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Your Facebook Advertising Questions Answered

Many marketers struggle to get a handle on Facebook advertising. It’s the most comprehensive platform when it comes to social advertising and has virtually endless methods for creating a successful promotion, from video ads to page experiences. The 2.23 billion monthly active users and generally low cost-per-click make most efforts with the investment.

That said, we know you want to take advantage of great ROI but it also takes time getting over the learning curve. So to make things a little bit easier, here are some of the most common questions when it comes to setting up a Facebook ad.

How do I select the right objectives?

When you set up your Facebook Ad, the first thing you’re asked to select is your marketing objective. This is what you want people to do when they see your ads. For example, if you want to show your website to people interested in your business, you can create ads that encourage people to visit your website. See the breakdown of examples below from Facebook.

Awareness: Objectives that generate interest in your product or service. Increasing brand awareness is about telling people what makes your business valuable. For example, Jasper's Market is going to launch a small regional chain of grocery stores. Using the Brand Awareness objective they can create a campaign that highlights their fresh, organic produce to people in the local area.

Consideration: Objectives that get people to think about your business and seek more information. For example, Jasper's Market has a website that tells their story and lists some of their store's unique offerings. Using the Traffic objective they can create a campaign that encourages people to visit their site to learn more.

Conversions: Objectives that encourage people interested in your business to buy or use your product or service. For example, Jasper's Market has opened a few new locations. Using the Store Traffic objective they can create a campaign to encourage potential customers to stop by their nearest store.

What do I need to know about audience targeting?

Facebook will automatically show your ads to people who are most likely to find your ads relevant. You can further target your ad delivery with three audience selection tools. Be sure to explore the demographics, interests and behaviors of people on Facebook and people connected to your Page with Audience Insights. You can even save an audience you create and use it in Ads Manager.

Custom audiences – This lets you create your own targeted audiences

Lookalike audiences – Facebook finds you new audiences that are like your existing contacts

Interest-based targeting – Narrow your audience by interests such as fashion or sport

Demographic-based targeting – Define your audiences by demographics such as age, location and gender.

What is a special ad category?

If you’re based in or targeting the U.S. and are creating a campaign that includes ads that offer credit, employment or housing opportunities, you must choose the category that best describes your ads. These are special categories for which audience selection tools are limited to help protect people on Facebook from unlawful discrimination. These special categories include, but are not limited to ads that offer credit, housing or employment opportunities.

How can I accurately measure if this ad is creating conversions?

You can use the Facebook pixel to track your website visitors' actions. This is called conversion tracking. Tracked conversions appear in the Facebook Ads Manager and the Facebook Analytics dashboard, where they can be used to analyze the effectiveness of your conversion funnel and to calculate your return on ad investment. You can also use tracked conversions to define custom audiences for ad optimization and dynamic ad campaigns.

There are three ways to track conversions with the pixel:

• standard events, which are visitor actions that we have defined and that you report by calling a pixel function

• custom events, which are visitor actions that you have defined and that you report by calling a pixel function

• custom conversions, which are visitor actions that are tracked automatically by parsing your website's referrer URLs


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