Beginners Guide to Facebook Marketing
By: Nameet Potnis
Tags: All Posts, Advertising, Facebook, Marketing

In today’s world, there is nothing that social media cannot help you with. We don’t have a choice whether we DO social media, the question is how well we DO it. Most of us are aware that we can create our own Facebook page, name it and post things for our business/personal use. What we are not aware of is how effectively we can use Facebook’s features to fulfil our objectives.

The basic ingredients of success while doing Facebook campaigns is to identify your target audience with a laser sharp precision level and talk their language when communicating about a product or service.

Creating a campaign on Facebook is easy. Just follow these simple steps.

-> Visit ads manager

To start with Ads Manager you have 3 options. Option 1 — you can click on the “Ads Manager” icon that you can see in your personal FB profile. It’s on the left side of your timeline. Option 2 — go to www.facebook.com/ads/create. Options 3 — Register on Business Manager, claim the ad account for which you want to run the ads and create the campaign.

-> Choosing your objective

Once you are in the Ads Manager first step will be to choose your objective. You can select from a range of objectives given below:

Clicks to Website: Send people to your website. Website Conversions: Increase conversions on your website. You’ll need a Facebook pixel on your website to create this kind of ad. Page Post Engagement: Increase your post’s engagement. Page Likes: Promote your Page and get Page likes to connect with more of the people who matter to you. App Installs: Get more installs of your app. App Engagement: With this you can send the users to perform specific activities such as shop a product, register for an event, etc. Offer Claims: Create offers for people to redeem in your store. Local Awareness: Reach people near your business. Event Responses: Raise attendance at your event. Video Views: Create ads that get more people to view a video.

-> Naming your campaign

There are two ways in which you can name a campaign — Use existing name or create a new one. You can enter the campaign name in space provided or use the default one assigned by Facebook.

-> Choosing your audience

In the ad targeting section, fill out the details of your audience. You can choose audience characteristics such as age, gender, interests and more. In the Locations drop box, you can not only select people in particular location, but also people travelling to that location.

If you want to go a little deeper in the targeting bit then specify the demographics, interests or behaviors you are looking for. The fun part is Facebook provides exclude option, just like it provides include option. E.g. If you want to include people who stay in a city but want to exclude people who are traveling to a suburb in that city, it is possible.

-> Setting your budget and ad schedule

In the budget & scheduling section, you can either choose a daily budget or a lifetime budget and set your ad’s schedule whether you want it to be continuous or for a specific time period.

-> Setting your bid

If you choose, you can set a manual bid by updating the Optimize for and Pricing sections with your preferences.

-> Naming your ad set

Next to Ad Set Name, add a name for your ad set or use the default name that appears.

-> Choosing your images

You can choose the images that you want to set for the ad campaign.

-> Adding text/links and choosing your ad placements

After choosing your images, you can add text and links to your ad. A character limit will appear when you edit your text to ensure that your audience will be able to see your entire message.

The following preview will appear on the right side of the page. This will help you visualize how the ad looks on desktop as well as on mobile.

Choose from multiple options of where you want to place your ad — Mobile news feed, Desktop news feed, Audience network or more. All of the ad placements will be auto-selected, but you can click Remove if you don’t want to show the ad in a particular format.

-> Placing your order and choosing how you want to pay for your ads

When you’re ready, click Place Order to begin your campaign. The first time you place an order, you’ll be asked to enter your payment information. Once you complete the billing related details, your campaign is scheduled for review. FB’s team checks the campaign thoroughly and gives approval, post this the ads start showing to your TG. The approval process takes around 4–6 hours.

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