1. Analyze advertising types
Advertising goals are basically divided into three: promoting the homepage, getting more visitors, and getting more attention.
1) Promote Your Page (promote homepage or promote brand)
By promoting Facebook’s homepage and brand, the brand and homepage can reach more people and increase their visibility.
2) Get More Website Visitors
This section is the core of Facebook advertising and is also the platform’s recommended advertising direction. It mainly provides precise placement based on the characteristics of the product, precise target groups, and people with strong demand for the product, thereby obtaining more visitors and exposure.
3) Get More Leads
Attract interested customers to purchase or use your products and services, including conversions, catalog promotions, and store visits volume, thereby guiding customers to follow the Facebook page to increase more visibility.
2. Select advertising goals
1) Aim to enhance brand and business awareness
If it is to enhance brand and business awareness, and inform potential consumers This business value can be selected from the following dimensions.
(1) Number of people covered (covering people around the business): Display advertisements or target groups to people near or around the store.
(2) Participation: Quickly promote homepages and posts, use ads to promote products to as many customers as possible, and increase customer participation. It can also increase brand awareness and fan loyalty. sex.
2) Aim to discover potential customers
If the seller needs to find potential customers to sell goods, the advertising objectives that can be selected are as follows.
(1) Conversion volume: Create advertisements to attract users to visit the corporate website, thereby increasing the conversion rate of the product.
(2) Potential customer development (developing potential customers for business): Create advertisements to collect customer information, mainly for secondary marketing and targeted promotion through the email addresses left by users.
(3) Participation (increase the number of event participants): Create ads to promote the event. The higher the participation, the higher the score of the ad, and the stronger the willingness to promote on Facebook.
(4) Message interaction volume (communicating with potential customers): Create advertisements to attract customers to communicate, improve conversion rates through communication, and also attract more fans.
3) Better track consumer groups and then set goals
If the seller has found customers, maintaining old customers is a very important operational method. You can choose the following advertising goals.
(1) Participation (attracting customers to receive discounts): Create advertisements, provide customers with coupons, increase the number of customers and trigger social fission.
(2) Application installation volume (increasing application installation volume): attracting customers to install mobile applications, but as an e-commerce seller, it is generally of little use.
(3) Conversion volume (increase application usage): Attract existing application customers to interact with customers, and guide customers to the homepage to browse or purchase products.
3. Select advertising targets
Ad creation can be completed in the advertising management tool or Power Editor. Taking the former as an example, advertisement creation can be achieved through the path “Account→Create Advertisement” (upper right corner of personal homepage).
4. How to do Facebook ads well
How to make Facebook ads produce better results? The author provides you with several practical suggestions that can be implemented.
(1) Add Facebook advertising pixels (short links) to track customer behavior and obtain accurate user data through short links. Use data to help sellers better understand and understand their customers in order to better analyze and meet customer needs.
(2) Use advertising data and audience analysis to obtain “custom audience” data, conduct secondary analysis, and then carry out advertising marketing. In other words, every time an ad is placed, it is not a one-time event. Obtaining a data report after placing an ad is the ultimate goal, and it can serve as the basis for accurate subsequent ad placement. Sellers should strengthen data analysis work and use data to guide advertising delivery work in a persistent manner.
(3) Applicable to business management platform, which is a free Facebook tool for organizing and managing enterprises. When a company has a marketing team, manages multiple Facebooks, assets, uses suppliers, needs to control access restrictions and operating permissions, and needs to access their accounts, it is recommended to use a business management platform. It can facilitate sellers to manage multiple accounts, multiple personnel, and multiple resources.
(4) Please do not enter your personal email account when registering. Separate your personal account from your work account. Try to use as many people as possible to jointly manage the advertising account to prevent account security issues.
(5) Advertising content needs to remain creative so that customers have the desire to click in. Sellers can set different advertising content based on seasonal elements, holiday elements, and different groups of people.
(6) Linkage with other SNS, “Internet celebrities”, SEO, Email and even Facebook’s own group functions, homepage functions, etc. Take a domestic event as an example: When “Double 11” is approaching, all major mobile apps display “Double 11” advertisements, and even the computer’s QQ program, browser and information box also display “Double 11” advertisements. , even when they open the chat software, people are talking about Tmall’s “torch red envelopes”. Although not every company can achieve such “screen domination”, the multi-channel linkage reflected in their advertising methods is Cross-border e-commerce should learn from this.
(7) When necessary, use official agency advertising. Although the optimization is still done by the seller himself, the operation must also be done by himself. But the security is relatively more guaranteed and the professionalism is stronger.