Google ads, how does it work?
There are hundreds of different platforms on which you can advertise, magazines, newspaper television and of course the youngest one, the internet. Since the upcoming of the internet there have been countless researches about what the best way for online advertising should be. Personally I had the opportunity to try a few and I must say I really like using Facebook Ads.
A fun fact is that the first way to advertise on Facebook was trough ‘flyers’ (advertisements placed along the side of the Facebook homepage. As you all know, Facebook started as a university project by Mark Zuckerberg. The way flyers worked was as follow: Usually students paid between $10 and $40 a day to target an ad to a specific college campus. Most common topics were parties or other social events
Later on Facebook changed its ads section to a Cost per Click model (CPC) and allows users to choose different demographics when targeting their audience.
The first big deal Facebook made was with Party Poker and it was on a Click per Action model (CPA). For every member that signed up to Party Poker and deposited a minimum of 50 dollars Facebook would receive 300 dollars. They start earning 60.000 a month. Other big companies that start using Facebook as an affiliate are Victoria Secret and Apple.
Why Facebook ads?
Besides that Facebook is super user friendly the most important reason to use Facebook ads is that it is one of the most popular websites on the internet, it’s a very easy to use tool to reach people from all over the globe.
Another great point about Facebook ads is that it allows targeting, you can target people not only on basis of gender, age and location but also on if they have an Ipad for example and what kind of Ipad.
My six step plan to create and maintain a good Facebook campaign
Step 1: What do I want to achieve with my ad?
Facebook gives you a lot of different choices about what your ad should achieve. Below you will find a list of options:
-Boost your page
-Promote your page
-Send people to your website
-Increase conversion on your website
-Get installs of your app
-Increase engagement in your app
-Raise attendance at your event
-Get people to claim your offer
-Get video views
If is very important to decide why you want to advertise, some of the choices may look alike but are in practice much different from each other.
Let’s say we want to send people to a website, what do we do?
Step 2: Targeting
After choosing you option you will be redirected to a second page on which you can define your target audience. At first you may think that all the different choices you can make are a blessing, of course it is positive, you can narrow your target audience down on the smallest differences, but it is not that easy. When I started using Facebook ads I was thrilled as well until I found out that there are big risks here as well.
If you don’t narrow your target audience down successfully you will get a lot of visits from people who are not really interested in your product, this can get very expensive. To get the maximum result it is very important to make a good analysis about who your target audience really is. For example people in India are famous for their love of clicking on ads, if you don’t target good it can be ineffective and incredibly expensive. To make a long story short: do not only target boys or girls from a certain age and from a certain location but also target their interests and their behavior.
Tip: If you are promoting an app it is good to know that Facebook allows you to only target Phone or Ipad users.
Step 3: How much do you want to spend?
There are some options here as well; you can choose to have a budget for a day or a lifetime budget. If you want to you can choose for more different options such as CPC and CPM. If you are working for a company always check what the budget is before setting a price this way you can set up a strategy which you can change during the campaign.
Furthermore, you can decide for yourself how much you want to pay for every person that is redirected to your page by Facebook, the higher you set the price, the more exposure it will get.
Step 4: Text, images and videos
The text you choose and the ad creative are of the utmost importance. Facebook users see ads all the time and therefore it is important to make yours stand out. This is your chance to convince the potential audience to click and experience your product. Show your brand but be also unique, it’s not that easy. Investing some time and/or money in some good lines and designs isn’t such a bad idea.
Step 5: Advertiseeeee
Now that you have finished your ad it is time to put it on the net and hope for the best.
Step 6: Monitoring and manage your ads
The most important step there is if I may say so. As an advertiser it is your Job not to only create an ad but also to monitor the results and react as is necessary. Facebook allows you to check your results and change your ads if necessary.
It easier to monitor your results if you create more ads than one, you can see with segments are doing good and which are doing worse. Analyze the segments and conclude what you are doing good and what you can do better, so you can improve the ads and maximize the results. Think about re-pricing your ad or redefining your audience.
Below an image of the many choices you have and how easy it is to analyze findings of different audiences.