In previous articles we have talked about the importance of having a presence on Facebook for companies and institutions, however, we had not explained the importance of advertising our advertising on Facebook and what its advantages may be.
Advertising on Facebook is done through small advertisements that are located in the right side column of its pages. These ads consist of an image, a title, a brief description of the advertised and the link that visitors will go to when they click on the advert.
The payment of this type of advertising is charged when a person clicks on the ad and not before, that is, the Payment is Per Click (PPC) and not for the exposure of the ad, which is already an advantage because it helps to expose our products and services at no cost (thus helping your reminder) until the moment in which the visitor clicks.
The rates for this type of advertising are variable according to the country in which it will be presented (depending on the location of the people to whom the advertisement is directed). In general, rates for Latin America are much cheaper than rates for the United States or other European countries.
Advertising on Facebook is adjustable to the tastes and demographic factors of the users, which makes it more effective and focused on our target audience.
Although these types of ads are considered as disruptive advertising (because it is displayed even if the user is not requesting it), it is very effective because it is presented in a highly segmented way, that is, the advertising is only presented to those users who meet a profile determined, which makes it more focused according to the interests of said users.
Within the segmentation it is possible to select factors such as: Age, Gender, Couple Status, Studies, Activities, Location (Country, City), Tastes, Languages, Groups, Date of Birth, Place of Work, Fans, Friends of Fans, among others.
If the company has a Fan Page (see our previous articles) it is possible to place specific advertising for people who have liked our Fan Page.
Facebook provides statistical information through graphics of the results of the campaigns. Statistics should be reviewed daily to check if the campaign is showing a good relationship with customer conversions. Conversion is understood as the fact that someone has clicked on the advertisement and finally contacted the company to buy or contract the products or services offered.
An interesting aspect to make the budget of the advertising campaign work is that Facebook allows you to limit the daily budget to invest.
When creating the ads, various tests must be carried out to verify which combination is the most accepted by the target audience (the one that achieves the most clicks). One of the techniques for this is to do what is known as a "Split Test", in which two types of warnings are designed to analyze at the beginning which of the two is more effective, then the less effective is eliminated and the another, also creating a new, even more focused ad, to compare the two again and repeat the cycle until the results are fully optimized.
Not all the notices you want to publish are approved. On Facebook, all notices are manually reviewed and take from 2 to 48 hours for approval. On average 30% of the ads are rejected so they must be changed. Once a notice is sent for approval, the campaign must be paused in order to control it when we activate it after approval.
As explained in a previous article, Landing Pages are ideal for selling unique services on the Internet. Ads related to landing pages can be placed on Facebook as long as the texts and the reason why the data is requested from visitors are clear in the same in order to offer them a better service. If this is not clarified well, the notices will not be approved.
An interesting detail is that Facebook offers credit coupons that are useful to learn how to use the system and thus manage the campaigns.
A good idea when creating an ad on Facebook is that we register multiple users with the profile of our target audience (age, gender, location, etc.). In this way, when entering with these profiles, we can verify that our notice is being presented to them, but also which other competitor's notices could be presented, in order to analyze them and see which one can have the greatest impact, thus helping to optimize our campaign.
It is always important to keep up to date with the rules that Facebook establishes to publish notices so that we can know when they apply or when they do not apply to what you want to advertise, so we will avoid that our notices are not approved.
For the publication of ads on Facebook it is important to comply with the following steps:
Step 1: Identify your goals: Define what you want to promote (be it a page, event, application or a website) and the goals you want to achieve (Make yourself known, Generate sales, Increase fans).
Step 2: Define the target audience: Think about the profiles of the people you want your ad to reach, and select the criteria according to their interests, rather than what they might be looking to buy. Establish segmentation criteria by: Location, language, education, job, age, sex, birthday, relationship status, tastes and interests, friends of connections and connections.
Step 3: Design an eye-catching ad. Create multiple versions of the ads with different images and texts to find out which combinations are the most effective.
Step 4: Manage the budget. Establish a budget that allows you to efficiently reach your target audience, and check how your campaign is working regularly.
Step 5: Review and Improve: Check detailed statistics and reports to help improve ad performance.
Success for all…
