Many ecommerce experts have reported that Facebook Ads are generating a good positive return. But truly speaking, Facebook has not yet reached the same level with e-commerce. In this article by Web India Solutions, we will discuss some tips to improve the effectiveness of Facebook advertising.
Facebook Advertisements mainly come in two forms: Premium and Marketplace. Premium Ads are reserved for big corporate companies with a huge capital and good return. But, Marketplace Ads are comparatively low budget ads and they cost very little. Facebook makes it possible to advertise a Page, Event, Group or a website itself.
There are four main steps to creating a Facebook Ad campaign. As a first step, note down your advertising goals. This may include increasing likes on your Facebook page, getting more traffic on your website, creating an unbeatable online brand to your business and many more. You may have to create individual campaigns for each goal. Defining your target audience is the next step you have to do. Compared to any other advertising channels, Facebook has more demographic data available to you. Facebook also offers targeting based on interests and likes, location, demographics etc. Also you can easily point out people with all levels of education.
Creating Facebook ad is comparatively less complicated process. This consists of only some simple steps like designing the ad, determining the target audience, set pricing and submitting the ad for review by Facebook. Facebook allows upto 135 characters for the ad itself, whereas Google allows only 70 characters. Another feature of Facebook ad is thumbnail image can be used. But, we have to be very much aware of the fact that the Facebook platform doesn’t allow us to change the title. An alternative to this problem is that you can direct visitors to a website instead of fan page. But it may not convey the social aspects of an ad because of the ‘Like’ button that is automatically generated by Facebook.
Facebook allows you two options for payment: Pay for Impressions (CPM) and Pay for Clicks (CPC). You may select either of these two depending on the campaign you are running. If you are focusing on branding, then you may go with CPM which tends to be less expensive. Here you are paying for the number of impressions. You can select CPC model if you are running a campaign focused on some type of conversion. In CPC model, you need to pay only when someone clicks. Facebook suggests a bid range, which you can follow. You will never need to pay more than the maximum bid. Higher your bid, more likely your ad will get shown. Once you have designed your ad, targeted your audience and determined your campaign budget, you can place your order. Another option that Facebook provides is that you can review the ad before you place the order. If you couldn’t do so, you will have to set up a payment source, using a credit card, PayPal or a Facebook coupon.
Each Facebook ad is associated with a campaign. Firstly, you have to choose a campaign name, but this may be changed later on, if needed. While setting your budget, you can either choose a ‘per day’ rate or a ‘lifetime budget’. If you select the former one, Facebook will distribute your ad budget by day. On the other hand, if you are selecting the ‘lifetime budget’, the distribution will be throughout the duration of the campaign. Also you can schedule your campaign to run continuously or specify start and end dates.