We hope you want to continue learning with us about Facebook advertising in this new article.
In past pills we have seen in general terms what advertising on Facebook is and how it works. Here are the articles to refresh your memory:
But we still have many aspects to comment on.
One of them, for example, is the advertising strategy on Facebook to develop.
You sure are thinking “Cyberclick people have already explained to me how all platforms, formats and campaigns work, but which one do I choose for myself? How do I know what will work best for my business?”
Therefore, here we will try to guide you and help you on which actions work best according to your goals on Facebook.
The keys to a good advertising strategy on Facebook
Through the 5 steps that we will see below, you will be able to create an advertising strategy appropriate to your business and, therefore, effective.
1 # Analyze the current situation
The first thing we have to do before starting any campaign is to analyze our current situation.
Let’s put a example concrete, this is how we follow it throughout the explanation:
“We are a travel agency and we want increase our sales. We have verified that our newsletter has a very high conversion rate, for what we want increase our database.
We also know that conversion in our physical premises remains high, so improve our notoriety for the summer / high season it will also help us. “
Starting from here, we already have a clear context and objectives, so we can begin to define our campaigns. In this case the most appropriate according to our objectives would be:
- Lead generation
- Web conversions
2 # Define the basics
- How are we going to measure the effectiveness of our campaign? -> We have to fix or define the appropriate KPIs.
- How much can I spend? -> We will have to mark a budget.
- How long will my campaign last? -> We have to set start and end dates consistent with the objectives set.
Example of KPIs by objective:
- Notoriety: It depends on the campaign it would be video playback, reach and clicks or interaction with the ad;
- Lead generation: number of leads and your CPL;
- Web conversions: number of records: CR and CPL or sales, number of sales: CR and CPA.
3 # Define the content
We already have established:
Now we have to think about the type of content that will help these goals to be met. In order to determine the content, we recommend that you have the following information on hand.
- Buyer person: Who are they, where are they, how much do they buy, how many times, are they faithful, what interests them? Having a well-defined profile of our Buyer Persona will help us to properly segment.
- You digital presence: Why is my potential client following me on social media? It will help us so that the content is aligned with our value proposition and brand identity.
- Little benchmark: What is my direct competition doing on Facebook? It will help us to have a creativity reference.
Let’s put an applied case, continuing with the previous example:
- Buyer person: “Young backpacker” aged 18-30, is located in Spain and is interested in everything related to travel (destinations that are trending, tips to save, cheap hotels, etc.)
- Notoriety: for notoriety we would segment by interests.
- Lead generation and web conversion: Here we segment with a look alike audience, because we are interested in obtaining customer data similar to those in our database.
- Digital presence: “We are an adventurous brand that encourages you to get out of the routine”, then all our content would have to be aligned with this concept.
- Benchmark: By seeing the competition and knowing the above, we can get an idea of what kind of content would work to attract our users / potential customers.
4 # Start with configuration
Now we can define the content and create a set of ads for each of our campaigns. Each ad with a different copy and creativity.
Facebook recommends that your ad sets be 4-6 different creatives.
Then, we can start the configuration of our campaigns in the facebook ads manager.
To define on which platform our ads will appear, we recommend choosing the automatic placement de facebook. This is a Facebook algorithm, in which it decides the combination of platforms on which it will show our ad depending on our target and the sector. And once we have results, we can see which platform is more profitable and manually choose / distribute our budget for each of them.
For example, they could be:
- 4 notoriety announcements. As we see in the examples, they can be videos explaining what we do, who we are, cool images, quality information for the traveler, etc.
- Lead generation 4. As we see in the examples, the call to action encourages the user to subscribe, for this to work, it will be necessary to offer something attractive in return, such as the newsletter, or a benefits program, or perhaps a contest. In this campaign, the user does not leave Facebook on your website, he fills in the form on Facebook itself and then Facebook gives you the data in an excel.
- 4 more ads for our web conversion campaign. Here the best thing will be to make attractive offers for the user to go to the web and buy, or leave their data, which, as we have said, also interested us.
5 # Analyze results and optimize
Lastly, it is important optimizing campaigns from day zero. See what is working and what is not and change them in order to improve them. As always, we recommend doing different tests until you find the formula that fits our brand, since each one works differently. !A / B continuous testing!
We continue in the next article talking about remarketing on Facebook.