Shibaram Mishra

Basics of Facebook Advertisement

Ad Objective

Awareness – Make people aware of your products/services

  • Branding
  • Reach

Consideration – People show their opinion, reach out to you,

  • Traffic
  • Engagement
  • App Install
  • Lead Generation
  • Video Views
  • Messaging

Conversion – People show their opinion, reach out to you,

  • Conversion
  • Catalogue Sales
  • Drive Traffic to Store

Placement

Feeds

Your ad will appear to people scrolling through their inbox, desktop or mobile newsfeed.

  • Facebook Feed
  • Instagram Feed
  • Facebook Marketplace
  • Facebook Suggested Video
  • Facebook Right Column
  • Messenger Inbox.

Stories

(Your full screen vertical ad) will appear in people’s stories.

  • Facebook Stories.
  • Instagram Stories
  • Messenger Stories

In-Stream

Your ads will appear before, during or after video content.

  • Facebook In-stream Videos

Messages

  • Messenger Sponsored Messages

Contextual Spaces

  • Facebook Instant Articles.

Apps and Sites

Your ads will appear in external apps and websites.

  • Audience Network Native, Banner and Interstitial.
  • Audience Network Rewarded Videos
  • Audience Network In-stream Videos

Ads

  • Setting up goals
  • Before you run your ads
  • Creating your audience – through buyers journey
  • Creating your ads – some hacks
  • Finding the right budget for your ad
  • Optimizing your ads
  • Understanding your pixels
  • Remarketing

Setting up goals

Ask, read, research, and define

  •     Whom you want to reach
  •     What you want to show
  •     Different outcomes

            -Tangible

            -Intangible

  • How long you want to do this
  • Can you successfully convert the leads / queries

Before you run your ads

  • Set up your page
  • Check your landing page
  • Maintain a healthy page content
  • Don’t be pushy in your approach
  • Customer first content
  • Get more reviews/recommendations
  • Set an auto responder (messenger)
  • Check the primary call to action in your page

Creating your audiences

  • Take them through buyer’s journey

        –Awareness

        –Consideration

         –Decision

  • Learn from previous results
  • Learn from Google analytics
  • Learn from Pixel Analytics
Audience Filtering

Creating your Ads

  • Test Multiple Headlines first
  • Multiple ad images
  • Keep it simple
  • Keep it idiot proof
  • Target different ad angle for different audience set (not only ad copy or ad creative)
  • Ad text, ad title, ad image, CTA, Ad description
  • Some hack – description

Finding the right budget

Check

  • Audience size
  • Reach
  • Conversion

Nurturing

  • Optimizing your ads
  • Nurturing your leads

       –Reach again

       –Engage them

  • Understanding your pixels
  • Remarketing

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