This webinar aired April 20 3:30pm EST by Caz Bevan and Sani Nielsen
Understand how to properly define your campaign goals and objectives, set the right budget, and plan for success.
Ad Groups and Targeting
Improve your results with an understanding of the full functionality that Facebook targeting offers, and refine that targeting to reach your ideal target market.
Ad Creatives and A/B Testing
In the final leg of your journey, discover how to create effective ads and utilize A/B testing to optimize your messaging, imagery, and CTAs.
Great question! This depends on who you want to target with your boutqiue. If you have a physical location in addition to your website, you may want to create a campaign specific to the city you are located in. If you are located only online, I would recommend starting with target your full US location. As you make more sales, the addresses of your sales are one key indicator of where your sales are coming from. Another tool you can use is Google Analytics. Place GA tracking on your website to determine where your website visitors come from. You may notice you have many visitors in an area you haven’t had luck selling to. This can be helpful in building out a specific campaign to target a popular area where you want to increase sales.Answered by Caz Bevan, Director of Marketing Communications
With Facebook advertising you cannot currently add a customized call to action.Answered by Caz Bevan, Director of Marketing Communications
If you’re getting quality likes that match the persona of your ideal followers, that’s great! There are several great benchmarking reports out there to help you determine what an average cost per like would be that is particular to your industry. We’ll add a link to some of these reports on our Boost U!Answered by Caz Bevan, Director of Marketing Communications
When you click into your ad, you will be able to “View Live” to see what your ad looks like. However, you won’t be able to tell how it is being viewed by a target demographic. For me, I just happen to be the same target demographic that most of my advertising goes to and I often see my own advertisements. This helps reassure me that they are working. However, that isn’t always the case. One way I engage ads I’ve never seen before is on the responses. People like to comment on advertisements and you can gauge how well your targeting is working based on the persona of the people engaging with your advertisement. And remember, receiving the wrong engagement isn’t always about your targeting. It can be about the imaging you choose.
I once ran an ad to a small business owner market that had a photo of a grandma baking cookies. The photo was meant to be funny, but rather it took the post viral! Unfortunately, it went viral to the wrong demographic. This happened because someone that was targeted correctly may have liked or comment on the post. At that point, their friends and followers may be able to view the post in their own feeds simply by association just like you can see some of your friends likes and follows. At this point maybe it was his grandma or a young niece or nephew that liked the post simply because they liked the photo. From their, more young clickers were liking the post at an alarming rate and not for the right reasons. If you respond to your Facebook comments often, you’ll catch on to this and have a chance to change or turn off the ad before spending any more money!
If you are creating a website clicks campaign to drive traffic to your website or a blog, the image you associate with your ad will populate with a link below it, coupled with a call to action if you choose to utilize Facebook’s CTA buttons. So yes, you’ll have a “hot link” below your image. However, when you choose to create an engagement post, for example, you’re choosing a post that already exists. The only way to have a “hot link” or meta data populated link with these types of ads is if your original Facebook post already populated one from the link included in your post.Answered by Caz Bevan, Director of Marketing Communications
Many things trigger your advertisements. Your advertisements are triggered by Facebook;s advertising algorithms which will include the dates you choose to run your ads, budget, and the specified targeting you include for your ad. Targeting is split into demographics, interests, and behaviors. Your interests demographic can be viewed as Facebook keywords, and this is where you should choose all relative "keywords" that you hope to target.Answered by Caz Bevan, Director of Marketing Communications
Your average price per click varies on advertisement type and industry. I will find some great, recent benchmark reports and add them to our Boost U for you to reference.Answered by Caz Bevan, Director of Marketing Communications
You’re absolutely right. Facebook has a 20% rule. All text (even if that text appears as an image, such as a logo) is allowed to take up only 20% of your overall image size.Answered by Caz Bevan, Director of Marketing Communications
Facebook will allow you to choose stock photos from their stock photo account. However, these photos do not come with a lot of variance and cannot be edited to include text. An easy tool that I recommend is Canva.com. You can build your own photos directly from this website, and Facebook advertisement templates are readily available for your use.Answered by Caz Bevan, Director of Marketing Communications
You can create a still image ad that leads to a website link with a video that will end in a still image, if that’s what you mean. Another option is to create an ad from a video you upload directly to the ad or have placed on your Facebook page. You can start out that video with a still image to capture the audience and let that still image last for whatever length of the video you want. I hope that answers your questions!Answered by Caz Bevan, Director of Marketing Communications
Great question! This is always changing. For the latest sizing, please visit our Facebook Sizing Chart here.Answered by Caz Bevan, Director of Marketing Communications
I think a good, general goal is to aim for 3.5% CTR or higher. Some campaigns may be over 5% and some campaigns may have a good benchmark in the 1-2% range. Definitely look through some benchmark reports on Google to help determine what a clear goal would be that is particular to your industry. One of my favorite reports I often look up is this report by SalesForce.Answered by Caz Bevan, Director of Marketing Communications
Yes. However, you can specify that your Facebook ads are only shown to current fans of your page.Answered by Caz Bevan, Director of Marketing Communications
Facebook will take a couple things into consideration when targeting you as a user. Your listed location in your Facebook profile is definitely one of these areas. However, Facebook knows the location you are surfing from through your IP address. Even if your profile location says one thing, if you’re surfing from another location, you can be targeted for ads pertaining to the region you are currently located in. However, many of the ads you’ll see on Facebook that have to do with your home state are not necessarily targeted by location. Some of these ads may be targeted by a Facebook pixel or re-marketing campaign. If you have visited the website of a local café back in your home state, for example, you may see ads for that café even if it is nowhere near your current location.Answered by Caz Bevan, Director of Marketing Communications
Anything you want it to be! You set your budgets. I believe Facebook requires a minimum of $1 per day. So, if you are running an advertisement campaign for 5 days, your minimum investment will be $5.Answered by Caz Bevan, Director of Marketing Communications
Facebook gives you a real times ad report with details on how many impressions, clicks, conversions, etc. your advertisements are receiving.Answered by Caz Bevan, Director of Marketing Communications
Absolutely! As you build the ad, you’ll be able to see examples of what your advertisement will look like.Answered by Caz Bevan, Director of Marketing Communications
For Facebook advertisements, I do not encourage hashtags except when running an Instagram advertisement only. However, generally speaking, when running an advertisement you are already targeting certain users. Hashtags are meant to help users search for your content through common tags. Since you should already be reaching the users through advertisement, you wouldn’t need to include the hashtag with your post unless it benefits your messaging directly.Answered by Caz Bevan, Director of Marketing Communications
Here is an example of a great Facebook ad using more than one image in their advertisement. This particular advertisement is a re-marketing campaign triggered by me visiting the website previously.
Unfortunately, yes. Facebook does not grant free advertising to any particular company. Instead, you would make that claim as a write-off to the type of business you run and receive your benefits there.Answered by Caz Bevan, Director of Marketing Communications
Boosting a post gives you more engagement on the post you are advertising. This includes likes for that post, but not likes to your page. If you want more likes on your page, you would run a Page Likes campaign.Answered by Caz Bevan, Director of Marketing Communications
All of the above. I like to refer to it as the “No User Left Behind” program. To get more traffic to a link, you will want to create a clicks campaign on Facebook. By creating a clicks campaign, your link will already be included with the image. You get to choose what content you want to go there in your header and description. Additionally, I encourage everyone to put a link in the actual text that is displayed above your ad. This is your post text. And always make sure you have a clear and compelling image to encourage more clicks.Answered by Caz Bevan, Director of Marketing Communications
To do this, create 3 different “advert sets” in the same Facebook campaign. Here, you can define different demographics and upload the same ad to each variation. By placing them under the same campaign, you can track their results all in one place.Answered by Caz Bevan, Director of Marketing Communications
When creating an advertising campaign you have the option to use a video instead of an image.Answered by Caz Bevan, Director of Marketing Communications
In the walkthrough video, you’ll choose “Send people to your website” as your campaign objective.