Advertising is one of the great marketing strategies. Learn thanks to this article in detail how to correctly create a facebook ads campaign for better performance in digital marketing.
facebook ads campaign
Currently, large, medium and small companies carry out their advertising campaigns through social networks. In other words, advertising has been incorporated into the digital world. This advertising refers to disseminating paid advertisements by these brands to the users of these social networks. Facebook ads is the tool offered by this platform to create and spread advertising. It is listed as one of the best in the field of digital marketing. In addition, it has an App to download it on mobile devices.
Such is the case of Facebook ads. This social network, which has achieved great popularity worldwide, also adds to this type of advertising. It offers its platform so that through it, the service on the dissemination of advertising campaigns of its advertisers is provided.
Facebook ads offers advertisers a variety of options so that they can promote their products or goods and services, in such a way that users can be up to date with the latest trends of these goods and services that respond to their needs.
How to run a campaign on facebook ads
In this section we will try to explain step by step how a Facebook ads campaign should be carried out. The first thing you should know is that there are three components that make up Facebook ads campaigns: Campaigns, Ad Set (set of ads) and Ads (ad), as shown in the following image.
As you can see, they are presented in three columns. Below we will describe what each of them covers.
Bell
The campaign is related to the products, goods and services that you are going to spread on the Facebook social network. In it you must establish the objectives that you want to achieve after analysis. That means that you must consider, according to your budget, what is the investment you intend to make and the form of payment. In this sense we are going to detail each one of the aspects that we have indicated.
Objectives
The first thing you should do is set your goals. For this you must take into consideration some important aspects. Who you want your advertising to reach, the amount of money available for that campaign, how long you want the campaign to run, and how often the ad should appear.
When you have that clear, then you can fill in the fields in Facebook ads. After you have established the general objectives of your advertising, running Facebook ads campaigns allows you to structure these objectives into three alternatives: Awareness, consideration and conversion.
Awareness
The possibility that Awareness offers you is that here you can decide if you want your content to reach a large number of users. Also, within this category you have the possibility that your ads are characterized by their notoriety. On the other hand, in this category, the Facebook ads campaigns establish the relationship between quality and quantity. Therefore, here you will have to cancel for every thousand impressions or every thousand clicks; what is commonly known as CPM.
Consideration
Within this category, the aspirations of advertisers go a little further. Here the objective that is pursued is that users enter the advertiser's page and manage to establish some type of interaction. It is the stage that allows us to establish a relationship of empathy with the client to persuade him. It is not about selling here, but about establishing that relationship.
The objectives established in this phase are the following:
- Boost traffic: What is intended in this objective is to ensure that the user who has seen our advertising and clicked, visit other sites. This allows to generate digital communities. For example, we might entice them to visit Facebook, Messenger, or other sites.
- Interaction: This objective intends that users comment on our products and/or services, interact, participate. Basically, this information will allow us to understand the needs of the market.
- App installation: This option allows other users to download the application on their mobiles when they see in others the benefits that the App offers.
- Generate customer or potential users: This option allows us to obtain from customers, without the need to leave the Facebook platform.
- Posts: Interaction through messages can make it easier to develop a relationship of empathy with the potential client. This will allow us to persuade you by explaining the benefits of our products and services. It is essential that the needs of the client are heard so that they are truly offered what they need.
Within this category, users are expected to like the content, as well as potential customers to comment on the goods and services you offer. In this case, the advertiser would pay for conversations, for each interaction they make.
Conversion
Within this category, what is intended when carrying out Facebook ads campaigns is to establish a relationship of empathy and direct from this social network. For this, it is essential that the advertiser has the corresponding pixel installed.
In this line you can find some options to be considered when creating your advertising campaign.
- Conversions: In this option, the user will be able to perform various actions. Subscribe, visit the website, buy products and/or services, write messages. In order for our user to perform these functions, it must be previously configured by the advertiser.
- Catalog sales: This second option allows you to show the catalog of products and/or services to potential customers.
- Business visits: Through this option we offer our clients the alternative of visiting our entities, commercial premises, establishments and branches.
ad set
Whenever the objectives that we have set for the Facebook ads campaign is to generate traffic on a web page or blogs, we must select this option in the configuration. Likewise, within this line we must decide which user we are going to take into consideration, where, how and when to impact these potential consumers.
On the other hand, we must consider the budget. It is important that you know that in this category you will be presented with various fields where you can establish the objectives that you have set for yourself in the configuration of your Facebook ads campaign. As you can see in the following image:
As you can see in this section, you can select your own audiences. However, this is not a condition sine qua nonbut it is an alternative. You also have the opportunity to select by location gender language age interests and behaviors.
These behaviors are derived from the information that the users themselves have provided when they create their profile. There, each of them has written their consumption preferences and trends.
Finally, you will be able to exclude those users whom you really do not want to impact.
If what you want is precisely to attract new customers or new users to the blog, then one possibility is that they exclude those who have already visited you. One of the great advantages that the Facebook platform offers us is precisely that it will point out the users whom we have decided to impact. It will also tell us if the selection has been too wide and too small.
Provision
In this category, advertisers have the possibility to establish links of different formats on Facebook. In other words, we can establish a link between the Instagram platforms or other websites.
Now, if our objective is precisely that some contacts specifically view our content, we will have to select where we want to appear. To do this, we must select the “Edit” option and then select the “Locations” line as the present image does not indicate.
On the other hand, in this aspect we can choose the types of devices (Android mobiles or IOs) in which we want to be present. In this regard, we recommend that you be careful with your own selections, as your content may be advertised on pages that are of no interest to you. As you can see, in this section you will exclude and verify who is outside your advertising scope.
Budget and delivery
Within the aspects related to the budget, the objectives of the Facebook ads campaign must be adapted. This refers to the budget or the money that we have decided to invest in the campaign and the time. As for the time, you must establish when we want our content or ads to appear.
Taking into consideration the first element referred to the budget, you are presented with two options: the first. referring to the total cancellation of the facebook campaign that you want to carry out. The second is about raising the possibility of canceling your advertising daily.
This will depend precisely on when you want to appear on the platform. If showing up consistently is among your goals, then the first budget option would be ideal. Now if your appearances, according to your goals is to appear intermittently, the ideal is that you select to cancel daily.
ads
It is in the fundamental part of the Facebook ads campaign, since it is about the content that you are going to spread. For the design of the advertisement you must consider that the message must respond to the needs and interests of the audience. On the other hand, studies indicate that videos are the largest format consumed by users. Likewise, we recommend that you evaluate the infographic, the content of the message, the photo gallery, among others. Remember that these formats are the ones that will make it easier for you to achieve your goals.
Facebook ads gives you the possibility to adapt decisions to your objectives. But it is essential that you take into consideration the options that the platform gives you. Remember that we must consider the audience, the time of the campaign on the platform, the frequency with which we want the ad to appear, and the budget. In this sense, you should keep in mind the following facebook ads options.
Advantages of facebook ads campaigns
One of the great advantages of running Facebook ads campaigns is that you can reach an unlimited number of users worldwide. Facebook is one of the social networks that has the largest number of followers and in which they participate, hence its great importance.
largest audience
Most human beings have a smart phone. This allows the advertising that is spread through the Facebook ads campaigns to reach wherever these users are. Likewise, it has been shown that those users who have a mobile phone or a computer spend a lot of time on social networks. It is for this reason that large corporations have considered this alternative to invest in Facebook ad campaigns. Taking into consideration the behavior and experience of large entrepreneurs, it is worth considering this new form of marketing.
Adaptation to market needs
Facebook ads campaigns can be developed based on the needs and interests of different social groups. Well, as is well known, social networks categorize by characteristic behaviors, tastes of the users of this social network. In this sense, there is no excuse not to consider campaigns for the different demographic groups that participate in Facebook. How to know the needs of users? What do you expect us to tell you? There are many digital tools that allow you to evaluate traffic, their preferences and needs. Therefore, we recommend you enter the following link that will explain the SEO tools.
Costs reduction
Another of the great advantages offered by Facebook ads campaigns is that there is a reduction in costs because it will be canceled for each click made on the ad. Likewise, it represents a reduction in advertising costs compared to campaigns carried out in traditional media.
Adaptation to the budget
Facebook ads campaigns fit the budget. In other words, if the investment represents the minimum investment, there is the possibility of canceling little money in daily campaigns. There is also the alternative of carrying out large campaigns, which requires more expensive investments, but always less than what has been done in traditional media. In short, Facebook ads campaigns are adjusted to the budget and needs of each company.
Diversity of formats
Another of the great advantages offered by carrying out Facebook ads campaigns is that there are a variety of formats. This means that the ads can be simple, with text and images, but they could also be more meaningful. In other words, the ads could incorporate a photo gallery of the products or services offered by the brand, videos, forms aimed at consumer users, as well as the incorporation of interactive content, among others.
Finally, another of the great advantages is that companies will be able to analyze the behavior of the market and the needs and interests of users. Based on this information, companies will be able to adjust the products and services that their users are demanding. In this sense, we invite you to enter the following link that will allow you how to do Analysis of the competition
Now, making an investment in Facebook ads campaigns means the possibility that the audience that participates in this social network will become potential customers. In other words, we have to update our way of advertising and accept that these virtual media have penetrated the lives of our users. This represents an opportunity to do business and hence the relevance of investing in Facebook ad campaigns.
Recommendations
Suppose you want your ad to appear on two social networks (Facebook and Instagram), the format must be adapted for both Facebook and Instagram Stories. In other words, it is recommended that the content you want to spread be specifically adapted to each social network, since their platforms offer different benefits.
Likewise, the Facebook platform allows you to incorporate advertising that has been positioned in a natural or organic way.. In that case, you will only have to select it and that's it. A recommendation in this case; If you have difficulty finding the ad, we recommend that you enter the ID and upload it.
As what we intend with this article is that you be able to create your Facebook Ads campaigns from the beginning, we recommend that you see the following audiovisual material that will also serve as a guide to create your own advertising campaign.
After reading the step by step on how to create a Facebook ads campaign, we will give you some tips that will allow you to optimize this tool.
Tips for creating a campaign
- The Facebook ads platform offers a quick option that is identified as "boost publication" that is located at the bottom of the ads. However, experience says that this tool reduces functions. What is truly recommended is that the ads platform be used in its entirety, that is, by the ad manager.
- The advertising campaign must have a name that identifies it. Attractive, for this we must use keywords that respond to the needs and interests of users.
- It is important that you monitor your ads. It is also important to conduct market research. As we explained, there are different tools that allow you to analyze the user's needs. This analysis of our ads will allow us to make adjustments.
- Try to have your advertising campaigns structured in ad sets. Avoid being a single advertisement.
- Make an effort to stay up-to-date with the adjustments that Facebook Ads makes to the platform, as they are constantly adjusting the tools.
- Try to create digital communities, through the participation of users on the platform. In this sense, it promotes campaigns that invite participation. This way you can get to know your users better. In addition, they themselves will be in charge of doing word of mouth advertising, which will make it easier for others to join the campaign.