Facebook is an international social network with 1.66 billion daily users. The Ukrainian segment of Facebook is 21 million daily. Accordingly, every entrepreneur wants to expand their audience and find potential customers. To do this, you need to set up Facebook ads, which is one of the most effective ways to promote your product on the digital market.
It is believed that Facebook has a mature audience. Accordingly, it is beneficial for any company to keep its customers solvent and increase their number. Different companies pursue different goals when setting up targeted advertising on Facebook. Targeted advertising on a social network is a good way to fill a sales funnel with traffic or invite the largest number of people to an upcoming event: a webinar, conference, store opening, or presentation of a new collection.
Targeted advertising is suitable for almost everyone, but depending on the goals, the methods of promotion will change. Targeted advertising is needed primarily by companies that offer visualized goods and services. It can be a car dealership or a Japanese restaurant. The main thing is to identify the target audience and set up ads correctly. This is the task of targeting specialists.
Well-configured targeted advertising will direct the target audience to the section, website, or product category that the customer needs. The campaign is executed in such a way that the ad is shown to those potential customers who are most likely to click on the link.
This is the main goal for online stores. With the help of targeted advertising, users on Facebook are shown ads with popular products of an online store. If the user likes the product, they will click on the link, even if they don't know the brand. Dynamic remarketing is important here, and it works thanks to well-configured feed, pixel, and catalog. It is also important to choose your target audience.
This is a reasonable goal for new companies or well-known brands that have recently launched a new product. The ads are shown to a large audience to spread the word about the new product or the company in general.
In this case, targeted advertising on Facebook works to promote a product. The ad appears in the user's feed only once.
In this case, the company aims not only to increase the number of potential customers but also to improve the quality of interaction. It is important for subscribers to like, comment on posts, participate in polls and sweepstakes to increase audience engagement.
Setting up targeted advertising on Facebook allows you to bring new potential customers to your website. Targeting specialists set up a pixel and configure a conversion event in the account. After several conversions, the algorithm is built automatically so that the ad is shown to the target audience.
If a company is involved in mobile marketing, then installing an app is perhaps the main task. In this case, screenshots and videos from the app are placed in the ad, which characterize the app to a greater extent and emphasize its benefits.
The primary task of the targeting specialist is to analyze the target audience and understand whether it is on Facebook. The specialist will establish a portrait of a potential client, including his or her external data, temperament, hobbies, income level, region, etc. Then, the target audience is divided into segments to create ad groups and solve the problem of each individual segment. Target audience research is essential for building any advertising strategy on Facebook and beyond.
At this stage, the goal of targeted advertising is selected (traffic, conversion, brand awareness, engagement, etc.). Specialists customize the pixel on the website or the Facebook SDK in the application. Banners and videos are prepared.
Targeted advertising at this stage is all about setting up the target audience. Based on the preparatory stage, the targeting specialist determines which ad, in what form, and to whom to show it. Each group of ads will have its own target audience, and accordingly, its own ad display schedule and budget. There are also settings for target parameters, product browsing, adding products to the cart, registration, and link clicks. At this stage, targeting specialists develop special offers (promotions, discounts, and promotional codes), as this increases conversion.
Several possible ad variants are created, as the target audience may not like one single ad. Experts offer several options, and Facebook's algorithm will choose the right one for your target audience.
Often, an advertising campaign requires optimization. For this purpose, experts analyze the work done. To improve the result, they use Facebook's Conversion Optimizer tool.
Managing Facebook ads is a complex and complex job for marketers. The main difficulty lies in the fact that we can only assume what kind of advertising will interest the target audience. There is a hypothesis that can only be proven correct by experimentation.
Experts in the field of targeted advertising, as well as SEO, e-mail and content marketing, contextual advertising know Facebook's algorithms, so they will carry out comprehensive work to increase the number of your potential customers and boost sales.