This section is an expansion of our Guide to Facebook Ads.
Facebook Ads are a cost effective option to reach a specific audience with your advertising message. In addition to demographic targeting (location, age, gender, marital status, and education level), Facebook offers an additional rich layer of targeting know as Interests.
This option allows advertisers to target Facebook users based on pages they have liked, their activities, and interests.
When creating a new ad, Facebook displays a select group of preset options an advertiser can choose from known as categories, in the interests field.
Each of these main category pillars can be clicked into, revealing more defined targets.
Advertisers also have the option to type in keywords directly into the interests bar. As each letter is entered into the search field, Facebook will reveal new targeting choices.
Tip: Facebook will not show every available targeting option in this view. By adding different variations, more targeting options will be revealed.
E.x.: Lebron James + a
Lebron James + b
As each new interest category is added, it affects the potential reach of your Facebook ads.
(D) Reach: The number of unique Facebook users who are being actively targeted and could potentially see your ad.
While adding each individual interest target, pay close attention to the number of Facebook users who might see your ad, known as the potential reach. This dial on the right hand side helps you understand how large of an audience might see your message. Facebook has also added a dial labeled audience definition which acts like a gauge, informing you if the ad targeting is too broad or too specific.
Targeting too broad of an audience can lead to poor performance — spending budget on Facebook users who might not be your best potential or current fans. If the ad targeting is too refined, your ad might show at a high frequency to a small audience, causing a negative experience.
Tip: Broader targeting is great for increasing brand exposure, awareness, and new fan growth. While specific targeting is ideal for focused goals, such as increasing engagement on your brand page or driving certain website actions.
Before creating any Facebook advertising campaign, take time to define what type of Facebook audience you would like to reach and have a clear goal for what the ad campaign should accomplish. This will help in generating cost effective results.
If you are interested in learning about Facebook’s broad categories targeting, you can reference our guide, “How to Use Broad Categories with Facebook Ads”.
Have you heard the news? Facebook is rolling out a brand new campaign structure. The goal of the new structure is to make it easier for you to organize, optimize and measure your ad performance. So how exactly does it work and how can you make the most of it? I’ll explain all you need to know about the change and how to take advantage of it right here.
Up until this change, Facebook campaigns had two levels: campaigns housed ads directly. Your schedule and budget lived at the campaign level and your objective, bid and targeting lived at the ad level.
Now, campaigns have an additional level between campaigns and ads called “ad sets.” Search advertisers may liken this to the “ad groups” used in Google and Bing campaigns, but there are some big differences. In this new structure, you’ll create campaigns for each of your objectives. Then you’ll create ad sets with their own schedule and budget (that’s right, budget is on the ad set level). Ads still include their unique bids and budgets, but they no longer include the objective since that’s already been set at the campaign level.
Take a look at this table to see the features available for each of these entities:
Facebook explains the three levels as:
- Campaign – You’ll choose an advertising objective for each campaign you create and that campaign will consist of one or more ad sets. This will help you optimize and measure your results for each advertising objective.
- Ad Set – An ad set will have one or more ads and you’ll continue to define the budget and schedule for each ad set. You can create an ad set for each of your audience segments by making the ads within the ad set target the same audience. This will help you control the amount you spend on each audience, decide when each audience will see your ads, and see metrics specific to each audience.
- Ads – Ads will now live within ad sets. You’ll continue to define your creative, target your audience, and select your bidding at the ad level. Multiple ads should be created in each ad set so our system can optimize for variations in images, links, video, text or placements.
How It Will Affect You
Every single account will be migrated and the changes will roll out to every interface: the Facebook Ads create tool, Ads Manager, Power Editor and even third-party ad tools like AdStage. Facebook will migrate your account to the new campaign structure sometime between March 4 – 30, 2014. You’ll know you’ve been migrated when you see ad sets added to your campaigns.
What Will Happen to Your Existing Campaigns
All of your ad campaigns (even the ones you’ve deleted) will be migrated to the new campaign structure and will now have one ad set containing all existing ads.
Facebook says this won’t change the delivery, spend, reporting or performance of ads in your existing campaigns, but you want to revisit your schedules, budgets and ad sets to make sure they match your campaign goals.
How to Structure New Facebook Ad Campaigns
In light of these changes, you’ll want to structure your Facebook ad campaigns a little differently moving forward.
- One campaign for each objective – First define your objectives and create a campaign for each of them (e.g., create a campaign for generating mobile app installs).
- One ad set for each audience – Next, define the different audiences you want to target for this objective (e.g., Males 24-36, Females 24-36) and create one ad set for each audience. Note: You won’t actually define the audience in the ad set, but rather in the ads.
- Diverse use of creatives – Finally, create multiple ads within each ad set. Facebook recommends you use different images, links, video, text and placements in your ads, but also that you use the same target audience and same bid type for each ad within an ad set. This strategy will allow Facebook to optimize your campaign to use the best-performing ads.
Once you’ve been migrated to the new structure, make sure to share your tips and tricks in the comments below!
Facebook has figured out mobile. What was once a threat has now become 53% of their ad revenue and has contributed to some serious earnings growth. In honor of this impressive feat, let’s take a look at how companies with mobile apps can profit with Facebook’s mobile app install ads, mobile app engagement ads, and the new mobile app custom audiences.
Drive Installs with Mobile App Install Ads
First announced in late 2012, Facebook’s mobile app install ads have become an industry standard and are a proven way to drive installs and increase app discovery. They’re set up just like traditional Facebook ads, however, rather than directing people to a webpage, you can link them directly to your listing in the appropriate app store.
For example, I could promote the AdStage iPad app with a Facebook mobile app install ad. It will then display to people who like AdWords when they’re using the Facebook app on their iPad. The ad will display directly in their newsfeed and will encourage them to install it directly on their device, by way of our App Store listing.
Facebook even provides an SDK that you can install in your app to track installs generated from your ads. You can also use the SDK to exclude people who already have your app installed from ever seeing your ads. This means all of your ad spend can efficiently go towards installs.
Drive Engagement with Mobile App Engagement Ads
But for many apps, especially free apps, getting an install is only half the battle. To make money, you’ll need customers to use the app again and again. So how do you keep your app from being forgotten? You can drive people who already have your app installed to engage by using Facebook’s mobile app engagement ads. These ads help encourage users to open up the app and take a specific action once inside (there are 7 call to action buttons to choose from).
For example, an education app could promote their latest tutorial to their users. And rather than seeing a button with “Install Now,” they’ll see “Watch Video.” Clicking the button will launch your app and deep link them directly to the featured video in the app!
Target Specific Users with Mobile App Custom Audiences
On Tuesday, Facebook revealed an even more exciting update to its mobile app ads. Now you can advertise to people who have taken specific actions in your app– this is a really powerful way to segment your audience to hit them with timely messages. It’s just like Facebook’s custom audiences, except there’s no need to upload any files, you simply define the event.
For example, JackThreads used an early version of this feature to target people from their mobile app who added items to their carts but didn’t actually checkout. Advertising to cart abandoners earned them an 8x return on ad spend!
Profit From Mobile Like Facebook Does
With this full suite of mobile app ads on Facebook, you can be clever with your ads. You can drive new app installs, promote engagement to people who already have it installed, and reach segments of your users with targeted messaging to monetize your installed base.
So what goals do you have for your mobile app and how can these products get you there? Create a mobile app campaign today so your profits can soar like Facebook’s!
This post was originally published at FBPPC.com.
In the course of managing your Facebook Ads account, you tend to target the same basic audiences again and again. But configuring your audience repeatedly can get really tedious. Thankfully, Facebook’s Power Editor offers a handy feature that lets you save your audience targeting settings for repeated use. Don’t worry; the process is extremely easy and helpful. In this post, I’ll walk you through the steps to create and use saved audiences.
Creating a New Saved Audience
You can create and save a new audience, from scratch, within the Power Editor Audiences tab.
- Open the Power Editor and select your ad account.
- Click “Audiences” in the left navigation.
- Click “Create Audience.”
- Choose “Saved Target Group” from the dropdown that appears.
- Name your new audience and select your targeting.
Your audience will be automatically saved as soon as you upload the changes in the Power Editor.
Saving an Existing Audience
You can also extract and save an audience from an existing ad by selecting the ad within the Power Editor.
- Select your campaign from the Campaign Filter.
- Select the ad with the audience targeting settings you’d like to extract.
- Click “Save Audience.”
- Name your new audience and adjust your targeting as desired.
Your audience will be automatically saved as soon as you upload the changes in the Power Editor.
Using a Saved Audience
Once you’ve saved an audience group, you can easily use them in your ads.
- Begin creating (or modifying) your ad.
- Click the “Audience” tab.
- Click “Use Existing Targeting Group.”
- Select your saved audience from the dropdown.
Get Started With Saved Audiences
Saved audiences make it quicker for you to target the perfect audience on Facebook. Simply create your different audiences once and save them for future use. Then you’ll be able to apply them to ads on demand. At the very least, you should build one saved audience with your basic targeting settings and then modify it slightly for each ad.
Also Try Custom Audiences
While saved audience groups make it easy for you to reach new customers on Facebook, Custom Audiences let you reach existing customers. Make sure you know how to use custom audiences to generate repeat orders and drive customer loyalty.
This post was originally published at FBPPC.com.
Are you the admin of a Facebook Page? If it’s kept active and has a following, there’s a wealth of potential insight about your audience at your fingertips You can even use this data to guide experiments and improve your Facebook Ads! This post will walk you through some examples of Page Insights to show you how you can apply the data to create better performing ads.
Using Page Insights With Ads
Facebook’s Page Insights reveal a lot about the people that engage with your brand and how they go about it. Once armed with these learnings, you can apply them to your strategy to improve your Facebook ads.
You can access these insights as a page admin by visiting your brand page and clicking “See Insights” in the top right of the Admin Panel. Once inside, you’ll be able to view the full suite of insights Facebook provides to learn about your fans and see how they engage with your brand.
Let’s check out the sections Facebook advertisers will find most interesting:
1. People Engaged
What it shows: Rather than simply seeing who likes your page, this insight will reveal data about the people who have actually interacted with it recently. That means people who have liked, commented, or shared your posts in the past 28 days.
How to find it: You can access it from Page Insights by clicking the “People” tab followed by “People Engaged.”
How to use it: You can use the People Engaged insight to:
- Discover the age of your most engaged Facebook fans.
- Discover the gender of your most engaged Facebook fans.
- Discover the location of your most engaged Facebook fans.
With this data, you can start testing ads that target these attributes in hopes of earning better results by focusing your spend on only the most engaged audience.
For example, an advertiser found that women on Facebook between the ages of 25-34 are more engaged with their brand than women aged 35-44, even though their performance in retail stores differs. The advertiser may then create new ads that target younger women exclusively on Facebook, resulting in a higher CTR and better results from their campaign.
2. Post Types
What it shows: This insight shows the average reach and engagement of each of the three different post types: Status, Photo & Link.
How to find it: You can access it from Page Insights by clicking the “Posts” tab followed by “Post Types.”
How to use it: You can use the Post Types insight to discover which post type your Facebook fans engage with most. (You can ignore the Reach metric since paid reach isn’t limited the way organic reach is because throwing money at it solves that problem.) Then use your findings to choose which post types to promote more frequently with ads, or to guide your ad creation.
For example, if you find your photos have the highest average engagement, you could begin to promote image posts or focus on creating news feed ads with large images.
3. When Your Fans Are Online
What it shows: This insight looks at the last week and reports the days and times when your audience is on Facebook. (Note that the times shown reflect your computer’s time zone.)
How to find it: You can access it from Page Insights by clicking the “Posts” tab followed by “When Your Fans Are Online.”
How to use it: You can use the this insight to create ads that consider the days and times your audience is most active on Facebook.
For example, a florist may find that their audience is typically online when their store is still open. This may lead them to change their ad’s copy to promote more calls and in-person visits than online orders.
4. All Posts Published
What it shows: This insight shows the engagement metrics of each post published in the past 3 months.
How to find it: You can access it from Page Insights by clicking the “Posts” tab, then scrolling down to “All Posts Published.”
How to use it: You can use the All Posts Published insight to find individual posts with above average reach and engagement. If any stand out as top performers, consider promoting them or build ads with similar characteristics or structure.
For example, an ecommerce site may find that posts about sweaters are performing especially well on Facebook this month. This may lead them to start featuring sweaters more prominently in their ads.
What Can It Do For You?
Using your Facebook page insights is by no means a silver bullet for all advertisers, but it is a helpful tool for your toolkit. You never know where you’ll find the next insight that will take your campaign performance to the next level. For many advertisers, these insights will help guide effective audience targeting and craft high-performing ads!