Facebook Page Management and Campaigns: Thirteen Things You Should Know

Facebook has become an integral part of our lives with millions every day visiting the social media website.

According to We Are Social’s Digital in 2018 Global Overview, Facebook is the second most visited website in the world after Google.

For businesses, stepping up your Facebook marketing seems like a no brainer.

One way businesses are able to connect with potential clients and make a sale is by running Facebook campaigns.

The goal of a Facebook Like campaign is to target people who might be interested in your brand and the posts you share on Facebook.

Businesses conduct Facebook campaign to achieve different objectives such as:

  • Improve page post engagement
  • Increase page likes
  • increase clicks to a particular website
  • Boost the number of app installs
  • Boost app engagement
  • Offer giveaways
  • Promote events and get event responses
  • Increase the number of video views
  • Among many other reasons.

To be able to achieve any of the above objectives, you need to know a few basics about how Facebook ads work.

Facebook has come up with a lot of information about creating running Facebook campaigns, all of which is available to the public and is quite helpful.

Below, we have narrowed down nine tips we think are important when running a Facebook campaign, gathered from a Facebook campaign expert.

Take a look.

1.     Are Facebook ads effective?

Facebook Ads are very effective when you know how to leverage them. Often times, when someone says that Facebook Ads don’t work, it can be traced back to user error – either running the wrong campaign objective, or not using the Facebook Pixel.

The truth is, very few businesses use Facebook Ads only – it’s not a strategy I advise.  Always look to diversify your marketing efforts. As they say, “don’t put all of your eggs in one basket.” That being said Facebook Ads can be a very effective marketing tool for your business when you know how to leverage it!

2.     What are the key features of a simple yet effective Facebook ad

There a few strategies one can employ to ensure your Facebook ad is effective.

1.) Choose the right objective. Identify what is most important to you, and ensure you are running an aligned objective.

2.) Know your audience. Have your exact avatar in mind as you target your ads.

3.) Always be testing – test different audiences, test images, test copy. Don’t just go with the ad YOU think is best… instead, test a variety of things with your audience to see what gets the best response.

3.     What should you know before setting up a campaign

There a few things you should keep in mind before starting your Facebook campaign.

  1. What are your goals for the campaign?
  2. Who is your ideal audience?
  3. What assets do you have available (photos, videos, audiences, etc.)
  4. What other campaigns have you previously done?

4.     How much does an average national ad campaign cost

There really are no averages like this… it’s dependent on your business vertical and your audience, plus your product or service.

Facebook is an auction-based platform, so you set your budget, tell Facebook what you want to get for your money, and let it do its job. The prices you pay will depend on the competitive market. For example, you’ll likely notice higher costs in Q4 (October-December) than you would any other quarter, because the market is overly saturated with marketers looking for holiday shoppers.

5.     What are the biggest mistake people usually make when it comes to Facebook ads?

With Facebook Ads, I’d say it’s one of two things.

1 – Not installing/using the Facebook Pixel for tracking/targeting/audience building.

What is Facebook Pixel? You ask.

A Facebook pixel is code that you place on your website. It helps you track conversions from Facebook ads, optimize ads based on collected data, build targeted audiences for future ads, and re-market to qualified leads—people who have already taken some kind of action on your website.

How do you get your Pixel ID?

  • Go to your Ad Manager or Power Editor.
  • Click on Tools – Pixels.
  • You will find the basic analytics of your pixel. The ID is at the right top.
  • If you don’t have a pixel yet, you’ll see the following

2- The second biggest mistake people make is choosing the wrong objective. I have so many people say to me that Facebook Ads don’t work, only to discover they were boosting posts when they wanted to drive sales or generate leads.

6.     When it comes to running Facebook ads, is it better to have one advert for everyone or have different ones targeting different groups and regions, so they all look different?

This really depends on your budget and the size of your audience. It’s always a good idea to be testing, though. I always recommend testing 3-5 variations of copy and/or creative within each ad set you are running!

7. Facebook Video Ads, what should you know

Right now the least expensive Ads on Facebook are Video View Ads. The average video view is costing between .01-.03/view – and all of those viewers are re-targetable. This means, you can use video to quickly and inexpensively build a warm audience for pennies!  Using video view ads is a great way to build awareness among your target audience, then, once they know, like, and trust you, you can market to them for a lead or sale more effectively.

8.   How can a Facebook ad or an online ad/banner in general look less spammy

The best advice I have is to make the posts look like more of a native post – don’t layer a ton of text on the images, keep it simple!  Also, don’t make outrageous claims, or show images that are super-exaggerated or unlikely. Try to make your ads relatable to your audience. Humor is always good too – people like to laugh – it’s just important to also ensure that the humor isn’t unprofessional, because I’ve seen it go too far that way as well.

9. How do you measure return on investment (ROI)on Facebook

This will depend a bit on your business model and where else you are advertising (if you are trying to attribute ROI to multiple ad campaigns). If you are selling online and have the pixel set up appropriately with values included, you can track ROI directly from Ads Manager. If not, there will be a little extra leg work to track offline conversions and attempt to correlate them with the online data. If your business knows the lifetime value of your clients, this process is simplified a bit because you’ll have a standard to measure acquisition costs in relation to lifetime value.

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