Facebook Ads: Online Advertising On Facebook

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Imagine an advertising tool that helped you reach your igiảm giá customers based on what they lượt thích, their interests, và their behaviors. A tool that saved you time và money by optimizing your ad delivery lớn get your message in front of those most likely to convert.

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That’s what you get with Facebook advertising, a platsize used by many ecommerce entrepreneurs và marketers, especially those just starting out who don’t have much advertising experience or a big ad budget. Anyone can fuel their business growth with Facebook ads, as long as they’re willing lớn learn the basics.

In this beginner’s guide, we’ll look at what makes Facebook such a popular advertising platsize with so many brands & walk you step-by-step through how to lớn set up a Facebook ad chiến dịch to lớn drive sales for your business.


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Why use Facebook for advertising?

With so many options, deciding where to spover your marketing budget can be difficult. What makes Facebook particularly attractive for new và experienced business owners boils down to three things:

1. Driving traffic from an active sầu & engaged user base

Facebook is a place where we connect with family and friends, and—as much as we hate to admit it—it’s pretty darn addictive sầu. Facebook reportedly has more than two billion active monthly users, và those users spover more time on Facebook than on competing social networks. In addition, Facebook owns Messenger & Instagram, two other popular sản phẩm điện thoại apps accessible khổng lồ Facebook advertisers through its advertising platform. That’s a lot of active, engaged traffic to lớn drive to your landing page.

2. Targeting customers based on demographics, interests, & behaviors

Facebook is designed for sharing personal updates & information with your network, such as vacation photos, new songs you’ve sầu discovered, & relationship statuses. All the likes và connections made on Facebook và Instagram create detailed user profiles advertisers can tap into through targeted ads. Facebook advertisers can match their products và service against a long danh mục of users’ interests, traits, & behaviors, resulting in a higher likelihood of reaching their ikhuyến mãi customers.

3. Generating brvà awareness

Most businesses have sầu a Facebook and/or Instagram business page they use for connecting with their fans và customers on social truyền thông. When you decide lớn use paid ads on Facebook & Instagram, you can opt lớn have sầu them come from your brand’s social pages. This often results in increased brvà exposure và new followers for your company, which is one of the benefits of advertising on social platforms.


Types of Facebook ads

Your success in Facebook advertising depends on your objective sầu và the types of Facebook ads you use. Producing effective, high-performing ads, however, presents a challenge for many beginners because there are so many different types lớn choose from. 

To help overcome this hurdle, we’ve outlined five key Facebook ad formats you can use. 

Image

Single image ads are the standard for Facebook advertising. They are easy lớn make, offer a clean format for you lớn promote your brvà, and are one of the most effective sầu ad formats. In one Facebook study, a series of photo-only ads outperformed other ad formats in driving chất lượng traffic.

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Image ads are best for when you want lớn create an ad quickly or don’t have much of a budget. You can create an image ad right from your Facebook page as a boosted post, or if you want more detailed targeting options, you can make one in Facebook Ads Manager.

Video

Video ads let you show off your product or br& và capture viewers’ attention in the feed. You can create Clip ads in Facebook Ads Manager or boost a post that has a đoạn Clip from your Facebook page. These ads appear on Facebook, Instagram, Audience Network, & Messenger. 

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You can use Facebook video ads khổng lồ show unique features or tell your brand’s story. Videos that are 15 seconds or less can help capture your audience và keep them engaged. They should also have a clear Gọi to lớn action (CTA) at the kết thúc, such as purchasing a sản phẩm or visiting a website. 

Carousel 

Carousel ads let you include up to 10 images or videos in a single ad, each with its own links. People can scroll through the carousel by swiping left or right on their devices or by clicking directional arrows if using the desktop client. 

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You can use carousel ads to:

Feature multiple products và links out lớn different landing pagesShowcase different angles of one hàng hóa khổng lồ inform potential buyersExplain a process or offer a tutorial Present one large image across multiple frames to create a more immersive experience

Collection

The collection ad format includes a full screen, Instant Experience to make it easier for people lớn browse và buy your products. These ads include a cover image or đoạn phim & can show multiple products underneath. 

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Collection ads are a great way to show off your product catalog, offer an enjoyable browsing experience, and help turn interest into lớn sales. You can show these ads across the Facebook News Feed, Instagram’s feed, and even Instagram Stories. 

How to lớn advertise on Facebook, step by step

Follow this Facebook ads tutorial to lớn phối up & launch your first ads. 

Step 1: Setting up your Facebook Business Manager

Many of the people who give sầu up on their Facebook advertising efforts bởi vì so because they set up their trương mục incorrectly or become so overwhelmed by Facebook’s myriad ad options that they never make it to the point of actually running a chiến dịch.

So, to start off on the right foot, you first want to lớn ensure you mix up your Business Manager account correctly.

Business Manager is the section of Facebook that houses your Facebook ad account, business pages, and other tools you’ll need lớn run your ads.

To create your Facebook Business Manager account, go to lớn business.facebook.com & clichồng Create Account.

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Facebook will ask you for your business name, your Facebook business page (create one first if you don"t have one), your name, & your email address.

Next, you’ll need to create or add an existing advertising account. This can be done by choosing Business Settings in the Business Manager thực đơn, then clicking More Tools và Ad Account Settings. 

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You will be taken khổng lồ a new window và given the option of adding an existing ad trương mục, requesting access lớn an ad tài khoản, or creating a new ad trương mục. If you’ve never advertised on Facebook before, cliông xã Create a New Ad Account và follow the prompts.

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Now that you’ve sầu phối up Business Manager & connected it khổng lồ your Facebook business page và ad trương mục, your home screen should look like this:

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This is your advertising hub, where you can navigate lớn all the different areas of your business on Facebook.

Step 2: Installing the Facebook pixel

One of the most comtháng frustrations aý muốn new Facebook advertisers is understanding whether or not their ads actually worked. It’s possible lớn boost a post or even mix up an advertising campaign in Ads Manager, but without installing the Facebook pixel you won’t know whether an ad drove any sales on your trang web.

The Facebook px is the connection point between your Facebook ads and your trang web. The pixel is a tracking code you need lớn create within your Business Manager account và then add to lớn your trang web before you begin paying for ads. It shows you all the actions being taken by visitors coming khổng lồ your trang web through your Facebook ads. Essentially, the Facebook pixel tells you not only if your ads drove sầu results but which specific audiences và pieces of creative those conversions came from.

Setting up your Facebook px in segala.info

Setting up the Facebook px on your trang web is easier than it sounds & rarely requires digging around in code.

If you"re using segala.info, setting up your Facebook pixel is as easy as copying your px ID (a 16-digit number) from your Business Manager tài khoản and pasting it inkhổng lồ the Facebook pixel ID field, located under Online Store in the preferences section of your segala.info store. 

You should start seeing your website’s activity within a few hours of adding your pixel ID to lớn your segala.info store. Stats such as visitors, add lớn carts, and purchases are recorded in your Business Manager account under Pixels. 

Step 3: Creating Facebook audiences

Targeting the right people with your ads is one of the keys khổng lồ being successful with Facebook advertising. Facebook has billions of users worldwide, so finding those most likely to be interested in your br& or sản phẩm requires the use of Facebook’s audiences feature.

Audiences is a section within Business Manager where you can create lists of people khổng lồ target with your ads. There are several different features available within the audiences section lớn help you define these lists, but they can be divided into two broad categories: retargeting & prospecting.

Retargeting: Converting warm audiences

Someone who has visited your website, added something to lớn their cart, or followed you on Instagram is more likely khổng lồ consider buying something from you—they might just need a little encouragement.

If you’ve sầu ever browsed a brand’s trang web và then found yourself targeted by its ads every time you open Facebook or Instagram, that’s called “retargeting,” và it’s one of the most effective sầu forms of Facebook advertising.

You can create Facebook retargeting audiences using the Custom Audiences feature, located in the Audiences section of Business Manager. Custom Audiences offer you the option lớn tap into all the data captured by your Facebook pixel và business pages.

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When creating a Custom Audience, you are given a menu of different sources to lớn draw from. The three main sources ecommerce businesses will want to use are customer file, trang web traffic, và engagement.

1. Customer file

Customer tệp tin allows you lớn upload a danh mục of gmail addresses, phone numbers, và any other tương tác information you’ve collected from customers or leads. Facebook matches this information back to lớn its own users so you can target them directly with your ads. Creating an audience using a customer tệp tin is great for re-engaging past customers with new products or reaching gmail subscribers who haven’t yet made a purchase.

2. Website traffic

Website traffic allows you to create a retargeting danh sách for reaching your trang web visitors. Here, you can create lists of various sizes based on actions taken or pages visited on your website. Common retargeting lists that generally convert well include those who visited your website in the past 30 days or added something lớn their cart in the past seven.

Learn more: How lớn Drive sầu Traffic lớn Your Website

3. Engagement

If you have sầu an active sầu Facebook or Instagram page for your business or have been experimenting with ads that are getting engagement (i.e., page likes, comments, & shares), you might want khổng lồ retarget these engagers as well. Selecting Engagement from the Custom Audiences options takes you to another danh sách of various types of post engagement you can retarget. Whether you have a đoạn Clip collecting lots of views or an sự kiện that had a large number of attendees, retargeting different groups of engagers is an effective way to bring prospects who may be interested in making a purchase lớn your website.

Prospecting: Finding new customers

Finding new customers is an even better way to scale your business using Facebook ads than retargeting past customers & converting website browsers.

Looking for new customers is often referred to lớn as “prospecting” and involves advertising to lớn those who have not purchased from you or interacted with your business online. For small and medium-sized businesses, this encompasses the majority of Facebook’s billions of active users, & deciding how lớn start narrowing down that danh sách can be difficult.

Facebook created two useful tools that help businesses find the best potential new customers:

1. Lookalike Audiences

One way Facebook finds good prospects for your business is by using a list of customers or leads you’ve sầu already collected. Lookalượt thích Audiences use the data from your Custom Audiences to create a new audience filled with Facebook users that giới thiệu similarities with your existing customers.

Lookalượt thích Audiences can be created using any of your Custom Audiences và range in kích thước & likeness from 1% khổng lồ 10% of a selected country’s population. A 1% Lookalike Audience contains people who most closely resemble the Custom Audience source và therefore are an easy first target for your prospecting campaigns.

As you expvà your targeting và increase your budget, moving lớn a 3%, 5%, và eventually 10% Lookalike Audience can provide you with more scale while still being tied to a user profile that matches your customer.

2. Interests, behaviors, & demographics

If you don’t have a menu of past customers or trang web visitors to lớn create a Lookalike Audience, you can use Facebook’s interest, behaviors, và demographic data khổng lồ create prospecting audiences using the saved audiences option.

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Here’s a breakdown of each category, with examples of sub-groups within each one:

Interests relate to pages & content Facebook users have sầu interacted with (e.g., K-pop, scuba diving, exercise).Behaviors are actions taken by users that were recorded by Facebook (e.g., celebrating a birthday, moving to a new city, having a baby).Demographics include user profile information (e.g., new moms, engineers, college grads).

There are likely several audiences you’ll want to test from all of the options available within interests, behaviors, & demographics. The Audience Insights tool can help you narrow down these options và identify categories for testing.

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The information gathered in Audience Insights can be used to lớn identify new interests for targeting experiments, as well as placements & locations that might work for your chosen demographic.

Since interest, behavior, và demographic audiences are usually quite broad & consist of hundreds of thousands lớn millions of users, it’s good practice to demo them individually so you can find which one works best. Once you have narrowed in on audiences that convert through your ads, you can start experimenting with additional audience layers lớn broaden your prospecting campaigns.

Step 4: Creating a Facebook ads campaign

The ads you see in our Facebook feed—those images, videos, and carousels accompanied by the word “Sponsored”—are actually part of a larger cài đặt created by advertisers, called a chiến dịch.

The first step in creating your ads is creating a chiến dịch for them to lớn live sầu within. The structure of a campaign, and its corresponding Facebook ads, looks like this:

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Within each chiến dịch is an ad set. This is where you choose your audience, budget, and targeting, as well as the ad users will see. A single campaign can contain multiple ad sets, allowing you to test various audiences and individual ads against each other lớn find which of each performs best so you can focus there.

Choosing an objective sầu for your campaign

To begin creating your first chiến dịch, go khổng lồ the Ad Manager within your Business Manager tài khoản và cliông chồng the Create button. From there, you will be asked lớn select an objective.

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There are three categories of objectives within Facebook ads: awareness, consideration, và conversion.

Under each category is a short danh sách of more detailed options, such as traffic, video clip views, & product catalog sales. You should consider what your goal is as a business & what you want to achieve sầu with your Facebook ads và let the answers guide your decision.

Here are some examples of how different goals will affect the chiến dịch objectives you set:

If you want lớn increase sales on your website, phối your objective to lớn Conversions.If you are having trouble making online sales, you might want khổng lồ choose Add lớn Cart (which typically costs less than Conversions).If you aren’t selling a sản phẩm yet but want to lớn generate buzz or awareness, the Br& Awareness objective is a good way to get low-cost impressions.If you are having trouble driving traffic to your trang web, choosing Traffic as an objective can help create a retargeting các mục for another campaign.

No matter what objective you choose, Facebook will always charge you for impressions—the number of people your ad is served lớn. It is important to communicate to Facebook what your objective is so your ads will be optimized khổng lồ reach your goal. If you choose Traffic but are actually looking for website purchases, you won’t be guaranteed lớn reach your goal because it was not chosen as your objective at the chiến dịch màn chơi.

Before moving onto lớn ad sets, you will also need to name your chiến dịch, an important consideration that"s easy lớn overlook.

Coming up with a naming convention for your campaigns, ad sets, & ads helps keep your account organized. Naming conventions are a system you create khổng lồ help you identify your objective, who you’re targeting, and where your chiến dịch fits inlớn your overall strategy, at a glance. Your chiến dịch names can also identify which Facebook audience (e.g., prospecting or lookalike) the campaign is targeting và other key information: Prospecting - Conversions - 03.24.19.

How you choose your naming conventions is up lớn you. The most important thing is that you are consistent so your account stays organized & easy for you, or other members of your organization, to lớn navigate.

Step 5: Setting up your first ad sets

After choosing your chiến dịch objective, Facebook directs you khổng lồ the ad phối màn chơi, where you’ll have the opportunity to choose:

Which audience you wish to targetThe budget you want to lớn spendThe placement of your ads within Facebook’s network of products.

You may be asked khổng lồ provide more information on the type of event you want Facebook khổng lồ optimize for, depending on what you chose as your objective sầu. For example, if you chose Conversion, hoping to get more sales on your trang web, you will need to choose the type of conversion event you’re hoping for, within the ad set section:

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Note: Facebook can only optimize for conversion events it has seen on your trang web. If you haven’t received any purchases or add to lớn carts, the option lớn optimize for these events may not be available khổng lồ you. In this case, you can choose Traffic & ayên to unlochồng the option khổng lồ optimize for purchases down the line.

Setting your budget and schedule

The next step within ad sets is to enter your budget and choose whether you want it to be a daily budget or a lifetime budget. Deciding how much to spend depends on several factors:

How much money you’ve sầu budgeted for marketing: you can only spkết thúc what you can afford.The cost of your product: higher cost items generally require a higher ad spover.The objective sầu you’re optimizing for: sales-focused objectives lượt thích purchases usually cost more than awareness-focused objectives like engagements và clicks.Your average customer acquisition cost: if you have tried paid advertising on other platforms and have sầu a customer acquisition cost, you will want khổng lồ apply it here.

You always want khổng lồ make sure you are giving Facebook ads a fair shot by allocating enough budget to achieve sầu your goal. Once your ads are published, you need to lớn allow time (and budget) for Facebook’s “learning phase”—the period when its algorithm examines your data. You can use Facebook’s chiến dịch budget optimization (CBO) lớn automatically manage your chiến dịch budget across ad sets to lớn get the best results.

Audience

Within ad sets, you will be given the option to select and refine a prospecting or retargeting danh sách you created in the Audience section. Choosing locations, genders, ages, và languages can help narrow your audience further & provide more variations to chạy thử in different ad sets.

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Further down the page is the option to add detailed targeting through Facebook behaviors, interests, or demographics. Here, you can opt khổng lồ use these categories khổng lồ create a new audience khổng lồ layer on top of your existing audiences or simply stichồng to lớn a Custom or Lookalượt thích Audience you’ve sầu selected above.

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At the ad phối cấp độ, you also can target people based on Connections by tapping inkhổng lồ lists of people who lượt thích your business page, phầm mềm, or events, as well as their friends. If you have sầu a large number of people that fall into these categories, targeting based on connections could put your ad in front of a great prospective audience.

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Ad placements

Finally, ad sets give you the ability to lớn select where you want your ad khổng lồ appear. As mentioned above, Facebook owns other popular apps, giving it the ability lớn place ads outside its own News Feed. If you are interested in reaching only Instagram users, for example, ad sets let you exclude all other placements.

Facebook recommends selecting automated placements for your ad mix. This option allows Facebook khổng lồ optimize for your chiến dịch objective sầu by using all placements available to lớn produce the best results.

Step 6: Choosing your creative (your ad)

The final step in creating your Facebook ad is coming up with the creative—the ad itself.

Facebook advertising is quite different from traditional advertising và has its own mix of best practices for Facebook ad creative that actually converts.

When creating an ad, you will be given the option lớn select the Facebook business page and/or Instagram tài khoản that will present your ads. This secondary benefit is a great opportunity to grow br& awareness và social media followers, even if it isn’t your overall chiến dịch objective sầu.

Retargeting with dynamic sản phẩm ads

One of the most common Facebook ad formats in ecommerce is the dynamic sản phẩm ad. If you’ve sầu ever browsed a store online và then been retargeted with the exact products you viewed, you have sầu seen a dynamic hàng hóa ad in action. These ads pair your Facebook pixel data và your Facebook product catalog, so visitors khổng lồ your website are shown products they looked at or added to lớn their cart.

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The Facebook sản phẩm catalog is another connection between your business trang web & your ad account that can be set up within Business Manager, under the Assets thực đơn. You can create a catalog through your Facebook pixel or, if you are using segala.info, you can add the Facebook sales channel and sync products seamlessly khổng lồ your ad trương mục.

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Once your catalog is created và you’re ready khổng lồ make a dynamic product ad, return lớn the Ad Manager và create a new chiến dịch with Product Catalog Sales as the objective sầu. This will allow you to select your hàng hóa catalog at the ad phối level, as well as customize who you want lớn show relevant products to.

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Aside from retargeting past purchasers or trang web browsers, you can also use dynamic hàng hóa ads for prospecting. If you choose this option, Facebook will show products on your store it believes will be relevant khổng lồ new prospects, based on their profile data, even if they haven’t visited your website before.

Step 7: Optimizing your Facebook campaigns

Setting up a campaign on Facebook is an important first step, but learning how khổng lồ monitor its performance and optimize it over time is necessary if you want lớn succeed on the platform. Typically, you will want lớn check in on your Facebook ads at least once a day (even more frequently as you increase your spend).

It might be tempting to lớn make changes to lớn your targeting or turn off an ad if you don’t see purchases after one day, but it’s important lớn be patient.

Facebook ads need time khổng lồ optimize so the algorithm can learn who is most interested in what you’re selling. If you aren’t sure whether you should turn off your ad, try waiting until it gets at least 1,000 impressions before investing more or shutting it down khổng lồ kiểm tra something new.

Creating a funnel

Prospecting và resale are both important audiences khổng lồ target, but they generally work best when done together lớn create a “funnel.”

A funnel is a marketing strategy based on the simple fact that the vast majority of people you market lớn aren’t ready lớn buy right at that moment. A funnel-based approach to kinh doanh focuses on tailoring your advertising depending on your audience’s intent to lớn purchase và familiarity with your brvà and products.

Creating a funnel on Facebook can be done by targeting a cold audience of prospective sầu customers, such as a Lookalượt thích Audience or a behavior-based audience in one chiến dịch, và retargeting those who visit your website in another campaign. As you scale your advertising budget, your funnel can become more intricate, with multiple campaigns that target customers at different points within the funnel:

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The above example shows how one campaign can be used to drive awareness & traffic from a larger audience at the top of your funnel and subsequent campaigns can re-engage or retarget that traffic lớn bring them baông chồng to lớn purchase.

If prospecting using the Purchase Conversions objective is not generating sales for your business, choosing a less expensive sầu, higher-funnel objective sầu, such as traffic or add lớn carts can create a list of prospects khổng lồ retarget with a second chiến dịch. This effectively will create a funnel with your Facebook ads, where you can serve sầu each target audience different types of creative sầu that bring prospects baông xã to your trang web khổng lồ complete a purchase.