Amplifying your brand’s voice through Meta ads
Photo courtesy She Walks the Walk
Slicked-back hair and impeccable suits have given way to comfy pants and Zoom meetings. Newspaper ads and billboards have transformed into carefully curated Facebook posts and Instagram stories.
Imagine the legendary Don Draper’s reaction to Facebook’s targeting capabilities, where advertisers can reach audiences based on their demographics, interests and behaviours. It’s far from what he was familiar with, but the possibilities are as captivating.
I recently explored Meta’s six-week online advertising course. Meta oversees Facebook, Instagram and other social networks that have changed how we connect online. A great example is the new kid on the block – Threads – Instagram’s text-focused platform that gives users a unique space for real-time updates and public conversations.
They believe in an open, interoperable internet where different digital systems can come together. But how might this shape the future of online advertising? Let’s take a deeper look at what Meta can do.
Getting started with Meta ads
Your Ads Manager is a centralised hub where you can access tools and features to design, target, and track performance. Firstly, set up your Meta Ads Manager account by linking it to your Facebook or Instagram page. This allows you to create ads and distribute them to both channels.
Meta constantly improves its interface to enhance user experience and make it easier for people to find what they want. They’ve recently announced their commitment to transparency about the AI systems that rank content on their platforms.
There are many ways to start advertising on Meta, but today, we’ll only focus on two options: boosting and creating ads on a Facebook page.
Boosted posts are ads created from existing Facebook or Instagram content using the boost button. This leads to more engagement and enhanced visibility for your account by showing it to individuals who might be interested in your page but still need to follow it.
On the other hand, creating ads from scratch allows you to customise your ad based on objectives, like driving traffic to your website or increasing brand awareness. We propose a marriage of both approaches when the stars align with a healthy budget and enough time to run a campaign. Let’s take the example of our client, She Walks the Walk (SWTW), a travel company dedicated to helping women discover themselves through epic walking adventures.
Initially, we focused on creating new ads to promote SWTW’s global walking adventures (GWAs). We used fresh and engaging content to generate leads and engage women looking to reconnect with their true selves. We handpicked images, videos and ad copy that showcased their GWAs and vibrant online community.
As the campaign progressed, we switched things up and boosted some of SWTW’s Instagram posts, driving more traffic to their website and highlighting their GWAs. By reaching a wider audience, we were able to share captivating visuals and inspiring stories that resonated with potential customers while also achieving the core campaign objectives.
Ad audiences and delivery
Understanding your audience is often an important but overlooked part of crafting an effective Meta Ads campaign. We believe in the power of truly knowing your potential customers, getting to know them on a first-name basis and understanding their quirks and preferences.
Ads Manager provides various options to define your audience’s demographics like age, gender, occupation, location and education. You can also target users based on their interests. Clearly defining the people most likely to be interested in your offering helps Facebook’s algorithm understand who should see your ads.
Another interesting discovery I made during the course and while working on the SWTW campaign is the relationship between understanding your audience and maximising your campaign’s impact through accumulated data from previous campaigns.
Facebook’s algorithm gathers user data during the first two weeks of a campaign to learn who would be the best audience for your ad. Consider reusing existing campaigns or ad sets every time you launch a new campaign, provided the demographics and other factors remain the same. This simple trick can save you time and money!
Setting up a Facebook Pixel
Personalised ads build stronger relationships with the people who will become advocates for your brand. I’m sure you’ve experienced that moment when you stumble upon an ad on your social media feed or receive an email that feels tailor-made just for you.
Facebook Pixels and Conversions API are fantastic tools that help you create personalised experiences, gain deeper insights into your customers, and make the most of your advertising budget. You can spot patterns and trends by looking at how customers interact with your website – the pages they visit, the products they click on, and their actions.
Once you’ve created your Pixel, you can add the code to your website and track essential actions, like purchases, by manually installing the code or using the event setup tool.
Also, suppose you’re sharing data with Meta using your Pixel. Conversion API works with your Pixel to boost the performance of your campaigns, directly connecting your marketing data to the systems that enhance your ad targeting. This will help you decrease the cost per result and measure results across platforms.
Improving your results
Tracking results in Ads Manager is incredibly important. By closely monitoring the performance of your ads and analysing your ad’s performance, including impressions, clicks, conversions, and engagement rates, you can gain valuable insights into what’s working and what’s not. This allows you to make data-informed decisions, optimise your strategies and get the most out of your budget.
Designing your ad creative
When designing your ads, it’s essential to consider how they will appear on users’ social media feeds, where they’ll be located and if they’re the right fit for your business goal. It’s like selecting an outfit for an occasion. Just like you consider what you want to achieve when dressing up – to attract attention, make a statement, or create a lasting impression – the same thought process applies to your campaign strategy. With so many ads competing for attention, creating visually stunning elements is vital because it allows your ads to stand out and effectively communicate your message to potential customers.
In Ads Manager, you have six ad objectives. Each campaign consists of ad sets. We know these as the building blocks of your campaign. They help you target specific audiences and organise your ads.
With ad sets, you can create A/B tests, comparing two versions of an ad strategy by changing variables such as images, text, audience, and where you run your ads. You can try different approaches to see what works best for you. You can decide where and when your ads will appear at the ad set level and then personalise the creative elements, making them catchy, appealing, and tailored to your audience.
Mastering Meta lies in understanding which strategies work well and capitalising on those. But it doesn’t stop there. You also need to listen to your audience, hear their feedback, and be willing to make changes if things aren’t going as planned, just as we did with the SWTW campaign.
From setting clear objectives, choosing the correct ad formats, targeting the right audience, and analysing results, each step is critical to achieving your goals.