Online Advertising

The great thing about Facebook, Google, mobile apps and other online advertising channels, is that you can target your audience (key decision makers) via geographic location, browsing behaviour, interests, and keywords. It's worth investigating which options work for your business.

There are opportunities to increase your audience with people who value your product, brand or service, and will engage more with your content. This also depends on the tone of your message. We know that from experience, humour is different between individuals and communities. One person might think your attempt at entertaining them is amusing, another will fail to understand what you thought was funny and lose interest.

Getting the message right is the first step. Getting the right person in charge is the second. It takes a real marketing rogue to mess that up and differ from the voice that you wish to communicate to your audience, or send out junk that has little value for your audience. Imagine they are right next to you and you are talking to them. That is the casual style of conversation that is more inviting, than an authoritative, in-your-face sell.

Once you have decided upon your channels, set up your message tone and delivery, and prepared the content, it's time to publish. You can send directly from the applicable app - Facebook Ads Manager, Adwords, Twitter, and multimedia viewing and streaming apps - or use third party apps to handle publishing across channels. An example is using a plugin in WordPress to autopublish to social media when you add a new blog post. Another example is using social media management apps. Yet another example, is using standalone apps like IFTTT or Zapier which integrate hundreds of apps into applets (formerly known as recipes) and zaps, respectively.

Advertising on Facebook

As I mentioned about Social Media, not every business is suited to it. I wouldn't advertise trailers, mining equipment, or professional consulting services on social media, for example. There are better solutions for these, including trade/industry magazines, emails and recommendations. Social Media is suited, however, to many businesses that offer something that the majority of users may be interested in. This would include industries such as retail clothing, general retail, food, beverage, education, classes, tuition, sports, clubs, interest groups, technology, bands, brands, and broadcast media. It helps to pay attention to what's trending.

There are Promotions, Ads Manager, and Business Manager available on Facebook to a page admin. Promotions are a quick way to get an ad running with a standard goal like getting more page likes. Ads Manager offers a lot more goals/objectives templates and more options for content. Business Manager is like a dashboard for Ads Manager and Power Editor, with additional features like Offline Conversion Tracking available. Here is a breakdown of the basic steps that you will go through to create an ad for a Facebook page using Facebook Ads Manager to Collect leads for your business.

Facebook Ads Manager
Choose a campaign objective on Facebook Ads Manager's homepage
Facebook Ads Manager
After setting up the currency and timezone, select the applicable Facebook page and accept the T&C if you agree
Facebook Ads Manager
The first section is your audience - location, demographics, interests and connections
Facebook Ads Manager
Placements allow you to choose where your ad will be placed, provided the option is available for your chosen campaign objective
Facebook Ads Manager
The budget area where you set your maximum spends per day, and period to run the ad
Facebook Ads Manager
Bids are a part of the budget section, allowing control over how much you pay for CPM (other actions available depending on chosen campaign objective/goal)
Facebook Ads Manager
The ad content is on the next screen, along with advanced options like Tracking Pixel. Add your details to complete the ad