Optimizing advertising costs is the ultimate goal!
The number of advertisers on Facebook is increasing rapidly, while the number of users is growing slowly. Meanwhile, the number of ad display positions remains limited, making the competition for Facebook advertising increasingly fierce.
Not everyone has the ability to effectively run Facebook ads, and many people have yet to find an optimal way to utilize this traffic channel, despite having worked with it for some time.
It is crucial to have a clear understanding of everything before running ads; otherwise, you risk wasting a lot of your budget on failed campaigns. The six concepts presented in this article won’t guide you on how to run any specific ad campaign, but they will help you fill in some knowledge gaps that you may not have been aware of before.
- What is USP (Unique Selling Point)?
Although unrelated to Facebook Ads, USP has a significant impact on whether or not you can sell products on Facebook. USP is simply your unique advantage in selling your product compared to your competitors.
Your advantage could be in the product’s characteristics, price, sales points, customer care policies, etc. List everything you think customers would choose your product over your competitor’s. Because now Facebook Ads are easy to run, everyone can do it, so don’t think that only your products can run on it.
When running Ads, besides highlighting the “BENEFITS” of the customer, you should emphasize the USP, showing why customers should buy from you rather than your competitors.
For any product/service, you have a competitor. If your product/service does not have an advantage, it should at least be equal.
2. The role of ad content.
The role of ad content is to encompass everything that customers see when your ad is displayed to them. This can include ad images, headlines, videos, display links, and more.
As you may know, customers have a habit of scrolling through Facebook very quickly. If a post or ad does not have anything eye-catching, they will move on even faster, sometimes in under a second.
Ad content is similar to a regular post, so if the content does not stand out to the viewer, they will likely scroll past it. It is important to invest in high-quality images that are visually appealing and to ensure that the landing page is also visually appealing. Aesthetics play a significant role in determining buying behavior.
Ad content should also be “trendy” or written in a way that entertains the reader while still promoting the product, rather than simply stuffing the product in their face like many others tend to do.
- Who is your target audience?
To run effective Facebook ads, you need to identify your target audience. There are three main groups of customers you should know:
Cold traffic: These are “cold” customers who don’t know who you are. Advertising to this group is challenging as the conversion rate is typically low. Your product or service needs to stand out, and your ad content needs to be compelling to have a chance at a successful result.
Warm traffic: These are “warm” customers who have interacted with you in the past. For example, they may have visited your website, liked your Facebook page, attended your event, used your app, or provided their name and email address through your email collection form. The conversion rate for this group is usually higher than for cold traffic.
Hot traffic: These are “hot” customers who have previously purchased your products or used your services. If your product or service is good, these customers are the most promising among the three types of customers. They have already used your product or service once, and if they had a good experience, they are likely to purchase again.
That’s a great strategy! Providing value to cold traffic can help build trust and establish a relationship with potential customers, making them more likely to convert to warm traffic. Once they are warm traffic, you can then focus on promoting and selling your products or services to them. And for hot traffic, you can continue to nurture the relationship and offer related products or services to increase their lifetime value as a customer. It’s important to have a well-rounded approach to targeting different types of customers in order to maximize your advertising efforts.
4. What is Facebook Ads Manager?
Facebook Ads Manager is a basic ad management platform where anyone can create, manage ads and view ad reports to see if the ads are performing well. Besides Ads Manager, there is another advanced ad management platform called “Power Editor”, but I will not include it in this post for now. To access Ads Manager, you can go to the Menu of Business Manager => Ads Manager.
The interface of Ads Manager will be as follows:
In Ads Manager, you can create, manage and track your ad campaigns, including metrics such as reach, spending, engagement, and conversions.
If you’re new to Facebook Ads, Ads Manager is the tool you will use to get started. To create an ad campaign, simply go to Ads Manager and select “Create Campaign,” then follow the steps provided by Facebook to set up your campaign.
When you no longer want your ad to run, you can also use Ads Manager to turn off the ad. There is a toggle button for each campaign that allows you to turn the ads on or off (as shown in the image below). Additionally, if you want to adjust your budget or modify any of the settings you created, you can also access this area.
5. Three levels of advertising: Campaign – Ad Set – Ad
Facebook has 3 levels of a advertising campaign, which are Campaign, Ad Set, and Ad. Specifically, when you start creating an ad, you will create a Campaign, in which you will create an Ad Set, and in Ad Set, you will create an Ad. (It’s best to open Ads Manager, click Create Campaign to better understand what I’m referring to).
You can also create a new Ad Set within an existing Campaign or create a new Ad within an existing Ad Set. Now I will explain these 3 levels in more detail.
Campaign It is a campaign that contains Ad Sets and ads. When you create a campaign, you will choose your marketing objective. For example, if your goal is to increase website traffic, you will choose traffic. Or if your goal is to increase app installations, you will choose App Install, and so on.
Ad Set It is within a campaign, and each campaign can create multiple ad sets to test which Ad Set is the most effective. While in the campaign, you can only choose the marketing objective, the Ad Set is where you can set up more things, such as:
- Target audience: who you want your ads to reach.
- Placement: where your ads will appear on Facebook or other platforms.
- Budget: how much money you want to spend for each ad set.
- Schedule: when you want your ads to run.
Audience: Choose the customer file you want to display your advertising to. For example, you may want to run ads to a Custom Audience file of people who have previously visited your website, or your audience may be people who have liked your Fanpage, targeted according to Facebook’s available data, geographic location, age, etc.
Placements: You can customize the location of your ad display: on desktop or only on mobile, whether to run it on Instagram or not, whether to display it on Instant Article or not, etc.
Budget & Schedule: Set your advertising budget and schedule. You can run it immediately or schedule it to run at a specific time.
…Depending on your Marketing Object, there will be other specific settings.
Ad: As your advertisement, it will be placed within an Ad Set. This is where you create the Ad content (refer to section 2 about Ad content). This means you will write the ad copy, choose which image to use, select which Fanpage to run it on, set the link, video, etc.
Similarly, within one Ad Set, you can create multiple ads to see which one is the most effective (A/B testing). However, I usually only do A/B testing with one Ad Set, which is enough. This means that for most of my campaigns, I only have one Ad in one Ad Set. If you are new to advertising, you should also do this for easier management.
- What is Marketing Objective?
When you start creating any advertising campaign on Facebook, the first thing Facebook asks you is “What is your marketing objective?” This refers to the specific goal or purpose of your advertising campaign, such as increasing brand awareness, driving website traffic, generating leads, increasing sales, etc.
Facebook offers three main target groups for advertising:
- Awareness: This objective aims to increase brand awareness and reach as many people as possible. This includes campaigns focused on promoting your brand or product, creating a buzz around a new launch, or promoting a special event or sale.
- Consideration: This objective aims to get people to start considering your brand and products. This includes campaigns focused on driving traffic to your website, encouraging engagement with your posts, increasing video views, or generating leads.
- Conversion: This objective aims to drive specific actions from your audience, such as making a purchase, filling out a form, or downloading an app. This includes campaigns focused on retargeting previous website visitors, promoting specific products, or creating urgency around limited-time offers.