Ultimate Guide to Facebook Advertising in 2019
To say that Facebook advertising is an important part of many businesses online marketing is an understatement.
Looking at Australian businesses, nine out of ten have a Facebook profile with six believing that Facebook will directly contribute to an increase in sales over the next year (Yellow).
However, due to changes in the Facebook algorithm and increased advertiser presence organic reach on the platform is down (Hubspot). This means that to reach customers on Facebook it is likely you will need to pay.
With this in mind, we put together a guide to help you understand how to plan, create and run advertising campaigns on Facebook.
Audience targeting on the Facebook Advertising platform
The key to achieving a good ROI from social media advertising will be through effective targeting.
By targeting high relevance audiences you ensure your advertising dollars don’t go to waste. This section will help you answer.
- Who should you be targeting?
- What channels should you be using?
- What targeting options are available?
Why target? ….Because advertising Has Changed
We no longer tell consumers what they need but instead ask them what they want. Having a two-conversations with audiences is easier if you have a good idea who they are.
We have thrown away the old form of mass message advertising and are now adopting the message to each audience.
This allows us to break through the clutter of advertising in everyday life.
How online Advertising Lets us Target
Direct Input – Using the features provided by Facebook’s advertising platform.
- Demographics – Location, age, gender, language.
- Interests & Behaviours
- Device – What device the audience is using. You can target iPhones.
- Placement – You could target users based on the websites they see your ad on.
- Others – Audiences that are likely to be in the market for a particular product.
Cookie Based targeting
- This is targeting people who have been to your site.
- This can be a particular page or after they perform a particular action.
- Target them with ads that push them to the next step in making a purchase.
- Either upload a database like the one in your CRM or use a list of people who visited your site.
- Facebook finds a user with similar demographics, interests and behaviour to existing contacts.
Use Facebook Audience Insights – This tool allows you to investigate your audiences online behaviour further. This can provide an insight into the demographics and interests of visitors to your site.
Facebook Advertising Cost Overview
The cost of your Facebook ads will depend on a number of factors. Let’s go through these to understand how you can control your Facebook advertising costs.
What’s your ad objective
First, it will depend on the outcomes you are driving with your Facebook advertising. The cost of impressions and clicks differ greatly.
Facebook Ad Benchmarks for Q4 2018:
- Median CPC was $0.57 (cost per click)
- Median CPM was $8.35 (cost per thousand impressions)
Additionally, the objective you select in your Facebook advertising campaign will affect who the ad is shown to and the cost involved.
As a guide:
- Awareness – Shows your ads to a broader audience and will achieve a cheaper CPM.
- Traffic – Places your ad in front of those who are likely to click through.
- Conversion – Shows your ad to those likely to convert or purchase.
Selecting the right objective for the right campaign is important to keeping costs down.
Facebook competitive bid
Facebook consider many factors to determine the competitiveness of your bid.
The first is your monetary bid amount, which is the amount you are will to pay for the objective you selected (clicks or impressions).
There are two ways to set your bid amount:
- Automatic – Facebook will set the bid amount to drive the most actions within your budget.
- Manual – You decide what results are worth to you and set the bid amount.
This monetary bid amount is considered alongside other factors to ensure that your ad is relevant to Facebook audiences.
1) Advertiser bid – Your monetary bid.
2) Ad quality and relevance – Facebook’s prediction of how relevant your ad will be to the audience seeing it. Facebook values user relevancy. The higher your relevance score (rated 1–10), the less it will cost to be delivered.
3) Estimated action rates – Facebook’s prediction on how likely a person is to complete the objective you’ve chosen.
Your audience targeting
Who you target with your ads will certainly have an affect on the end result. This comes back to the relevance of your ad.
It takes time experimenting with Facebooks targeting functions to create your killer audience.
Like most things, the cost of your Facebook advertising will also differ depending on the industry you are in.
Let’s face it, the cost of selling a car is certainly going to differ from your local Gym.
Step by step instructions on how to use Facebook ads
First, you will need to create and login to your Facebook Business manager account.
Then navigates to the ‘Ads Manager’ section from the tools menu in the top left.
Click the green ‘Create’ button to begin setting up your campaign.
1) Select your objective
As mentioned earlier in this blog, the objective you set should be based on the outcome you are looking to drive.
- Reach – Increase local awareness
- Traffic – Drive website or store visitors.
- Conversion – Generate leads and sales.
The objective you choose will also have an impact on the audience you reach with your campaign.
2) Select your target audience
In your campaign, you will find ad sets and ads. Ad sets relate to target audience and budget selection whereas ads are the creative elements that these audiences will see.
When selecting your audience you will have two options:
- Create a new audience
- Select a saved audience
This will be built from one of the audiences targeting methods mentioned earlier in the guide.
If you know you will be targeting a particular audience ongoing, I would consider saving this in your account.
It is also recommended you use 1 audience per Ad set to allow you to evaluate which audience performed best.
3) Select your Placements
Next, you will need to choose where in Facebook your ad will be shown.
Automatic placements will be selected but we recommend that you select these yourself.
The types of placements you can choose include:
Tip: We recommend turning off story placements until you have media formatted for full-screen ads.
- Instant Articles
- In-stream videos
- Right column
- Native, banner and interstitial
- In-stream videos
- Rewarded videos
- Sponsored messages
4) Set Up Your Campaign Budget and Bidding
Next, you will need to set your Facebook ad budget and bidding.
Because this is such an important part of your Facebook ads. Visit the section on controlling your Facebook ads costs.
5) Create your Facebook Ad
Your ad is what users will actually see on Facebook.
To test creative elements you may choose to have multiple ads for one audience.
You have two choices at this point which are to:
- Select Facebook page post
- Create New Ad
When creating a new ad you will need to select the image or video and enter your text caption, headline and description.
For more guidance, visit the chapter on Facebook ad creative.
Facebook Ad Creative
So you’ve decided on the audience for your advertising campaign.
Now you need to focus on having the right creative elements to engage them.
Below are some of the core areas to focus on when creating your ad.
Avoid Facebook brand blue this can get lost in the platform. White can also get lost in the background so try using vivid colors.
Use faces, humans identify Faces faster grabbing their attention instantly. Try to use images where the Face is gesturing towards your product.
There’s no need to use a CTA on your image, as this is something you can include using Facebooks ads. However, you may want to test this and see if there is an increased response.
Facebook has a 20% text rule on advertising images, don’t cover your ad with text.
Make the most of Facebook’s text caption, headline and descriptions for this. The caption should include your value proposition, a CTA and a link to your landing page. Your headline will be short – and to the point.
To get an idea of what other Facebook Advertisers are doing, visit the Facebook ads library.
Overview of Video Advertising on Facebook
First, know where you with PLACE the video
Facebook Video Placement Types
- Sponsored Page post
- Standard format ads
- Collection or Carousels (Series of square 1:1 vid ads)
- Story Ads
Your video specs will need to be in line with the ‘placement’ you have chosen.
Next, consider the actual video itself. There are essentially 3 styles which include:
- Glamourising – branded content which focuses on lifestyle.
- Showing – Reporter of blogging style of ads
- Telling – these are how to
Regardless of the style you choose these tips will still apply to you:
Tips for effective video ads:
- Grab attention – Short attention spans means you’ll need to capture attention fast!
- Show your brand early – This can help audiences recall your brand.
- Take control of time – The value you bring to work, health, personal life or product awareness will determine the length of your video.
- Include a clear CTA – Put your parent’s hat on and tell audiences exactly what to do.
Facebook Ad Optimisation Methods
Wait 3-5 days before you begin to optimise your campaign.
This gives enough time for Facebook to collect enough data for you to work from.
Target high performing age groups by visiting the reports section of your ad campaign and turning off lower performing age groups.
Time of day or week
There are always some days and hours that outperform the rest.
If you’re planning on running your campaign over a number of months, then I would highly consider
Go in and look at the data of how each gender is reacting to your campaign.
If one is drastically outperforming the other you will want to consider turning this off.
This may also lead you to create an entirely separate campaign for each gender.
After your campaign has been running for 3-5 days
You should review the various placements and turn off the lower performing ones.
If you’re happy with the results you are getting from your campaign.
You will definitely consider increasing the budget and scaling.
It’s recommended that you don’t increase more than 30% and leave the campaign for 3-5 days before making any additional changes.
The Importance of Facebook advertising conversions
This means your website is set up to track actions driven by Facebook advertising including:
- Or Leads
Your website should be set up to track conversions. This means that you’ve installed tracking are using thank-you pages for your forms.
If you’re not sure, speak to your web developer and check if this has been set up.
Setting these up on Facebook and Google – this will ensure you can measure the conversion driven by each campaign.
This helps you to analyse the ROI as well as scale effective campaigns.
You can also find step-by-step Instructions on setting up your Facebook pixel here.
To really drive results using online marketing, you need to be seen by the right audiences.
And with Facebook organic reach continuing to decline, understanding how to drive results using Facebook ads will allow you to ensure you the right people reach your website.
Customers are waiting on Facebook for you to reach them and by following the steps in this guide you can do just that.