
When to advertise on Facebook
To answer this question, you need to understand what are the concrete opportunities that Facebook offers to your business. Very often, erroneously, we begin to work on the Social Network, relegating it to the role of a simple “catcher-like” or thinking that with a simple campaign and 100 dollars of investment, you can sell everything. This is not the case at all.
But the possibilities for companies, as well as for professionals, are enormous. Start analyzing your market, choosing which products/services can be most effective for Facebook and which message to convey.
Rather than asking yourself when (- and considering Facebook’s exponential growth, it should be right away! -) ask yourself how, how to intercept your potential audience, how to set the right goals, how to remarketing, etc.
ROI and performance of Facebook Ads campaigns
How to analyze the performance of a Facebook campaign? The answer is simple: through constant data monitoring. The most important KPIs to take into consideration is undoubtedly the ROI (return on investment), as well as the CTR or the cost per click of the different ads.
To measure ROI correctly, it is necessary to define with equal attention what are the conversion objectives to be achieved: complete an order? Subscribe to a newsletter? Download an e-book? Once this is done, it will be necessary to assign an economic value to the conversions and, in the end, consider the costs.
The Facebook business manager
The Business Manager is the operations center, a platform that allows you to manage Pages, Advertising Accounts, Pixels, Billing Settings, and much more.
It is a very powerful tool, particularly used by web agencies, but also very useful for professionals. Also not to be missed is the New Analytics Section, in which it is possible to analyze the general trend of the customer’s site through the Facebook Pixel and draw interesting ideas for the next campaigns.
Many companies, large and small, have achieved great results thanks to advertising on Facebook: the costs are not fixed, but depend on your campaigns and can be adjusted according to the budget you intend to invest. Keep in mind that you can define a daily or total budget for your ads, which Facebook will use to try to guarantee you the best results. To make your ads really work, in any case, prioritize the definition of your target and the objectives you set yourself. Only at this point, with clear ideas, will you be able to continue with the choice of the advertising format and the most functional and effective content for achieving your goals.