If you work in the field of Internet marketing, you should know that Facebook is one of the most effective channels to attract traffic and leads. In Russia, this is true not for all niches (since Facebook is still inferior to Vkontakte in popularity), but for many. We have already talked about this many times. Here, for example, is a comparison of the cost of reaching 1000 people through different marketing channels:
- How to create your first Facebook ad from a company page
- What types of ads can be created from the page using the "Promote" button
- 1. Attract More Website Visitors
- 2. Promote your business locally
- 3. Get More Likes for Page
- What types of advertising can be created on the page through the form for creating a publication
- Creation and promotion of "Canvas"
- Creating and promoting offers and events
- 1. Offer
- 2. Event
- How to track the effectiveness of advertising publications created on the page
- Anyone can run their advertising publication on Facebook.
Why "Part 1"?
You can create an advertising campaign on Facebook in three ways:
- Right on your company page. The easiest way with which you can run ads in a few clicks.
- Through the "Advertising Manager". The main Facebook advertising tool, with which you can run many campaigns and track their performance.
- Via Facebook Power Editor. The most difficult and advanced way.
Initially, this article was supposed to be a guide in all three ways, but the amount of information turned out to be such that it was decided to divide it into three parts. In the first part, we will analyze the process of creating advertising on the company’s page, i.e. without the help of Ads Manager and Power Editor.
How to create your first Facebook ad from a company page
So, you have a business page, you are actively promoting it and you want to try to run an advertisement. Go to your page, select the desired publication or create a new one and in the lower right corner you will see the "Raise publication" button.
A window opens in which you can set up your advertising campaign.
The first thing you should pay attention to is the audience. By default, Facebook will set as the target audience for the parameters you chose when creating the page. It is not recommended to use these settings, so click on the "Create a new audience" button.
Give your audience a clear name, so as not to get confused in the future, indicate the gender, age, geographical location of users, as well as their interests. When creating advertising on a company page, you have very limited targeting options, so try to get the most out of them. For example, you can configure your ad to be displayed not only within a single city, but also for those users who are within a certain radius of it. To do this, click on the arrow button to the right of the city that you selected.
Choose your interests carefully. Facebook will give you tips, but do not forget to pay attention to their categories.
Click on the "Save" button to finish creating an audience. The next step is to set the budget and the duration of the advertisement. You can either choose a preset time of 1, 7, or 14 days, or manually set the end date for the ad.
Facebook will also show you your intended reach. Remember that this is an approximate value, not an exact prediction. If you are not satisfied with the reach, then try experimenting with the settings - for example, expand or narrow the audience.
The last thing you need to do is choose the currency in which you are going to pay for the campaign. Do not think much about this step. Select the currency that you use for the account that you later link to your advertising account. This setting exists only for your convenience, it does not affect anything else. It is possible with equal success to pay for a campaign in Russia with dollars, or for a campaign in the USA - in rubles.
After you are done with all the settings, click on the “Lift” button in the lower right corner. You will be asked to choose a payment method.
There are three ways available in Russia:
- Visa, Mastercard or American Express;
- Qiwi Wallet
Select and configure the most convenient option for you. If everything went well, then your publication will go to the moderation queue. Facebook is quite strictly related to the content being promoted, so it’s better to get acquainted with the advertising rules in advance. The slightest mistake on your part, and the publication will be rejected. Here is an example from the practice of "Texterra":
It would seem to be a harmless post, but it was rejected immediately for two reasons:
- Too much text in the second screenshot;
- When you open the second screenshot in full size, it is clear that there are phrases in which the word facebook is written with a lowercase letter, and this is prohibited.
If the promoted post does not violate any of the rules, then it should be moderated fairly quickly - within 10-20 minutes. Congratulations - you have just launched your first Facebook ad campaign.
We looked at an example of promoting simple publishing to get acquainted with the basics, but other types of advertising can be created directly from the page.
What types of ads can be created from the page using the "Promote" button
Go to your page and click on the "Promote" button in the upper right corner.
The first three items in the drop-down menu are ad formats. Let's break them down:
1. Attract More Website Visitors
This option is suitable for those who want to redirect users to their website or landing page. In the creation of the publication you need to specify the URL of your site or page, add an image, its title, as well as the text with a call to action.
Can not be limited to one image - Facebook allows you to use up to 5 pictures in one publication. To add additional images, click on the button in the form of a plus sign in the "Images" section. For each image you can make a unique header. Here’s what it looks like in action:
In addition, you can use videos instead of images. Click on the "Replace Video" button in the "Images" section. Select the desired file and wait for it to load. You will be prompted to choose a thumbnail of the video that will be displayed before playing. I do not recommend using randomly generated thumbnails. Better use your own. To do this, click on the "customized thumbnail" button.
The last step is to select the call to action button. It is displayed in the lower right corner of the publication and leads to the page whose link you specified.
The settings for the audience, budget and campaign duration do not differ from those already described above, so let's move on to the next type of advertising.
2. Promote your business locally
This type of advertising is designed to promote a business in a certain radius. Targeting settings are very limited - you cannot create an audience based on interests. You are invited to choose the gender and age of users, as well as their location.
You can set the center point and the targeting radius (from 1 to 70 km). A notable feature of local advertising is the functionality of the call-to-action buttons.
Available calls to action:
- Like the page - The easiest option, in which users will simply subscribe to your page;
- Call - suitable for those who want to receive incoming calls. You must specify a phone number. This call to action can only be used for mobile devices;
- How to get there - clicking on this button opens a map with the location of your organization;
- Read more - button that redirects users to the link that you specify. For example, on your website;
- send a message - A good option that allows users to immediately send a message to your page. Use it if you are constantly following inbox messages.
The main disadvantage of this type of advertising is that you cannot add multiple images or replace them with video, but it is made up for by the fact that you can add a map with the location of your organization to the publication. To do this, tick the item "Turn on the card with the card."
At this particular local promotion ends. Moving on.
3. Get More Likes for Page
Pretty standard type of advertising, which is used for one purpose - to attract subscribers to the page. What you need to know:
- Targeting settings are exactly the same as when promoting a regular publication using the "Raise Post" button: gender, age, location and interests;
- You cannot add multiple images, but you can replace the image with a video;
- Only one call-to-action button is available — like the page;
- Advertising publications of this type differ in appearance. In addition, another location is available for them - the right column in the Facebook interface.
- The final feature is that if you decide to use video instead of an image, then the ad will not appear in the right column.
These were the three types of advertising that can be created using the Promote button. In the drop-down menu there is a fourth item, “Share the page with friends,” but he has nothing to do with advertising.
What types of advertising can be created on the page through the form for creating a publication
At the very beginning of the article I described the process of creating a simple advertising publication right on the page. Through the same form with which you make all the entries on the page, you can run several more types of campaigns. Let's break them down.
Creation and promotion of "Canvas"
Go to the page and in the form to create a record click on the "Photo / Video" button.
In the drop-down menu you will see five options for photo / video publications.
The first four are nothing new:
- Upload photo / video - allows you to create a regular publication with a photo or video. A link cannot be added (in fact, it is possible, but it will look like a normal link in the text, that is, without a snippet);
- Create photo album - the same, only in the publication there will be several photos at once;
- Create ring photo gallery - an interesting format in which you can add several photos and for each make a separate clickable signature, as well as a title. Something similar I have already described above;
- Create a slideshow - upload some photos, and Facebook make videos of them. The link can not be added.
But on the fifth paragraph dwell in more detail. Canvas or Facebook Canvas is a new type of posting on Facebook designed for mobile device users. Here's what it looks like:
To start working with Canvas, click on the "Create Canvas" button in the "Photo / video" drop-down menu, and then on the button with the + sign in the lower right corner.
The Holst Designer opens:
First of all, give the canvas a name and choose the color range - black or white, or set the color manually using custom settings.
The next element is Header (or "header"). The recommended image size for the header is 882 x 66 pixels. You can also set the background color and its dullness.
Here's what I got:
By default, there is a Photo block in which you can add an image. The minimum recommended width is 1080 pixels. In addition, you can choose one of three photo display modes:
- Fit to Width (linkable) - The image will align to the width. You can make it clickable by adding a link to the site or a link to the app in the App Store;
- Fit to Width (Tap to Expand) - The image will be aligned to the width, and by pressing it will open in full size. The link can not be added;
- Fit to Height (Tilt to Pan) - The image will be aligned in height, and users can scroll it left or right by tilting the phone in the right direction.
I chose the third option, and here is the result:
The last block that defaults is Button, i.e. button. With it, you can redirect users to your resource or application in the App Store. Create and issue a call to action, select the color of the button and add a link.
Congratulations - you have just created a basic "Canvas". But if you want to impress users, then this is not enough. What else can be done to your "Canvas" attracted attention?
- Adjust the block sequence using the arrow buttons
- Add additional blocks
Click on the "Add component" button below or + Component in the upper left corner. In addition to those blocks that are already in the "Canvas", you have access to a text field, video and ring gallery.
In the ring gallery you can add from two to ten images. Choose the Fit to Width display option to align them to the width and add unique links to them. Choose the Fit to Height option if you want the images to be aligned to the height, and you can view them by tilting the device (links can not be added).
In the text box, you can add a small note. Formatting options are very limited.
In the video block, you can upload a small video file. There are no special restrictions, but Facebook experts recommend using subtitles if necessary, and also not to upload videos longer than 2 minutes. As in previous cases, you can choose the alignment in width or the alignment in height. The second option is better to use for background video without a plot.
After you add, configure and sort all the blocks, click on the Save button in the upper right corner.
In the same panel there are three more buttons:
- Preview - sends the preview version to your mobile device. To watch it, go to Facebook through the official app;
- Share - the same thing, only a preview can be sent to any other administrator of the page with which you work;
- Finish - click on this button to complete the creation of the "Canvas".
Before publishing, "Canvas" will look like this:
It is not enough to create a beautiful "Canvas" - you need to make sure that users really want to click on it. If necessary, click on the "Upload Image" button to change the thumbnail. In addition, do not forget to change the signature to the "Canvas", because Facebook automatically loads it from text blocks.
After making the final touches, click on the "Raise Post" button. The audience, budget and expiration settings are the same as if you were raising a regular publication. And this is how your "Canvas" will look in the news feed for mobile users:
By the way, you can watch the experimental "Canvas" that I made for this article via this link (you need to log in from your mobile device through the official app).
Creating and promoting offers and events
The last two types of ads that can be launched directly from the page without resorting to the help of the "Advertising Manager" or Power Editor - advertising offers or events.
Go to the page and in the form of creating a publication, select "Offer, event" -> "Offer".
In the window that appears, you need to set the appearance of the publication, as well as the conditions of the special offer. You can choose the way of receiving the offer (get online or at the physical address of the company), type (for example, "buy one - get the second for free"), add up to 5 images, and specify additional conditions.
For example, take the offer that can be obtained at the address of the company, naming a special code.
The account code will be displayed to users after they click on the call-to-action button.
Click on the "Raise Post" button to run an advertisement. Audience, budget and expiration settings are standard - we move on.
To create an event, go to your page and select "Offer, Event" - "Event".
In the new window fill in all the necessary information: name, date, description and various conditions.
Click on the "Publish" button. You will see the event window. Click on the "Raise event" button to start advertising.
The only thing you can adjust here is an image (one) and text (up to 90 characters). The settings for the audience, budget and time are standard, with the only difference being that you cannot display advertisements after the event. It is quite logical. Click on the "Raise" button to start advertising.
We looked at all types of advertising publications that you can create directly from the page without resorting to the help of Ads Manager and Power Editor. It’s not enough to run an ad — you also need to be able to track its effectiveness. For such publications, this can also be done directly on the page.
How to track the effectiveness of advertising publications created on the page
Let's leave the “Craft Scrambled Eggs” aside and analyze this question using the example of the Texterra page on Facebook. You can evaluate the effectiveness of the publication both during its presentation and after its completion. Допустим, вы запустили рекламу, она прошла модерацию и вот уже некоторое время успешно показывается пользователям. Чтобы оценить ее эффективность в процессе показа, зайдите на страницу и найдите необходимую публикацию.It will look something like this:
Below you will see the coverage of users - both organic and paid. The bar labeled “Number of users covered” is a simple graph of the ratio of two types of coverage, where the beige part is organic coverage and the orange-brown part is paid. Hover over it to find out the exact number of users covered.
To get more detailed statistics, click on the button on which the rest of your budget is written.
In the window that opens, flick down a bit and you will see the following picture:
Upstairs you can see the number of covered and involved users, as well as the current budget. Coverage shows how many people saw your ad, and engagement - how many of them performed an action. Detailed statistics on these actions you can see below. Facebook shows how many users clicked on the link, put a “Like” page or post, left a comment, and also made a repost.
In the same window there are two more tabs: users and countries. Click on the "Users" button to view a brief demographic report on the audience covered. Here you can find out the percentage of men and women covered by your advertisement, and also what age groups they belong to.
The last tab, "Countries", shows which countries the users involved live in.This is important: a country report shows the number of users involved, and not covered.
This report will be relevant if you specified several countries in the targeting settings.
Based on these data, you can draw conclusions about the effectiveness of the publication being raised, and also make a decision: stop the show (if the advertisement is ineffective), increase the budget or leave it at that.
The report for publications that have already been completed is no different. The only difference is when you find the required post, instead of the button "XX century left." there will be a button "show results".
Anyone can run their advertising publication on Facebook.
As you can see, there is nothing complicated about it, and you can run a simple advertisement in a matter of minutes. But if you seriously plan to do promotion on Facebook, then you will have to master the more advanced tools for creating ad campaigns on this network: Ads Manager and Power Editor. We'll talk about them in the next two parts of this guide.
How do you prefer to run ads on Facebook? Share your experiences in the comments.