Facebook Ads in 2020 present an enormous opportunity for Digital Marketers. Here is an easy, practical guide for the same.
Facebook (FB) has over 2.7 billion active users across its family of apps, which include WhatsApp, Instagram and Messenger. The average amount of time people spend on Facebook every day is 37 minutes. As a marketer, what you love is that Facebook knows a person inside out. FB knows what you like, what kind of people you follow, what kind of food you like, what are places you have visited. FB knows your age, gender, email ID, preferences in arts and entertainment.As a marketer, your job is to show your offer to the relevant audience. Like for me, I am teaching digital marketing. For me, my relevant audience is people who are searching for or thinking of becoming a digital marketer.
You will be amazed by the power of Facebook Ads and the kind of targeting it offers. The best part is, Facebook is one of the most cost-effective advertising platforms available today. In my experiences I’ve seen that the customer acquisition cost from Facebook is much lower compared to other channels. But that can be domain specific as well. In general, Facebook is much cheaper than other Ad platforms. In 2020, I think Facebook will continue to have a lot of power in terms of advertising reach and revenue. The acquisition of Instagram, adds to the power and capability of Facebook Ads. This is because the same ads can now be published on Instagram as well, tapping Instagram audiences.
There are 2 ways to access Facebook Ads in 2020, either you go to your profile, click the dropdown button, and click on “manage ads”. This will take you to the Facebook Ads page,where you can start with Facebook campaigns. Or you can use “Business Manager”. To access this you go to: “business.facebook.com”. Why do I use a business manager compared to an Ads account, directly from the profile? With Business Manager you can run Facebook Ads for multiple clients, from the same platform. Unlike going to the ads account of each page and getting access to all these pages, one can have all the Facebook Ad accounts in one single account and then run ads for them.
To run Facebook Ads in 2020, you need to first connect a Facebook page to your ad account. You need to understand the structure of a Facebook Ad. At the top level, there’s a campaign. Then there are “ad sets”, and then “ads”. It’s important that you understand the difference between all the three. Because this will help you in creating good ads. The first “campaign” is the objective of your Ad. If you are an ecommerce store likeFlipkart, Snapdeal or Amazon. Then your objective is to drive people from social media to your website so that they can purchase items. But let’s say you’re running a blog and you want more traffic for your blog, so your objective will be to drive traffic to the blog.
Campaign is more like the goal of your ad campaign. Then comes the ad set. At the Ad set level, you decide what kind of targeting you want. You set the budget, like how much money you are willing to spend on a daily basis, and also the audience segment. Which audiences should your ad be displayed to? Then come the ads. For each ad set, you’ll be creating multiple ads. You should know the naming convention of campaigns because it will be easier for you later, when you’re running multiple campaigns. To differentiate between campaigns and understand the statistics in an easy manner.
For image ad creation on Facebook, one can use Canva. Video thumbnails and Facebook ad images can be easily created in Canva. It’s a free software for most basic needs and one can use the same. When you go to “home”, from the “Create a Design” tab dropdown, search for “facebook ads”. Just click and create a Facebook image for your ad.
A good image is extremely important because whenever someone is going through their Facebook feed, the first thing that will make them stop is your image. How amazing your image is, how click-worthy your image is. After their eyes stop, they’ll start reading the post. So make sure you have a text, where you’re showing the benefits, the value you are offering, so that people will click on the sign up button.
A/B testing checks which image is getting the best and cheapest conversion rate. Because the goal is to spend the least amount of money, so we’ll be checking which image is getting us the most conversions at the cheapest price.
Check out our article on Google Ads here.
Read further on Facebook Ads on Facebook.