What's your first experience with Facebook
32 There are so many ways to advertise on Facebook. BUT: An advertisement just looks like an advertisement and many people ignore it.
Today I will explain when it is worthwhile for you to place advertisements and why the key to success is your organic reach.
In this episode
- I'll show you how to create your first advertisement in three steps
- I will explain to you which format I use to achieve the best results
- I'll give you examples of the criteria I use to create my ad
If you are new to the topic, join my Facebook group Advertise successfully and learn with fun and support how to create your first advertisements.
You can find all the show notes for this episode at www.katrinhill.com/32
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The Facebook mini-course for more reach: www.katrinhill.com/reach
Your first Facebook ad
I had already announced that I would comment on the subject of advertisements here on the podcast - although I am not an expert on it. Nonetheless, I think it's important that you understand the steps you need to take to post an ad on Facebook.
In my Facebook philosophy, organic growth plays a much bigger role in marketing. I only place advertisements for successful posts in order to push the reach even further.
The biggest problem I see on Facebook when I scroll through the news feed is that ads just look too much like ads. This must be prevented so that your ad can reach as many people as possible on Facebook at a low price.
Three steps to your ad on Facebook
Let's take a detailed look at the steps required to create a Facebook ad.
The fastest way is through the Ads Manager. To do this, click on the down arrow on the far right in the blue bar at the top Create advertisement.
Alternatively, if you've already placed an ad, you'll get over Manage advertisements in the Ads Manager.
In the Ad Manager you will see three areas on the left in which Facebook asks for information about your ad: campaign, ad group and ad.
Campaign - your goal
Facebook wants to know about you first, like yours Marketing goal reads. If you want to find out more precisely what the individual categories mean in the overview, click on the small "i" on the right.
This is often where it is decided whether you will be successful with your ad. For example, it is not wise to run an ad with any of these goals if you are not previously known:
- You want to sell something
- You want to collect email addresses
Before doing this, you have to have built up trust in your target group, otherwise people will feel taken by surprise.
The first goals could therefore be to make your brand known, to expand the reach or to come into contact with your fans. Let's take a look at the destination today Interactions more precisely. As I explained in episode 31, interactions are becoming more and more important on Facebook.
After you Interactions you can specify whether you
- Post interactions
- "Like" information on the page or
- Event confirmations or cancellations
want to boost. It is important that you get a meaningful one Campaign names choose.
Here you put three factors together:
- Target group (who)
- Placements (where)
- Budget & schedule (how much & how long)
First of all, you decide who should see your ad. Facebook mainly distinguishes whether you choose people who don't even know you (cold target group) or your fans (warm target group). Otherwise I wouldn't make it too complicated and select the areas D, A, CH, i.e. Germany, Austria and Switzerland (you can find Austria under Austria).
I usually set the age group between 25 and 55 (often only women) and the language I choose is German.
I recommend you with the point links especially if you've never run an ad before. Here I mostly take Facebook pages and there People who like my site.
You probably know that your posts will never be shown to all of your fans. But if I have a contribution that all my fans should definitely see, I can use it to play it off.
If you only want the ad to be shown to a certain part of your fans, you can change the individual parameters accordingly. It is important that you select at most one or two criteria so that you can compare your results. Or you choose the point Friends of people who like my site and check out how it is received.
Both Placements you choose where you want your ad to appear - I choose most of the time Feeds, then it is directly visible on the start page both on the smartphone and on the desktop.
Finally, you decide on a budget and set the duration of the ad. A lot of information from Facebook is already preset here, which you can adjust according to your ideas. I usually invest between 5 and 50 euros and let the ad run for one to three days. I don't change any of the other Facebook settings.
In the third step you can create your advertisement, for example upload your own photo or create a text. This is where I see the biggest disadvantage, namely that your ad looks like an advertisement. In addition, you don't have any interactions with a new ad: no comments, no likes.
My recommendation is to use one as an advertisement Existing post to use. And one that worked really well - as I already said, a bad post will not perform better even with an ad.
Here, too, Facebook guides you through the individual settings, where you first select your identity.
Then you choose a post that has a clear goal. In my example, this is a post about the cover picture (in the video from minute 16) - it has a lot of comments and likes, was shared and I have the opportunity to point out my range challenge. The ad blends in well with the overall picture of my site and could also be an organic contribution. However, I would play such an ad to people who already know me.
Since I was targeting people of friends who like my site, I would choose a more general post that tells a story about me. This allows these people to get to know me better and I use a button to direct them to my website, where they can browse through my offer.
First awareness and interactions - then advertisement
On Facebook, it's important to understand that you shouldn't run ads because your posts aren't working. You first have to create awareness and interactions through organic growth.
If you don't have any posts that are working well, then I advise against advertising.
Maybe you don't have a high reach on your site yet, but well-functioning posts on your profile. Then consider whether you want to publish these contributions on your site. They are often more personal and therefore touch people more. Remember that in this case you must also store a legally secure imprint on your Facebook profile. You can find out more about this in episode 20.
That should suffice as a small overview and food for thought for advertisements. I summarize again:
You first have to build organic reach and ensure interactions on your posts, then you can push them through advertisements on a small budget.
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