By the LotVantage Social Media Team
Facebook Advertising is important and you might be thinking, "I want to do it, but how do I get started and what does this all mean?" Chances are, if you have thought about advertising on Facebook, you have asked yourself these questions. At first glance, advertising on Facebook can seem daunting. This article is here to give you some basic understanding of Ad Structure, and the purpose behind each different advertising objective.
First, you want to identify what your goal of the advertisement will be. There are three different Major Archetypes of Facebook campaigns: Awareness, Consideration, and Conversion.
Awareness objective ads are going to be shown to the most amount of people as possible. This would be ideal if you wished to promote your identity in your current market.
Consideration objectives contain website traffic ads, engagement ads, app install ads, video views, and lead generation. These are generally used for a target audience to interact with your business while still being on Facebook.
Conversion based ads include store visits, product catalog sales (dynamic retargeting), and conversions. These involve sending the target audience away from Facebook, typically to your website.
After you pick a campaign objective, the next most important step is identifying the audience you want to reach. There are provisions to target a custom saved audience you have used before, a new custom audience you are generating now, a retargeting pixel audience, or a lookalike audience.
Creating a custom audience can be done directly through the ad creation process on Facebook. You simply designate the areas and radius' you would like to market in. Then choose the demographics and interests or behaviors that appeal to your audience. A retargeting pixel audience requires a Facebook pixel, but once you get it set up on your website, it can be used to target people who visit your website. A Lookalike Audience can be created from a retargeting pixel audience or a saved audience to create a completely new set of prospects based off of the interests of the host group.
A retargeting pixel audience requires a Facebook pixel, and once it is set up on your website, it can be used to target people who visit your website.A Lookalike Audience can be created from a retargeting pixel audience or a saved audience to create a completely new set of prospects based off of the interests of the host group.
A Lookalike Audience can be created from a retargeting pixel audience or a saved audience to create a completely new set of prospects based off of the interests of the host group.
Lastly, you must choose the ad format. This can be a carousel ad with multiple pictures, a single image, a custom video upload, or a slideshow. Some advertising campaign types can limit the formats you can use, so not all of these options may be available. It’s important to come up with a strong creative format for the final step because this is going to be what grabs your customers attention. You don’t want them swiping by when your product or service is perfect for them!
To conclude, Facebook gives nearly unlimited customization potential for creating advertisements. If you can find the perfect balance between measuring your objective, targeting your audience, and building a custom creative advertisement suiting the needs of the customer, you can really take your business to new heights.
If you'd like to find out more about Facebook advertising for your business, please reach out to us at firstname.lastname@example.org.