Facebook paid marketing: from advertising structure to practical cases explained

Facebook Ads, as an advertising plan launched by Facebook founder Mark Zuckerberg in November 2007, has become an important part of social network marketing. By analyzing the relationships between people in social networks, Facebook Ads accurately matches the products promoted with friends’ interests, hobbies and consumption behaviors, thereby realizing the commercial value of friend relationships.

Steps to create an ad

Payment method

Before you start creating ads, you need to set up an ad account and add a payment method. Payment can be made via credit card or PayPal account. The specific operations are as follows:

• Click the small triangle logo in the upper right corner, select “Settings”, and then click “Payment”;
• Enter the billing page, click “Edit Payment Method” and enter your credit card information as prompted.

Campaign

Campaigns are the first level of the advertising architecture and are created based on advertising goals. The goals of the advertising campaign are mainly divided into three categories: awareness, traffic and conversion:

• Awareness category: including boosting posts, promoting homepages, and increasing brand awareness;
• Traffic categories: including attracting more website visitors, increasing application installations, increasing the number of event participants, increasing video views, and attracting potential customers for the business;
• Conversion category: includes increasing website conversions, increasing application usage, attracting users to receive coupons, and promoting product catalogs.

Ad groups

At the ad group level, you need to define your audience, select ad placements, and set ad budgets and schedules. Ad groups should reflect the specific segment of the audience you want to reach and can be limited by location, age, gender, language, behavior, relationship, and more. In addition, ad budgets can be set as a single day budget or a total budget, while flights can be long-term or run within a selected date range.

Advertising

An ad group can contain multiple ads, and each ad can determine its presentation form through photos, copywriting, links, etc. Use this feature to test different ad content to see which ads perform better with specific audiences.

Practical cases

The case of Lewis Ginter Botanical Garden

To increase ticket sales and exposure for the “Anchors Away” event, the Lewis Ginter Botanical Garden team used Facebook’s boosted event feature. They first chose “increasing ticket sales” as their goal and targeted young people who like music and outdoor celebrations. By setting the appropriate budget and schedule, a Boosted Campaign was successfully created and a “Get Tickets” button was added to the Facebook page.

In order to further increase the visibility of the event, the team once again created a new “boost promotion event” and selected “increase visibility” as the goal. In addition, they posted various preparation pictures and highlights before and after the event, and even conducted a live broadcast. Ultimately, the campaign, which cost just $50, reached 15,000 people and attracted many new participants.

Thinking questions

If the San Francisco Aquarium wanted to increase ticket sales, which promotion method should they choose? The correct answer is to boost your event using the Get Tickets call-to-action button.

Through the above steps and case analysis, we can see the role of Facebook Ads in increasing product awareness and promoting sales. Whether it is cross-border e-commerce or local events, Facebook Ads can help merchants achieve better promotion results at a lower cost.