Whether you’re starting a Facebook ad agency or becoming a solo-prenuer, Facebook is a great platform to advertise your business. There are over 2.7 billion monthly active users, so to advertise your business on the platform wouldn't hurt. But Facebook advertising is different from advertising on Google. With Google, you're targeting people who are actively looking for a product or service that will solve their problems. With Facebook Ads, you can target an audience in a couple of different ways.
Just like Google, you can target your ideal customer using location, demographic, interest, and behavior. You can use the same strategy on Facebook, and on top of that target a custom audience. Targeting a custom audience means that you're advertising to people your business already has a relationship with. For example, you can market people who have interacted with your website, people currently on your email list, or people who have engaged with your Facebook page.
For an E-commerce business, you can use product remarketing to your custom audience. For example, you can use Facebook dynamic product ads to show Facebook carousel ads containing the products that the user viewed on your website. Branching out from core targeting to custom audiences, you can reach out to a lookalike audience. These are people who are like current customers, website visitors, or Facebook fans.
Before you start advertising on Facebook, you want to keep in mind your budget. Obviously, this is personal to you, but if your budget is too small, it usually means that it takes longer to start seeing results.
Now that you have a budget in mind, it's time to think about the type of ad creative. There are 4 aspects to a great ad creative. First, the visual. You want to grab an audience's attention with a bold and captivating advertisement. It should also be relevant to the type of audience your business wants to attract. The second is copy. Your copy should make people want to continue learning what your business has to offer.
The third aspect is to include an enticing offer. Depending on your type of business, this can be in a form of a free consultation or a discount code for a customer's order. Last but not least, the fourth aspect to a great ad creative is a strong call to action. A strong call to action can be anywhere from having your audience download an app, sign up for newsletters, or starting a free trial.
If you want to dive deeper into what makes a great Facebook ad, Facebook for Business site has a plethora of case studies based on successful advertisements.
One case study example of a successful advertisement was the Aurum brothers. Their objective was to raise brand awareness and increase sales. They targeted people who added an item to their basket, people who viewed specific products, and people who visited their website. So this is a good tool to look into if you want to analyze who is doing what and how it worked for them.
So you created an ad, but don't stop there. It's important to split test your advertisements to see what is effective in terms of copy, imagery, and targeting. The copy is the ad creative, so that's from the headline all the way down to the placement of your ad. For imagery, you can test product vs people's image. And for targeting, that's going to be people from countries with a custom audience.
You can track and report your results by setting up your KPI’s. There are important metrics such as cost per mille (otherwise known as CPM), cost per click, and click-through rate, as well as others. But your main focus should be on a cost per desired action. This all can be done when you enable conversion tracking with Facebook pixels.
So as you can see, there are a lot of dynamics when it comes to advertising on Facebook. This all can seem a bit overwhelming for someone who is just starting but there are many great digital marketing agencies, such as Rockstar Marketing, that can help you get the job done. With so many active users on Facebook, it's easy to see why it would be to your advantage to advertise on the platform.