I have already written in this blog a few articles about Facebook, one on the good insights of Facebook , and one on how to increase your sales thanks to Facebook . But I haven’t yet told you about advertising on Facebook… Which I hasten to do!
Advertising on Facebook works very well for several reasons. First, because targeting is extremely powerful. Then because it represents good value for money. And since your customers spend their time on Facebook, it’s a type of Marketing on which it is very interesting to put the budget, especially when you are a Tour Operator or a Travel or Tourist Activities Agency.
If you are considering creating your first Facebook advertising campaign, and before diving into it you are wondering what are the major steps to follow, this article is for you.
1. Define your goals
It is extremely important to think about the copy of the advertisement before launching it. It can very well be a short text but you need to add value to it with a “Call-to-action”. Generally the question “vote for A,B or C” works well, but it can depend on the markets.
Also think ahead about why your customers should click on your ad/go to your website.
2. Think more about illustrations
Having good images is crucial for a successful Facebook campaign. They are the ones that will stand out the most in the news feed of your potential customers and will give you visibility.
Try different types of images (more information in the next point): logo, stock photos, your own photos… You will see what works best. Just make sure your illustrations are very attractive.
3. Choose your audience wisely
Facebook targeting is very powerful. If you’re targeting people who are between 18 and 24 years old, live in Sydney, Australia, use iPhones and are fans of Ed Sheeran, you can. Take advantage of this possibility in your campaign.
In terms of costs, remember that the larger the audience, the lower the performance costs (number of “likes”, clicks, etc.).
To sum up, if you want big numbers on a small budget, set up a large audience for your campaign. If you are targeting your ad to a smaller audience, your costs will be higher but the target you will reach will be more relevant.
4. Define your budget and the right way to spend it
Your budget will play a major role in how you manage your campaign. If you have a big budget you can decide to extend your campaign over 1 month. If your budget is rather tight, you may decide to run the campaign over 2 days.
In terms of allocating your budget, you can do it manually. However, from experience, it’s always better to let Facebook manage your budget for you.
5. Try multiple ads
When creating your campaign, Facebook will allow you to upload 6 different images for the same text. Make good use of this possibility, use images ranging from photos of your travels or activities, to your logo. Facebook offers you the possibility of using several ads for the same campaign, take advantage of it!
At the level of the choice of images, you can use your own or those of a stock photo (Shutterstock for example). It’s free so taking a look at the image banks may be worth it.
Two to three days after the start of your campaign, return to the Facebook settings to see the performance of your 6 images. You can then pause those that perform the least.
6. Follow the campaign to perform better
Just like when you track which images perform the most, you will need to track which people profiles are engaging the most with your ad, and by what means.
Your ad can be seen in several places and on different mediums (mobile; right column, main news feed), you can see which perform better/worse. If you launched a campaign aimed at people between the ages of 18 and 65, and two days later you notice that people over the age of 35 are not opting in, modify your targeting accordingly and target only older people. from 18 to 35 years old. This will lessen the campaign’s impact, and you won’t pay to reach people who don’t buy into your ad.
I have already written in this blog a few articles about Facebook, one on the good insights of Facebook , and one on how to increase your sales thanks to Facebook . But I haven’t yet told you about advertising on Facebook… Which I hasten to do!
Advertising on Facebook works very well for several reasons. First, because targeting is extremely powerful. Then because it represents good value for money. And since your customers spend their time on Facebook, it’s a type of Marketing on which it is very interesting to put the budget, especially when you are a Tour Operator or a Travel or Tourist Activities Agency.
If you are considering creating your first Facebook advertising campaign, and before diving into it you are wondering what are the major steps to follow, this article is for you.
7. Define your goals
It is extremely important to think about the copy of the advertisement before launching it. It can very well be a short text but you need to add value to it with a “Call-to-action”. Generally the question “vote for A,B or C” works well, but it can depend on the markets.
Also think ahead about why your customers should click on your ad/go to your website.
8. Think more about illustrations
Having good images is crucial for a successful Facebook campaign. They are the ones that will stand out the most in the news feed of your potential customers and will give you visibility.
Try different types of images (more information in the next point): logo, stock photos, your own photos… You will see what works best. Just make sure your illustrations are very attractive.
9. Choose your audience wisely
Facebook targeting is very powerful. If you’re targeting people who are between 18 and 24 years old, live in Sydney, Australia, use iPhones and are fans of Ed Sheeran, you can. Take advantage of this possibility in your campaign.
In terms of costs, remember that the larger the audience, the lower the performance costs (number of “likes”, clicks, etc.).
To sum up, if you want big numbers on a small budget, set up a large audience for your campaign. If you are targeting your ad to a smaller audience, your costs will be higher but the target you will reach will be more relevant.
10. Define your budget and the right way to spend it
Your budget will play a major role in how you manage your campaign. If you have a big budget you can decide to extend your campaign over 1 month. If your budget is rather tight, you may decide to run the campaign over 2 days.
In terms of allocating your budget, you can do it manually. However, from experience, it’s always better to let Facebook manage your budget for you.
11. Try multiple ads
When creating your campaign, Facebook will allow you to upload 6 different images for the same text. Make good use of this possibility, use images ranging from photos of your travels or activities, to your logo. Facebook offers you the possibility of using several ads for the same campaign, take advantage of it!
At the level of the choice of images, you can use your own or those of a stock photo (Shutterstock for example). It’s free so taking a look at the image banks may be worth it.
Two to three days after the start of your campaign, return to the Facebook settings to see the performance of your 6 images. You can then pause those that perform the least.
make your first Facebook campaign a success TrekkSoft
12. Follow the campaign to perform better
Just like when you track which images perform the most, you will need to track which people profiles are engaging the most with your ad, and by what means.
Your ad can be seen in several places and on different mediums (mobile; right column, main news feed), you can see which perform better/worse. If you launched a campaign aimed at people between the ages of 18 and 65, and two days later you notice that people over the age of 35 are not opting in, modify your targeting accordingly and target only older people. from 18 to 35 years old. This will lessen the campaign’s impact, and you won’t pay to reach people who don’t buy into your ad.