FACEBOOK ADVERTISING OPPORTUNITIES
CHAPTER 5: Facebook Advertising Opportunities
Consider the key components of successful advertising.
Talk about the available ad formats.
Types of advertising, their features and limitations.
So, the main components of successful advertising:
Visualization. Visual content is always popular among users, in addition, Facebook developers also prefer it. No wonder they bought Instagram :-).
Relevance / timeliness. The audience should be interested and need your proposal, otherwise you will simply drain the budget. Here we recall the first chapter of the article, where we answer the question of who our Central Asia is and what its needs are.
Value proposition. What is the uniqueness / feature of your product or service? Why you need to get it?
Motivation for action. Potential buyers will not follow your ad unless you specify what to do next after reading. Therefore, be sure to add buttons with links “to the store”, “more”, “buy now”, etc.
Facebook ADVERTISING FORMATS
Advertising in the right block
This is the most traditional and affordable option.
Advertising in the right block
At the same time, advertising should meet all the key requirements listed above.
Advertising post in the feed
Promotional post in Facebook personal feed
Such advertising looks more natural, involves better, but also costs more.
When creating it, you need to focus on the best, often Western brands. For example, Amazon, Nike, etc.
Advertising in the mobile version.
Respectively appears in the tape when using FB from a mobile phone.
Mobile Advertising
Here you need to consider different screen sizes when creating visuals.
BASIC TYPES OF ADVERTISING ON Facebook
1. Videos
The video format is most popular with the FB audience.
To avoid blocking before creating a video, read the rules.
It is better to make it as brief and concise as possible.
It is important that the video must be supplemented with captions.
A good movie for the summer has recently been prepared by S7 AirLines. More details can be found here.
S7 AirLines Commercial
2. Photo
The image should catch, explain or supplement the advertising text.
Catchy photo ad
3. Advertising carousel
You can click on the ad units with the image and click on specific links.
This format is used by almost all clothing stores, perfumes / cosmetics, household appliances, etc.
Advertising carousel
4. Recommended offers
This format includes advertising messages, which you can learn more about and take advantage of without leaving the social network.
It is located in the “Suggestions” section in the left column.
Thus, the customer’s path to a product or service is reduced.
Featured Suggestions
5. Event
This type of advertising leads to the event page in FB with a link to tickets.
Or it can lead to the site if you create a separate advertising campaign.
Event Advertising
6. Local advertising
A regular ad with a photo or video that adjusts to an audience in a given location.
7. Retargeting
Retargeting advertising finds potential buyers on the basis of their previous actions: searches in the search engine, visits to sites, etc.
The most difficult advertisement to set up.
Retargeting Ads
8. Publication advertisement
A Facebook post that is actively promoted in the feed for money. It is accompanied by a brighter advertising description with a noticeable link in the visual.
It is worth noting that with this type of advertising you will have limited options for bids and settings for the target audience.
Publication Advertisement
Advertising campaigns are configured using Facebook Ads Manager.
Also recently appeared the Leadza service, which allows you to work with large advertising campaigns and optimize these processes.
He has already moved from the testing phase to the operating mode.
CHAPTER 6:
HOW TO EARN ON FACEBOOK?
CHAPTER 6: How to make money on Facebook?
Find out how you can monetize a page on FB.
Consider earning options.
Let’s talk in detail about each.
Free and paid tools.
Here we’ll talk specifically about the possibilities of monetizing a branded page.
Because there are other ways, but more about them in the following articles.
It will be correct if you put a Google Analytics or Yandex.Metrica counter on your site.
Then you can more clearly track the influx of users using different channels.
Consider the main options for monetization of the official page of a brand or company. It:
Selling your goods or services.
Traffic to the official site.
Affiliate advertising.
Advertising posts.
Selling your page promotion.
SALE OF YOUR GOODS AND SERVICES
The basic direction that Facebook offers for business is the sale of its own goods and services.
If you properly develop your page, your target audience (CA) will grow.
At the same time, in FB you have the opportunity to regularly interact with your subscribers.
Offering various informational, entertainment
SALE OF YOUR GOODS AND SERVICES
The basic direction that Facebook offers for business is the sale of its own goods and services.
If you properly develop your page, your target audience (CA) will grow.
At the same time, in FB you have the opportunity to regularly interact with your subscribers.
Offering various informational, entertaining and educational content, building trust, you can transfer them to the category of potential customers.
You can do this both for free and for a fee, using the advertising opportunities of FB with various pricing policies.
A free way to sell your goods and services is implemented using the right content and interaction with the audience.
There are many types of content that can solve various business problems, but we will focus on those that will attract subscribers (future customers) and start selling.
Our goal: to engage and retain the audience, stimulate activity, increase the number of post views.
What key blocks can engaging content consist of?
Competition with the mechanics of “making content for a prize.”
Comment contest.
A gift to the most active subscriber.
Entertaining involvement (viral content).
Discussions
COMPETITION POSTS “CONTENT FOR PRIZE”
Various competitions involve people and encourage the audience to return to the page to find out the results of the competition.
Subscriber content will diversify your main page content vector.
There are a lot of ideas for such contests: a photo contest, a contest for the best story, battles very fashionable in the digital environment (battles of poets, rappers, etc.).
Contest posts
Participate in a battle for a prize or come to vote for the best participant.
As a result, we get the content for the page, the activity of the participants and the attraction of those who are interested in this topic.
One shot of three birds with one stone.
COMPETITION COMMENTS
The easiest in terms of organizing and tracking results.
Comment contest
The contest is easy for both subscribers and organizers.
It is convenient to carry it out regardless of the specifics of the business.
In this regard, it is most popular.
A GIFT FOR THE MOST ACTIVE SUBSCRIBER
It’s important to encourage your audience so that they don’t get bored of seeing you in the stream amid informational chaos.
For example, today we conduct a free audit of the site to the most active subscriber or give pizza.
And a photo of the lucky one with his mandatory tagging (active indication of the name of his personal profile) so that the post appears on the page.
Gift to the most active subscriber
In this competition, details and rules are well thought out so that there are no contentious situations and more people are involved.
Well thought out details and rules
Here, the contest aims to maximize page reach and, of course, encourage subscribers.
ENTERTAINMENT
I must say right away that this kind of content is more suitable for b2c (business to business) than for b2b (business to business) industry.
What entertainment can consist of:
humorous texts;
comics, memes, pictures, photos;
video;
riddles and puzzles;
flash mobs and quests
etc.
Entertaining involvement
Such content also fits the definition of “viral,” because it quickly spreads over the network and allows you to increase reach and brand awareness.
It may also include:
collection articles (such as “10 ways to make money on the FB page”);
Contests of reposts of any content of a business page with a prize;
articles with a practical list of solutions;
authoring content (provided that the author is a public person on FB and has at least 5 thousand subscribers).
DISCUSSION
The format of the discussion will depend on your tasks and the specifics of the business.
These may be news feeds and professional discussions.
But hot open-ended questions for subscribers work best, like: “What do you think about this?”
From the above examples, key features and capabilities are visible.
And we’ll talk about the advertising opportunities of Facebook further.
FLOW OF TRAFFIC TO THE SITE / LANDING
This is not an obvious way, but it is also working.
You, with a given frequency, write posts with links to materials posted on the official website.
Your audience and their friends (depending on the FB algorithm) follow more detailed information on the site.
Or they may not follow the links if the material is uninteresting / incorrectly executed.
That is, the content should be properly designed from the point of view of the user of the social network and then continue to the official website with a blog.
Naturally, the site should meet the latest usability requirements, as this is your official “face” on the global Internet.
If there is no budget, then it is better to make a competent landing and give links to it.
Thus, sales will consist of a combination of factors.
Some visitors, in addition to studying the basic information on the site, will click on banners in which affiliate or CPA products can be advertised.
More about them later.
The logic is obvious.
Чем больше приток пользователей на Ваш сайт, тем выше заработок на них как на своих клиентах или клиентах «партнерок».
PARTNER ADVERTISING
This kind of advertising should include something directly or indirectly related to the scope of your business.
What is the principle of such advertising?
The user needs to follow a specific link from your page or website to the partner’s online resource and purchase something within a certain period.
For this, the partner will accrue the percentage of the sale agreed with you.
There are CPA systems (cost per activity). There are as many of them as partner services. Look for the ones that are right for you.
Interest is accrued for both sales and registration.
It depends on the type of system.
Average CPA earnings are usually low, but there are significantly more customers.
PUBLICATION OF ADVERTISING POSTS
Creating a page just to post ads is not worth it.
This is prohibited by FB rules.
However, many entertaining pages make good money on this.
Rates are constantly changing and depend on the “quality” of the public, but, as far as I know, do not drop below 300 rubles.
With a certain regularity and a good presentation of such advertising, you can earn tangible money.
SALE OF YOUR SPREADED PAGE
A promoted page on a popular topic or in a specific business area, without specifying a brand or company, can be sold.
Earnings will be decent if the page has good activity.
You can sell an online store page along with a business, as an example.
That is, a public account or an official public cannot be sold, according to Facebook rules.
There are no specific prices for selling FB pages.
You need to start with analytics: the number of subscribers, activity, reach, views, click-throughs, and, of course, sales, if any.
Open all the statistics to the potential buyer, this will speed up the decision-making time and cost recovery.
CONCLUSIONS
With the help of this instruction you can understand where to start and which method of monetization is right for your business.
And then you need to create a page and run an advertising campaign.
Make mistakes and try again.
From the first time almost no one succeeds.
Since there are a lot of nuances.
If you have any questions or additions – write in the comments. Let’s talk!
