In Facebook Business Manager you can create advertising campaigns on Instagram and Facebook. In this article, we show you step-by-step how to do it. Join us!
Facebook Business Manager: What is it?
Facebook has approximately 2,167 million active users each month and has 1.71 billion registered users, which makes it the most used social network worldwide and therefore, one of the most attractive (along with Instagram) to generate advertising campaigns and obtain a powerful reach with them.
Just as Google has its own pay-per-click platform (Google Ads), this social network also incorporated this way of generating income into its business model, offering company profiles the opportunity to have Facebook Business Manager: an advertising system in where companies can promote their profiles, events and audiovisual content in general on both Facebook and Instagram, such as: images, infographics, videos, web articles, etc.
How to use Facebook Business Manager step by step in your inbound marketing strategies?
Facebook Business Manager is enabled exclusively for company profiles. So to start using this platform, you must already have a fan page that represents your brand within this social network.
The ideal thing is that your ad is nothing more than a complement to your content strategies within Facebook and that at least you have already analyzed the needs and interests of your followers, through the feedback that your publications have received. Below we will explain step by step how to start your advertising campaigns on Facebook Ads
1. Create your advertising campaign
To start using Facebook Business Manager, the first thing you should do is look for the “Create” button at the top of your home page and select the “create ad” option.
The platform will automatically ask you to select some options, which will allow your advertising campaign to have the appropriate specifications and have some baselines for the creation of your ads, since the new version of Facebook Business Manager allows you to structure various ads framed in a central communication strategy.
2. Choose your marketing objective
After creating your campaign, you must choose your marketing objective according to the stage of the buyer’s journey in which the users you want to attract are. For this, Facebook gives you several options.
3. Add your campaign name
Make sure that the name you choose for your campaign can correctly identify your ads and is based on a common theme or element that is present in them. For example: campaign-02-shoes-medellin. When finished, click “set up ad account.”
4. Specify where your campaign comes from
In this section you only have to select the country where you are located, the currency in which you are going to cancel your campaign and your time zone.
5. Identify your ad group and choose where you want to direct your traffic
In this section, the goal is to decide what you want the ad set you are creating for your campaign to be called and choose where you want to direct your advertising traffic.
6. Select your target audience
Choosing which audience your campaign will target is one of the most crucial moments when creating an ad. If you do not know the characteristics that your potential buyers should have and do not place that data within Facebook Ads, it is very likely that your ad group will not have the expected reach.
To make the most of advanced segmentation options, create an ideal buyer profile (better known as a buyer persona ), which you can base on to segment your audience.
7. Choose where you want your ads to be displayed
In this section, you must select the most appropriate locations for your campaign
8. Choose how much you intend to spend on your ads
At this stage, you must define how much you want (and can) spend per day for your ads and the specific dates on which you want them to be shown.
Please note that the budget is set for an entire ad set, not per ad.
9. Bring your ads to life
After having placed the most important guidelines to successfully direct your campaign, now is the time to name your ad and associate it with your company profile and your Instagram account.
10. Choose the format of your ad
Facebook Business Manager gives you different format options so you can choose how you want your ad to be displayed. All of this will depend on the type of content you want to promote and the format that best suits it.
11. Customize your ad
Depending on the format you have chosen to promote your ad, Facebook Ads adjusts the information that you must include in each of them. This way, you can customize your ad with the right features. The image below shows the details to consider when creating an ad with two or more image videos, however, these will vary depending on the format that best suits your ad
To do this, you must attach the images and/or videos that will accompany your ad, in addition to placing the title, description and URL that it will have. Then complete these 11 steps, and your ad and in turn your advertising campaign is ready to be promoted.
Less intrusive ads: the true potential of inbound
Paying for an ad that promotes a series of products within an online store is not the same as creating a Facebook campaign to strategically disseminate a content offer such as a webinar, an ebook or a whitepaper through an image or video, which On the contrary, educate your audience. Through these campaigns, you can generate leads and a database for your business.
If you analyze the case carefully, it is about investing in others knowing the content with which to empower your buyers, above the products and/or services you offer in the market. This is a pleasant and empathetic way for users to start interacting with your brand.
In this sense, Facebook Ads, if used under these fundamentals, works as a perfect ally of your inbound marketing strategies. Everything will depend on the type of content you want to promote and even more so if it is an image or video that aims to educate your consumers.
The key is to promote useful content and proposals for your followers and thus, spontaneously attract them to learn what other things your company can offer them.
