Facebook is the most populated social media platform available worldwide and is being used by marketers around the globe to advertise their products and services.
Extensive usage of Facebook as their sole marketing platform is not uncommon for many advertisers. With the power of its data and targeting, the job of a marketer becomes easy.
But as the popularity grows, so does the competition, and accordingly, planning your campaigns becomes increasingly crucial to gain an edge over rivals in the market.
Regularly updating news feeds with good quality content is the best source to drive in traffic to your social media handles. Continuous use of engaging creatives attracts the right audience. Social Media Marketers try to get more people on their Facebook pages by making engaging content. It’s essential that people like, comment, and share your posts, which helps in giving you a better-compounded audience. As per the rising trends, entertaining stories and funny memes have the highest sharing capabilities.
Companies are making more entertaining posts to take advantage of the Facebook newsfeed and audience size.
Potential buyers are everywhere, and you must pick the right niche for your engaging content.
Seeing audience insights on the page settings tab helps you analyze which type of post is appreciated. This KPI is essential for your future engagement plans.
But relying just on organic content building and newsfeed reach would not help your brand, and would restrict your growth opportunities. This has to go in sync with the adequate implementation of paid ways for building brand and promoting conversions.
Here are some key elements of advertising on social media, which should always be kept in mind. When you are switching, you are giving your reach, building responsibilities to the social media platforms.
Choosing the objective –
The first part of the paid campaign is selecting the correct target for your goal. Facebook provides a variety of purposes to choose from, and picking the correct one as per your goal is vital for running a successful campaign. A marketer should know what exactly are they looking to advertise and through what means, one can choose from a different set of campaigns mentioned below
- Brand awareness: Introducing the brand to a new audience set.
- Reach: Showcasing the ad to as many people as possible within your audience.
- Traffic: Driving traffic to a web page, application, Facebook Messenger conversation, or a Facebook event
- Engagement: Reach audiences to increase the number of post engagements and Page Likes, or increasing attendance at your event, or encourage people to buy a special offer.
- App installs: Bring people in for installation of your app.
- Video views: Bring more people in so that they watch your videos.
- Lead generation: Making people registering in the leads sheet and bringing your potential customers to the sales funnel.
- Messages: Encouraging people to contact your business through Facebook Messenger.
- Conversions: Encourage the audience to take a specific action on your website (like subscribe to your list or buy your product), with your app, or on Facebook Messenger.
- Catalog sales: Syncing your Facebook ads to your website’s product listings and showing ads for the products they’ll most likely buy.
- Store traffic: Drive nearby customers to your stores.
Choosing the correct ad format –
There are several format ads to choose from based on different objectives. Some of which are listed below-
- Image and Video Ads–
Image and Video Ads are best suitable when you target to fulfill goals like brand awareness and reach. Image and Video ads are the display ads that are visible and allow quick consumption to your target audience based on their interest, age, and location demographics. Image and Video ads help your brand awareness objectives. Running image and video ads are the most suitable form of Social Media Advertising Agency when your goal is brand-reach, and your KPIs are enhancing engagements and page likes.
These types of ads are the most used and heavily relied upon, among all formats of Facebook advertisements , and give the best engagement results. The only thing to keep in mind when you are creating an image/video ad is that it should have minimum yet direct content that sends out a crisp message since engagement primarily happens on the visual creatives.
- Carousel and Slideshows–
A series of images are put together, all leading to different URLs of the same website. This serves best when you want to showcase different products of your website’s catalog or different tours if you are a tourism company. Image carousels and slideshows are primarily used when you want to drive in website traffic and eCommerce sales.
A pattern has to be followed when you are making a carousel ad, and all the slides should go in sync with one another. For example-an ad containing umbrellas on one slide and earphones on the next would look absurd; no one will be interested.
One key point to remember when you want to drive in traffic on your website and conversion is choosing “, engage shoppers” in the interests column when you are selecting the target audience. This is a key to get more conversions; Facebook analyses the behavior of its users and segregates the people who are active shoppers. Choosing this on the interests will make your products selectively available to the people who have been shopping on different marketplaces.
Dynamic ads are used for remarketing and retargeting your potential customers. Dynamic ads are shown explicitly to shoppers who have already engaged with your products or services.
Facebook gives you a pixel that is to be attached to the websites’ source code, and based on that future targeting is done by Facebook algorithms. Using Dynamic ads gives you a lot more control over your existing audience, and ads can be altered based on different demographics.
Effectively using dynamic ads is essential to growing in 2020 as the people who were engaged with your platform before are likely to be your customers. They are the people who went ahead to know more about the product. Using this audience set can also help when you are planning to introduce a new product in the market.
Facebook, with its audience size, has the potential to take your business to a whole new different level, but marketing through this social media platform is not as easy as it seems.
The idea of reaching-out seems uncomplicated when you understand the way Facebook’s algorithm function, the system of getting a compounded audience when people engage with your content. Assuming, doing just this will help your growth is not very rare, and the efforts would go in vain if paid advertising channels do not assist it.
Getting to a qualified audience is critical when you decide to build your brand reach through Facebook advertisements. Facebook is a network of over a billion people that are spread across the globe, and have all types of cultural differences. With this type of diversity, it’s essential that you specifically choose and serve the audience based on their interest. Selecting the correct objective and format is equally important when you use Facebook as a medium for your growth.
Facebook is a grid of 1.5billion users, and using it the right way can springboard your route towards your goals. Your business can reach a new height, but planning your marketing plans and forecasting the growth and setting benchmarks against previous standards is essential for marketing in 2020.