The Facebook advertising is the best performing activity that offers within social ads. As if that were not enough, you can create integrated campaigns for Facebook and Instagram using a single platform, which allows you to take advantage of the full potential of the network with more growth and engagement in recent years.
Together, advertising on Facebook and Instagram can be the ultimate push for your brand, so let’s see how they work so you can create your own campaigns step by step from scratch.
Table of Contents
1.Decide Your Goals
As with any other marketing action we take, we need to be clear about our objectives before launching an advertising campaign on Facebook.
Luckily, this tool has campaigns suitable for all phases of the funnel and many different types of needs. In general, Facebook distinguishes three types of objectives: recognition, prestige, and conversion.
Among the ads focused on prestige or consideration, we have these possibilities:
2.Create The Necessary Content For Your Campaign
As we have seen in the objectives, advertising on Facebook can be linked to your content strategy, through promoted publications and videos. It is a new channel to help content gain strength and become more rapid, reaching a higher number of people in less time.
But even if that is not your goal, it is still necessary to create a series of materials to launch your campaign: a repository of images for the ads, copies adapted to the objectives of the campaign (watch out for the character limit) and, in your case, promotional videos of your brand.
3.Startup A Tracking System
In the world of advertising, we must have some way of measuring the return on investment (ROI) of our actions.
To know how our advertising is working on Facebook and Instagram, the first essential step is to install the conversion pixels, some segments of code that are included in your website, and serve to relate visits to it with Facebook ads.
Step 2: Choose to create a Pixel.
Step 3: Name your pixel and the web where you will include it.
Step 4: When the pixel is created, Facebook will offer you three options to install it.
Step 5: This is the way to install the pixel manually; you can also email the instructions.
Step 6: Install the ” Facebook Pixel Helper ” extension so that from your browser, you can detect if the conversion pixel is correctly installed and jumps.
On the one hand, you have to include the universal pixel in all pages of your website. Besides, for each specific event, you will have to place the pixel code of that event on the specific pages where the related conversion is performed.
If you have access to your website code and know how to manipulate it, you can do it yourself. If not, you will have to ask a developer for help. Before launching the campaign, you must check that the corresponding conversion pixels work correctly.
Once everything is configured correctly, we will have to measure the results of our campaigns periodically. To keep up to date with what is happening and be able to make changes in real-time, it is advisable to consult your measurement panels at least once a day.
At the same time, we will also need to see the accumulated data every certain point to get an overview and better estimate the profitability. Data analysis can be done in two ways:
The advertising on Facebook is managed through the platform of Facebook Ads, with which we can insert our ads on Facebook, Instagram, and other applications. Let’s see how to do our first campaign step by step.
To start, if we have not yet created our Facebook Ads account, we have to log in to our personal Facebook account and click on Ads Manager.
Once the Facebook advertising application is open, we will click on Create a new campaign and select the marketing objective that we have previously chosen.
Finally, we will select a name for our campaign. Try to be as identifiable and easy to search as possible, so as not to have problems when locating the campaign later.
Here we reach the next level, the set of ads. Depending on the structure of your campaign, it may be necessary to create several.
The first thing is to name the set of ads and, if applicable, choose where we want the traffic generated in this campaign to go: our website, our application, or Facebook Messenger. We can also create an offer, for example, to promote a discount coupon.
The next step is to select the audience we are going to. This is one of the most critical decisions we face since proper segmentation can mark the success of the campaign. We can reuse an audience that we have previously used or create one from scratch. If we create a new audience, we must configure the following options:
Once the segmentation is ready, you have to decide the locations of our ads. By default, the system recommends using automatic placements (managed by Facebook), but it is more advisable to stop editing the list of locations. In particular, it is usually a good idea to disable the option to show ads on the Audience Network, since these are third-party sites and the quality is not as good.
Finally, we have to decide the budget and programming of the ad group. The most important options to configure are the criteria by which the ads are going to be optimized (I especially recommend the landing page visualizations) and if we are going to pay per impression or click.
Here we have reached the last level of the structure of advertising on Facebook: personalized ads. To leave them ready, we will have to configure these options:
And ready! Our first campaign on Facebook is over. You just have to give “Confirm” for the system to review your ads and, if everything is correct, start showing them very soon.
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