Social Media is everything in this digital world. It is playing an important role to increase brand awareness and to target the right audience. Among all the social media platforms like WhatsApp, Facebook, Instagram, etc… Facebook is one of the oldest and most popular social media platforms. As per the recent reports, it is found that there are over 2.3 billion new Facebook users every month with an average of 1.6 billion users every day.
Facebook thus provides marketers a huge opportunity to reach an audience in less time. Paid Facebook advertising in Nepal has gone at the rage in recent days. Below is the step by step guide to run Facebook advertising in Nepal.
Step 1 – Set the goals:
Irrespective of the form of advertising, it is important to set goals. These goals can define the duration and budget of your ad campaign. Decide on the terms of goals like engagement, traffic, leads you to want to get through the advertisement. To set the right goals of the campaign, Facebook provides you with different objective options.
Before going into the details of the Facebook advertising objectives in detail you first need to know what is a Facebook advertising objective. The Facebook advertising objective is a feature that enables your audience to perform the desired action on your advertisements when seen.
Above is the image of the options provided by Facebook to choose an objective. The three sections awareness, consideration, and conversion allow you to reach your target audience as per your desired results. Facebook has provided a bunch of campaign objectives that you can opt for and going forward while running the Facebook advertising in Nepal, the campaign objective has an important role in other factors of the campaign like budget, bidding rates, etc.
Below is a detailed description of the three different categories of a Facebook marketing campaign and its options. These objectives affect different stages of your audience’s buyer journey.
Awareness:
This objective is mainly to target the audience in the awareness stage of the buyer’s journey. It has two different types of options named brand awareness and reaches.
Brand Awareness:
By choosing the brand awareness option, you will be able to get more exposure to your products. You can use this objective to highlight, illustrate, and explain to your audience any new products being introduced in your existing store. For example, you have an online store with an apparel collection and you have got a new Kurtis collection in women apparels, you can use this option to run ads on that particular product and increase awareness among your audience.
Preview of Brand Awareness Ad
Reach
By choosing the reach objective, you can expose your advertisements to more audiences than usual. With the help of this, you can reach a number of audiences. For example, say you are reaching only 5% of your targeted audience daily. With the help of reach objective, you can reach a maximum of 95% of your targeted audience after running the advertisements.
Preview of Reach Ad
Consideration:
In this kind of category, the options available mainly deal with the customers who are in the consideration stage of the buyer’s journey. The options in this objective are more focused on getting the desired numbers of the specific actions other than purchases. There are six different options under this objective.
Traffic:
The traffic objective enables the users to click through your ads across the internet. This objective can be used to drive traffic to your landing pages and help potential customers navigate your website.
Preview of Traffic Ad
App Installs:
These kinds of ads are mainly focused on sending your customers to your app download page via Facebook. This can be conversion ads as well if you get the desired number of downloads through the ads.
Preview of App Installs Ad:
Engagement:
The main of the engagement objective is to increase engagement on your pages in the form of page likes, comment and event responses. Usually, you can run these ads after you run the awareness ads as you get enough audience to engage in the ads.
Preview of Engagement Ad
Video Views:
These ads are mainly focused on getting the customers to view your ads in the form of videos. These ads have the highest engagement among all the options of the consideration category.
Preview of Video Ad
Lead Generation:
The lead generation ads can be of great use if you have a strong sales team to reach out to all the customers who visited the website or performed a certain action on your advertisements. If your website relies on outbound marketing to get the sale calls then you can use this objecting for the data harvesting purposes.
Preview of Lead Generation:
Messages:
This is a kind of objective that lets your customers reach your business with the help of Facebook’s Messenger app. You can opt for this kind of ad only when your method of contact is a messenger and you are ready to communicate with your customers via WhatsApp.
Preview of Message Ad
Conversion:
This category of the objective deals with the customers who are aware of your products well and are in the conversion stage. There are three different options available in this category.
Catalog Sales:
The ads broadcasted with this objective mainly focus on driving sales through catalogs that are enabled by Facebook.
Preview of Catalogue Sales Ad
Store Traffic:
This ad mainly stresses on driving the local traffic to your store. With the help of this objective, you can help your customers find your business through local networks. This objective suits the best to promote your business in different places and get the customers to your physical shop.
These are the ways to use different options for the ad objectives. Let us illustrate the procedure to run paid advertisements with an example. For example, say you possess an online store and are planning to create an event on our website for some festival. To ensure the success of your campaign, you can choose the engagement objective to increase likes and comments on your posts.
Preview of Store Traffic Ad:
Step 2 – Ad Set:
Once you are done with choosing the objective of your ad campaign, you will have to set the ad, for this you first need to start with giving the ad group name. For example, you are planning to run an engagement campaign during Valentine, then you can start the campaign by giving it a name of your choice.
Step 3 – Audience:
Once done with this, you will now be redirected to the audience tab where you are allowed to select the audience of your ad campaign.
On Clicking the create new option you will be redirected to the customized audience setup page as mentioned in the picture below.
Here you can customize your ad based on the desired results you want. Since we have put the objective to increase the engagement on the posts, we can also customize our ads based on the same. The detailed targeting section allows you to customize your audience based on online behavior patterns, demographics, and interests.
Placements:
Once you are done with customizing your audience, you can move on to the placements section to continue with the placements of your ads. This section allows you to display the ads in the appropriate places of your targeted customers news feed. Placements play a crucial role in any social media advertising campaign.
You have two different options to choose from as shown in the picture above. When you opt for editing the placements of your own you will have to choose where to display your ads from available sources as shown in the figure below.
Step 4 – Budget & Schedule:
This is an important part of the ad campaign as you get to set the budget for your ads and schedule them accordingly.
You can choose to run the ads continuously or choose a certain start and end date so that you can run your ads on particular dates.
Once you are done with the ad set section, you will have to continue with the setting the ad format.
Step 5 – Identity:
This section allows you to choose the identity of your ad Here the details are fetched from your Facebook profile and are displayed in the ads. Having a Facebook page or an Instagram account would be an added advantage while adding the identity as it takes all the details from the page attached to your account.
Step 6 – Format:
The Format is nothing but structuring your ad There are two different types of ad formats. They are Carousel and Single Image or Video Format.
In the carousel format, you will be allowed to choose ten different images or video cards within a single ad. They are the most effective ad formats as you will have more room to describe your app details and also you can target more customers this way. When you opt for a carousel format to display your ads, you will be provided with ten different pages and you can either add an image or video to each page as shown in the figure below.
On the other hand, when you are opting for a single image or video ad format you will be able to choose a single image or video to be displayed in your ad. This kind of format is helpful when you are trying to target a single page of a website or a single feature of your app.
Languages:
Facebook provides you with a language option that will allow you to translate your ads across multiple languages. Below is the image regarding the same.
This is the detailed description of all the options available in the ad manager. Now that you have known how to setup the Facebook ad campaign, below are a few tips to run your Facebook ad campaign successfully.
Emotionally Appealing Offers:
Try to connect to your audience emotionally. Maintain offers that serve a purpose rather than just offering discounts. For example try to offer a cause like spending a little of the purchase amount for a social cause like feeding poor children, animals. Customers would be more interested to buy your products this way. You also need no offer heavy discounts; you just need to prove to them that their purchase is worth serving a social cause.
Maintain the consistency:
Yes, social media is all about being viral. But, what matters, in the end, is staying viral. To make this come true, you need to design your ads in a very sensible manner that could appeal to all the age groups. The shares and likes you get on your posts don’t matter until and unless you are getting potential leads and sales through your ad campaigns. Always try to maintain consistency in terms of images and the kind of products you put in your ads.
Work On the Content:
As the saying goes “Content Is the King of Any Marketing Strategy”, always try to put up the content that relates to the solutions your audience is looking at. For example, if you have an online store with an apparel collection always try to create content for your ads on the trending fashion wears according to the season rather than just focusing on showcasing the stock available.
Always try to be Unique:
Always try to be as unique as possible. Attract your customers with the USP’s of your product or service. It is human nature to get attracted to new things and try them. It is not that you need to have a completely different type of products or services always. It all depends on the way you portray your business in the ad to your customers.
Focus on the Remarketing:
Customers can make and break any business. So, always have attention to the visitors to your page. Try to reach out to all the visitors of your websites with the right content and the type of ads based on the landing pages they visit. It is always better to run multiple ad campaigns than investing a large amount of money on a single ad campaign. Always try to maintain a balance between returning and new visitors, remarketing can always increase returning visitors.
Competitor Analysis:
It is not always about maintaining a low CPA for your ad that matters. Sometimes, it happens that you need to have a high CPA for the effective results of your ad campaign. Have an eye on the competitors and try to fetch the right keywords. There are many tools like sem rush, uber suggest, keyword planner, etc… to dig deep into your competitor’s website.
These are a few tips you can use to run Facebook ad campaigns successfully. Try to reach the right audience at the right place and the right time to get the desired results. Nothing happens overnight, try to have the patience to achieve the desired results. Always try to use the required tools which can ease works like calculating the engagement on posts instead of wasting time by doing them manually. Hope this article helps you to clearly understand the do’s and do not’s of Facebook ad marketing campaigns.