This is a basic guide for the purpose of helping you understand and create the right Facebook Ad and receive the response that you are looking for. But, before you get on to it, here’s what you really need to know.
1. Customer Interests
What are the likes and dislikes that your prospective customer possesses in general? Would they be someone who has an interest in jewellery or would it be someone who is fond of video games or politics?
2. Know Your Facebook Ad Manager/Power Editor
Evaluate and understand both – the power editor and the ad manager and choose one that is most convenient for you to use for posting your Facebook Ads. Both these platforms have their own pros and cons basis your requirements. Like the Ad Manager is a basic tool while the Power Editor is a handy tool for performing advanced tasks and managing multiple campaigns at the same time. However, if you’re only just starting out then you might as well start with a simpler platform like the Ad Manager.
3. Evaluate your Audience Insights
Before you send out your message to your audience, try and gain more and more insights about your audience. It is crucial to learn about the people that matter to your business. The more you know about them, higher the chances of you sending out a meaningful message to them. Audience insights includes all details like the demographics, purchase behaviour and geographical details.
4. Facebook Ad Guidelines
Before each advert appears on Facebook or Instagram, Facebook approves the advert on the basis of their advert guidelines. Make sure to go through the guideline before-hand so that you can create compliant and effect adverts. Facebook usually approves the advert within 24 hours. In the review process, the image, content, targeting and positioning of the campaign is checked to ascertain its compliance to the ad guidelines.
Now that you have all the knowledge you need to start a Facebook Campaign, here’s how you can leverage Facebook Ad Targeting to do it effectively:
Choose the Right Campaign
Analyse and understand what your objective for an ad is. Facebook gives you three broad horizons to choose from – Awareness, Consideration and Conversion, under which you can further sharpen your objective. Make sure you choose a campaign which your business needs at that point in time to reap maximum results.
List down your target audience and break them down into their different traits like – interests ranging from music, jewellery etc., age group and other demographic classifications like their workplace or relationship status.
Narrow Audience/ Exclude Audience
Now that you have your Audience organised, you can narrow down your audience on Facebook so that your communication goes out to the relevant people. You can narrow down your audience by selecting the audience categorisations which you have already ascertained – interests, behaviour, demography etc. In these categorisations you can also exclude a certain group set whom you would rather not target.
Upload your Current Leads through Custom Audience Tool
You already have a list of people who would be interested in your business? Great. Convert that list into a CSV file format or just upload the data, if you don’t have customer data you can also just upload the email addresses and Facebook will run its magic and find all of those people and target your ads directly to them.
Install Facebook Pixel Tool in your Website for Remarketing
Facebook Pixel essentially keeps a track of the websites that a user is engaging with in the background. And if you install the Facebook pixel on your website, you can use that to remarket. Which means that if a potential customer spends time on your website and browses through a particular product then Facebook will keep showing that product to your potential buyer so they keep thinking about it!
Lookalike Audience with Same Interest
The option to choose a lookalike audience is a great tool to communicate with a larger number of people. Because, the more number of people you reach out to through your Ad, the better the chances of getting more positive responses.
Generate Audience built on Facebook/Website Engagements
You can customize your audience depending on whether they have been engaged in a certain Facebook page or a particular website. You can communicate directly with a set of audience that visits a particular website or has been engaged (Read: spent time on) with a certain Facebook Page. If you feel that someone who spends time browsing through a certain Facebook Page is part of your target audience, then just narrow it down to such pages.
Be patient and give it some time. Becoming an expert in creating campaigns may take a couple of tries and before you know it, you’ll start receiving the kind of response that you are expecting! Just start leveraging the Facebook audience customization and wow your audiences through your Adverts!