Facebook Ads Campaigns: All the Features and Benefits
Facebook Adscampaignsallow companies that want to advertise their brand and products to reach a potentially interested audience and increase sales.
In this sense, Facebook gives the possibility to direct the campaign towards a target based on well-defined characteristics including geographical location, interests and age, set a budget and define objectives.
In this article we will delve into how Facebook ads work in general, what are all the features and advantages of Facebook Ads campaigns, what is the structure of a campaign and how to create it to advertise your company.
Facebook Ads: How Does It Work?
Facebook Ads is a platform that allows a company to promote and advertise its business through paid advertising.
An advertisement is a content such as a photo, video or sponsored event that appears to a target audience, selected on the basis of some variables, while they browse the feed of the social network.
The main goal of Facebook Ads is to allow a company to act on a latent need of the user who has not shown interest or need for a product. In fact, the user does not perform specific actions related to the product, but is browsing the social feed.
The ads are shown to people who, based on characteristics: age, gender, location, interests, could potentially be interested in what a company can offer them.
To use Facebook Ads you need to know two fundamental tools:
Business manager: is a tool that allows you to manage advertising campaigns, advertising accounts, payment methods and define the roles of those who collaborate on the campaign.
Pixel: is a portion of code that allows, once inserted into the pages of the website, to track the actions that users perform after clicking on an ad on Facebook. It also allows you to monitor the progress of the campaign.
Facebook Ads Campaign: Features
What are the characteristics that determine the success and effectiveness of an advertising campaign on Facebook? Let’s find out.
- Objectiveo: it is one of the first points that determines how the campaign and its components will be structured. The objective of a campaign can be conversion, consideration or notoriety.
- Target: is a feature that allows you to select the target audience to reach with advertisements. The audience can be selected based on their interests, demographics and geographic area.
- Budget: You can set both a daily budget and a total budget for a limited period of time. Once the budget has been defined, you can establish the publication period in which the campaign will be displayed, it can be set in continuous mode or by setting a start and an end.
- Placements: can be automatic, chosen by Facebook, based on the type of campaign or set independently and therefore choose where the user sees the ad, in the feed, in the stories, in the marketplace or in which platform connected to Facebook, for example Instagram or Messenger.
- Creativity: is the distinctive element that reaches and remains in the user’s mind. Is it important to choose the appearance that the campaign will have based on the target, an image, a video or a text?
Structure and creation of a Facebook Ads campaign
Before you start creating a Facebook Ads campaign, you need to understand the structure and the ads that compose it. We explain it in detail.
When creating your first campaignyou need to choose an objective to achieve. Facebook Ads offers three:
- Awareness (notoriety): awareness campaigns are suitable for making your brand, the products and services offered known and stimulating the public’s interest. In this case, Facebook shows the campaign to as many people as possible and optimizes the division of the ads to increase the possibility that a brand is remembered by the target audience.
- Consideration: Increase interactions with users who already know your brand. The goal is to get app installs, post interactions, video views, lead generation, and drive traffic to your website.
- Conversion (conversion): the goal is to stimulate the user, who has shown interest or interacted with posts and videos, to perform a targeted action to encourage and increase sales of the products or services offered in the store or in your e-commerce.
Within each campaign there is an ad group where you can define the target audience, budget and positioning.
In the first point (target) you have to choose who the ads should be shown to based on age, gender, interests, location, language and interests.
You can also choose to create an additional custom audience by drawing on a list of email contacts or people who like your company page.
In the second point you indicate the budget which can be daily or total and which Facebook will segment as best as possible to optimize the visibility of the campaign.
The budget decision can be related to the cost that you can invest for this campaign, the type of objective to be achieved and the cost of the product.
Finally, the last point to choose is the positioning of the ads. The possibility that Facebook offers is that of being able to choose manual placements such as: news feed, stories, right column, in-stream video, marketplace and placements outside of the social network such as Instagram, Messenger, sites and apps.
Alternatively, you can choose automatic placements that will be optimized by the Facebook algorithm based on the campaign objective.
We then move on to the creation of individual ads: it is possible to advertise an existing post or create a new ad. In this phase, a lot of room is given to creativity with the creation of images, videos, carousels to which a link is added that refers to a page of the site.
It is good to take care of the copy: the title or any text must be simple, clear and free of technicalities, to accompany images and videos and there must be a call to action that can stimulate the user to perform a specific action.
Why advertise with Facebook Ads: the advantages
- Audience segmentation: allows you to reach a specific audience selected based on interest, age, geographic location and other behaviors manifested within social networks. In this sense, you can build a campaign with the certainty that it will reach an audience interested in your company and your products.
- Brand reputation: building effective and long-lasting Facebook ad campaigns allows you to create and consolidate your brand’s online reputation. The goal is to make a brand reliable in the eyes of the consumer and ensure that it remains imprinted in their mind.
- Retargeting: is a fundamental tool for a Facebook ads campaign. It allows you to show the offer of a product or service again to users who have already viewed it and shown interest previously but have not finalized the purchase.
- Multimedia: a Facebook ads campaign can be created thanks to the combination of graphic elements that attract the attention of users. It is in fact possible to create textual content accompanied by images, videos and infographics.
- Public Loyalty: an effective campaign brings new customers and allows you to create a real community of customers loyal to your brand, your products or services. At this stage it is important to know how to select the audience in order to show the ad to those who are truly interested and who can consequently promote your company through word of mouth.
- Results Monitoring: monitoring the progress of the campaign is a fundamental advantage for a company that can quantify the users who have seen the ad, who have interacted by leaving a comment or a like, who have shared the post or who have simply clicked on the CTA. Monitoring also allows you to evaluate the good functioning of a campaign in order to propose it again or discard the campaigns that have not brought any results.
Conclusion
To summarize, in this article we have shown how Facebook ads campaigns can play a fundamental role for a company.
Thanks to the many features it is possible to create an effective campaign to achieve pre-established objectives.
In fact, through Facebook ads campaigns you can make your brand, products and services known, interact with users and therefore activate a consideration towards the brand and finally have the possibility of pushing the user to convert for your product or service.
Finally, we mentioned the numerous advantages that can be obtained by advertising the company with Facebook ads, some of the most important: audience segmentation, results monitoring, brand reputation and retargeting.
