So, in the previous post we’ve introduced you to the main tools that you’d need to know when using Facebook Advertising – Pixels, Customs and Lookalike Audiences. Those are the key elements that make a difference between a successful, well targeted ad campaign and a random, weird advert that pops up on your news feed now and then.
If you master Pixels and Custom Audiences, all you’re left to do is apply this invaluable information to your Facebook campaigns. Since there are multiple types of ads you can run through Facebook, knowing which are most efficient may save you some extra time and money.
Currently, Facebook offers the following types of ads:
- Page post promotion
- Page promotion
- Website promotion – you can send people to your website once they click your ad AND/OR track their actions on your website. This also includes promoting your Call To Action button.
- App promotion (installs, engagement, etc)
- Event promotion
- Offer promotion – users can claim a limited deal you’re offering via Facebook.
- Video promotion
For all of them you get to choose the ad placement, i.e. news feed or right hand side. For apps you can select just iOS or Android users, focus on certain countries, exclude certain groups of people. The choices are endless.
So, let’s go through each example separately:
Page Post Promotion
Here, you have two options – you can either turn an existing post on your Page’s wall into a sponsored ad, or you can create an unpublished post ad (also referred to as Dark Post). Users interact with this type of ads exactly in the same manner as they would treat a regular post – they can like it, can comment on it, if it includes a link they can follow the link or watch the youtube video you’ve attached. No rocket science. If you choose to show your advert in the news feed – mobile and/or desktop, your text will be displayed as you’ve set it up. In the case of the right hand side placement – the ad will display only the first 90 characters of your text and will redirect people to your page once clicked.A great trick which you won’t read in many articles – quite often while running Page Post Ads, you can squeeze from them a lot more new fans than from your Page Likes Ads. This happens when your Post ad is successful and gets many likes from non followers. All you have to do is go to the list of those who liked your sponsored post and click Invite besides each name. Just remember to do it at the end of the day, or every 2 days – otherwise people forget about your ad and can’t relate to the topic anymore, and therefore are less likely to accept your Page Invite and follow you.
NOTE: Promote posts which include a visual – text doesn’t really get that much traction on its own (but you know that already from our previous posts, don’t you?).
Page Likes Promotion
With this type of ads, you focus on growing your following community, by encouraging users to Like your page and follow your posts and news. Make sure you use the Custom Audiences created with the help of your Facebook Pixels. The Ad creation process is very similar to the first one. Just select Promote Your Page from the Ads manager menu and select the Audience, Location, Age, etc.
You might want to exclude from this advert the people who are already following your page. In the Connections section choose Facebook Pages and Exclude People Who Like Your Page.
The Page Likes Ad will usually run with your current Cover Photo as the visual, though you can upload any other image (cover photo size) if you want. You should also add a text caption. We suggest keeping this simple and attractive. State in your advert directly who you are/what’s your product/what should the user who sees this do – Like Your Page / Become your Fan / Follow your Work. Don’t leave people wondering what they should do with this.
In this case, your ad takes users away from the Facebook platform and to the URL you’ve indicated. You can take them to your homepage or any other page. Just make sure the final destination is consistent with the message on the ad. Otherwise, your bounce rate will be skyrocketing. There’s nothing worse then clicking on an ad and not receiving the information that you were promised. Make sure you choose a relevant Call To Action button for your ad.
Again, the set up is very easy. When you add your website’s URL, Facebook will verify and display also your Pixel to it (if you have one installed), which will help you track those who access your website or perform certain actions (subscribe to your newsletter, buy your product, etc).
Depending on your URL, Facebook will show you a preview on the visuals from that website page. You can choose to display just one or multiple, or add a completely different one for the ad. What is great about this platform, is that they always show you the recommended size and remind you about the 20% of text rule. If you haven’t heard of it – Facebook allows you to advertise only with images that have maximum 20% of text on them. There’s a special grid where you can test the images you plan to use for your ads. See here.
Similarly to the website promotion, you add a URL for this type of ad. It’s usually a link from AppStore or GooglePlay. If you have your app on both, you’ll have to set up an ad for iPhone users and then another one for Android users. Concept is similar to all previous setups.
By now, you should be a Pro in setting up any Facebook ad. If you need more visibility for an event that you’re organizing, add the event’s url and indicate your target audience. For this type of ads, the call to action would be “Interested” by default, which later sends notifications to those who subscribed to the event’s news.
NOTE: You don’t have to be the creator of the event, to be able to promote it.
If you try to create an ad based on an offer you may get displayed the following message – No eligible post exist at the moment.
To create an offer that people can claim, i.e. a limited discount that you’re offering to the first 100 people who claim it, go to your page and in the section where you usually post your status updates, choose Offer. Add all the needed details, description of the deal, url where people can redeem the discount/coupon, set a number if it’s limited, etc.
Now you are ready to additionally boost this offer, so not only your followers get to see it, but also new potential clients. Go to your Ads Manager, choose Get People to Claim your Offer and set up your ad.
Similar to posts, you can choose to boost the videos you uploaded directly to Facebook. The mechanism is similar to all the rest, so we will spare you the descriptions. Worth mentioning here is that Facebook favors its native videos compared to YouTube links that people add. So, if you experiment with promoting the same video, one uploaded to Facebook directly, the other through a Youtube link – you may get a lot more engagement with the native one.
NOTE: Same concept applies to all Facebook ads actually – since Facebook wants you to stay on their platform rather then leave and browse elsewhere, ad campaigns which keep users on Facebook often prove to be a lot more successful. Therefore boosting an image post may bring more interaction than boosting a post with a link to another website. This does not mean that you shouldn’t experiment and see which work best for your brand and products.
So, good luck with testing these out! Let us know if you have any questions. We will be posting one more, last part from the Facebook for Business series, in which we’ll explain how to monitor and analyze your Facebook page’s analytics. Stay stunned!