Millions of Americans are trying to build their brands, but they don’t know what they are doing. They may have a novel concept that can quite literally change the world, or a niche product that will naturally bring in a larger audience, but without implementing a proper advertising campaign, their brand will have a hard time taking lift. This is where Facebook Ads Manager can come in and help even the most novice user. But don’t take our word for it!
It’s time to meet a woman named Agnes.
Agnes Gildebrand is a 93 year old widow with four grown children, 12 grandchildren, 3 great-grandchildren, and dreams of finding her life’s second true love. She’s tried dating sites, but finds that they are filled with Millenials, Baby Boomers, Generations X, Y, and Z, and nobody experienced enough to put up with a woman her age.
That’s when Agnes got the idea to launch ASingleWidow.com, A Candid Journey Into Everything Agnes that was meant to help her find true love in the November of her years. The website had everything from her mother’s famous recipe for apple pie to a digital archive of her journals spanning from 1942 to the present featuring even her most intimate personal details, all of which her grandson David had to type out word for excruciating word.
Unfortunately, there was a problem with the website. ASingleWidow.com was not getting any traffic besides the occasional irony-driven visit from a family member and the occasional Google search gone awry. She was devastated, heartbroken, and destined to spend her final years before she met the great beyond alone.
That’s when David, a marketing student at the local community college, stepped in to help and suggested that his grandmother use Facebook Ads Manager. Until that day, Agnes had only used Facebook to send dog pictures, recipes, pieces of American nostalgia, and condolences to her aging group of friends, so when her grandson posited the idea of an ad campaign, she was baffled, and she let him know how baffled she was:
“Now, why on earth would I want Facebook Ads Manager?”
Like Agnes, millions of people are trying to build a brand on Facebook. A brand can entail many products, ideas, services, events, and so much more. It can be a work of art, or a craft. It can be a service, it can be an event, a cause, etc. etc. The hardest part of building a brand isn’t the idea on which it hinges, though that certainly presents its own array of challenges. It’s getting the brand to reach its intended audience. Facebook Ads Manager is there to help make this as simple, cost effective, and effective as humanly possible.
The internet can seem an infinite labyrinth of diverse interests, platforms, and opportunities, but with a proper advertising strategy your web site, brand, business, or event can reach as many people as it needs to reach to be effective. Whether you are painting signs for local businesses or planning a music festival at the park, the way you advertise can be the difference between resounding success and miserable failure.
How Do I Reach My Audience?
Properly realized Facebook ads will reach whoever they need to reach. Taking advantage of the same algorithms that connect you with like-minded sports fans across the country, or the niche quilting group whose posts you frequent, Facebook Ads Manager allows for your product to be marketed directly to the people most likely to be interested in it. Why wait for your clients to come to you? You can go to them using nothing more than your mouse and keyboard.
Isn’t Facebook Ads Manager Expensive??
Not at all! Facebook Ads Manager works with everything from multinational businesses to local individuals who are selling a niche good or service, and dynamic pricing helps reflects this diverse group of clientele. Facebook knows that your campaign won’t be a million dollar Super Bowl commercial featuring a slew of a-list superstars singing pop songs. Instead, their advertising is an easy and affordable way to advertise across the biggest network in the world, as well as its other brands like Instagram. Don’t let your financial concerns get in the way of your growing brand! You don’t have to go into debt to make it work.
STEP 1: Laying the groundwork
Consider this step the question phase of your idea. Some of these questions will come back more substantially in later phases, while others are simply meant to get your ideas rolling, but all of them are leading to one primary question.
What is the point of your ad campaign?
Whether you are finding love like Agnes or planning a music festival in your city, it is important to make sure that you are advertising with a clear motive in mind. Without one, it is nearly impossible to know just how to build the brand. Every idea has a reason, even if it takes some digging around inside your head to reach it. If it is a product, you obviously want to sell it. If it is a service, you obviously want to spread it to the interested parties. Once you have laid this groundwork, ask yourselves these questions.
How do you plan on making this idea work?
This question, while simple, may also be the most important. The last thing you want as an advertiser is an idea that isn’t feasible or well-thought-out. You must make sure that there is a viable endgame in sight, even if this endgame it is to simply to your product or raise awareness for a cause that is near and dear to your heart. For Agnes, this idea may be to draw traffic toward her website, or get people talking about her brand. Without a proper idea of what you want, the rest of the process will almost certainly be impossible to guide.
What role is this campaign filling?
Some people use Facebook as a go-between for their brand and audience. Others use it as a business hub to post their work and communicate with potentially interested parties. You must know exactly what role your campaign is filling if you’re trying to make it work.
An artist may want to advertise using a statue made entirely from used q-tips by displaying a photograph of it along with a price and phone number. A service provider is more likely to want to include information in the ad and use their Facebook to show exactly what they do firsthand. Our ideas are as unique as we are, and each of these ideas require different strategies to become fruitful. Know that you cannot perform some services through the internet, and it would be hard to sell your artwork if you didn’t post an image and a price. Think about these things as you’re moving forward with your campaign.
Who do you want to sell yourself to?
Who do you think is most likely to care about your brand. For Agnes, it is to elderly men who are preferably, albeit not exclusively single. To accomplish this, she can fill this in with different interests of her desired clientele, targeting people who like similar things as she likes,and who live within her radius.
Your brand’s reach is going to vary depending on where you are, what you’re promoting, and who your desired audience is. A plumber who is looking to get more work is going to have a different set of parameters than Agnes does, but don’t use that plumber or Agnes as a template, think about your own audience. How old are they? What else will they like? What area do they come from? Do they need to speak a certain language, own a specific product, or belong to a certain group?
Sell your brand. If you do an effective job doing so, the audience will come. Still, it is important to be prepared for them when they do arrive. All of this will come back later as you put your into action, and preparing for it makes everything else easier.
STEP 2: Objectives, naming, and optimal utilization of your ad campaign
Now that you know exactly what you’re doing, you can start designing your ad campaign. Just as every product is different, the ads that sell consumers on them should reflect this. There’s no need to get video views if you’re not using any video, and there’s no reason to put time and effort into trying to get apps installed if you are not selling an app.
Facebook Ads Manager offers 11 different objectives to choose from when using their Ads Manager, and each of them serves a specific function. They are divided up into three categories, each having their own sets of subcategories to work off of:
This will be used for those who are simply looking to bring attention to the product:
-Brand Awareness- This is your ability to ensure that your product reaches the right audience, maximizing the likelihood that they are interested in it.
-Reach- Your reach is what ensures the maximum number of potential users that your product’s ad will find, depending on the limits that you set for your campaign.
These pertain to the people who notice your brand, and how you can now get them to consider looking deeper into the brand. This entails:
-Traffic- How to get people to view your product’s homebase, whether it is a page on Facebook or an external web site. This helps drive people to where the bulk of the information you desire them to see may be.
-Engagement- Getting people to think about your product and visit your web site is one thing, but getting them to actively participate in whatever it is that you are trying to sell, promote, or call attention to is another. Engagement helps ensure that people are actively interested in exploring this product further.
-App Installs- If you are selling an app, this helps guide people to wherever they can get the app and try it for themselves.
-Video Views- Have you filmed a commercial or promotional video for whatever it is that you are selling? Make sure that people watch it with this tool.
-Lead Generation-This tool is helpful to ensure that people who are willing to pay for it are driven to you and choose you over any other competition.
-Messages- Need an interactive with potential clients? Let Facebook Ads Manager ensure that this strategy works to drive interested parties toward you.
These objectives encourage people to not only look into your product, but to become and active user of it. This includes:
-Conversions- This encourages the population not only to click on your web site, but use it for its desired purpose. Product purchases, services, event coordination, whatever your brand is promoting, conversion ensures that people won’t just look, but support it.
-Catalog Sales- This option will help you show your products and to generate sales based on this listing. It is ideal for those who are using Facebook Ads Manager to drive their sales.
-Store Traffic- This objective helps employ strategies which will guide people toward your brick-and-mortar location.
For Agnes, her safest bet is the engagement option, as it allows for people to not only find her website, but afford potential suitors the means to speak directly with her through the message feature at A Single Widow.
Your brand may be different, however, so it is important that you consider all the similarities and differences. Once you decide, you also have the choice on whether or not to utilize a split test and a Campaign Budget Optimization. A split test will test your ads against one another in order to see which ones work better, and a Campaign Budget Optimization means that all of your resources will be best used across the ads to ensure the best results.
STEP 3: Facebook Ads Manager Helps Build Your Target Audience
The most perfect ad campaign is worthless without the proper target audience. Think about your audience. Now, use the tools that Facebook Ads Manager gives you to ensure that your campaign is not falling on deaf ears. For Agnes, failure to reach the right audience may have led to dying loveless and alone. For you, however, it could mean losing out on business that would be right there if you had only targeted the right people.
The way that you intend for your audience to interact with your campaign must also be taken it no consideration. Some may benefit most from direct interaction with as many people as possible. Others, however, may not benefit at all unless they can get people to engage with whatever the brand is promoting.
Who is my audience?
Some brands may be applicable and relevant across the world, and Facebook Ads Manager allows those brands to target people based on the broadest set of data. For most advertisers, however, they are tapping into a niche market, and Facebook hasn’t forgotten them. Their targeted advertising can be as broad or tight as possible. It’s up to you to decide which is best.
Not only is it important to know what kind of audience you want to reach, but what kind of relationship you will have with them. You must make sure that your campaign makes the presented information concise, but valuable. If you need engagement, tell them to contact you! Is it impossible for them to get all the information they need over the internet? Tell them to come and visit your or give you a phone call. Transparency is key, and without it both you and your customers may be left confused.
STEP 4: Choosing Proper Ad Placement
Studies show that several of factors can increase or inhibit an ads effectiveness. These can be location based, formatting-based, or how the ads are presented to them. You always want people to have interest in your ad, not have them ignore it. Thanks to Facebook’s global network, your ad can go wherever you want it. It can go on Instagram, Facebook, messenger, it can even appear before videos in the Audience Network. You can even decide how you want it to show up on people’s phones and tablets.
If this seems like a lot to handle, Facebook Ads Manager has you prepared for, as well. While some people may want to customize their campaign to a meticulous degree, many don’t. That is why they offer automatic settings that will do what they believe is best. This helps you to only worry about the things that you’re most comfortable with and let Facebook do the rest.
STEP 5: Facebook Ads Manager’s Budgeting Tools
Not everyone has the budget of an internationally recognized brand name, and Facebook Ads Manager knows this. This is why they allow for you to adjust your budgeting based on your needs and resources. There are two ways to allocate your budgeting, a daily budget, which sets aside a certain amount of money every day for advertising, and a lifetime budget, which allows you to set a broader length of time and a budget that is meant to spread throughout it. You don’t need a hefty trust fund, inheritance to unleash your ad campaign. For as little as a few dollars a day, you can get your campaign going.
You can even target specific times, locations, or common interests! Even with the most limited budget, your ads will be more likely to reach their likeliest audience. Campaigns can be adjusted as your brand grows, so don’t let a limited budget keep you from pursuing your campaign.
STEP 6: Choose your format on Facebook Ads Manager
Now it is time to put your creative hat on and design your campaign. Whether you are looking to draw people in with beautiful injury or producing a high-quality commercial, Facebook Ads Manager has you covered.
Whether you’re an expert or you’re just getting started, Facebook has the proper tools for you. Just as budgeting should not inhibit your campaign, neither should your lack of video and image-editing prowess. Some templates require nothing more than text, a video, and the native tools offered through their service. Just because you don’t have a professional suite at your home or office, doesn’t mean that your ad cannot look good. Make sure that you are presenting all the necessary information in as concise a matter as possible.
Your ad should guide people to your brand. Your website, Facebook page, or other base of operations can provide them with more detailed information.
STEP 7: Live, learn, adjust, and be patient!
Your ad campaign is out for the world to see. Now, you wait for results and adjust your campaign to whatever it is that works or doesn’t work. Is your business not growing fast enough? Tweak some things, loosen your parameters, and think about the strategies you used before. Just because your ad campaign begins to trend a certain way, it doesn’t mean you’re married to that foundation.
Take a look at Facebook Ads Manager’s tools. See where the ad is working. What sorts of people is the ad working with, and which sorts of people are ignoring it? Think about this data, and adjust your advertising strategy, where you allocate your resources, and how you present your information. You can even add a survey or a comment box to your page or website. This allows customers tell you exactly what made them come over to your brand, and what they liked or disliked in the process. By racking your brand, you can hone in on exactly what is needed to make it reach its goal.
Keeping an open mind is vital as you present your brand to the world. Know your limits, educate yourself on Facebook Ads Manager’s tools, and have a realistic goal in mind. Every brand has started small in some regard, and none of them had steady sailing from the get go. Agnes spent five months finding the love of her life. Now, she’s happily married to a retired chef in Albuquerque, New Mexico. In her spare time, she’s built her brand as a support group for other widows seeking love and receives a steady income in the process.
A brand is almost always as strong as its ad campaign. Don’t let yours inhibit you from reaching your ultimate goal. Facebook Ads Manager are designed to help you build your brand, not sink your money into unsuccessful ventures. Take your time, expand your idea, blueprint your campaign, and watch as your brand grows. Agnes did, and she is living the happiest days of her life in her nineties. It’s never too late to pursue your dreams!