How to advertise effectively on Facebook

Facebook still holds the top spot in the ranking of the most popular social media platform in the world. The website boasts over 1.9 billion active users daily, and monthly it is 2.91 billion. Such an extensive group of recipients makes the platform an ideal place for the development of broadly understood internet marketing. If you are still considering starting activities on Facebook, don't waste your time and check how to effectively advertise on this platform.

The structure and mechanics of Facebook ads

Facebook supports entrepreneurs and provides them with a tool called Meta Business Suite. This is a place from which you can easily manage all the company's resources and marketing activities.

Another important element is the Ads Manager , which is used to manage ads and fully configure them.

Moving on to the original topic, let's start by answering the question of what advertising really is. Facebook advertising is a paid message sent from a company to its recipient group. Advertisers create campaigns that are based on advertising goals, and these are implemented through specific ads.

When it comes to goals, it is worth mentioning that this should be your first step on the path to creating advertising on Facebook. Many questions have probably arisen in your head now, such as: "But what is this goal and how to define it?" The advertising goal for your company is the result that is most valuable to you. To put it simply, you need to know what you really want to achieve. For example, the goal of your advertising campaign may be to make your brand recognizable, which will allow you to reach the largest number of people.

By bringing together a wide group of users, Facebook allows you to precisely reach your target group. You should consider the profile of your company's ideal customer, which will allow you to specify your target group. Important questions to ask yourself on this topic are: where do your recipients live, how old are they, what is their gender, what do they do, what is their education, etc. You need to determine who needs your product the most. The target group is a broad topic that we will develop later in the article.

Advertising formats on Facebook do not have to be boring and limited to only one graphic. In addition to classic image advertising, we have such creations as: video, carousel ads and collection ads. A carousel is an advertisement that can contain up to ten images or videos. Advertising in the form of a collection is a presentation of products from the catalog.

An important element in creating graphics and the entire image of your company is key visual , i.e. the graphic leitmotif of your brand. KV helps maintain consistency in brand communication, which is reflected in positive image building.

Even the best graphics won't defend themselves! It is worth remembering about content marketing that will attract the user's attention. A catchy CTA is your key to success, because effective advertising campaigns must be engaging.

Not comfortable writing content? Check out our article "How to write so that Facebook likes our content."

You should also remember to adapt your activities on Facebook to the adopted communication strategy that your company follows.

Targeting, i.e. your target group

Moving on to the topic we mentioned earlier, Facebook's algorithms provide the opportunity for detailed targeting , but what exactly is it? Targeting is a process that involves the selection of consumers by advertisers in order to determine the most detailed target group possible. This is where you specify exactly who your ad should be displayed to, based on demographic, geographic and interest characteristics.

You can target your target group based on the following criteria:

  • Location you can specify
  • Age
  • Sex
  • Tongue
  • Interests
  • Behaviors
  • Demographics

Please remember that your clients may be your former clients, so it is worth thinking about the remarketing and retargeting users who have already had contact with your company.

Targeting ads to too broad a target group is a common mistake, which you can avoid thanks to an in-depth analysis of your target group, which you can read more about in our article "How to find a target group".

Determining the budget

Facebook gives us the opportunity to set a budget on two levels, the campaign itself and the set of ads. In the first case, we have the opportunity to determine the total budget we want to allocate to a specific campaign. In such a situation, Facebook's algorithms allocate more resources to those ads that are more effective. Budgeting at the ad set level allows you to set separate budgets for each ad set based on your preferences. However, it should be remembered that the ad set with the lowest CPM or the highest CPC generate the best results. In this case, an important element of internet marketing is analytics, which we will discuss in more detail in the next part of the article.

There are two types of budget on Facebook: daily and total. The first one is the budget, in which we set the average daily amount we want to spend on advertising. In practice, however, it looks a bit different, because depending on the day, Facebook can spend up to 25% above the daily budget amount to amortize the exceeded budget in the following days. It's worth remembering to set an end date because it's an optional feature with this budgeting.

When choosing total budgeting, we set the start and end date of advertising distribution in advance. In this case, Facebook's algorithms will appropriately distribute the entire amount over the specified campaign duration and will not spend a penny more than the specified budget.

Analysis and optimization

Are you wondering if just making an advertisement is enough? Well, no, this is just the beginning. From an expert point of view, the most important thing in digital marketing is analysis, and what follows? Optimization !

Through advertising, Facebook collects a wide range of information that we can use for optimization, but what is optimization really? Most often, optimizing Facebook ads is based on narrowing down activities to areas where they show the best results. In this way, the platform allows advertisers to increase the number of recipients belonging to the target group, i.e. potential customers.

Facebook allows you to analyze data from organic results and paid advertising activities in the Statistics of Meta Business Suite, and interestingly, it combines data from Facebook and Instagram there.

Statistics offer access to indicators, trends and visual reports, which make it easier to understand which of the strategies and activities used have a better impact on advertising your company.

It is worth considering which of the available data will be most important for you and your company. The indicators you should pay attention to during analysis include:

  • CTR (clic-through rate) – click-through rate, determines the number of clicks in relation to the number of ad views. If 100 users see your ad and only 25 of them click on the link, the rate will be 25%. Thanks to it, we can determine the effectiveness of advertising.
  • CPC (cost per click) – an indicator that indicates the average cost of clicking a link. Defined as the total amount spent divided by the number of link clicks. It is used to compare the effectiveness of advertising.
  • CPM (cost per mille) – cost per thousand impressions, which allows you to determine the price to be paid for each thousand exposures of a specific ad on Facebook. Commonly used to analyze the cost effectiveness of campaigns. It is defined as the quotient of the total amount spent on an advertising campaign and the number of impressions, multiplied by 1,000.

The skillful use of analytical tools offered by Facebook and the effective implementation of changes based on the obtained data is undoubtedly the path to the success of your online marketing activities.

To summarize the collected information, effective advertising on Facebook includes the following components: selecting the appropriate campaign goal and target group, detailed targeting, optimizing the size of the target group and appropriate use of exclusions, as well as creating engaging content and eye-catching graphics. Remember to carefully analyze and implement changes based on it, which is the key to your success in digital marketing!

Do you need professional help advertising your business on Facebook? Contact us and our specialists will make every effort to ensure that your company advertises effectively on Social Media.

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