So, you’re considering advertising on Facebook and Instagram but don’t know if it’s worth the expense and how to get started.
With 2 billion monthly active users on Facebook we’re here to tell you that running Facebook and Instagram ads as part of your funnel marketing is a no brainer! You can even run ads on other platforms, such as LinkedIn. In just a few simple steps, you can be on your way to creating an effective plan for pay per click advertising on social media.
Step 1: Define your goals
Know what you want to achieve with an ad campaign and that will allow you to effectively plan your Facebook ads and Instagram ads. Since Facebook and Instagram ads cost money, it’s important to know what you want going in, to get the most bang for your buck. Campaign goals may include: increasing website traffic, increasing add to carts, multiplying conversions, and more. By first choosing a goal you’ll be able to create a more thoughtful and effective pay per click advertising campaign.
Step 2: Know (and target) your audience
It is essential to know who you’d like to send your ads to in order to optimize effectiveness and minimize cost per click. Putting together a deliberate target audience may take time, but it’s an extremely important part of any pay per click advertising campaign, especially on social media platforms. Everyone using Facebook advertising should make use of their Facebook Pixel to create custom audiences. This step typically requires expert help from a social media marketing agency. The experts can install the pixel but and help you understand how to use the data it provides. If you’re not confident in this step, enlist the help of a social media management and make the most of your marketing budget.
Step 3: Create your ads
Now it’s time to look at your goals and your audience and design ads that will fit them both. You may be wondering how you can know if what you created will resonate with your audience. In short, you can’t! That’s why you’ll want to consider A/B testing your copy, images, video and budget. Facebook and Instagram ads cost a significant amount, but with careful testing you can reduce the price tag on your campaign.
Step 4: Create a realistic timeline and budget
Defining the duration and budget of your Facebook and Instagram ad campaign is a crucial step. Every business needs to do thorough research before assigning a budget. This step can be one of the most difficult as inexperienced Facebook advertisers may not be able to provide accurate insight into a given target audience or have experience with effective A/B testing strategy.
Sign up for our weekly blog updates to be the first to find out more about planning for each of these steps. Each week we’ll be covering more ground and elaborating on the best ways to make use of Facebook and Instagram social advertising.
Haley Harckham – Noble House Media Group