Facebook Ads is an advertising program launched by Facebook founder Mark Zuckerberg in November 2007. It has gradually become an important medium for social network marketing. Facebook Ads analyzes the relationships between people in social networks and accurately matches the promoted products with the interests and consumption behaviors of friends, thereby realizing the commercial value of friendships.
(1) Payment method.
In terms of advertising fee payment, you also need to set up an advertising account and add a payment method. The bound account can be a credit card or a PayPal account, both of which can be used as the main payment method for Facebook advertising.
(2) Advertising campaign.
Paid advertising marketing requires the use of advertising management tools or Power Editor to create and edit ads. Its advertising structure is divided into three levels, the first of which is the advertising campaign. When creating an ad, you must first select a goal, which is the purpose you want to achieve through advertising. The goals in the advertising campaign are mainly divided into three categories: awareness, traffic, and conversion. After selecting a goal, an advertising campaign will be created. A campaign can create multiple advertising groups. Through the advertising campaign structure, you can manage and optimize ads to achieve the best results.
Awareness: includes quick post promotion, homepage promotion, and brand awareness improvement.
Consideration: includes attracting more website visitors, increasing app installations, increasing event participants, increasing video views, and attracting potential customers for the business.
Conversion: includes increasing website conversions, increasing app usage, attracting users to receive coupons, and promoting product catalogs.
(3) Ad groups.
When creating an ad, you need to define the audience and select the ad placement, as well as the ad budget and schedule. These all belong to the “ad group” level. At the ad group level, you can see which audiences have responded to the ad and transfer the budget to the audience that responds more actively.
Audience: The ad group should reflect the specific part of the audience you want to reach. By setting the target audience for the ad, you can choose the type of ad audience: you can expand or narrow the audience by simply adding characteristics and interests, or you can limit the audience by region, age, gender, language, behavior, relationship, etc.
Position: the location where the ad is displayed, including the desktop version of the news feed, the mobile version of the news feed, the desktop version of the right column, etc.
Ad budget: the amount you are willing to pay for the ads in the ad group during the ad run, not the actual amount spent. Each ad group you create needs to set a budget. The budget is divided into a daily budget and a total budget. The daily budget refers to the average amount you are willing to spend on the ad group every day, and the total budget refers to the total amount you are willing to spend during the ad group run.
Scheduling: There are two ways to schedule an ad, one is to run it long-term from today, and the other is to run it within a selected date range.
Ad delivery optimization method: There are three types, namely clicks, impressions, and daily unique reach. The most effective method can be selected according to the purpose of the ad campaign.
(4) Ads.
An ad group can contain multiple ads. You can determine the presentation format of the ad by taking photos, writing copy, adding links, etc. With the function of running multiple ads, you can test different photos, ad copy, etc. to see which ads can achieve better results for specific audiences.
(5) Power Editor.
Power Editor is a set of tools provided by Facebook for large-scale operations and more precise control of ads, ad groups and campaigns. Currently, PowerEditor is only compatible with Google Chrome browser. Power Editor has three main functions and uses. First, it can create and edit ads in batches; second, it integrates all the functions required for batch management and measurement of ads; third, it can target audiences more accurately.
lPower Editor has powerful search and filtering functions. You can create custom filtering rules to search for ads, or view running ads or campaigns by target.
lPower Editor can quickly create and edit multiple ads, and can more efficiently create, edit and manage ads in batches, and move freely between campaigns: ads can be split to easily test demographic data such as age and gender.
lPower Editor can provide more detailed and comprehensive advertising data information than advertising management tools based on the three-level architecture of ads, so as to make timely adjustments and optimizations.