Facebook ads are an amazing way for BB Companies to reach new potential members and shine a light on all of the incredible work that you do
With a Facebook ad, you can target users based on location, age, gender and much more, and by setting spending limits, you are in full control of how much your ad campaign is costing you, and you can also easily track how well your ad is doing.
With this in mind, join Refresh PR to take a look at how you can get started with your own Facebook ads.
What are Facebook ads?
Facebook ads are used to show users products or services in the form of paid, ‘sponsored’ posts on their feed, on Facebook Stories, Messenger and more. These ads can target people based on location, demographics, interests and much more.
You can easily specify how much you want to spend overall, as a daily budget and even bid on ad placements. With Facebook ads, BB Facebook accounts can benefit from improved engagement, awareness and visibility through enhanced targeting and analytical performance tracking.
Companies can use Facebook advertising to keep their presence dynamic, while connecting with their community, and creating a thriving space that attracts new members.
Setting up a campaign
Anyone with a Facebook business page can set up an ads campaign. Through Facebook Ads Manager, leaders can set up and have complete control over their ads.
Set up Ads Manager To get started, locate Ads Manager under the ‘Professional’ tab within your Facebook menu, and follow the instructions to set up your payment details. Once you’ve done so, you can use the dashboard to create and monitor your ad campaigns.
Decide on objectives It’s important to decide what you want the objective of your ad to be. For instance, increasing engagement and driving people to join your Company would be a great Facebook ad objective.
With this in mind, when you go to set up an ad, Ads Manager will prompt you to select one of 11 objectives from Facebook’s options like engagement and awareness for your ad. Once your objectives have been chosen, your ad will track how will this objective or objectives are being achieved.
Pick a target audience You can also set a target audience for your ad campaign.
When setting your target audience via Ads Manager, Facebook allows you to be very specific and you can target people based on demographics, location, age, gender, education and more.
An example of useful targeting for a Company would be targeting people in the local area within a desired age bracket.
Custom and lookalike audiences But you can also create custom audiences from sources such as your website, and in this example, you can target your own website visitors and traffic using Facebook ads. So, your Facebook ad would appear to people who have visited your site. Find out more about custom audiences here
Lookalike audiences are another possibility, and this option can be used to find users who are similar to the current demographics you are targeting. This way you can expand your reach and target users who may be interested in joining your group. Check out the above links to find out more. Find out more about lookalike audiences here
Set your daily or lifetime budget You can then decide on a daily or overall budget.
Setting a campaign budget on your Facebook ad can be in one of two forms: daily budgets and lifetime budgets. And this allows you to control your spending however you see fit.
Daily budgets are an average spend per day over the course of a week. While a lifetime budget is the total you’re wanting to spend over the entirety of your campaign – which works well if you have some daily spend flexibility.
Starting with a total of around £10 a day will give you an idea of results vs cost, and this is a great jumping off point to dip your toes into an ads campaign.
Bidding You can also use a bidding strategy on your Facebook ads, which is basically where advertisers bid for their ads to be placed in Facebook’s various ad placement locations such as on the main Facebook feed, on Messenger and within the stories section. Higher bids will usually get more placements, but Facebook also takes into account how relevant your ad is for users so this will also impact how many placements your ad gets. Find out more about bidding strategies here
Curate your ad Creative taglines and images While it’s easy to get stuck into the technicalities of Facebook ads, don’t forget to get creative with your ad, and use it to showcase the amazing things that you do at your Company. Whether you select particularly high-quality images, or craft a well-designed carousel, you want your ad to make a great impression from the initial first glance. And this included the perfect description or catchy tagline to influence users to join your Company or to get in touch for more information.
Formats and placements There are several types of Facebook ads that can be created, and depending on the promoted products or services some will be better suited than others, so for BB leaders we recommend: – A single image or a carousel of multiple images or products – Video or a slideshow of images – Collection ads that act as immersive carousels
The placement of these ads can then either be on a feed, on Messenger, as a Story ad within the Facebook Stories section, on the explore page and more.
These ads can also be placed manually or automatically. Usually, an automatic ad placement is preferable for those just starting out with Facebook ads, and they will also help to stretch the existing Facebook ad budget while still reaching your target audience. Once you really know your target audience, you can use manual placements to target super-specific users.
To change your ad placement, you can do so from the Meta Ads Manager and from the dropdown you can add a placement to the ad of your choice.
Launch your ad Double-check everything, including your objectives, target audience and budget. When you’re ready, launch your ad.
Track the performance of your ad campaign The only way to truly know how well your Facebook ads are doing is by tracking performance. And thanks to Ads Manager, you can track your campaigns easily. Here you will be able to see the results set out on your dashboard, including impressions and reach. Once you have the performance data from your Facebook ads, you can optimise them or re-target to a different audience if they are not performing well.
Meta Pixel can help you to understand the performance of your ads, which ones are working well, and which ones would benefit from re-targeting based on different target audiences. Pixel also tracks conversions to show you what actions were taken by users who viewed your ad, for example if they visited your website.
We hope this guide is a useful start in helping you use Facebook ads to successfully draw attention from others in the community, or further afield, to highlight what is going on in your Company.
