Facebook is by far the most popular social network – according to Mediapanel research, over 71% of users used it in September 2024 alone. It is not surprising that this platform is used by entrepreneurs to broadcast and display advertisements and promote posts.
Tip 1: Create campaigns from Ads Manager
Ads Manager is a tool that Facebook provides for businesses to easily create successful ad campaigns. You can access Ads Manager directly from your Facebook account or from Meta Business Suite.
Ads Manager allows you to construct content for multiple social media channels at once. This means you can create advertising content for Facebook, Instagram, and Messenger from within one tool.
Why else should I use Ads Manager? There are several reasons for this:
- The ability to adjust the ad format – both the placement of ads and the adjustment to the type of device (computer, smartphone, tablet).
- Easy access to the effects of your campaigns – you can view the results of each advertising campaign in one place and control the effects of your advertising on an ongoing basis.
- Wide range of advertising objectives – there are six different options available to you, so you can choose the best ad configuration.
- Enhanced targeting – With Ads Manager, you can target your Custom Audience, location, age, gender, languages, interests and more to ensure your ad sets are relevant to your target audience.
Now, let’s look at the functionalities of this tool in more detail. What are the characteristics of effective advertising in social media and what configuration of advertising campaigns and specific categories of ads should you choose to bring the expected results?
Tip 2: Choose your advertising goals carefully
As you know, the right business goal is the foundation of effective advertising campaigns. With the latest changes, Ads Manager allows you to focus your campaigns on:
- Awareness – building visibility and branding, which makes it easier to reach and display ads to new customers.
- Increased traffic – an increase in visits to your website or event website.
- Engagement – encouraging users to engage with the published content, and thus promoting posts.
- Sales – increasing sales from the catalog, generating traffic in the online store, increasing conversions.
- Contacts – acquiring and generating leads, persuading recipients to contact you, communicating with customers via Messenger.
- App promotion – encouraging new customers to install the mobile application.
It is worth considering what effects you want and then choose one specific campaign goal, tailored to other marketing activities. Also remember that the right campaign settlement model should be selected for the business goal. But what does an advertising campaign look like from the technical side?
If your intention is to drive more traffic to your website, choose the CPC ad format. Then you will only pay for the actual clicks on your link. The situation is different in the case of CPM, where the costs are set per 1000 impressions. This solution is not recommended when we have a low advertising budget. In addition, CPM optimization requires many different factors to be considered, so it’s a good idea to gain experience with campaign setup before implementing this strategy. Effective Facebook ads need to be set up properly.
Tip 3: Configure your target groups accordingly
Facebook allows a very wide range of targeting, which can make a novice advertiser feel overwhelmed by the number of ready-made solutions. So let’s start from the beginning, i.e. from the basic groups of recipients. Targeting is possible here on:
- Location
- sex
- age
- level of education,
- Interest
- previous activity on the website (user behaviour).
If you want to achieve good results from your campaigns, you need to take specific courses of action. We have a number of practices at our disposal. It is important to set up your ad in such a way that it is targeted to the audience of your services or products. Consider the following example – a company operating locally in the real estate industry wants to generate traffic to its website. In this case, you would have to narrow down the location to a specific city or province and choose the right age group to display your ads.
When it comes to gender, education level and interest, it is worth checking what correlations exist between these variables and the willingness to click on content advertising the real estate industry. You can get this kind of information by conducting or commissioning an external company to conduct an advanced analysis of your target group.
Another issue that determines the effectiveness of the campaign is the configuration of the size of a specific group of recipients. If you’re new to advertisers, it’s a good practice to create groups of similar size. Why? It is often the case that some groups are more effective than others. Introducing a large diversity in size can cause smaller and more effective groups to be dominated by larger ones, and this will negatively affect the result of your marketing activities.
Effective advertising on Facebook also means properly configured exclusions. Be sure to include HOT and COLD traffic. The first one means a group of your customers, specifically people who have already used the offer you promote. To make better use of the advertising budget, it is worth excluding this group of recipients and these users – otherwise they will come across an ad for a product they have recently bought.