Social media is by far the best landscape to target a very specific audience for your ad campaigns. You can customize an ad so it’s seen by the right consumers who are most likely to engage and buy. Compared to running TV ads or billboard ads for instance, each impression on social media is worth more because with social media you aren’t just advertising to a blanket, generic audience. You can focus your ad to the most interested people from the get-go. Not only will this improve the quality of your impressions, but in turn reduce your cost per click, meaning a much higher yield on your investment in the content and running the ad itself.
The other huge advantage is you don’t need to hire a huge ad agency to run these ads for you. You just need a dedicated, specialized video team to create the content, and you can handle the rest yourself. Even if you’ve never created an ad before, it’s extremely simple and fast to set up. We decided to create this guide to help you get started. Attached is a free PDF with clear instructions and pictures to follow along.
You don’t even have to download anything. Just click the PDF guide button and it will open in a new tab on your browser. You’re welcome!
The most challenging part about running ads is targeting your audience. First you need to determine who your audience is, then you need to isolate that demographic by selecting them in Facebook’s ad tool. There are a lot of choices, so here are a few extra tips to help you be successful:
If you’re starting a small campaign with less than 2 million estimated views, keep your target audience a bit more broad. Limit your demographic information to sex, age, location, and only a few key “interests” under the detailed targeting section. Facebook will automatically target the right people on the back end. There’s no need to be more specific when you first begin targeting an audience. You can get more specific when you start to generate analytics.
There are a few alternate ways to target an audience, such as users who have already engaged your brand, or users who have engaged with similar content. This is a good approach if you already have good brand awareness and you’re looking to get repeat buyers, or if you wish to attract people who have already demonstrated an interest in similar products and are likely to try yours.
If you are unsure about the demographic information of your preferred audience, you can try a quick google search. For instance, if you want to know the average age of people who buy a certain product, you can look that up. Some simple market research can go a long way.
The Facebook ad tool let’s you test multiple versions of the ad at the same time to see which one performs the best. You can test different versions of the description, heading, and content. We recommend budgeting for up to 4 edit variations of the same commercial. This is a hugely useful technique for maximizing your ROI, and most video production companies have no idea that it exists, let alone offering it as a service.
Utilize Facebook’s Meta Pixel tool to log the actions taken by users on your website. This will give you key data to determine if the ad is producing your desired results. For instance, if the data shows you’re generating a lot more traffic but not more sales, the ad is probably doing its job, but you might want to improve your sales page. You can also then tell Facebook to target the users who have visited your site but not made a purchase in order to slowly win them over. Here’s a link for how to install Meta Pixel:
How to Set Up and Install the Meta Pixel | Meta Business Help Center (facebook.com)