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1. Define your target audience
The first step in using Facebook Ads is to define your target audience. This means that you should know who will be interested in your products or services. After all, if your designer makes cool creatives, it does not mean that your target audience will see and appreciate them. Therefore, using information from your website, company profiles on social networks and user comments, develop several profiles of typical customers. For each type of customer, create an ad and sell a specific product to a specific person.
Here are some examples of target audience portraits:
portrait of a designer
portrait of the foreman
portrait of a dealer
portrait of a ts for b2c
Use for inspiration
For ad targeting, Facebook offers the following options that you may need:
Demographics: To do this, determine the age, gender, and location of your customers, as well as specific characteristics such as whether they are newlyweds, parents of a newborn, students, or marketers, etc.
Interests. Facebook also helps tailor ads based on the interests of potential buyers. Use this option wisely: if a person is interested in buying a jacket, their profile's interests are unlikely to include "wearing a jacket." So, it's best to analyze the blogs your potential customer subscribes to, what opinion leaders they read, and whether they like your competitors' pages.
Behavior: You can track repeat purchases of consumers and segment them into categories, for example based on whether they tend to buy cheap or expensive products.
Read also : How to Create an Advertising Creative with MidJorney? Instructions from Webpromo
2. Always set business goals
When you launch an advertising campaign, you should know the goal you want to achieve. You should set and track both macro and micro goals.What is it and why is it needed?
Macro goals are the main user actions that the site was created and designed for.
Microgoals are intermediate user actions that do not locally generate profit for the business.
Therefore, a macro goal, for example, could be sending a feedback form or placing online orders and making online payments.
When a user has just added a product to the cart or looked at several product cards in one visit or started a dialogue in the chat, this is a micro-goal and for the business at that moment it does not bring profit. However, this indicator shows the interest of a potential client. Micro-goals help to make decisions about advertising optimization.
In the case of increasing sales, your goal might be, for example, conversions. Choosing a goal is important because it helps Facebook optimize your ads to reach your goals. Examples of goals:
Brand awareness;
Coverage;
Traffic;
Attraction;
Installing the program;
Video views;
Attracting potential clients;
Messages;
Conversions;
Physical store traffic.
Once you choose a campaign objective, you'll be able to more easily define your target audience, set a realistic budget, and create compelling ads that will deliver the results you want.
3. Use retargeting
Retargeting is the process of showing ads to people who have shown interest in your products or services but have not made a purchase. The most effective way to retarget using Facebook Ads is based on Facebook Pixels. The pixel allows you to track how users interact with content on your site.
! Read our article to find out how to install the Facebook pixel on your websitefollow the link.
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To set up retargeting, select the appropriate goals in Business Manager, such as:
product viewed but not purchased;
added to cart but not purchased;
random product from the catalog;
related product.
Read also : 10 Effective Remarketing Strategies for E-Commerce
4. Create a digital “storefront”
Facebook offers several types of ads to showcase your products, such as Canvas Ads, Collection Ads, and Carousel Ads.
The Facebook Canvas format allows you to create a full-screen ad using video and images. After clicking on the Canvas, users can swipe up, down, left, right, or zoom in or out to see the entire ad. This “showcase” can consist of images and videos with links to landing pages, call-to-action buttons, and headlines. You can also link multiple ads together to create a kind of microsite.
Another type is Collection Ad. This format allows you to place several products directly under a video, image or slideshow. Once clicked, users are taken to a landing page where they can purchase the advertised products.
And of course, there's a carousel. This type of "showcase" allows you to display multiple products in one ad at once using multiple carousel cards that users can scroll through. You can add up to 10 images and videos. Plus, they all come with a call-to-action button.
! If you want to feature more than one product or service, or if you want to tell your story with multiple images, the carousel format is ideal.