Facebook Marketing

             FACEBOOK ADVERTISING & PRACTICE

  1. What key objectives can be satisfied with Facebook Advertising?

According to eMarketers, Google and Facebook account for about 58% of digital marketing spend with both accounting for over 90% of the global digital spend in 2017 and 2018. Facebook on the other hand on its own accounts for over 40% of the advertising done on social media platforms thereby making it one of the go-to place for digital marketers.

According to Facebook, 92% of social marketers are using Facebook and the reason or objective is to:

  • Create brand awareness
  • Improve considerations and
  • Increase conversions.

The above three objectives are much more effectively done on Facebook than other social media platforms because of the various tools provided by Facebook to advertisers especially targeting tools, which can be customized for interests, locations, activities, professions, etc.

The images below demonstrate the above statistic:

The comparison of revenues generated between Google and Facebook in the US.

A picture of the percentage and dominance of Facebook when it comes to social marketers and the over 30 million businesses using Facebook to create awareness and improve considerations

  • What are the main Facebook advertising formats available?

According to Facebook.com there are predominantly six advertising formats available and these include:

Image 1: Instant experience ad.

The instant experience can be used all other types of adverts however it’s a mobile only ad used to highlight a company’s brand, products and to create awareness.

Image 2: Collection Ads

Collection ads allows you to combine video with images or slideshows. It is meant to allow users interact with your content and ads.

Image 3: Carousel ads

This allows you to show case upto 10 images or videos within a single ad each with its own link.

Image 4: Slideshow Ads.

Slideshow can be used to achieve all the various objectives of Facebook ads. It is allows you to combine multiple images, videos, texts and sound to capture the attention of the audience.

Image 5:  Video Ads.

Video ads allows you to tell your story in an ad with the aim of reaching more people, engaging your audience, driving traffic to a specific landing page as well as increase conversions using call to actions. Or it can just be for creating awareness and giving valuable information.

Image 6: Image Ads

Most ads on Facebook and Instagram must carry at least an image and image ads are used for Brand Awareness, Engagement, Reach and Store Traffic advertising objectives.

  • How can you target audiences when creating a Facebook advertisement?

There are several ways one can target audiences on a Facebook ad campaign. However, the principal way is by creating an audience or custom audiences based on certain factors. These factors when creating an audience may be age, gender, location, position as well as language. In creating a custom audience, while still considering the above factors, it is also important to consider how that audience has interacted with you in the past. For example, which page they visited, what actions did they take while on your site, how they got to your site, as well as why they left. With this information you can create a custom audience. Of recent, some marketers create a lookalike audience based on a certain custom audience for new locations, geographical radius or product.

According to adespresso by Hootsuit, the following are the various ways we can target audiences on a Facebook Ad.

  • Saved Audiences Targeting: These are audiences one can create based on specific interests, behaviours, demographics, or geographical location. It can be also based on language, career seniority, salaries, etc.
  • Behaviour Based Targeting: This kind of targeting allows for us to target audiences based on specific interests like the things they buy, anniversaries, personal history, courses they support, pages they liked, etc.

Interest Based Targeting: This is when marketers target audiences based on things they are interested in like fashion, music. In marketing it allows you to focus your targeting on specific things like people interested in certain products or interested in your competitors. With Facebook marketing, you can type in one interest, and Facebook algorithms will suggest similar keywords people were interested in.

Demographic Based Targeting: This allows us to target audiences based on three key factors among several. We can target by gender, age or language.

Location Based Targeting: This simply allows us to target specific locations like New York, London, or any other Location we desire, once you key in the location, the Facebook algorithm will automatically give you an estimated reach based on the location.

From the above methods of targeting in a Facebook Ad, we can create several ads based on different personas and audiences.

  • Explain the key elements that make up a great Facebook advertisement.

According to social media week, there are five key elements that make up a successful Facebook campaign. These include the following:

Clear and Fine-Tuned Objectives: Knowing exactly what you want to achieve before running a Facebook campaign will determine the success of such a campaign. Ads succeed or fail based on the clarity of their objectives. According to Charlie Lawrence, ‘Facebook has three objective categories: Awareness, Consideration, and Conversion … The best way to determine your campaign objective is to work backward from your goal. If your goal is to generate sales for your e-commerce business, for example, you could offer people 10 percent off of their first order to entice them to make a purchase.’

Focus on winning Audiences: Facebook provides a great amount of resources to help marketers reach and target the right audiences, however to get there one creates various audience personas as we have seen above, but not all these audiences can perform or bring in the same desired results therefore it is important to focus on audiences that bring in as close a desired outcome as can be expected. According to Nazim Agabekov “Like any other marketing campaign or promotion, running ads on Facebook requires a certain budget, and it’s important that you’re smart about your ad spend. You need to be diligent and quick. Find and pick your winning audiences fast. Too often I see people waste needless days and hundreds of dollars targeting people who are clearly not worth targeting.” For Agabekov, finding a “winning” audience entailed using a customized audience tool to identify “the largest and most profitable audiences” This has to be measured against current and previous campaign results to find the best ROI for every dollar invested into marketing.

Remarketing: As part of winning campaign, remarketing is very important, Facebook has toold that enable marketers to track their audiences’ behaviours and activities while on their website or page. This offers a unique opportunity for marketers to remarket to audiences that have engaged with their content or product in some way. Traditionally audiences interact with a product or firm seven times on average before making a purchase, with remarketing this can be cut down to generate sales or increase the number of quality leads. Therefore, as part of a winning Facebook campaign, remarketing must be a vital part to the success equation. After the campaigns end, remarketing kicks in to boost the sales, increase quality leads and cement brand image.

Have a Unique Value Proposition: To ensure an ad is successful, as much as its important to have good graphic designs and imagery, video or written content, without a unique value proposition, it will be difficult to generate any quality leads. One may get clicks but for the clicks to translate into leads or sales, the advert or campaign must offer something unique and valuable to the audience to get them follow through to the basket and check out successfully. Too often marketers focus only on clicks but in todays world, leads and sales determine how successful a campaign is. Mary Lister explains it thus, “It’s okay to be vague about the nitty-gritty, but make sure the value is crystal clear. This will work especially well if you have numbers to offer!”

Split Testing: Until recently, marketers would not really know whether an ad campaign will do well until it is put on the web. However, Facebook of recent has introduce a new tool which can allow marketers to see similar ads across different audiences. When marketers use this program, Facebook automatically collects the data on their behalf, measuring results in everything from brand awareness to conversions. According to Facebook’s own data, split testing has helped marketers “produce strategies with a median 14 percent improvement in CPA.

This tool allows marketers to be better understand what to expect as they relate and target their audiences.

References:

https://hbr.org/2016/04/social-media-is-too-important-to-be-left-to-the-marketing-department

https://www.socialmediatoday.com/social-business/role-social-media-marketing-business

https://www.business.qld.gov.au/running-business/marketing-sales/marketing-promotion/online-marketing/social-media

https://www.nibusinessinfo.co.uk/content/benefits-digital-marketing

https://adespresso.com/guides/facebook-ads-beginner/demographic-targeting/

https://www.facebook.com/business/measurement/split-testing

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