Ecommerce 101: Best Practices for Managing Facebook Ads
When planning to advertise on social media, the most important platform to consider has been, and will be for the foreseeable future, Facebook. When it’s time to manage Facebook ads, implementing best practices while creating your campaign can make or break it. Check out the best practices for your Facebook advertisements that we’ve gathered here.
Choose Your Objective
Facebook offers plenty of different, specified objectives for the creation of advertising campaigns. Before, running knowing how to advertise on Facebook business pages was a simple act, where page likes and website clicks mattered. Now, the complexity of Facebook ads has increased tremendously, and the way that you run your campaigns can be targeted or broad in nature. There are three main objectives offered by Facebook when creating a campaign.
When running a campaign with Awareness as the main objective, Facebook will offer you two different ad units to choose from with two different results in mind.
- Brand Awareness is geared towards reaching more people who will recall your ads, and thus will increase the awareness of your brand.
- Reach is geared towards reaching the maximum number of people in your audience.
The Consideration set of objectives is far more varied in its use, and allows for many different ways to advertise to your audience. These are meant to be shown to people and inspire them to look for more information about your business.
- The main goal of the Traffic objective is to increase the number of visits to an outside website for your business.
Engagement is meant to drive people to your post or your page and engage with it.
- Rather than sending users to a website, App Installs links users to an app store where an application for your business can be downloaded.
Video Views links users to a video that relates to an aspect of your business, like behind the scenes footage, a product launch, or customer stories, all to raise awareness of your page and your business.
Lead Generation helps create an ad campaign that’s geared towards collecting user information, like email addresses, from people who are interested in your business.
Taking a more individual approach, Messages objectives are meant to get people to converse with your business page to generate leads, answer questions, or promote transactions.
Conversion objectives are meant to generate active and measurable results through advertisements. These results can be through transactions, website clicks, or newsletter signups.
- Conversions are meant to get users to use your website, purchase your goods and services, visit your facebook page or use your app.
- Catalog Sales advertise products from your catalog based on your target audience.
- Using location settings, Store Traffic will advertise nearby storefronts for your business to your audience.
There are plenty of options available, but knowing the way that they work is key to your advertising campaign’s success. Based on your overall goals, all of the objectives that Facebook offers can add value to your ad campaigns.
Emphasize Mobile-Friendly Ads
The majority of social media users, including those that use Facebook, enjoy their social media platforms from a mobile device. When you need to manage you Facebook ads, it’s important that your ads are mobile friendly.
Advertisements shown on Facebook are also shown on Instagram, and are solely seen in a mobile way. When creating your ads, make sure they are attractive, and that they display properly on small screens. Visuals will need to be bright, engaging, and if in a video format should be less than 15 seconds in length. Mobile users spend less time per post than those who are on computers.
Understand Broad and Specific Targeting
While you may believe that specific targeting is the best way to go about advertising on Facebook, you’d only be partially right. Depending on the goals of your overall ad campaign, using specific targeting can support or undermine your efforts.
When looking to run a campaign with the main goal of selling specific goods or services, specific targeting can help in finalizing transactions and generating sales. This is best used when you know you have an audience already familiar with your product. The reason being that the ads targeted in a specific manner are only shown to a set number of users.
Broad targeting is better suited for creating an audience, or when trying to introduce a new product or service to your entire audience. This is less geared towards conversions, and far more useful when trying to foster engagement.
When you’re launching an ad campaign for the first time, it’s best to start small and work your way up as engagement and audience increase. If you’re using Facebook’s built-in campaign manager, the Facebook Ads Manager, then you can set a maximum amount to spend per day, and Facebook will show ads to users until the maximum amount has been reached.
Advertising campaigns on Facebook can be run by marketing teams, however, such as Springbot. Springbot offers Facebook ad campaigns that last at least a month, and can help you target users with expert campaign strategies, as well as help you create an audience with the data that you provide them.
When it’s time to manage your Facebook ads, there are a few things you need to keep in mind. Knowing your campaign’s objective, putting an emphasis on mobile ads, and knowing the difference between broad and specific targeting can make or break your campaign.
Once you’ve developed your campaign’s objectives, the next step is to create a budget for it. Working within your budget ensures that your campaign is profitable, and that the hard work put into it doesn’t go to waste. If you’re considering creating a Facebook ad campaign to boost your business, be sure to look into Springbot for all of your campaign needs!