Instructions for Running Facebook Ad Campaigns
Paid social campaigns are a powerful tool for businesses and organisations, allowing them to reach their target audience and achieve specific objectives. These campaigns are organised at three levels: Campaigns, Ad Sets, and Ads.
Campaigns determine the objective of the campaign, which can cover awareness, engagement, and conversion objectives. Ad Sets, on the other hand, determine the audience targeting. The ads, which are the images and copy served to the audience, are based on the objectives set in the campaign.
Facebook and Instagram, among others, are the most common paid social channels. Targeting on these platforms is best utilised by location, gender, age, broad interests, and custom lists such as a database list or retargeting users. Twitter audiences, however, are more suitable for broadcast rather than targeting a specific group.
It's important to create multiple distinct messaging tests to understand which strategies resonate best with your audience. Videos are encouraged in Facebook advertising, as they often engage users more effectively.
In terms of budget, the total spend of a campaign is referred to as the budget. It's crucial to allocate this budget wisely, as there is no one-size-fits-all approach to Facebook advertising. It's also important to note that Facebook conversion costs may be lower for accounts with larger followings or higher brand awareness.
Lee Strike's presentation at Progress 2019 provided top tips on Facebook advertising, offering valuable insights for businesses looking to optimise their social media strategies.
Remember, a defined target audience is important, but not so specific that it becomes expensive to reach, and not too broad that ads are served at random. Audiences can be different for different online channels, so it's essential to think through the supporter journey for each platform.
Lastly, it's important to record and report what works and what doesn't for future campaigns. A campaign or content that isn't resonating cannot be fixed with additional funding. Instead, it's crucial to understand why it's not working and make necessary adjustments.
In conclusion, paid social campaigns, when used as one-channel in a multi-channel approach and as part of a broader strategy, can be a powerful tool for businesses and organisations. By understanding the intricacies of these campaigns and leveraging them effectively, businesses can create change and engage with their audience in meaningful ways.
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