The Anatomy of Facebook Ads: How to Increase Traffic for $3Mar 10, 2016 by Kristen Pinkman, Ecwid Team
Facebook is the world’s largest social network and a leading platform for targeted advertising. However, it may be difficult at first to navigate the Facebook for Business page and its many options for your intended purpose and outreach.
The truth is social media is a complicated system. The Internet is overcrowded with tips on social media marketing topics and the Facebook Help Center has thousands of pages for one to navigate.
Here’s the good news: we are going to make this process easy for you. In this post, you will not find vague advice like use cool images or write creative texts for calls to action in your ads. Furthermore, we won’t steal your time with a superficial description of obvious Facebook ad options, and the advice to choose from them what best suits your product or company.
Instead, we will build a real advertising campaign step by step using the Kokosina online store as an example (they sell awesome bags, check them out!), and you will be able to see the growth and results with your own eyes.
But first, a bit of theory.
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Why advertise on Facebook?
As a small business owner, you need to know that Facebook is better than traditional ads in many ways:
- It’s really cheaper. Facebook gives a priority to best performing ads and shows them more often for the better price.
- It’s more effective. Targeting allows to reach the right people easily.
- It’s less time consuming. Actually, to create an ad campaign will take you from 1 to 15 minutes.
- It fits all the marketing goals. Whether you want to attract new customers or to give a special offer to the loyal ones, Facebook will let you do it.
- You don’t have to fuss around your campaign. Most of the work is done automatically. Just watch your budget.
If you still need more, read key reasons you need to advertise on Facebook.
Okay, now let’s see how all these things work.
Step 1: Create an account
First, study Facebook’s Advertising Policies. Did you know that you are forbidden to entice likes in your ads, or that you can’t use images with weapons pointed at the person who sees them? There are many details to be aware of during the creation process of your advertisement. As soon as you have reviewed these rules, click Create ads in the
Next, Facebook will create an ads account for you with most of the settings filled up automatically based on your page data.
An important note: Once you set your form of currency and timezone settings within this account, you will not be able to change them. If this is a problem in the future, you will have to deactivate your ad account and create a new one. Facebook will do this automatically if you try to change and save these settings.
Facebook will create the ad account and then ask you to choose its objective. You can learn more about objectives by clicking for help, but generally they are quite clear and
Choosing the right objective depends on the result you hope to achieve. Of course everyone focuses on generating leads, sales, and engagement on Facebook but there is more to it. Here are three options to pick for the start:
- Boost your posts
- Promote your page
- Send people to your website
But which option is best: website clicks or website conversions? Let’s find out:
Website clicks: Chasing this objective will send the maximum amount of traffic possible to your website, aiming to create conversions in the future.
Website conversions: This means to set up a pixel on your landing page which tracks conversions and the audience that visited the page, so that you may optimize the ads for them. In some cases, this option can be much more affordable, so that is something worth considering.
Don’t get scared of setting a pixel and trying both options. if you dive deeper, you’ll be blown away by how many people aren’t doing it!
Step 2: Create a campaign
Time to create a real advertisement campaign example. Our objective will be website clicks. We’ll type the landing page address:
The Kokosina store is powered by Ecwid and sells genuine leather bags and backpacks. The bags are made in the EU and sold worldwide. Their personal motto — We sew for people, not for catwalks — perfectly reflects our aims. We will try to sell their classic black backpack to people on Facebook, and send the traffic right to the product page.
Step 3: Set your campaign
1. Determine your audience
This aspect of advertising is no less important than creating a compelling ad. Marketing is not only about being creative, it is also about precise and focused planning. Facebook has set up a multitude of ways to get your ads in front of the right people.
If your aim is to attract new people, but you don’t want to show your ads to every other stranger, use the lookalike audiences tool. This will find a group of people that are likely to be interested in your product or business. To do so, go to Power Editor in your Ads Manager and click Audiences — Create new audience — Lookalike audience.
Next, you can choose the exact country and location you want to advertise to and the prospective audience size.
Tip: if you sell worldwide, try not to focus your ads to the United States. A majority of companies and products do this, and consequently, the American online consumer base is more difficult to reach and make an impression on.
Another available option is to create a custom audience based on an email list or the people who visit your website. We will create an audience without any additional tools to test this feature.
To sell the backpacks, we picked women (since it’s not a unisex backpack) from the ages of 18 to 35 living on the east coast of United States. We did this also because it makes delivery as quick as possible, which is an aspect worth considering. Do not choose the whole country.
Tip: before starting a campaign, create a portrait of your potential customer.
You don’t need to set a language until you are targeting several countries at once or want to reach foreigner consumers.
The field Detailed Targeting is a great place to experiment. You can target people according to their jobs, interests, or lifestyles. These settings narrow your audience, but make them more likely to be engaged by your product. Notice that the people will match at least one of these parameters, not all at the same time. For Kokosina bags, we set up the following interest tags:
While bags and backpacks go without saying, we also added in road trips, as we think our potential audience might enjoy travelling.
The field Connections will help to include or exclude people who have already liked your page, took part in your event, or used your application. Include these people in special offers and discounts for your business or exclude them if you want to attract new customers.
You will absolutely need this audience later, so save it by ticking the box.
Our final potential reach was 830,000 people. As this is a test campaign, we will not narrow it further.
2. Set the budget
Facebook optimizes pricing to find the best offer, but you shouldn’t trust it blindly until you get a feel for it. Always set the end date for your campaign! You will be attaching a credit card number to your account, so you may forget and spend far more on the ad campaign then you planned to.
For your first time, it is good practice to set the daily budget to less than 5 dollars and limit the campaign to 2 days.
It is cheaper to pay for impressions than for clicks. However, test this yourself if you plan to advertise on Facebook for an extended period of time. The rest of the settings are available only for lifetime budgets. So, let’s save what we’ve got and move to the advertisement’s creative side.
3. Set your placement
You can place your ads in many places beyond Facebook’s site itself. For example, Facebook ads are recently integrated with Instagram, so you can advertise your products there even if you don’t have an Instagram account! Also, your ads may appear on other websites and apps approved by Facebook, but don’t forget to pick the Audience Network placement.
We will try everything and see what works best.
Step 3: Create your Ads
1. Choose the visuals
Generally, there are two options for visuals: are you using one image or multiple images? Whichever option you choose, whether they are videos or an images, upload them or search it for one in the stock of free options.
Tip: Remember that you can’t use ads that are more than 20% text.
We used several images (which you can see below) and advise you to do the same. You can leave the
2. Connect your ads to the right Facebook page
Don’t forget to connect your ads to the appropriate Facebook page. If you advertise on Instagram, you can connect your ads right to your Instagram profile (the most preferable option), or directly to your Facebook page.
3. Create the accompanying text
Don’t treat this portion too seriously. You don’t need to write War and Peace! Facebook provides limits that will help you share exactly the right amount of information:
- the heading will fit 25 characters max
- The main text can contain no more than 90 characters.
If you still have something to add, use the Link Description field in Advanced Options.
Fill in all the fields and here we go:
For the carousel format, you’ll have to fill all the description fields for every image. This means you can advertise several products all in one place! Make sure you have attached the correct link to each one.
As for the call to action button, your best bet will be something like Shop now. This is optional, but calls to action are known to increase engagement.
You can always preview your ads before starting.
Step 5: Set up a payment method
This is about choosing how to pay for your advertisements. The money you spend will be charged monthly. Learn more about Facebook rates before you start, as it might save you from a lot of headaches later.
Tip: don’t attach your personal credit card to the ad campaign. You won’t be able to remove it without deactivating your account!
If you choose a credit card, take note of the following:
- The name and surname on the card must be the same as on your Facebook page, otherwise you’ll be banned.
- You can get around this limitation by using PayPal.
- Don’t forget to set a limit so you do not spend more money than anticipated.
Though we expected that the carousel format could be the best performing, the following ad received the most clicks:
In total, we received 13 clicks to website having spent $3.
The most active audience was women of age from 18 to 24:
As for the most effective placement, we expected the most from Instagram due to the new format and the popularity of Instagram shopping. However, the biggest performer turned out to be Audience Network! Have a look at the data below:
The lowest cost per website click was $0.14.
But the main result was a purchase that compensated it all.
Some further tips and options you should try:
- Look through the multiple ad creatives to choose from (5 images and 5 texts can perform 25 combinations) and find those that work best. Here you can find more tips for making your ads magnetic.
- Add Facebook Pixel to your site to track conversions and to create Custom Audiences.
- Target to mobile devices only, but first make sure your site is
- Create several campaigns for different audiences and try to make ads as personal as you can.
- Don’t get scared to spend more on ads, as more money will often yield more results!
Now it’s your turn! What has been your experience with Facebook advertising? Tell us below!
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