Many would argue that paid reach is better because it brings quick results. You get likes and followers faster and people are more likely to see your articles and posts with paid reach. They are right because organic reach has been decreasing due to increased competition
Facebook has explained why the organic reach is going down day by day. People are adding more friends, family and business connections and they are liking more and more pages, due to which it has become really difficult for a page to make space for its posts on the news feed of its followers. That’s why a large number of pages are paying to get their way into its followers’ news feed.
But before you start investing money in Facebook Ads, you have to understand the steps and decisions involved in your Ad campaign.
1-Know Your Motivation:
Why are you turning to Facebook Ads for your business campaign? This is the main question that you should ask yourself. If the answer is that your business competitor is doing the same thing, then this is not a good reason. You have to feel the need and the reason for ads. For example, you want bigger audience, more likes etc. Because you will be investing your valuable money, you have to be careful as to why you are spending it.
2-Content Is A Must:
If you are aiming to bring audience to your page, the first step would be to give your attention to the page. Fill it with content and try to gather some likes through organic reach or by promoting your page through comments on the related posts. You have to have something on your page before you start inviting people through Facebook Ads. Otherwise you will not get your desired results.
3-Keep Your Budget In Mind:
Before you start advertising through Facebook Ads, you have to know how much you are willing to spend for your ad campaign. It will determine the level of results that you will gain from the ads. You can start small like 1 or 2 ads for just a few days to know what is working and what is not. But you should set a budget for your ad campaign and set your goals accordingly.
Once you have gotten past the above three steps, you are good to go. Simply click the drop down menu button next to inbox button and select “Create Ad”. You will be taken to a page which will give you different options about what kind of results you want from this ad campaign. These are the different options:
- Clicks to Website: Create ads to encourage people to visit your website.
- Website Conversions: Create ads to promote specific actions for people to take on your website. You’ll need to use a conversion-tracking pixel to measure your results.
- Page Post Engagement: Create ads that boost your posts and increase likes, comments, shares, video plays and photo views.
- Page Likes: Create ads to build your audience on Facebook.
- App Installs: Create ads to encourage people to install your app.
- App Engagement: Create ads that get more activity on your app.
- Event Responses: Create ads to promote your event.
- Offer Claims: Create ads to promote offers you created.
- Video Views: Create ads that get more people to view a video.
These categories are pretty easy to choose from. If you have your goal in mind, choosing one category should not be a problem at all.
5-Build Your Ad:
Now, you have selected a category depending upon your goal. Once you click any category Facebook will walk you through the process of building your ad. Choose your ad image very carefully as it will be the first thing that people will look at. Then comes your ad description in which you tell people why they should click your ad. If your ad is interesting and eye catching, you will get great results.
Verify where you want to put your ad in news feed. Depending upon the type of your ad, you ad can be shown in desktop news feed, mobile news feed and right column. You can choose to use all of the available option or some of them. It is totally up to you.
Know which ad will look good on mobile news feed and which would look good in desktop news fed or right column and then place your ad accordingly.
7-Select Your Audience:
You have completed all of the above steps and now comes the fun part. You can choose which audience you want to target by your ads. There is a whole lot of options for doing this. You can target people by area, age, gender, their interests and yes, even their life events. You can select basically any criteria when choosing your audience. You will really enjoy doing this. You can also see in Audience meter whether you audience is too broad or too narrow. A good balance is always better.
Then, you have to decide whether you want to target your current audience (fans) or new audience. If you want to get interaction on your post then it is probably best if you choose your current audience. But if you want to get more people to like you page or increase you website viewers, you should choose new audience. Facebook has truly made it easy for marketers to advertise their work.
You have created your first ad set and now you have to invest your money. Here is when your previously set budget and goal will come in handy. You can choose how much money you want to spend and how much time you ad will run for depending upon your goals.
Once you have gotten past this part, you have officially created your first Facebook Ad Campaign.
A Little Advice:
Keep calm and be patient. Don’t look at your statistics every minute of the day. Just visit twice a day to see whether your ad is working or not. Then, you can change your ad details if you are not satisfied with your results. Just don’t be hasty and everything will work out fine in the end.