August 6, 2020
By: Irene Sumalde

The COVID-19 pandemic has changed the business landscape at an unprecedented pace, and none of us can afford to ignore it. With the implementation of the lockdown, many businesses and organizations have cut their work force and level of operations by 51%. At the same time, 49% have offered a new product/service.

New small businesses are popping up all over social media. If you’ve started your own small business and want to try growing your business by using Facebook ads, keep reading! We made this simple guide to help you get started.

The Components of a Successful Facebook Ad Campaign

Let’s begin by identifying the components of a successful Facebook Ad campaign:

  1. A compelling message - Your ads should communicate a direct message to your customers. It should evoke interest and capture your audience's attention.
  2.  Knowing your audience - Identify the right target audience for your campaign and create ads that are specific to their interests, behavior, and geographic location. 
  3.  The right budget - Facebook can show you the potential estimated results of your campaign based on the budget you set (you can go as low as 500 pesos a week). 
  4. Relevant, engaging content - A low budget campaign with content that your audience finds interesting and loves engaging with may outperform a high budget campaign with content your audience finds irrelevant or uninteresting.  If you want to view an example of a successful low-budget campaign, check out this case study on Mucho Más Art Studio, a Latin-inspired art studio who used Facebook to raise awareness and patronage.

Having a good mix of these components and continuously optimizing your content based on insights and results will help your campaign perform well.

Choose the Right Business and Ad Objectives

Before identifying your ad objectives, it’s essential to have clear business goals and a well-defined target market. For example, as an e-commerce company, your main goal is to sell your products and eventually establish brand love. Facebook Ads run on the platform’s entire network, which includes Facebook, Messenger, Audience Network, and Instagram.

Once you’ve identified your business goals, you can create and publish ads based on 3 Business Objectives, each with their own specific Ad Objectives.

Awareness is about generating interest in your product or service. Specific Ad Objectives under this include:

  • Brand Awareness - to show ads to people who are more likely to be interested in and remember your brand afterward
  • Reach - to show ads to the most number of people possible

Consideration is about getting people to consider your product or service in their purchase decisions. Specific Ad Objectives under this include: 

    • Traffic to drive people to your website. With this, you can either optimize your ad for people who are most likely to click on the ad, or landing page views to people who are more likely to land on your website url. Requirements: Installation of Facebook Pixel.
  • Engagement to encourage people to interact with your content. More specific engagement objectives include:
    • Post Engagement (Boosting) to get more engagement (likes/reactions, comments, and shares) for a specific post. For more information, check out our guide to boosting!
    • Page Likes to get more people to “Like” your Facebook page
    • Event Responses to get more people to respond to and attend the event you’re promoting using Facebook Events
  • App Installs to get more users to install your app
  • Video Views to get your audience to watch your video content
  • Lead Generation to get more sign ups or leads
  • Messages to get more people to contact your brand using Messenger

Conversion is about getting interested people to purchase or use your product or service, so it’s perfect for e-commerce sites. Specific ad objectives under Conversion include:

  • Conversion to lead people to your e-commerce shop and get them to buy. This requires you to install Facebook Pixel on your website.
  • Product Catalogue Sales to showcase your products and get people to buy them. An example of ads with this objective are Collection Ads, which show a catalogue of your available products. This also requires the Installation of Facebook Pixel on your website, and the use of  Facebook Catalog Manager to add your products.
  • Store Visits to get more people to visit your store page or website.

Overall, there really are no concrete rules or steps to placing ads that are 100% successful. That’s why it’s important to always optimize your ads, pay attention to your audience’s interests and needs, and keep adapting to the digital environment

If you want to develop a successful Facebook ad campaign for your business, don’t hesitate to contact us or sign up for our mailing list. Evident has handled various clients' social media and e-commerce platforms, including the Sunnies Studios' website and Dima. We’ve got the experience and expertise you need to build your online presence through social media. Don’t hesitate to get in touch and talk business!

References
Startups and the business impact of COVID-19 [May 2020]

For more information regarding best practices with ads management, reach out to our team at info@evident.ph

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