Facebook advertising
In our previous article, we explained the importance of Google Ads advertising and transforming your business for the digital environment. Today we explain how Facebook advertising works and what advertising options Facebook offers.
Čo v článku nájdete:
Advertising on Facebook
Facebook offers several types of advertising, available in Facebook Business Manager. This is where you create your business account and manage all your advertising activities.
Facebook offers three advertising categories based on the goal you want to achieve: awareness, consideration and conversion. When building awareness of your brand, you target people who do not yet know it and aim to reach the broadest relevant audience. In the consideration phase, you target people who know your brand but are considering other options or competing brands. You want them to interact with your business—for example, by clicking through to your website, app or video—and convince them that you are the best option. The third phase, conversion, targets people who have visited your website or watched your video but have not yet bought. This performance campaign is primarily intended to make potential customers purchase, convert or complete a sale.
A campaign also requires decisions about the type of campaign, placement and marketing budget, as well as a clear understanding of what your company wants to achieve and whom it wants to target.
1. Brand-awareness advertising
Awareness advertising is useful when your brand is new and known by few people, or when you are expanding your existing audience while offering your products to a different target group. You target people relevant to your brand who are likely to buy from you. You select the campaign based on Facebook users’ demographics and interests.
A reach campaign is shown to as many people as possible within a predefined audience, and you can set the period in which the target audience may see the advert. This is an excellent option for new brands that need to establish a position in the market.
2. Consideration advertising
Traffic campaigns focus on a predefined destination: a website, app or message. The aim is to direct and improve traffic to a landing page. These campaigns use buttons often labelled “learn more” or “shop now”, and you pay for impressions or clicks on the advert. They can use video, photography or carousel formats.
Engagement campaigns aim to involve as many people as possible in a post. You want people to comment, like, share or click it. The post must be attractive: this improves the cost per engagement, so a €10 advert may generate the same number of interactions as a €25 advert.
With an app-install campaign, you direct users to an app store where they can download your app and encourage them to install it.
If you want advertising for video views, you need to create a high-quality, interesting video presenting your services or products. Video is an excellent way to attract attention and keep people on your page longer. Videos often receive much more engagement than posts and, if sufficiently original, are often shared by Facebook users.
A lead-generation campaign is used when you need to find new customers and collect data such as an email address, interests and telephone number. It is useful when you want people to subscribe to a newsletter or download manuals or offers. You target people who may be interested in your products or services and can target them again later using the information collected.
If you want Facebook users to send messages through Messenger, you can choose a messaging campaign.
This campaign increases conversations with customers, lets you provide support, complete a purchase with them or answer their questions. It uses a CTA button labelled “send message”.
3. Conversion advertising
Conversion is the final advertising category. It encourages users to take an action, such as making a purchase. Facebook Pixel is used to measure conversions, and you pay for impressions of an advert containing a link to your website or a specific subpage.
Catalogue sales are Facebook adverts that automatically generate products from your offer based on the target audience. They show a Facebook user a product they viewed in your e-shop but did not buy. To display products this way, you must create your own catalogue, describe the products, add photos and a CTA button.
If you want to improve traffic to a physical shop, target people located near the shop. When selecting an audience by location, you can add more specific demographic characteristics and interests.
This is how advertising on Facebook looks and works. Our company has professionals who specialise in digitalisation and social media management for businesses. If you want to digitalise your company and set up advertising on Facebook, Google Ads or other social media, please contact us.
