Page 56 - Payout Magazine Online Volume 8.7

Facebook Ads:

How to Get Started

n today’s world, digital marketing is the best facet of your campaign. Facebook’s advertising Location is still the key
Iway to spread the word about your business. platform is popular for its minimal budget
Within the realm of online advertising, pay- requirements; savvy campaign managers can Last, the most successful digital marketers
per-click campaigns like Google AdWords and elicit a ton of value from a shoestring budget. are those who keep an eye on the bigger picture.
Facebook ads are the most popular options. The freedom of online advertising is a blessing
The ideas covered in this article will help you Unlike other pay-per-click platforms, and a curse. On one hand, campaign managers
understand how and why to get started with Facebook ads give managers control of their have access to more tools and data than ever
Facebook ads for your business. before. On the other hand, it’s easy to doom a
budget at the ad set level. This encourages
clever adjustment of your budget for your top campaign to failure before it even begins.
visualize the End result demographics, locations and other audience
Digital marketing is a lot like real estate in
As with any marketing endeavor, the first part filtering categories. Along with expanded that location is key. For your ad to display in
of creating a Facebook ad campaign is knowing levels of budget freedom, Facebook ads give the most popular locations on Facebook, you’ll
the full range of your options. It’s important to managers a detailed view of the best-performing
enter the process with an end goal in mind; do ads in your campaign. either need niche keywords, very selective
you want to generate new leads, close more audience filtering or an expansive budget. In any
sales or increase general awareness of your uncovering the data case, just like print advertising, larger and more
brand? For each case, there are different best prominent Facebook ads cost more money.
practices For all Facebook campaign managers
— and especially those on a limited budget Taking the element of location one step
After setting campaign goals, your next — knowledge of Google Analytics can make further, it’s crucial to understand the built-in
objective is to establish a target audience. or break your marketing efforts. Depending demographics of Facebook at large. Facebook
In general, more stringent campaign goals on your goals, Google Analytics will provide is used predominately by younger crowds.
require a more qualified audience. If you want detailed conversion tracking. More importantly, If your company services older generations,
to drive sales with as many paid clicks as it gathers its data from the time users view your Facebook ads may not provide the return
possible, then you must filter your audience to you were hoping for. Just like traditional print
the most qualified candidates only. If you hope ad to the time they click through your landing
to raise brand awareness in a local area, you page and website. advertising, it’s imperative to publish ads in the
can target users browsing Facebook within a locations you anticipate the most success.
set location. Facebook offers a wide range of Beyond Google Analytics, Facebook’s
additional audience filters such as age, gender, built-in platform provides information about Finally, the most successful Facebook ads
interests, behaviors and more. Take advantage the behavior of your competitors. In fact, you’ll are those that fully utilize their allotted space.
of these filters to aim your ad towards your have access to average numbers across the Similar to creating a newspaper or magazine ad,
brand’s ideal customer. campaigns of your closest competition. When you must have an understanding of the available
you need help choosing whether to compete for dimensions of your ad format. For example, it’s
With your audience selected, you can begin certain keywords, viewing the average trends easy to create ad content that looks great on
thinking about the content of your ad. Facebook of your competition can help you make the your personal monitor, but you must test it on
supports all ranges of ad formats, but it’s decision. other monitors and smartphones. When all said
important to optimize your content for mobile and done, buying ad space online is largely the
devices. Text-based ad formats can be strong As for data across the entire Facebook same as it is anywhere else.
choices when executed correctly, but GIF,
video and other animated formats are the most platform, campaign managers can view the
successful options right now. most successful ad formats over a span Without question, getting started with
of days — and at certain keywords. Video Facebook ads is a great place to begin or
advertisements are almost always at or near expand your digital marketing efforts. The
Making your budget work
the top. If it’s possible for you to create one, a service provides incentives for businesses of all
Digital marketing is like print advertising well-placed video ad will help you compete in sizes, and the future of Facebook’s ad platform
in that your company’s budget impacts every the most important spaces across the website. is bright.

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