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Yukta Mutreja

Septmber 9, 2022


Facebook is an indispensable platform for companies to meet with their users and potential customers in a cost-effective way. Writing this guide is to provide a primer on how you can grasp the tools and set yourself up to achieve success on social media marketing.

Before we dive in, let’s get one thing out of the way. There are many ways to approach marketing on Facebook, but we’ll stick to the one we love most: inbound.

The term "inbound strategy" relates to being helpful and relatable to your audience. It encompasses greater understanding of your customers' goals and cooperating with them to solve problems. One of the best ways to do this is to be available where they already invest their time, which implies you must be on Facebook at all times.

This mindset goes hand in hand with another. Namely, showing value to your customers. There are numerous ways you can do this within a social media strategy – everything from conducting surveys and tutorials on the right tools, nudging anyone who might be interested in your intended product or service to actually purchase it if they haven't already (which takes commitment). There are people who try to claim that you must do a whole lot in your marketing efforts with Facebook. This is definitely the case if you're attempting full-time brand advertising with it, but fortunately for us regular mortals; social media marketing doesn't have to offer or cost anything substantial at all. If I'm talking business results, then this approach will take longer than non-marketing social leads which can produce similar gains quickly as its quality increases.

Business that wishes to build an "authentic" relationship with their audience is able to utilize Facebook's tools. It allows marketers to design and disperse high-quality content that will be useful for users. It also provides sales and customer services reps to connect with consumers who are interested in a brand.

True Facebook marketing requires a consistent, long-term commitment. But we promise, the awareness and demand will be worth it.

Value Of Facebook

Over two billion people, globally, use Facebook Products. People use Facebook to build connections and discover things that matter to them. Advertising on Facebook is a way to get noticed, find new customers and build lasting relationships. With our powerful audience selection tools, you can show ads to people who are right for your business.

Facebook Products

Facebook Products give you the opportunity to advertise your business. You can use one or more of our apps and services to help maximize or customize your reach. Facebook Products include:

- Facebook

- Instagram

- Messenger

- Audience Network

You can choose which of these platforms to advertise on to best accomplish your business goals.

Facebook Ads Manager

Ads Manager is where you manage ad campaigns for your business. You can create, edit and view ad campaigns as well as access performance reports in Ads Manager.

Campaign Structure

In Ads Manager, campaign structure is comprised of three levels, including the campaign, ad set and ad level. The next chart provides an overview of the specific campaign elements you control at each level.

Campaign structure

Facebook Campaign Buying Types

When you set up your ad campaigns you can select from three buying types:

- Auction

- Reach and frequency

- Target rating point (TRP)

You determine your buying type before all other elements in the campaign structure, so much of your ad performance will depend on you choosing the option that best suits your budget, schedule or business goals.

Auction Buying

Auction buying offers more choice, efficiency and flexibility, with less predictable results. Ads can be placed across Facebook, Instagram, Messenger and Audience Network. It's recommended that campaigns placed on Facebook or Instagram use the auction buying type.

Reach And Frequency Buying

Reach and frequency buying lets you plan and buy your campaigns in advance, with predictable ad delivery and more control over your frequency settings.

TRP Buying

TRP buying is limited to eligible campaigns only. TRP is a buying type that lets you extend, augment and complement your TV campaigns to Facebook and Instagram. With TRP you can plan and buy video campaigns using Nielsen-verified TRPs, like TV and other online video channels. Your ad will then be optimized towards Nielsen on-target delivery according to your target audience.

Facebook Campaign Objectives

Before choosing your campaign objective, it’s important to know how Facebook campaigns are structured. Your Facebook ad needs three parts to run: a campaign, ad set and ad. All these parts make up what’s called the campaign structure. Knowing how they work together will help your ads run the way you want them to, and allow you to reach out to the right people.

Facebook offers a variety of different campaign objectives for you to choose from. Before choosing your campaign objective, it’s important to define.

Your business goal, so you can align that with the corresponding objective. Choosing the right objective is important as it will determine how Facebook decides to deliver your ads.

1. Awareness: These are objectives that generate interest in your product or service. Increasing brand awareness is about telling people what makes your business valuable.

2. Consideration: These are objectives that get people to think about your business and seek more information.

3. Conversion: These are objectives that encourage people interested in your business to buy or use your product or service.

Facebook campaign objectives

Using reach and frequency buying is recommended when you want to increase brand exposure across an audience of 200,000 or more people. It works best with the Reach, Brand Awareness or Video Views objectives. If your goal is to find the most cost-efficient way of promoting a specific direct response such as Conversions or App Installs, Facebook recommends using the auction buying method instead.

What Are Dynamic Ads?

Dynamic ads match your audience’s intent, captured from your website, your mobile app or elsewhere on the web (like Facebook or other websites), to help increase demand and sales for your online catalog. Dynamic ads look exactly like other ads but they allow you to create an ad template that automatically uses images and details from your catalog for items you'd like to advertise. A catalog is a container that holds information about the items in your inventory. After you create a catalog, you can create ads and commerce experiences that pull information from your catalog to show people your items. This will help you automatically personalize your ad creative at scale without having to create thousands of individual ads. There are currently products tailored to four different dynamic ad verticals. Here is when you would use them:

Retail/Ecommerce Use the Retail/eCommerce vertical to reach more shoppers, move people to complete a sale and find new potential shoppers.

Travel Use the Travel vertical to reach people through their dynamic booking window, who are weekend travelers, single travelers, traveling in groups and more.

Real Estate Use the Real Estate vertical to reach people with your real estate inventory. You can include elements such as the number of bedrooms and bathrooms.

Auto Use the Auto vertical to upload your entire catalog of vehicle inventory with relevant details such as make, model and year.

Facebook Ad Placements

There are a variety of ad placements offered within Facebook Products, which include:

Facebook ad placements

Facebook Marketing Partners

Facebook Marketing Partners (FMPs) are vetted top-tier companies that build their product and value-added service on Facebook. FMPs can help you meet your marketing needs through every step of the campaign building process and can be found on the Facebook Partner Directory. FMP types include:

- Campaign Management partners

- Creative Platform partners

- Feed Platforms partners

- Lead Ads Platform partners

- Measurement partners

- Offline Conversions partners

- Technical Services partners

- Website Platform partners

- Messaging partners

- Community Management partners

Bid Strategies

There are four bid strategies to choose from (you can also choose not to enter a cost control):

Bid strategies

Ad Formates & Placements

You should choose an ad format based on your business goal and the types of high-quality assets available. There are six main ad formats:

Ad format and placements

As previously mentioned, the campaign objective you choose should align with your overall business goals. However, it's important to note that the campaign objective you choose also determines what placements and ad formats you can use.

Creative Best Practices

Having creative images with one focal point versus many in product and lifestyle contexts can impact lower funnel attributes such as purchase intent or attributed view content events positively. Similarly, using context type images with one focal point can impact brand awareness positively.

Embrace video: Video prompts both brand and direct response outcomes. Today's video ads are interactive, shorter and mobile. You can prompt action from videos, when paired with the right targeting, optimization and call- to-action, which makes it a more functional medium for direct response than it has been in the past.

Static images and video work better together. Direct response campaigns that combine video and static image ads have the highest conversion lift outcomes compared to static-only campaigns. This implies that the two formats may complement each other in messaging and/or attract different audiences.

Optimization of creative can help improve results: Mobile advertisers can use information and insights to fuel marketing strategies. Testing of creative can help you optimize your campaign and can have a significant impact on performance. Optimization can also help to avoid creative fatigue. Creative fatigue happens when your ad performance suffers due to overexposure.

Resolve creative fatigue: If you suspect that your ad performance is in decline due to creative fatigue, you should refresh your creative by using these three steps: Evaluate for creative fatigue; Review your targeting strategy and audience saturation; Remix creative through Facebook tools and, if needed, adjust your current creative.

Optimize video ads for mobile viewing: Based on how people view content on mobile, we recommend:

- Creating short videos (15 seconds or less)

- Capturing attention quickly

- Incorporating the brand early

- Designing for sound-off experiences

- Building for vertical viewing

If any company misses out on using Facebook effectively, then it is not just wasting money, but also missing out on plenty of brand signals to be tapped. When we talk about facebook marketing, we definitely have to think about creating engaging content for our audience, nurturing strong relationships with them, and making them wait for your product's arrival. There is no substitute for hard work, but success on social media marketing is not impossible. Not just anyone can succeed on marketing through Facebook, but it begins with the right mindset and approach.

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