1. Analyze advertising goals
Advertising goals are basically divided into three parts: brand awareness, purchase intention, and action conversion.
(1) Brand awareness
Use brand communication to stimulate the audience’s interest in products or services, including brand awareness and number of people covered.
(2) Purchase intention
Attract the audience to start considering your business and promote a deeper understanding of the details of your business, including visits, app installations, engagement, video views, potential customer development, message interaction, etc.
(3) Action conversion
Attract interested users to buy or use your products or services, including conversion volume, product catalog promotion, store visits, etc.
2. Select advertising goals
(1) Aim to increase business awareness.
If the goal is to increase business awareness, it is necessary to inform potential consumers of the value of the business, so the advertising goals generally selected are as follows:
① Coverage (covering people around the business): display advertisements to people near or around the store;
② Engagement (quick push posts): use advertisements to promote products to as many users as possible and increase engagement.
(2) To discover potential customers
If the seller hopes to find potential customers to sell goods, the advertising goals that can be selected are as follows:
① Conversion volume (increase website conversion volume): create advertisements to attract users to visit the corporate website;
② Potential customer development (develop potential customers for business): create advertisements to collect user information, including information such as e-newsletter subscriptions;
③ Engagement (increase the number of event participants): create advertisements to promote events;
④ Message interaction (communicate with potential customers): create advertisements to attract customers to communicate.
(3) Tracking the behavior of consumers
If the seller has found a customer, in order to track the behavior of consumers to increase service or product sales,
the following advertising goals can be selected:
① Engagement (attract users to receive discounts): create ads to provide users with coupons, discounts or other special offers;
② App installation volume (increase app installation volume): attract users to install mobile apps;
③ Conversion volume (increase app usage rate): attract existing app users to interact with apps;
④ Message interaction volume (find qualified customers and increase transaction volume): create ads, communicate with customers, and encourage customers to convert their purchase intentions into actual actions.
3. Create ads
Ad creation can be completed in the ad management tool or Power Editor. Taking the former as an example, the ad creation process is as follows: “Account” → “Create Ad” (upper right corner of the personal homepage). Sellers select “Ad Campaign” → “Ad Group” → “Ad” → “Finish” in turn according to their understanding of their own products.