(Yes, these can be used on other social media platforms if Facebook dies; RIP)
Gamers Marketers! We’re back at it again with another SparkNotes-esc. blog post. Today’s episode will be about Facebook! Now; yes, some could argue it’s a dying platform, but don’t worry! These tips can work for any social media platform (just tailor the specifics to whatever you want to use).
Today we’ll be looking at Megan Adam’s “Advertising on Facebook” (Adams, 2019). If you read my last dive into Ian Lurie’s “Learning to Write Marketing Copy”, this will follow a similar format. There will be multiple entries, so be sure to read them all! Let’s just jump into it!
Reminder: Know your “why”! If you’re making ads for no reason, it’s not going to do anything but waste money.
Social media’s great for interacting with your audience. This is because your audience is already in the mood to interact. This means that their brains are turned “on” making them more open to looking at/consuming your ads. Plus, it’s great because it can be super cheap! Just creating content is next-to free and paid advertising is priced on a spectrum you set. (If you want some tips for writing copy for social media, check out my post HERE! ).
Here’s a simple overview of what advertising on Facebook (or any social media) will look like:
- Have a goal (the reason to advertise)
- Decide your target audience (don’t waste money showing Grandma Fortnite posts!)
- Define the budget
- Decide how you’re going to pay for the ads
Here you can see an example Facebook ad pulled from Adams’ video (Adams, 2019). Let’s dissect. ——–>
Red Circle: “Sponsored”. This indicates to the reader this is a paid promotion. For legal reasons, ALWAYS disclose ads are ads.
Blue Circle: Engagement on the post. This is evidence that your advertising is getting to the target audience (and is working).
“Learn More”: The call to action! The part that can take an ad from “oh that’s neat” to “I need to buy that right now!”.
Remember: This is all customizable! Social media platforms want advertisers so it’s generally pretty easy to find an ad type (ex. video, still image, gif, boomerang, etc.) that works for you.
Common Question: “Can I run multiple ads at once?”
Answer: Yes! It’s also super easy to keep track of everything too. Just look under the “Manage Ads” section in the drop-down bar (Adams, 2019).
Pro Tip: The “Manage Ads” section is your hub for advertising on Facebook. It’s where you can see current ads, past ads, where you set-up ads, and more. It’s important to be familiar with this tool.
Sections of Note in Manage Ads:
- Campaign (where you decide things like your marketing objective)
- Ad Set (where you decide your target audience, your ad placement, and budget/scheduling)
- Ad (where you do the visual part of ads)
Objectives to Know:
Awareness: “to generate interest in your product or service” (Adams, 2019)
Consideration: “to get people to think about your product and be interested” (Adams, 2019)
Conversion: “Get people interested to use/buy!” (Adams, 2019)
Pro Tip: Adams recommends starting with the “conversion” objective (Adams, 2019)
Ways to Target Ads:
- Geographically (location)
- Demographics (age, gender, etc.)
- Interests (hobbies, liked pages, etc.)
- Behaviours (purchase habits, device usage, etc.)
- Connections (people who like you page or even their friends)
- “Custom Audience” (ex. people who subscribed to your newsletter)
Words to Know
(vocab to drop to impress your boss):
Clicks: “the total number of clicks on an ad”
Click-through Rate (CTR): “the total number of clicks received, divided by the total number of impressions” (basically, how many people clicked on your ad after seeing it)
Cost per 1,000 (CPM): “the average cost paid to receive 1,000 impressions on an ad”
Cost per click (CPC): “the amount charged when someone clicks on your ad”
Frequency: How often an ad is shown to one person (don’t go crazy on this or people will start to just tune out your ad!)
Reach: “total number of people who see an ad”
Advertising on social media can be great. It’s cheap, it’s easy, and your audience is already in the head-space to look at stuff (including your ads). Though, just because it’s cheap doesn’t mean you should waste resources. Before you start, have a clear understanding of four things! Your goal, target audience, budget, and how you’re even paying for this!
Personally, this section was very “Marketing class 101”. A lot of the stuff I learned in my intro-level marketing class was here! If you’re just starting out or need a refresher (catch me rereading this blog in a few years!) this is a great section to start! Plus, the basics are basics for a reason! They’re the foundation for everything else so it’s pretty important to have a good grasp on this info before getting advanced.
Don’t forget to like this post if you liked it and follow this blog for more marketing student content! Also, be sure to check back in soon to see my next post on advertising on Facebook!
Adams, M. (2019, October 2). Advertising on Facebook. Retrieved from Linkedin Learning: https://www.linkedin.com/learning/advertising-on-facebook-2/facebook-is-an-advertiser-s-dream?u=2109516