Using Meta Business Suite
So you want to market your business and create ads on social media. Where do you start? The owners of Facebook created a new way to make marketing and advertising on social media so much easier. The Meta Business Suite is the guide for your planning, creating, and strategizing needs for Instagram and Facebook.
First of all, what is the Meta Business Suite? The Business Suite is the holder of tools, data, content, and advertisements for your business's social media page. It is a separate area for you to work in separate from your feed or profile page. When you have a business account on Facebook, this toolbox is free to use. Some of the features Meta consists of are viewing different metrics of your page like views, engagements, followers, etc., finding inspiration for new content through the Inspiration Hub, planning posts and stories through the content calendar, and creating ads.
Within the Business Suite, you can see how all your ads are doing overall. When you go into the Ad Center, you can see your reach, engagement, and clicks all in one area. Also, you can boost posts or stories, create automated ads that will suit consumers based on their personal data, or create a new ad right there.
Advertising Tools
There is a tool in Meta called 'Ads Manager'. There you can use the A/B testing tool to help you decide on which ads create the most conversions or whatever criteria you are tracking. Your previously designed ads will be available there to use during the testing. After the test has been completed, Facebook will give you the data collected on each ad run. With this data, marketers can gain more information on what kind of ad content creates the most ROI and connects with the viewers.
Additionally, creating goals for your ads has never been easier. You can select what goals you would like your ad to accomplish and can track their progress all in the same area. You can let your ad last as long as it needs to complete the goal, or you can increase the budget and run it for a shorter duration to reach the goals that were set for each. These goals can help you determine what kind of content performs best with your audience and what kind of content they like to see. There are many ways to deliver content for each goal you may want, so it's important to look and understand the data that is collected.
Setting an Advertising Budget
Once you have decided what ad campaigns you will run, you will need to set the duration each ad will run and how much you are willing to pay. It is extremely important to have a reasonable and realistic budget in place when doing ad planning so you can efficiently and successfully determine where the money should go. Most of the advertisement budget should be going to the proven most likely to be beneficial ads. It is also important to determine how long each ad should be active. You could have a great ad cut short of its goal because it was not active long enough, or you could have an ad that performs worse and worse the longer it stays active. That is why having a strategic plan based on previously attained data on the audience is huge when creating budgets.
Calculating a daily budget for your ads is simple to do in the Meta Business Suite as well. Again, you will use the Facebook Ads Manager to find your CPM (cost per thousand impressions), CTR (click-through rate), and conversion rate for your previous ads. After finding these numbers, you can download Hootsuite's free budget calculator, or any budget calculator, to input those numbers into. This will help you determine what kind of budget you should expect to use to run your ads.
Running ads on Facebook can also be created ahead of time and then scheduled, so you don't have to take the time to do it later when you need it. By using content calendars and ad planning tools, you can coordinate your ads with your content to pull together your strategies for effective social media marketing. For more information about Facebook Ads, visit my colleague's blog: What is the Facebook Ads Manager and How to Use It.
A Different Form of Ads
Carousel ads are different than other ads you may be used to seeing on social media. Carousel ads are newer and more interactive for viewers. These ads appear like photo ads, but you can swipe to see several other photos or videos with different links on each. Additionally, react and comment buttons are active for viewers so this is a perfect opportunity for you to connect with consumers and answer any questions!
These ads are super useful for showcasing different products that may interest several target markets. The ad budget will also be necessary for these ads, so make sure you have already done your calculations.
Carousel ads should be well-thought-out and planned according to your marketing strategy. Since this ad form is different from a single-photo or video ad, making sure it contains the right information for the different products or services you are showcasing is crucial. If you are ever unsure if your carousel ads are successful, you can check their progress in the Ads Manager tab. You can then run custom reports showing the data that you are looking for based on the goals set for the ad and the progress so far.
Happy ad planning!
Resources
Carmicheal, K. (2023, February 23). A/B testing on Facebook: How to do it right. HubSpot Blog. Retrieved February 23, 2023, from https://blog.hubspot.com/blog/tabid/6307/bid/30893/how-to-split-test-your-facebook-ads-to-maximize-conversions.aspx?hubs_content=blog.hubspot.com%2Fmarketing&hubs_content-cta=A%2FB+Testing+on+Facebook%3A+How+to+Do+It+Right
Christison, C. (2023, February 23). How to calculate and set your Facebook Ad Budget [Free Tool]. Social Media Marketing & Management Dashboard. Retrieved February 23, 2023, from https://blog.hootsuite.com/facebook-ads-budget/
Danckert, S. (n.d.). How to use Facebook carousel ads to attract attention & convert users. Semrush Blog. Retrieved February 23, 2023, from https://www.semrush.com/blog/facebook-carousel-ads/
Comments