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Ads Manager For Facebook And Instagram - Learn How To Use It As A Pro
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Ads Manager For Facebook And Instagram - Learn How To Use It As A Pro
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Black Pearl Matrix
Important Steps for the Success of your Campaign
- Have a Strategic Vision
- Have a Good Content Format
- Have a Good Ad Format
- Do Personalization and Segmentation
- Perform Campaign Analysis
Facebook, Instagram, Messenger and Audience Network are the platforms Facebook Ads Manager can be used with.
These social networks have become great billboards for digital marketing. However, it is not enough to invest in an ad, it is necessary to have planning and a strategic vision of the business.
From such actions, the results can be effective for your business.
It is no coincidence that a study pointed out that 57% of the companies surveyed use networks to carry out online sales.
Another survey revealed that 44% of consumers surveyed had their buying behavior influenced by Facebook.
Now look at the 5 countries with the most Facebook accounts:
In this context, in the fourth quarter of 2021, ads on the largest social network on the planet reached a worldwide revenue of 28.3 billion dollars.
In addition, 26% of social network users said they completed the purchase cycle after clicking on an ad seen there.
In turn, Instagram stands out in the leadership of commerce in the field of social media.
According to data released by the platform itself, 70% of consumers say they look for purchases on the network, while 52% have already bought from discoveries on Instagram.
Another recent survey found that 54% of consumers follow profiles of their favorite brands and 21% research those pages before buying.
In this context, a paid marketing campaign can give more visibility to a business brand, reach new audiences and even convert them into customers.
From this point of view, in this article, we analyze the Facebook ads manager, an excellent tool for those looking for good results on social networks.
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What is Facebook Ads Manager?
Facebook Ads Manager is a tool created to create, manage and measure campaigns on the current target’s proprietary networks.
In this case, on the same platform, it is also possible to include Instagram, Messenger and Audience Network.
Its campaigns are extremely segmented, allowing actions to be assertive and achieve the expected result.
In addition, it is possible to manage and create organic publications, schedule posts, stipulate ad duration, budget and also data for analysis.
Below, we’ll explain how you can use Facebook Ads Manager to support your marketing campaigns!
How to use Facebook Ads Manager?
To make use of the tool, first of all, you must have a business profile and a business page on Facebook.
To promote a product on your other channels, you don’t need a website or even an Instagram profile.
Campaigns can be run directly through Facebook’s ad manager (since the Meta group also owns Instagram).
To use it, simply access its page, decide which product (media) will be sponsored, fill in data on the target audience, location and complete profile, and define the amount to be invested.
The Facebook Business dashboard is very intuitive.
In the sidebar, there are options that include the ads manager itself, in addition to other items, such as:
1. Public;
2. Announcement Report;
3. Ad Account Settings;
4. Event Manager.
Each of these tabs opens a range of information to be filled in. We suggest that you explore the platform and update it as much as possible.
There are also different options and formats for dissemination in the media, ranging from multimedia presentations to static images or even interactive advertisements.
But first, it is worth mentioning that strategic planning is necessary.
To do this, answer questions like:
1. What is the campaign objective?
2. Where will the ad appear? Instagram, Messenger, Facebook, all network channels?
3. What is the targeting, user profile?
4. How much budget (which can be daily or total, based on the campaign timeframe) can be allocated to each action?
5. What will the ad format be?
6. How will metrics be measured?
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Some Important Steps for the Success of your Campaign
Now let’s address some essential elements that you should consider to have more chances of achieving effective results with your marketing actions.
1. Strategic Vision
Every online advertising action needs a marketing vision aligned and clear enough to objectively guide all steps of Facebook Ads Manager.
Even if your virtual store has a lot of investment for advertising on Instagram or Facebook, for example, the source will dry up if the objective is not clear.
In this sense, first think about the purpose of creating that marketing campaign: increase sales, expand the brand, create a digital presence or connect with new audiences?
Answering these questions is essential, as for each strategy there is a different range of indicators and key performance indicators (KPIs) to be analyzed.
With this focus in mind, the next step is to plan the implementation of the marketing plan, which, among other things, should include:
1. Campaign circulation time;
2. Audience segmentation;
3. Format of the content;
4. Ad format;
5. Amount to be invested;
6. How the campaign data will be analyzed;
7. What to expect in return.
2. Content Format
You have to think about what would be the best content format to be released by Facebook’s ad manager for your campaign.
It is known, for example, that social networks prioritize ads with photos and videos and, preferably, original content.
Thus, the more visual an ad is, the greater the chances of retaining attention, leading users to new stages of a purchase journey.
However, don’t just choose any video or image. After all, this is your chance to talk about your product, and if you fail, your next ads may have less impressive results.
This means that the networks rank their ads by evaluating them with scores related to their relevance, which can be analyzed by Facebook’s own ads manager.
That is: the higher the score, the more favorable the algorithm will be in relation to the ad.
That said, consider investing in creating a nice video or compelling photos. There are several free tools that can help you with this!
In addition, it is important to follow the guidelines of the network, as the platform penalizes campaigns that do not comply with its rules.
All of this you can check directly in Facebook Ads Manager when creating the campaign.
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3. Ad Format
No wonder Facebook and Instagram are the most popular social networks and are among the favorites among marketers.
They have several tools, and leave users full of options, including directing them to purchases in online stores.
When we talk about ads, then, the plate is full, and the ad manager manages to insert advertising in different ways and generate sales.
On Facebook, the first and most traditional format is the ad located in the right column, next to the news feed.
While this feature is limited with lower chances of engagement, there is still a way to maximize clicks at a low investment cost.
The other ad format we see on the platform is the News Feed ad itself.
It looks like a regular timeline post and has higher engagement rates.
Unlike the ads on the right column, these campaigns have action buttons and a CTA (call to action).
However, its value is usually higher than the first presented format.
In addition to these more traditional formats, on Facebook there is a whole range of advertising possibilities, including:
1. Photo ads;
2. Videos;
3. Collection (several photos together);
4. Multimedia presentation;
5. Advertising of various products;
6. Local advertisement (for close people);
7. Offers that expire;
8. Announcement of events;
9. Retargeting ad;
10. Boosted post (says who already follows or likes it).
On Instagram, the options are ads in the feed and stories, following the same formats presented above.
4. Personalization and Segmentation
Once the initial steps have been taken, it’s time for your e-commerce to assess the audience that might be interested in your advertising on Facebook and Instagram.
For a campaign to be effective, it needs to be targeted. This means that there is no point in talking to everyone, but to your ideal customers.
In addition to visually appealing content with a clear value proposition, it needs to be relevant to the audience it’s receiving.
Therefore, it is necessary to choose a place, interests and behavior; consumer profile, gender, age and demographics.
This definition will be based on data that the virtual store already has about its target audience. But if you haven’t already, it’s important to do an A/B test.
These tests provide information about what is performing better, generating data for more assertive strategies.
For this, Facebook Ads Manager is a perfect platform as it has a wide range of targeting and testing options.
Thus, your ads will be personalized and will be able to reach people who need or want your product/service.
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5. Campaign Analysis
Finally, an ad needs to be tracked during its run and after its completion period.
This monitoring brings relevant data to be analyzed that will support you in decision making.
Only then is it possible to know the performance, what worked, what was the profit return and what can be improved.
On the Facebook Ads Manager page, in the reports, you can find details of interactions with the campaign, such as website clicks and reach.
If your e-commerce business is just starting out and you don’t have a lot of money to invest, this is a great way to test out different ad formats.
In addition to keeping track of what generates the most results, the reports help you to direct your marketing budget assertively and create efficient advertising strategies on Facebook or Instagram.
It is worth remembering that the network monitors the performance of promoted ads and ends up penalizing campaigns that present low performance.
Therefore, keeping an eye on the metrics and KPIs will make your campaigns more successful and still be favored by the platform.
FAQ – Frequently Asked Questions About Ads Manager for Facebook and Instagram
1. What's a good format for displaying products?
2. What is organic reach?
3. What is paid traffic reach?
4. Is it better to advertise on Facebook or Instagram?
5. What is Instagram's target audience?
Conclusion
As pointed out, ads are effective when thought out smartly and strategically.
In other words: you shouldn’t advertise for the sake of advertising, you have to know why.
Therefore, whether for Facebook or Instagram, the ad manager appears as support for campaigns that, when structured with planning, can contribute decisively to the success of a business within the competitive online market.
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