Even with the new name Meta, Facebook still provides a lot of opportunities for product promotion. Facebook is one of the most widely used, popular marketing platforms on the planet. It has also extended its advertising network to accommodate a wide range of businesses as it has grown to more than 2.7 billion active users.
There are a lot of benefits of advertising on Facebook, however, paid advertising does accompany many complexities. Before understanding how Facebook might help you reach new audiences, you must understand what Facebook offers and how its paid ad network delivers a range of advertising options to businesses.
It is possible to boost content marketing campaigns by using Facebook ads. As part of a content marketing campaign, you can use social media platforms like Facebook in on-site content, blogging, social media, and search engine optimization.
The use of Facebook ads can help businesses get more visibility and traffic for your Facebook content – whether it’s cornerstone site content, simple ad copy, or blogs.
Promote to visitors of your website
Starting a website re-marketing campaign is a smart idea if you’ve already installed the Facebook pixel on your website and you have more than a few thousand monthly visitors.
It is an ‘easy win’ campaign because you’re targeting the highest quality audience temperature: the website traffic of hot audiences using Facebook’s Website Custom Audiences feature. With this type of campaign, you offer people who have visited your website but haven’t yet converted into prospects or customers.
Reach out to people based on their interests in your product
You should start with cold audiences if you don’t have any engagement audiences or website traffic to re-market to. In this type of Facebook campaign, called a ‘cold purchase test’, you want to trigger the hyper-responsive segment of your cold audience who will buy directly from the advertisement you place before them.
To achieve the best results, don’t rely exclusively on this type of campaign. It won’t take long before you tire the hyper-responsive audience segment, and your cost-per-acquisition will rise. Having people engage with your ads and visit your website is a great starting point for implementing the other two types of campaigns.
Target people who interact with your business via Facebook or Instagram
When you don’t have pixel-integrated website traffic, explore warm audiences you can reach. Warm audiences are people who have engaged with your business on Facebook or Instagram. Create Facebook Video Ads for better product promotion across various platforms.
Increase brand awareness
Over 2.7 billion active users on Facebook have an enormous audience potential, and almost 1.79 billion are regularly active. You will create a strong online presence for your brand if you can reach that audience.
However, it would be best if you reached out to the right people – those interested in the product or service you offer. One of the key benefits of Facebook video ads is targeting a specific group of people.
As a result of Facebook’s powerful algorithm, businesses can create campaigns geared specifically toward achieving different objectives, and one of them is to raise brand awareness. The ad is then optimized based on specific pre-defined metrics, such as linger time to determine who is most likely to remember your ad. As it turns out, video ads are the recommended format for Brand Awareness campaigns, according to Facebook.
Drive more conversions
Businesses can generate higher ROIs through Facebook ads because conversion rates are high compared to most other platforms. A YouTube video ad on Facebook has the highest CTR on average among all ad formats. By creating an emotional connection with your audience, these ads will drive more conversions.
Increase ad engagement
The engagement of ads directly influences their reach, as Facebook’s algorithm considers this.
As a result of these actions, Facebook allows advertisers to target better-engaged audiences, sorted by engagement rate.
You can take advantage of a specific audience based on users’ engagement rates. The term could refer to viewers who spent a certain amount of time watching your video.
- Establish a clear conversion goal for your campaign, such as a purchase, lead, subscribe, or another type of conversion.
- Depending on the conversion you wish to achieve, design your video ads accordingly.
- Utilize Facebook Analytics to evaluate the performance of your ads and optimize them based on your data.
- Use data from your Facebook Pixel to re-target people who have already been to your site so that you can increase conversions.
When you’re ready to start running full Facebook advertisements, the process may seem overwhelming rather than simply boosting your posts. It’s no more the same Facebook Ads platform it was in 2012. Currently, you can choose from 14 campaign objectives, and that’s just the beginning of what you can choose.
Depending on what target audience you select at an ad set level, you can create hot, warm, and cold audiences, including interests, look-alikes, impressions, website custom audiences, and video engagement. Moreover, Facebook offers 15 unique placement options, some more effective than others, significantly impacting campaign results.
Additionally, you will have to decide on the ad format, headline, and campaign objective or CTA at the ad level of your Facebook campaign.
It is necessary to choose from a vast array of options, and even if one of them is incorrect, it can negatively impact the performance of your campaign. Ad campaigns are just the beginning. Once your campaigns go live, you need to actively manage them to avoid ad fatigue.
Analyze your marketing assets and the audiences you can target on Facebook and Instagram according to their temperatures. Use the campaign creation process outlined above to create the most profitable campaigns first.