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Do you want to start advertising on Facebook, but you don’t know exactly how? I would like to help you get off to a good start. With the extensive targeting possibilities, you can easily address the right people and achieve quick results.
Unfortunately, I still see every day that achieving quick results is very difficult for many people.
In this article, I would like to go through a number of settings together with you so that advertising on Facebook can also deliver more for your business!
The first tip I want to give you is to see if you have a business account on Facebook. This is a company account, in which you can work quickly and clearly. Many people still use a personal advertising account that has fewer possibilities and is not supported by Facebook. If you don’t have a business account with Facebook yet, I advise you to create one.
If you have done this, you will get more possibilities within your interface. The only thing you have to pay attention to is that you add your facebook page, ad account and possibly a catalog (depending on whether you sell products). You can do this by clicking on company settings, and then by means of your data link.
You did it? Good, then you are already further advanced than most organizations that advertise on Facebook! What’s important now is that you collect data in the right way. You can do this by placing a piece of code on your website, also called the Facebook Pixel. You can find this code by clicking on the drop-down menu on Facebook and then on ‘pixel’. You will then have several options to place the code. It is often useful to discuss with your web builder how you want to place the code, we generally recommend to do this via Tag Manager. Don’t forget to assign the pixel to your ad account. You do this again in your business account.
By placing the basic pixel, you will only receive data about the number of page views. By adding standard events to the code, you can collect much more relevant data. Think of someone who makes a purchase, or someone who adds something to his shopping cart. Based on these events, you can create custom target groups. If you want to use dynamic remarketing then it is useful to read my previous blog article about dynamic remarketing on Facebook.
Creating an adapted target group is quite simple, and often very valuable. You can create such a target group by clicking on target groups in the drop-down menu.
I myself recommend starting with target groups based on website traffic. Depending on your business, it is wise to create target groups that contain people who have visited your website in the past 30 days, for example. Placing people in a (custom) target group who have done something in a shopping cart in the past 30 days, but have not paid, is of course even more relevant. That way, you can quickly create a lot of interesting combinations that will make your advertising campaign successful.
So far, we’ve mainly talked about a number of settings and the custom target groups within Facebook. This is important because this is often done wrong.
Well, that’s not very difficult. You can use Power Editor within the Facebook business manager, this is a tool that allows you to set up a campaign completely before you put it online. You can also create your campaign directly in advertising management.
If you then click on adding a new campaign, you will be presented with multiple goals. These are goals that Facebook has defined in advance. The question is whether your goal is among them.
Often one of these goals goes well with your social media strategy. If you don’t have a strategy yet, then it’s time to make one.
If you have chosen one of the goals on Facebook, go through the steps. There are three levels:
First of all, you start at the campaign level, where you determine the objective as shown above.
Then you create the ad set: in this set, you determine who gets to see your ad. You can do this based on demographics, interests and you can also target or exclude the custom target groups you have created. If you have your targeting in the right place, you can proceed to the last step.
Creating an ad. By default, Facebook indicates a number of formats that you can use for your ad. If you are more creative, there is also the Creative Hub. Here Facebook gives you the opportunity to create different formats, such as a 360º video, slideshow or an interactive canvas.
Now you have the most important information to start a successful campaign on Facebook. Make sure that when you put the campaigns live, you go through everything again. Make sure that your pixel is selected for your ad so that it measures the data within Facebook. If you want to measure your data in Google Analytics, you can do so by providing URL parameters. This is what Facebook asks for when you draw up your advertisement.