Technological advances and widespread access to the internet provide opportunities for effective and varied marketing activities. One of these is to run advertising campaigns via social media. How do Facebook Ads work and what benefits does it bring to online traders? It is worth finding out.
What are Facebook Ads?
Facebook is one of the most popular social networks in the country. According to statistics from early 2023 the portal is used by almost 3 billion people worldwide, including 24 million in Poland . Not surprisingly, companies are seeking to exploit the almost inexhaustible potential of this platform.
For business owners, Facebook is therefore one of the most important channels for advertsy and communication with customers. They implement these activities by maintaining their brand profiles, publishing attention-grabbing content or initiating interaction with portal users.
Another way to advertise effectively in social media is to use a service specifically created for e-commerce. In this case, we are talking about Facebook Ads campaigns, i.e. ads displayed on services belonging to Meta Platforms.
Advertising generated by Facebook Ads Manager identifies the audience The brand's products and services can be promoted to a wide range of people who may be interested in the brand's products or services. This type of promotion can take many forms. These include:
- graphics;
- video footage;
- carousels allowing the presentation and linking of several articles in one post or infographics.
It is worth knowing that Meta caters to the needs of entrepreneurs who are just taking their first steps in advertising on Facebook. Those who master the use of the tool can take an exam and apply for the so-called Facebook Ads certificate (Blueprint certificate), which confirms their competence and skills.
How do Facebook Ads work?
To create a campaign on Meta's member platforms, log into your company account and go to the Ads Manager. There the user can create a campaign from scratch or create a new ad based on a previous one previously created for a specific target group.
Once you have selected one of the advertising targets and its type, you can move on to creating your campaign. This involves actions such as choosing a name and a detailed category. The user can also decide on the amount of the budget for the ad (both for individual days and the entire broadcast period).
Benefits of creating ads with Facebook Ads
A campaign created with Facebook Ads can bring many benefits to the advertiser. Its result, however, depends on a predetermined objective such as an increase in conversions.
Precise targeting of audiences
Among the most important advantages of such a solution are the possibility of reaching a specific, precisely defined group of people The brand's target audience may be characterised by, for example, shopping preferences or a particular lifestyle. Recipients may be characterised, for example, by shopping preferences or having a particular lifestyle. Targeting specific groups translates into increased sales.
Increased brand awareness
In addition to greater demand for the products on offer, it is worth noting the increase in brand recognition. In this way, every stationary and online the business has a chance to make a lasting impression on its audience .
Tracking the effects of an advertising campaign
Facebook Ads also enables monitoring the results of the campaign on an ongoing basis . This allows the entrepreneur to determine whether the chosen strategy is effective and to make the necessary changes if necessary.
Huge potential customer base
When listing the advantages of Facebook Ads, the popularity of Facebook cannot be overlooked. This advertising channel gathers millions of users around it and therefore allows reach a very wide audience in a simple and relatively inexpensive way .
How to create effective Facebook Ads campaigns?
Knowing what Facebook Ads Manager is and how to use it is not enough. For an advertising campaign to be effective, you need to think carefully about your strategy and consider exactly what you plan to achieve with this investment.
In the first instance understand who the likely buyers of the products or services offered are . What are their needs and desires? What are they looking for online? Where do they shop most often? It is worth delving deeper into the profile of the potential customer, rather than relying solely on demographic data. In addition, it is important to ensure that the advertising material is not only interesting and eye-catching, but also consistent with the brand as a whole.
Another issue is the continuous monitoring, analysis and improvement of campaigns. Importantly, not only Facebook Ads Manager can be used for this purpose. There are tools available on the market such as. Facebook Analytics to check the origin of website traffic and the degree of conversion, and Facebook Pixel used to monitor user activity on a particular page.
Types of Facebook Ads campaigns
Meta enables the creation of promotional campaigns geared towards different business objectives . Once the expected outcome of the campaign has been selected, the platform's algorithms will select people who are likely to perform an action related to the target set in Facebook Ads. The effect of the promotion can be:
- increasing sales;
- redirection to increase traffic to the company website;
- improving user activity, i.e. the number of responses to posts;
- promoting your mobile app;
- increasing brand recognition.
Where are Facebook Ads displayed?
The adverts, which have been created using Facebook Ads, appear in all the most important places on the portal. The promotional material will also be seen by those using other services belonging to Meta . Their users see sponsored content:
- w newsfeedzie Facebooka;
- in Messenger;
- on the homepage of the profile on Instagram.
Facebook Ads targeting - how has it changed over the years?
Internet marketing is constantly evolving, so tools such as Facebook Ads are also being improved. At the very beginning, the characterisation and selection of the target group was based on dry demographic facts. This means that it was based on the information published on the profile.
Later the developers of the targeting algorithm have started to pay attention to the behaviour of Facebook users outside the site . Over the years, Facebook has significantly expanded the targeting options, but this has been met with criticism in relation to protecting the privacy of the site's users. For this reason, some targeting options have been restricted.
Not just Facebook Ads. Successful advertising campaigns with InPost
Facebook is a global brand whose popularity has made it the perfect marketing tool. However, it is worth tapping into the potential of local businesses. InPost's services are used by millions of customers every year.
We offer a service to advertise your business online and offline. For promotion you can use:
- Parcel machine as a carrier wrapped in promotional material;
- the screen of the Parcel Machine, on which an advertisement will be displayed;
- sampling, i.e. sending product samples;
- notifications sent via the InPost Mobile app;
- newsletters made available to customers via e-mail.
We encourage you to familiarise yourself with the details of our offer. We have made it flexible enough to suit the goals and budgets of a variety of companies. As a result, a small company with a regional reach can benefit from this service, as can a national giant wishing to organise a nationwide promotional campaign.
Advertising your company with InPost? Always a good idea!
Take a minute to leave your contact details and we’ll prepare a tailored offer for you.
There are plenty of possibilities:
- Branding on Parcel Locker machines
- Ads displayed on Parcel Locker screens
- Sampling of promotional products
- Banner ads on the InPost website
- Advertising in the InPost newsletter
- Push notifications in the InPost Mobile app
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