The success of a Facebook Ads ad depends on a multitude of parameters such as its visibility, format and audience. Follow a Conductive line in order to create quality advertising is essential. So, we've prepared a guide for you with all the steps you need to take to get the better return on investment possible with your Facebook campaigns.
Facebook Ads Manager, a tool designed by Facebook that allows you to create, modify and manage all your ads from a single space. It is within the ad manager Facebook that you can configure a Facebook Pixel, analyze your results, invite your employees and partners or even create personalized conversions.
In this article, discover all the steps needed to design effective digital advertising and acquire new customers.
The most common mistake made by businesses starting out on facebook is to advertise directly on the posts on the page. If you do it this way, you will be limited in your creations and targeting conditions.
Indeed, boosting publications is the simplest way to promote publications to audiences wider than its Facebook page, but it is absolutely not the optimal way to launch ads on the platform. We have written an article on the subject, we recommend that you consult it.
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First, remember to check that you are on your account Facebook Business and not on your personal ad account.
From the “Campaigns” tab, you will be able to create a campaign, give a name to your ad set, and finally name the first ad. It is in this set of ads that you will be able to create between 2 and 4 ads so that the number is optimal for distribution.
Be careful not to include too much advertising in a set as this could be harmful to your performance. To put it simply, Facebook optimizes delivery based on performance, so if you add Too many ads, you may only broadcast one or two. It will therefore be necessary to create other “Bundles” to test all the ads, and not let Facebook favor only a few.
For your campaign to be a success, you must Define your objective. On Facebook, you have many possible goals. Be careful to choose the right objective, and not to always use the same one to avoid cannibalization between your campaigns.
Choosing your objective will help Facebook deliver content to the right people. If you are looking for notoriety For example, Facebook will broadcast to people who are used to subscribing to pages and interacting with content. If you want to do more sales, Facebook will broadcast to people who are used to placing orders on sites.
The Facebook algorithm is well designed, use it as much as possible to improve your performance.
Among these objectives, the most frequently used by businesses are: traffic, conversion and brand awareness. These three objectives normally make it possible to: create a funnel precise to lead your audiences in a conversion process.
Here is an example of a structure on Facebook Ads thanks to goals. It's very easy to set up in your account, and it's a good way to Get started on Facebook Ads :
Once you've defined your objective, you'll need to give your campaign a name. We highly recommend that you go as simple as possible and have a Understandable nomenclature by all editors on the account.
This is a significant element, especially for data analysis. Several methods are possible for organizing campaigns, you can do it:
At Angular, we always structure the accounts we manage in the same way, this allows us to quite simply analyze the data in a dashboard when we leave Facebook Ads.
Here is an example of our structure:
For an account on which we spend more than €10,000 per month, we have an average of 5 campaigns that run simultaneously.
Once you have completed all the information relating to the nomination of your campaign, together, and your ads, you are in the space to configure your targeting.
It is at this crucial stage that you will need to choose a conversion event so that Facebook can make optimizations based on this choice. Since the Apple update with iOS 14, Facebook recommends reporting only 8 events in total.
Here are a few examples of events for your Facebook pixel :
It is essential at this stage to choose the good conversion action. For example, you should not choose a purchase on a campaign that has a brand awareness objective. And conversely, you won't put a click goal on a campaign with a conversion goal.
If you don't have a conversion action set up in your account, we strongly recommend that you check out resources on Google to do so. If you're not sure where to start, you can get in touch with our Facebook Ads expert.
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We wrote an article about the construction of a audience on Facebook, do not hesitate to browse it to have access to as much information as possible. As a reminder, the audience corresponds to Internet users who may be potentially interested in your advertising.
It is therefore essential to Know your audience, but above all to test a lot of them to get a better idea of who are the people really interested in your offers.
If you don't have enough data to determine it, you'll need to build personas and launch a campaign with your assumptions. On Facebook, you can build custom audiences with an interesting targeting capacity.
Here are a few more elements to fully understand the differences between the three possible ways on Facebook to build an audience.
You have the option of using data that you have collected previously. You can use a customer file for example, and use Facebook matching to find users. Provide Facebook with email addresses, addresses, phone numbers, birth date, Lifetime Value (LTV), etc.
Useful for finding new people on Facebook and Instagram, you can use this method to ask Facebook to find people with similar interests. Be careful to use it sparingly since too high percentages do not necessarily rhyme with good results. We recommend creating similar audiences for important events like buying or converting a form, and starting with 1% and 2% before using larger audiences.
In this last option, which is at the same time often the most used in an account, it makes it possible to use the data available in Facebook to target people based on interests. It is in this space that you will have control over geographic targeting, user interests, exclusions based on demographic data, but also certain connections with Facebook tools. When you're starting out on Facebook, and if you don't have existing customers, you should choose this format to reach the first few people.
A well-built Facebook Ads account must use all 3 targeting options to be effective.
When creating your ad, you will be able to add all the audiences you want into it. However, we strongly recommend that you use two or three audiences maximum per campaign in order to compare the results, and thus to better know the audience that brings you the most ROAS (Return On Ad Spend).
In addition to your audience, you can add restrictions on age, location, gender, the OS used on the mobile, the language spoken, the time of broadcast and many other criteria. So you understand the interest ofHave personas with as much detail as possible to obtain fine audiences.
Building successful audiences is what will ensure your success on Facebook Ads. At Angular, this is also our main line of communication since we focus most of our missions on this subject, the building audiences.
Positioning allows Facebook to know where broadcast your advertising on its platform (Pages, Instagram, Messenger, Messenger, Story, Facebook Network, etc.). This choice is important because it allows you to broadcast your ads in the right place.
If your audience does not use Messenger and they are not going to be interested in your offers via this channel, uncheck Messenger and allocate your budget to other locations. To do this, you have two choices: automatic placement or manual placement.
With manual placement, you have a better chance of getting higher-performing ads. But if you are not a Facebook Ads expert, we recommend that you let Facebook choose for you.
These kinds of restrictions make real sense if you have, for example, an application and it is only available to users with an Apple smartphone.
Otherwise, you risk losing potential leads by adding restrictions that aren't always necessary. The positioning of your Facebook ad also varies according to your audience and their habits.
You will then have to Set the budget necessary for the distribution of your advertising on the platform. This budget can be daily or limited to a given period (start date and end date). The amount you spend on your ad will influence the number of views and clicks on your ad.
Facebook has various possible billing methods such as CPC (cost per click) or CPM (cost per thousand for impressions). For example, if your average CPC is €1.25 and you have a budget of €100, you will get around 80 clicks on your ad. The average cost per click is calculated based on the total amount that is charged for your ads divided by the total number of clicks.
Generally, for a first advertisement, it is advisable to set aside a relatively low budget to check if online advertising formats work. Afterwards, you can increase your budget in order to get even more clicks, we recommend that you do not increase the budget by more than 50% from one week to another in order to maintain the conversion rate as much as possible.
Now that you've determined all the parameters for your ad set, it's time to create your Facebook advertising.
You can choose from 3 formats to start with:
Each format has its properties, advantages and disadvantages. You may have doubts about choosing the ideal format for your Facebook advertising. We recommend that you read our article on ideal format for creating an advertisement.
Finally, make sure that your visual respects the characteristics specified by Facebook concerning the size of the files, the weight of the files and the respect of the ratio of texts to the image. If the format is too big for the display, use the Facebook visual editor to modify the media directly according to the placement, but also to change its appearance (Original, Square, Horizontal).
Be careful that your advertising account is well associated with your Facebook page, and your Instagram page, this will be necessary to broadcast your ads on the various Facebook networks.
Once the format is selected, it is time to add one or more titles using dynamic signage. Add a description to your ad, a title to the link that will show your ad, insert a link with a UTM so you can track and analyze the results in your analysis tool. GA4, for our part.
Select the language if relevant in order to add variants, and finally, check that your Facebook Pixel is set up for this ad. Don't forget to add a call to action among those offered by Facebook. Once all these elements have been validated, you can confirm everything, and wait for Facebook to validate your ad to broadcast it to its users.
After you launch your Facebook advertising, you still have work to do so that your advertising lives in perfect autonomy in the account. Indeed, if you want to improve your performance, you need to spend time analyzing the results and iterating based on the data you get.
It is difficult to talk about good or bad results since they depend on so many criteria. The most important thing will be to judge the quality of your leads, and to know how you are going to convert them into customers. If the leads you're getting aren't qualitative, it's because your audience certainly deserves some adjustments.
In this case, change several parameters in your campaign, and leave with it for a minimum of 2 weeks in order to get enough data. If you see an improvement, keep these settings and repeat until you reach your acquisition cost (CPA) ideal.
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Facebook is still one of the most used social networks in the world and it is not the first time. It has over 2 billion active people every month. When the network is well used (professionally), it allows you to obtain excellent results with acquisition costs lower than any other marketing channel.
The strength of Facebook lies in the power of the data available on its members, and all the possibilities that algorithms offer for target similar people. Unlike some other platforms where it is possible to do online advertising, you will have a lot of data on Facebook. Sometimes it's even too much when you're not used to analyzing data to understand what works and vice versa.
From your ad manager, you can analyze your campaigns one by one in order to find the audience and the content that will bring you the maximum results. Be aware that the cost per display of a Facebook advertising is incredibly lower than an advertising poster in your neighborhood or in the press. With only 5 euros you will reach 1000 people, and with 100 euros you can Harvest a Dozens of contacts every month.
So, let's start by presenting to you the advantages of advertise on Facebook.
Everyone knows Facebook. Even if its use has been decreasing recently (daily use time divided by 2), you can target almost anyone on Facebook. With over 2 billion users per month, it is the largest database in the world. Depending on your needs, you can thus reach very specific audiences with characteristics that only Facebook knows.
The American firm has also renewed the classical advertising system, in fact, you can use many formats to achieve your goals. All you have to do is do the necessary tests to find out which format suits your customers the most. Buyers Personas.
As you can well imagine, find the right format to reach your target audience is not as easy, and that is surely why you are reading this article. Depending on your sector, Facebook is often an application that is used by your prospects, so it will be possible for you to target them with your ads.
On Facebook, you will be able to target based on age, gender, interests, city, mobile OS and a dozen other possible types of filters. These are all criteria that you must take into account when defining your target as part of a Facebook campaign.
Another point where Facebook has been more than disruptive in the world of advertising is the acquisition cost possible thanks to high-precision targeting. Indeed, you can start advertise on Facebook for only 5 euros per day with the simplest settings. It is therefore not necessary to have a budget marketing very high to test ads and above all, launch on a new acquisition channel like Facebook.
Facebook is appreciated by businesses for advertise them in the four corners of the world. Sometimes it only takes one ad to understand that this channel will be yours. And conversely, if you only get very poor results, by doing a little digging, you should find the right insights for improve the performance of your advertising. Compare the different formats (images, videos, carousels) used for each of your advertising campaigns.
Run 15-day campaigns with budgets of $75 to $150 to start with, so you should have enough data to understand what's not working. An important point to take into account before Start advertising on Facebook is to define the KPI that will be your indicator of success.
Each business has different goals, and Facebook makes it possible to achieve the expected results according to your type of customers and your needs. With our customers, some media will seek printing to convince brands, other companies will Looking for leads for a demo, while e-retailers will be looking for customers simply for increase their sales.
Here are 7 objectives that the Facebook platform will offer you when you choose the “simplified creation” mode:
All goals require a specific strategy to avoid getting a negative return on investment when you launch a new Facebook campaign.