Back in the day, Facebook posts had crazy awesome organic reach. Remember that? Well, we all know that in order to get that kind of reach now, you gotta pay. A budget dedicated to advertising makes all the difference in the world. So, to be seen in your Facebook community’s News Feed, get out your credit card.
But it's not that simple. Paying for an ad isn't as easy as buying milk. You may have begrudgingly accepted the pay-to-play shift, but knowing how to navigate Facebook's complex and robust advertising options is not for the faint of heart. So, before you spend a dime (or another $500) or before you start feeling overwhelmed, read through this overview. It's a great starting place. Wrap your head around this, and you'll be able to move forward.
You don't need a Page to advertise on Facebook
Before diving into advertising options on Facebook, it's worth mentioning that having a Page (a.k.a Business Page) is not necessary to create and place ads. Be warned—without a Page, ad placement, formatting, and objectives are extremely limited. Here are complete instructions. However, if you want your ad to show in the locations you desire, be formatted in the way you want, and used for the objective of your choosing, it's time to Create a Page.
For those who have a Page and are ready to get the word out about your spectacular product or service, here several ways you can advertise on Facebook.
Do you want people seeing, liking, commenting on, and sharing the posts you create on your Page? If so, try boosting a post.
Boosted Facebook posts can be easily spotted in a News Feed by their Sponsored label. But don't look for them in the right-hand column of Facebook; you won't find them there (that space is reserved for Campaign ads only and are only visible on devices larger than smartphones).
According to Social Media Examiner, boosting a post is easy to do and can be done with any post on your Page’s timeline. Just click the blue Boost Post button in the lower right corner of your post. From there, you can target the "People who like your page and their friends” or “People you choose through targeting” and set your budget.
For more advertising options, use the Ads Manager or Power Editor found in the Business Manager platform. Although Ads Manager and Power Editor are similar, Power Editor offers more in-depth features and capabilities. Experienced marketers often prefer using Power Editor because it offers more targeting, pricing, and bidding options; novice marketers tend to gravitate to the Ads Manager. Whether you use Ads Manager or Power Editor, you can choose how to reach your target audience and what campaign objectives you wish to meet.
Note: You can also boost a post from Facebook’s Ad Manager. There you'll find deeper targeting options and campaign capabilities than when you click the blue Boost Post button.
Here are some of the promoted ads you can create.
- Page promotion ad - Is your goal to get more Page likes? If so, promote your Page. When people like your Page, your posts may show up in their News Feed and on Instagram. Promoting your Page may help you reach new customers.
- Website promotion ad - Increase your website traffic by creating an ad that drives people there. It will display in News Feeds and on Instagram. Remember, if you're driving traffic to your site, it better be in good shape. To ensure that your website is working for you and not against you, follow the guidelines in this eBook.
- Business promotion ad - Do you want to build local awareness for your business, gain foot traffic, or increase in-store sales? If so, promote your business. When you do, you can target the people within your radius.
- Carousel display ad - The new carousel format lets you show up to 10 images or videos, headlines, links, or calls-to-action in a single ad. It can be used by nearly any business to accomplish a variety of advertising objectives.
- Slideshow display ad - The slideshow format allows you to create a high-quality and customized ad experiences without the time or expense of video production. Slideshows let you combine multiple images, text, and sound to capture your audience's attention and tell a story.
How about re-engaging those who've visited your e-commerce website or re-targeting those who abandoned their shopping cart? There's a way to accomplished this through Facebook.
Facebook remarketing works similar to Google AdWords remarketing, but rather than showing your ads across websites, your ads are shown on Facebook.
Facebook’s Custom Audiences feature in the Business Manager platform allows you to install a snippet of code on your website that will place a cookie on the computers of those who visit. The installed code will send information to Facebook about which pages were viewed on your site by a specific visitor. Anyone who visited your site, but didn't buy or checkout, will be shown the Facebook ad you created. Pretty great, right?
Get the most out of your ads
- If you're new to Facebook advertising and this post whet your appetite to learn more, check out Facebook's set of guides for beginner advertisers.
- If you're going to spend money on an ad, you might as well do it right. Here's Kissmetrics's guide to creating successful and high-concerting Facebook ads.
- Get the skinny from Buffer on Facebook's 2017 ad specs.
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