The 4 fundamentals to know to start advertising on Facebook
Internet advertising is very effective in promoting its services or products. But of all the platforms that offer online advertising, Facebook is one of the most coveted. This social network is more widely used in the world, with over two billion users. Its particularity is to be able to more easily find the profiles which correspond to your target customer. However, you need to know 4 concepts to launch an advertising campaign on this social network.
1 Define the objective of your Facebook ad
The first thing to do before launching an advertising campaign is to choose your objective. The objectives are organized in relation to the purchasing path, namely: Discovery, Consideration and Decision.
2 Discovery for Facebook
Discovery is the first phase of the purchasing journey where the person becomes aware of their need or problem.
In Facebook, it corresponds to the “awareness” stage. To address the people who are in this stage, Facebook offers two types of advertising that have different functions.
Brand awareness : The goal of this type of advertising is to increase awareness of your brand by reaching the people who are most likely to be interested in your services or services.
Cover: This kind of advertising aims to reach as many people as possible within the Facebook audience. You have the possibility to define the user profile to reach a maximum of target. It also lets you specify how often the audience will see your ad.
3 Consideration for Facebook
This stage in the purchasing journey corresponds to the stage where the person seeks solutions to a problem. It is also the time when a person searches for information on different products to meet the need that they realized in the discovery stage.
At this stage Facebook offers several types of advertisements depending on the objectives:
Traffic : This kind of advertising aims to drive the most traffic to a destination. Often this is the website, but the destination could be installing an application or initiating a Messenger conversation.
Interactions : It’s kind of advertising that aims to engage people with your business. In the sense of Facebook, engagement is the interaction with your post or Page. Interactions include comments, shares, likes, responses to your events, and uses of offers.
App installations : The goal of this kind of advertising is to direct as many people as possible to the app store to install the app you want to distribute.
Video views : The goal of this kind of advertising is to communicate your successes or accomplishments. This involves describing and using your products and services on videos, to increase awareness of your brand or business.
Lead generation : This is one way to collect information from people interested in your offer. These prospects are, for example, e-mail addresses, telephone numbers, postal addresses, etc.
Messages : The goal of this type of advertising is to get more people to chat with your business in Messenger to complete purchases, answer their questions, or offer them assistance.
4 The buy decision for Facebook
At this point in the buying journey, the prospect is ready to choose the solution that best meets their needs and take action to buy.
Facebook associates this stage with the types of converting advertising. To address the people who are in this stage, Facebook offers three types of advertising according to their objectives:
Conversions : The purpose of this kind of advertising is to get people to take concrete actions on the website, app or Messenger. For example the customer can add payment information or make a purchase online. You have to use the Facebook pixel or the events app to track and measure conversions.
Catalog sales : its goal is to automatically display catalog items based on your target audience.
Point of sale traffic : This strategy allows you to advertise around an audience that is close to your physical store. The goal is to increase traffic to your store in order to improve the sales of your products.
Conclusion
To carry out an effective digital marketing campaign, you have to master both aspects:
- Marketing for knowledge (customer knowledge, etc.)
- Digital for know-how (use of digital tools, etc.)
It is rare to have these skills with a level of expertise in-house, in large companies, let alone in medium and small ones.
Large companies have long understood that they need to focus on their business. For activities outside their Marketing type business, they keep the strategy and they outsource the operational part to expert web agencies such as Wedigitalpro.
Small and midsize businesses cannot afford a dedicated Marketing team. They rely on expert web agencies like Wedigitalpro, also for their Marketing strategy.
Whether you are large, medium or small businesses, your Wedigitalpro web agency supports you with digital marketing strategy and digital operational marketing.