Earlier this year, Facebook released a new advanced video content measurement dashboard as well as a new campaign structure. With both of these additions, it’s never been easier to run and measure Facebook advertising. And so, we have put together some quick tips to help you get started.
Facebook’s Ad Structure
With any new advertising approach it’s important to have your objectives set out from the start, e.g. driving website traffic, promoting an offer, or increasing brand recognition. Once you have this locked down, the rest is pretty easy. Each of your Facebook campaigns should correspond with an objective.
The new Facebook campaign structure helps streamline your ad campaigns. Once your campaign objective is locked down, you can start creating your ad sets. Each of your ad sets should be organized by audience segment. This is key, consider who you want to target and why. There are multiple ways to do this, such as by age range, location, devices, or interests. Your ad will perform better if you target interests similar to your business. For example, if you’re an online store that sells jewellery, target ads to users who have interests in the following: Fashion brands, style blogging, Etsy jewellery stores etc. In this section of the dashboard, you are able to see how much you are spending on each ad set and you can optimize the commercial accordingly.
Within each of your ad sets (targeted audience) you can launch a range of ads for each one, so instead of showing the same images and text, you can incorporate video into the ad to give the ad set more variation.
Facebook Video Ads
Firstly, when creating a video ad for Facebook, consider your call to action and have it in line with the overall objective of your Facebook ad set, i.e. use the same segments and targeting. Video uploading comes at the ad point of the campaign structure, you can also add an extra call to action if you wish through Facebook, and a thumbnail image.
Facebook give advertisers a wealth of tools, so take advantage of them.
With any social media strategy, results need to be measured on a daily basis. Page Insights will give breakdowns of the following:
- Data on individual posts
- Overall page engagement
- Audience data
Facebook Ad Manager
As described above, the ads manager will be your central hub when running Facebook campaigns. Check this on a daily basis to see how your ads are performing.
The Facebook audience network allows app developers to monetize their apps with Facebook. For more info, click here.