Paid Social: Setting up a Facebook Ads Campaign

Yes, Facebook is the social media site many of us use to stay in touch with friends. Facebook is also a huge database, that many of your potential target customers use. More than 2.74 billion people log into Facebook every month and 48.5% of B2B decision makers use Facebook for research.

Therefore, using Facebook is a great way to spread the word about your business, and organic posts can enable you to do that. However, organic posts don’t always get as much reach as you’d like, and this can be due to the fact the audience is undefined.

This is where paid ads can help.

Paid Facebook ads are a relatively cheap solution to driving awareness and business to your target customers.

So how do you get started?

Step One

The first step to creating a Facebook ads campaign is creating an ads account for your business.

To do this, you will need to have a Facebook page for your business, or have an admin, editor, or advertiser role in someone else’s page.

Once you have an established page for your business, you will then need to log into the Facebook Ads Manager.

Once you are in the Facebook Ads Manager, you will then be able to view your Ads dashboard. This is where you will create and monitor your ads campaigns.

Step Two

Now you have logged in, this will bring you to your personal ad account. To view your business ad account, you will need to click on the bar in the top left corner and click on the ‘See more ad accounts’ button (see picture below).

From there, you should see your business’s page.

Step Three

Then you can start creating ad campaigns.

Your first step to success with a Facebook ad campaign is to determine your objectives for the ads.

You will be able to create a well-rounded campaign by using strategies such as ‘dollar a day’.

The dollar a day strategy contains a 3-layer campaign process. The three layers will be the following campaigns: the connect (brand awareness) ads, the commit (consideration) ads, and the close (decision) ads.

The dollar a day strategy is then set up to take the person viewing your ad through the customer journey. For example, once the person viewing your ad has seen your connect ad for longer than 10 seconds, it will then remove this ad and show them your commit ad. To find out more on how to set up the dollar a day strategy, click on this link.

So, what does a successful lead-generating post on Facebook look like?

  • You need a destination, i.e. a place that you can send the person viewing your post to, to help convert them into a lead.
  • Make sure you create distinct tracking links (Insert URL to info on tracking links) for these pages, so that you can track the number of people who click and then the number of people that convert into leads etc. A tracking link will typically look like this: www.example.com/?utm_source=Facebook.
  • You will need a call-to-action button in order to inspire action from a potential lead. A call-to-action button will typically look like an embedded button on your post with a caption saying (for example) ‘Find out more’ or ‘Click here’.
  • Use content that includes open questions, ‘fill in the blanks’ and ‘caption this’ to drive lead engagement. This should encourage interaction with your posts and give you opportunities to provide information to your audience.
  • Use a compelling image. No matter the objective of your ad campaign, you will need an eye-catching image to help your ad stand out. This will not only increase brand awareness, but is also proven to increase conversion rates.
  • Test and Learn. There is no way to guarantee that your post will meet your objective straight away. Therefore, the best way to generate successful posts, is to create a series of posts to test, selecting the most successful ones to form your final ad campaign.

Author: Claire Barker, Marketing Executive, Seeblue Marketing

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