Tag Archive: facebook ads

  1. Facebook Ads: The Truth Behind the (Nearly) Mind-Reading, Audience-Targeting Tool

    Facebook Ads

    A couple of months ago, a few members of our client services team here at Findsome & Winmore attended a social media summit with one of our clients. We were so fortunate to have attended and were able to hear from many renowned speakers in the social media world – one of them being Facebook. Though we had many interactive sessions, one that we found particularly helpful was the Facebook Ads Best Practices session. With over 2 billion new Facebook users each month, and 1 billion of those users part of Facebook’s Audience Network, the platform has become one of the most effective ways to advertise your business online. Advertising with Facebook has an unparalleled ability to target audiences based on interests, age, behavior and location. For small and large businesses, Facebook ads can be a game-changer.

    Figuring Out Facebook Ads

    If you have ever been in your ads manager and quickly become confused or intimidated, you are not alone! Ad Manager is an incredible but complex tool that allows you to set up, manage and report on your Facebook Ads campaigns. First and foremost, it is important to understand that there is a hierarchy for each campaign – campaign, ad set and ad. There are multiple levels, grouped in this same hierarchy that advertisers have full control over to impact overall performance. Setting up your campaign is the first step to the ads creation flow and where you tell Facebook your ultimate business goal. There are a number of options such as traffic, engagement, video views, lead generation, etc. Selecting the correct objective for your business is vital, as the delivery options available to you will be customized to this objective. As an example, the most common business objectives are conversions, lead ads and traffic. Common objectives for branding are brand awareness, reach and video views. The next step in the ad’s creation is targeting. This is at the “ad set” level and where you tell Facebook who you want to reach with your campaign. There are three different categories of targeting on Facebook: core audiences, custom audiences and lookalike audiences.

    • Core audiences are segments available to every advertiser on Facebook and are built off first-party data that users provide, including location, demographic, interests, behaviors.
    • Custom audiences are built off your own first-party data (email subscribers, current client information, website visitors, visitors that have engaged with your content across social platforms).
    • Lookalike audiences are, well, lookalikes! This is a targeting strategy that allows you to find those who look and act most like those in your most valuable audiences. Facebook’s algorithm is so advanced that it can take your core audience and find individuals to target that may not have come to your site, but based on their behaviors, would likely visit if they saw an ad.

    The next steps involve budget and the allocation of that budget. A unique feature that Facebook offers is the “Campaign Budget Optimization.” Essentially, Facebook allows you to assign a campaign budget and gives the algorithm the flexibility to optimize delivery towards the best performing ad set. Pretty powerful stuff. The last and final step of this process is creative. There are a number of best practices that should be considered when determining the overall strategy for your campaign.

    • Campaigns using static images plus light motion video achieved 17% higher conversion lift vs. static images alone. That is supported by Cisco’s prediction (Source: Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2016–2021 White Paper, March 2017) that 78% of all mobile data traffic will be video in 2021. Video is a huge consumer trend and we will continue to see an increase in video consumption over time.
    • It’s important to have a clear message and focus. Engaging, concise copy can capture your audience’s attention more quickly, so stay away from too much text.
    • How an ad looks on mobile is one of the most important aspects to consider when designing creative. The ads should introduce the brand quickly, be shorter in duration and designed to work without sound.
    • Use a combination of text and images to help deliver the message as effectively as possible.

    Next time you are served an ad, realize that it’s not magic, digital voodoo or a team of tech-savvy elves working around the clock at Facebook HQ. No, it is an incredibly robust marketing tool that is well worth the time of marketers and social media mavens. By allowing brands to highly target their ads and set specific goals, most any company on the platform now has the power to reap real benefits from this social media giant.

  2. It All “Ads” Up: How Do I Use Facebook Ads?

    Facebook ads

    More than just a place to keep in touch with old college roommates and Aunt Joanie (you really should call more, you know), Facebook has become quite the marketing tool for companies around the world. Offering a free marketing channel allowing potential customers the chance at product discovery and fans the ability to interact and share their love for the company and product.

    As a user of the social media channel in your personal life, you may be familiar with likes, shares, comments and other basics of the platform. However, many marketers and business owners don’t know where to begin when it comes to utilizing Facebook ads for their business. Luckily, the process is simple as long as you can define a few simple questions.

    Using our client, Old Town, as an example, we can explore our process and strategy of successfully crafting Facebook ads that work.

    Facebook ads

    • What is Your Objective? This goes beyond making money – you must think a bit deeper in order to make the greatest impact. Was the ad created to get more eyes on your brand? Perhaps you want to increase clicks to your newly rebranded website, or maybe directly improve online retail? Regardless of the answer, your ad starts here. 

      For Old Town, a Central Florida amusement, shopping and dining hot spot, our objective was simple: attract more visitors to the attraction, specifically for the “BBQ Throwdown” event.
    • Who is the Audience? Facebook ads are wonderful at targeting audiences with pinpoint accuracy. Age, workplace, job title, education gender, location, device used, purchase behaviors and personal interests are all factors you can use to define who, exactly, you want to see your ad. Furthermore, though this post is specifically focused on Facebook, Instagram is also under the social media giant’s umbrella, allowing you to share ads on that image-based platform as well. 

      Understanding that Old Town’s audience is largely baby boomers and those who enjoy traditional American fare, we were easily able to target these folks for a free, BBQ-filled event.
    • What is Your Budget? Facebook ads are just as substantial as traditional ads and you must treat them as such. They require just as much well-considered strategy when it comes to budgeting, as well as a real budget to boot. Though Facebook’s internal “bidding process” can seem substantially complicated, the process of budgeting for your ad is made easy, allowing for some flexibility based on daily or lifetime run times (budgeting for single 24-hour periods or as one lump of overall time). Keep in mind, a bigger budget does not guarantee a higher success rate. Throwing big bucks behind an ad that’s simply not engaging to your audience is a waste of money.

      The money that was dedicated to our Old Town ad was distributed evenly across four weeks, each week utilizing the similar text but a different image to attract fresh eyes.
    • What’s Your Format? Facebook ads allow you to choose from a number of different styles, including Photo (utilizing a single image), Carousel (multiple images or videos), Video (a single video), Slideshow (multiple photos for lower connection speeds), and Canvas (a mobile-friendly ad experience) ads. One thing to consider, however, is the growing prominence of videos and gifs as a way to catch an audience’s eye. Carousel is also often utilized, giving companies multiple visuals to share at once and adding a bit of interactive “clickability” to the ads.

      In this specific example for the Old Town event, we used a visual that we knew our audience would eat up (pun intended): a photo of sausages sizzling on a grill. This photo does the job of evoking the summer season and whetting the appetites of their audience for the BBQ event.

    Facebook ads

    Because we took on the task of crafting our Old Town Facebook ad with a clear objective in mind, targeted audience locked in, adequate budget secured and effective format chosen, we saw the ad’s relevancy score (which combines impressions, results, reach, feedback and more) climb into a range we were proud to share with the client.

    With the above four questions carefully answered, you too can design and employ Facebook ads to reach new audiences, drive online sales or simply get your message out there. If you want to dive deeper into learning the basics of Facebook ads, we recommend hearing it from the horse’s mouth. Facebook has some fantastic tutorials and support resources, making the social media marketing platform quite easy to “like.”