Facebook Ads Management Services Agency is no longer an insider tip in online marketing, that much is certain. But how do you design Facebook campaigns? We reveal that here: In the first part of this guide, you will find the most important basics, and in the second part instructions for Facebook Ads. Oh yes: Of course, we also have an overview of the costs of Facebook advertising for you!
WHAT ARE FACEBOOK ADS?
Facebook Ads are paid ads on Facebook. They are very specific to target groups and are displayed almost everywhere – in the news feed, as small banners on the right side, as in-stream video ads, or between stories. You can also place ads in the Marketplace.
To be precise, Facebook Ads Management Services Agency are the last link in the chain of Facebook marketing tools. If you had to create a hierarchy, it would look like this:
The ad is the part that the user sees. For you as an advertiser, Facebook Ads are an opportunity for highly personalized, efficient advertising at a low price. This makes them an excellent alternative to Google AdWords.
Facebook ad display
Facebook Ads are paid ads on Facebook.
FACEBOOK ADVERTISING: 3 PHASES
Advertising with Facebook Ads consists of three phases:
Create awareness of your brand: who is the brand, what does it do and why is it interesting for the customer?
Repeatedly draw attention to your brand: Use Facebook retargeting to address users who are already interested and entice them with attractive offers to finally generate a purchase intention in the user.
Once you have left the contact details, leads usually become active customers later on.
STEP 1: GOAL SETTING
The first decision you need to make is the goal of the advertising campaign, that is, the campaign type. Increase traffic, increase sales, more likes, and better visibility – you have the choice of what you want your ad to do and what criteria you optimize for it.
Facebook ads choose marketing objective
Set the goal of your advertising campaign.
At this point, you also enter the link to be promoted. This can be a Facebook post or an event, but also an external landing page, etc. Ultimately, every ad is about bringing the user to a specific location.
STEP 2: CHOOSE THE TARGET GROUP
Every Facebook ad stands and falls with a precisely selected target group. So in this step, you choose either a Custom Audience or a Lookalike Audience and specify down to the last detail who should see the ad.
Facebook ads select target group
Example of a campaign with a lookalike and exclusion of users who have already converted
If you are new to Facebook ads, this restriction is based on demographic information and areas of interest in particular. That’s only logical – which user pays attention to an ad that doesn’t serve his interests at all?
For advertisers, the exact definition of the target group is particularly important because of the relevance rating by Facebook. The more relevant the ad appears to the user, the better the rating and the better your position compared to the competition.
If in doubt, start with a small target group, i.e. 5,000-10,000 users. This gives you a feel for what works and what doesn’t. After all, you can expand and optimize the target group at any time.
STEP 3: SET BUDGET AND SCHEDULE
At this point, you can decide whether you want to use a daily budget or a lifetime budget. You can also specify the model used to calculate the costs here:
CPM ( cost per mile ): You pay per 1000 impressions that appear on users.
CPC ( cost per click ): You pay per click of a user on your ad.
The schedule is also created at this point. So you specify whether the ad should be played out according to a certain rhythm or continuously.
Here’s a tip: If you’re new to Facebook Ads, it’s best to choose “automatic” instead of “manual” when bidding on an ad. Estimating the budget right from the start is not easy – the automatic values give a good starting point.
STEP 4: DESIGN OF THE ADS
Once you’ve laid the groundwork for your campaign, here comes the really fun part: designing the actual ad! Now is the time to decide on placement, ad type, copy, imagery, and CTA. The latter in particular is an indispensable part of Facebook Ads, after all the user should be able to see immediately what added value he can derive from interacting with the ad.
Design Facebook ads
Include a call to action in your Facebook ad.
STEP 5: CHECK AND ACTIVATE THE AD
Once you’re happy with your ad, review it one last time and then place an order. Before your Facebook ad goes online and is displayed to users, Facebook checks the ad again. This takes a few hours or even just a few minutes. Et voila: your first campaign is up and running!
STEP 6: ANALYSIS AND OPTIMIZATION
Of course, planning and publishing an ad campaign is not enough. Because now the real work begins: Be sure to keep an eye on the statistics. The Facebook Ad Manager conveniently provides this.
An ad is going well? Perfect, but don’t rest on your laurels. Because if you don’t change anything at all, it won’t even be a week before “advertising fatigue” sets in: By then, all users in the target group will have already seen the advert – several times. This is boring and counterproductive.
So keep changing individual elements of the display. Swap out the header image, choose a reworded CTA, etc. And see which variant performs best. This comparison is also a good starting point for future campaigns.
Optimizing Facebook Ads also means optimizing the corresponding landing pages. For example, if the user is redirected to an external page by clicking, it must be immediately clear why he ended up there.
Imagine you click on an ad and land on a home page that is, in the worst case, confusing – would you find your way from there to the promised free video, checklist, or e-book? Hardly likely. And if you leave the page immediately as a visitor, the ad has failed in its purpose.
CAROUSEL, CANVAS & CO.: FORMATS FOR FACEBOOK ADS
The secret to the success of Facebook ads is that users want to be entertained and they want it delivered. Stubborn product advertising is not well received – that’s why good Facebook Ads Management Services Agency aims to promote interaction with the brand and thus its awareness. This is made possible by various Facebook advertising formats: from the good old standard ad, canvas, and carousel ad to video advertising, everything is included.
FACEBOOK LEAD ADS
A lead ad contains a contact form that can be filled out directly on Facebook. In practice, this means that a user who wants to register for the newsletter, for example, does not first have to go to an external site and fill out the form there. Instead, he can easily complete the registration on Facebook.
Lead ads are perfect for ads that are intended to be played primarily on mobile devices. Because honestly: As a user, would you like to be forwarded to a landing page from the Facebook app – “only” for a newsletter? Just.
FACEBOOK CAROUSEL ADS
Up to 10 images or videos can be posted in this ad format. Each element is associated with its link and can lead to different pages. The user can interactively swipe back and forth between the individual images, which makes the ad format interesting and leaves room for ideas.
carousel ad and lead ad at Facebook ads
This is what a carousel ad and lead ad form look like.
Carousel ads are made for detailed storytelling. You can either literally tell a mini-story in your ad. Or you show several bestsellers from your online shop. How about a large view of a single product, divided into multiple images? With a bit of creativity, you can get a lot out of the carousel format.
FACEBOOK INSTANT EXPERIENCE AD
An Instant Experience ad is nothing more than a full-screen ad that can consist of different elements. Instant experience ads are like landing pages in the middle of the newsfeed, showing videos, photos, carousel elements, or blocks of text, for example. An ad may contain up to 1000 characters of text.
Instant experience ads are optimized for mobile devices and are therefore designed for fast loading times. So if you want to primarily target mobile users, this format is worth considering.
FACEBOOK VIDEO ADS
Pictures always work, moving pictures are even better. True to this motto, Facebook also offers the option of advertising with video ads. There are four types of video ads to choose from :
In-Stream: The ad is playing in another video.
Video Link Ad: The video contains the link to a landing page.
It is very important with this format to provide the promotional video with descriptive subtitles. Because on Facebook, videos are automatically played without sound. So make sure the video conveys a message with the right description, even without sound.
THE FACEBOOK ADS MANAGER
The Facebook Ads Manager is essential for Facebook advertising. It’s a free tool that can be used to manage, tailor, and analyze campaigns and individual ads. From the planning and implementation of the ads to the analysis of statistics, everything is offered in the Ads Manager.
CONCLUSION: INVEST TIME IN YOUR FACEBOOK ADS
In the end, is this expenditure worth it? Yes, with one condition: Facebook Ads Management Services Agency requires a certain amount of know-how and experience. It only really makes sense to invest money in this form of online marketing if you have a precisely defined target group, a reasonable budget, and perfectly designed ads. But if you follow a social media strategy and continuously optimize your ads, Facebook Ads are worth it – try it out!