Navigating the Jungle of Facebook Advertising…

We hear you – Facebook ads are confusing!

The publishing tools section of your business manager is starting to look like a surgeon’s practice, gone are the days of simplicity, gone are the days of run of the mill image adverts. We are all now playing in an online world where video is ordinary, carousels are nothing new, 360 video? Next please. Canvas? That was soooo 2016.

So how do we break it all down? My tip is to start with objectives and go from there… Once you understand what you are trying to achieve with a Facebook post, we can reverse engineer the rest, (audience, ad type, creative executive… all the fun stuff). I mean, a chef knows what he’s cooking before he starts prepping his produce right?

The first thing we need to remember is that Facebook’s newsfeed is an algorithm. The platform uses data it obtains from people’s actions on Facebook to assist in deciding which people within the target audience you have chosen for your ad campaign should get priority in seeing your ads. What’s more – it takes two to tango, the more information you give the interface on what you are trying to achieve with your advertising the better. I.e. you can assist Facebook in delivering your ads to the people who are most likely to take your desired action by choosing the right Facebook ad objective for your campaign.

Broadly speaking, objectives can be threefold – (with numerous sub categories within)… Ask yourself this, are you trying to drive product awareness, consideration or conversion? Still not sure? Maybe the below can help…

1. Awareness objectives: Top of funnel objectives that aim to generate product/service awareness and interest.
2. Consideration objectives: Middle of the funnel objectives drive product/consideration we want to reach users who are already 1 step into their user journey who may have some interest in what you have to offer and are likely to want to engage or discover more information.
3. Conversion objectives: are toward the bottom of your funnel and should be used when you want people to register, opt-in, download, purchase, or visit your store.

By now you probably have rough idea which objective your campaign is likely fall into. The next step is talk subcategories, (i.e. you’re probably thinking “okay fab, I now know I am trying to achieve drive awareness for my product, but I still don’t know how?” ….

Awareness Objectives

If you goal is awareness you want your ad to be seen by as many unique as possible, you are not necessary trying to drive an action (i.e. you don’t need a CTA in your ad). So what are you options?

• Ad Unit: Page Like Ads, Videos (360 and live), and images (all without a click through)
• Audience: Broad! All you want is eyeballs on adverts!
• Creative Execution: Brand comes first! Your key goal here is to say “hey – here I am, this is what I do”, to your audience.

Consideration Objectives

If you goal is consideration then you want the audience to do more….  We want to drive a reaction a little like “ooh ah what’s that shiny thing, give me more information!” What are your options?

• Ad Unit: Images & Video (that click through), carousels, canvas
• Audience: More defined – these users already know what your product/service does they just need more information!
• Creative Execution: Descriptive and informative, with a clear CTA “Click below to learn more”

Conversion Objectives

Before we get into the nitty gritty, note that to optimize for conversions you need to first have volume (minimum of 15- 25 expected conversions per week). The algorithm needs data to function- If there is insufficient data available, then Facebook won’t be able to learn about the characteristics of those people who are converting and therefore Facebook won’t be able to accurately optimize the delivery of your ads for this objective.

• Ad Unit: Images (CTA focused), product catalogs, collections
• Audience: Defined – you have already driven these users through an awareness and consideration funnel. We are now speaking to a primed audience, they just need to slight push to convert!
• Creative Execution: CTA driven “Click below to purchase”

So what is the key takeaway? Know your why!!! Ask yourself what am i trying to achieve with this Facebook campaign? Once we know this we can plan the rest accordingly! Depends on mood and inspiration joe https://writemyessay4me.org/ koppe says april 28, 2014 at 12 17 pm slam poet, that just wishes he can remember what he writes