The opportunity to publicize your business through Facebook has been transferred to their Facebook Ads campaigns, a function that will boost the reach of your brand, but this time at low cost, a scenario that has been called “Pay to play.”
The reality is that organic growth was forgotten, although there are some who still have some faith. But the truth is that if you want to enhance the reach of your brand, we bring you the step-by-step with which you can build your Facebook Ads campaigns yourself.
First of all, it is important to know how Facebook ads are made up. These are configured through three aspects:
This is the moment in which you will define your objective and the way in which you want to pay, the campaign is the most general feature of this process and after this, different actions will come.
Our ads, like any marketing activity, must be built under a focus or objective, among which Facebook allows you to choose three already predetermined and based on the conversion funnel.
In this case, what you will pay for is per thousand impressions, called CPM (cost per thousand), being able to choose between two options, that your ad reaches a greater number of people (Reach) or users with a greater probability of remembering them (Brand Awareness).
This objective implies greater user participation, for example, going to your page (traffic), getting some type of interaction, going from likes and comments to fans (engagement), downloading your app, consuming your videos to a greater or lesser extent than time, get your data (lead generation) or establish a conversation (messages).
According to the objective you have chosen, you will have to pay per click (CPC), per interaction (CPI), per view (CPV), etc.
If you want direct conversions from your ads, you must install the corresponding pixel on your page.
At this point you must decide whether to pay in advance or by bidding, the advance payment will give you the security of achieving fixed objectives with your investment “reserving” the audience you want to impact. Through bidding, you can decide what price you want to compete for to impact an audience.
However, if your bid is higher than the rest of the accounts bidding to hit the same user segmentation, Facebook will distribute your ads. If it is not, it will wait for the price to drop to do so.
Who hit where impact you, for how long, and with what budget? If our goal was to drive traffic to a blog, the next thing is to make the segmentation issue very clear to Facebook.
You will have the possibility to use your own audiences or custom audiences as they are called. Users of your website, registered through the pixel or contact lists built by yourself. However, do not worry, you can also segment through the data that Facebook has of its users: location, age, gender, language (in which they have their account configured), and interests and behaviors.
According to the data that we complete during this step, Facebook will indicate to us which potential users we can impact with this segmentation. Ideally, after producing the different segments through trial and error, you will have a smooth that will help you quickly complete this step.
Facebook has the possibility of taking your ads to Instagram or websites and pages within its network (Audience Network), so if you want to appear in any of them you will have to select the option “Edit Locations“. You must be careful in this step because the idea is that you distribute your content correctly when selecting specific locations.
Another aspect that we can configure will be the type of device and the operating system, so we can choose that our ads are seen by Android users and not by iOs, and vice versa. The same will happen with desktop computers and the mobile category.
Budget and Delivery
You can choose between defining a total amount for the entire duration of the campaign or a daily amount, according to the way you want your investment to be distributed. In addition, Facebook gives you the possibility to choose whether to limit your bid to a specific time or not, including aspects such as specific hours you want your ad to appear and on what days.
At this time you must choose between automatic bids based on the lowest possible price, or maximum bid.
Summary: Facebook platform, is now the channel for millions of advertisers who use this medium to reach their consumers and increase the reach of their brand. To create a winning campaign on Facebook you should configure on five aspects: Campaign: define your objective, Goals: must be built under a focus or objective, Ad Set: Who hit where impact you, for how long, and with what budget? Audience: location, age, gender, language (in which they have their account configured), and interests and behaviors & Budget and Delivery: defining a total amount for the entire duration according to the way you want your investment to be distributed.