With over 2.74 billion monthly active users, Facebook is the world’s most popular social media platform. From a marketing perspective, there are many opportunities to engage with new audiences and expand your company’s reach.
For beginners, this can all seem a little daunting but don’t worry. If you’re new to Facebook marketing, let me walk you through using the tools available to your advantage.
What Is Facebook Marketing?
Facebook marketing is a catch-all term for the different ways you can market your business on Facebook. It includes:
- Facebook Ads
- Business Pages
- Facebook Marketplace
- Facebook Groups
There’s a marketing strategy for every budget, whether you’re looking for a free social media marketing solution or you want to set aside a regular sum for paid Facebook Ads.
Facebook marketing is the practice of promoting a business and brand on Facebook. It can help businesses build brand awareness, grow an online following, gather leads, and sell more products or services.
Facebook marketing tactics can include:
- Organic text, photo, or video content
- Paid, or “boosted,” text, photo, or video content
- Facebook Stories and Reels
- Facebook ads
- Facebook Groups
- Contests and giveaways
- Facebook Messenger chatbots or auto-responders
- Influencer marketing campaigns
Types of Facebook Ads
Facebook lets you choose from four main ad types.
Static image ads are ideal for driving traffic to your website.
They must be in JPG or PNG format, and the headline shouldn’t exceed 40 characters. Since you only have 125 characters for the main message, they’re best for clear and concise calls to action (CTAs).
With video ads, you can showcase a product, promote customer testimonials, or boost your brand. Video posts, in general, have a 6.09 percent engagement rate on Facebook, which is impressive, but you’ll lose viewers if it’s a poor-quality video with an unclear message.
With carousel ads, people can scroll through a host of images to see the same product from multiple angles.
While this is great for e-commerce, carousel ads aren’t ideal for showcasing different products or listings e.g., properties in real estate marketing.
Image collections are great for showing products in your e-commerce store, but as with image ads, you’re limited to a short headline and a 125-character primary message, so they’re not suited for conveying much information.
Steps to Start Facebook Marketing
To use Facebook Ads, it’s best if you set up a Facebook Page for your business if you don’t already have one. Set one up by heading here.
Access Ads Manager
First, you need to access Ads Manager.
Ads Manager is the “hub” to create, manage, and track Facebook Ad campaigns. You can log in here.
Choose Your Ad Objective
Next, determine what you want from your campaign by setting your ad objective. There are three categories to choose from:
1- Awareness Goals
Show your ads to people who are most likely to remember them. This Goals Good For:
- Brand awareness
- Video views
- Store location awareness
2- Traffic Goals
Send people to a destination, such as your website, app or Facebook event. This Goals Good For:
- Link clicks
- Landing page views
- Messenger and WhatsApp
4- Engagement Goals
Get more messages, video views, post engagement, Page likes or event responses. This Goals Good for:
- Messenger, Instagram and WhatsApp
- Video views
- Post engagement
5- Leads Goals
Collect leads for your business or brand. This Goals is Good for:
- Instant Forms
6- App Promotion Goals
Find new people to install your app and continue using it.
This Goals is Good for:
- App installs
- App events
7- Sales Goals
Find people who are likely to purchase your product or service. This Goals is Good for: Learn more
- Catalogue sales
- Messenger and WhatsApp
Name Your Campaign
A name helps you keep track of the campaign within Ads Manager.
Once you’ve chosen a name, confirm if you want to test different versions of the same ad against each other using A/B testing. This is optional, and you can change your mind later.
Move on to the next screen.
Set Your Budget and Schedule
First, choose which Page to promote. This is probably your company’s Page.
Then, set either a monthly or daily budget for your Facebook Ad campaign, and determine when you want your campaign to start. You can set an end date, too.
If you want, you can schedule your ad based on time zones to ensure your target audience is most likely to see it. For example, if you’re targeting a U.S. audience, you can run your ads during U.S. daytime hours, and so on:
Choose Your Audience
Build your target audience based on gender, age, location, and language. Once you’ve got a broad sense of your ad reach, you can customize your audience based on user behaviors and interests to improve your chances of reaching the right people.
If you’re happy with your ad reach, move on.
Select Your Ad Placements
Decide where your ad should appear. For beginners, you might be best choosing “Automatic Placements” so Facebook can determine where you’re likely to get the best traction.
If you’re more knowledgeable, you can customize placement based on, for example, device type, social media platform (Facebook or Instagram), and operating system:
Determine Your Brand Safety Controls
You can specify content you don’t want your ad to appear alongside, such as violent, sensitive, or offensive content.
From this screen, you can also customize your bidding strategy a little more. For beginners, though, it’s a good idea to stick with the default options at first and make changes later if required.
Create Your Facebook Ad
Finally, choose your ad format, type in the ad copy, and enter your images or videos. Once you’re happy with the ad, click the “Publish” button to go live.
Congratulations, you’ve created your first Facebook Ad for Marketing!
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