Millions of users are spending 1 of every 5 minutes on either Facebook or Instagram. For any young entrepreneur or a small business, social media is the most cost-effective tool to reach their customer.
84 percent of people who use Instagram are more likely to buy from small businesses available on the platform. Refresh-View-Click, the modus operandi of ‘FB’ and ‘IG,’ is such that it keeps you exploring for newer and better things. This is exactly what any marketer needs – an audience open to options. If you want to grow brand awareness, get more website views, or simply make your product reach the right customer, you can extract these apps’ full potential by using their Ad campaign.
If you are a beginner, follow the below-mentioned steps for setting up your ad campaign on Facebook or Instagram.
Create a Business Page and Profile
To begin advertising on Instagram and Facebook, you need to get the preliminaries out of the way. Create a business page on Facebook and a business profile on Instagram.
When you’re setting up the page, your business profile can be linked straightway. A business profile and page allows you to promote or boost a pre-existing post on Instagram or Facebook, respectively.
You can check which post garners the most engagement and then simply promote/boost it by paying a minimal fee. This is very different from advertising, for which you’ll have to set up Ads Manager.
Set Up Facebook Ads Manager
Since the two apps are integrated, and Facebook essentially owns Instagram, you can use Ads Manager to run ads both on FB and IG. Go to Ads Manager through your business page, fill in the essential information, and pick your mode of payment. Once these details are saved, your Ads Manager account will be set up and become the centre of all your controls. This dashboard will give you an overview of all ad campaigns that you’d be running.
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Choose An Objective
On the dashboard, you’ll see a ‘Create’ button. You can start building your ad from here. The default workflow is ‘Guided Creation’ which helps you generate a typical ad and is extremely helpful for new marketers. The leads and conversion rates only pick up if you have a clear and direct objective in mind. You should be aware of the ad you are creating so that it targets that very aspect. You’ll find a drop-down menu, including many objectives: brand awareness, website reach, video views, app installs, store traffic, etc. After analyzing the end-result that would best suit your campaign, you can decide on any one objective.
Identify Your Audience
You need to identify who your potential customer is. Knowing who you want to sell increases the effectiveness of the ads and their cost per conversion. Recommended audience by Ads Manager is a good option for someone venturing out for the first time. Creating an audience base on its own is a bit tedious. It requires a few trials to come up with the best possible configuration for your ads.
Facebook’s built-in targeting is vast and includes various options like age, gender, location, work, ethnic affinity, interests, behaviours, and connections. The options that best answer the question, ‘what type of people will respond well to my advertisement?’, should be what you pick in your target audience specifications.
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Ads Manager gives you two options for ad placement. The first being Automatic Placement, which will display your ad to the target audience (recommended or custom) wherever they are likely to perform the best. If your Instagram business profile is linked with your Facebook page from the get-go, your ads will automatically run on both platforms using this option. The second would be Manual Placement. This feature would allow you to scroll through a drop-down menu and cherry-pick where you’d like your ads to be placed, i.e., on Instagram Explore, and/or Facebook Marketplace, and/or Instagram Stories, etc. It is also helpful if you want to limit your ad to one place. You’d have to manually include Instagram by ticking on a box under this option to run the same ad on both platforms.
Schedule and Pricing
The next section includes choosing a daily budget or a lifetime budget for your ads. If you want to run your ad throughout the day continuously, the daily budget will pace your spending per day. Lifetime budget would suit an ad with a set lifespan or a specified time length. You can then schedule the future start and end dates of your ad, or choose to run it immediately. Further parameters can be chosen if you want to run ads at a specific time of the day and date or keep them running continuously. Once you’ve chosen these options, and Estimated Daily Reach scale at the right-hand column will predict how many people you can expect to reach each day with your ads.
Create An Ad
As you’re done with the logistics, the actual creation of your ad begins. This process is extremely easy and straightforward. From an array of options like collection, carousel, photo, video, stories, or explore page, choose your ad’s format and then upload the said pic(s) or videos along with a text and a headline. Review it for any errors. The recommended image ratio is 1.91:1, and the image resolution is 1080 x 1080 pixels. The text ought to be in 125 characters and the headline within 25 characters. As all the essentials for your ad come together, all that’s left is for you to make the payment. Facebook reviews your ads within a day and starts running it according to the options you’ve chosen.
Monitoring Ad Performance
Facebook Ads Manager allows you to see and analyze how the audience is responding to your advertisement. It gives you statistics like reach, impressions, frequency, views, page engagement, app installs, website clicks, etc. These would help you market your product better, see its growth and also help specify and navigate ads’ settings for the future. You can receive custom reports via email as well. You’ll find an Analyze and Report button on the upper main menu, further choose Ad Reporting, create a custom report and schedule a mail.
While the process of running ads on Facebook and Instagram may sound elaborate and complex in theory, when you get to it, you’ll find it extraordinarily smooth and time-efficient. These social media platforms push out your content to an audience humongous times larger and more receptive than any other media at a cost that doesn’t pinch the pocket at all. At this time and age, using social media that has everyone hooked, is the wisest decision to undertake.