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How to reach brides through Facebook and Instagram advertising

Karolina Sykut discusses the various ways you can use Facebook and Instagram advertising to benefit your business and gives advice on the best way to target your consumer.

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Have you thought about advertising for your business? Facebook and Instagram are two of the most popular mobile platforms - an average user spends over 17 hours on Facebook and 3 hours and 20 minutes on Instagram per month!1

It’s no surprise that these platforms can really help businesses meet their goals. You may have heard that they’re much more cost-effective than other forms of advertising, but if you don’t have experience in digital advertising, where do you start?

Running campaigns on Facebook is not only affordable but also means that your ads can appear on Instagram automatically; you can start advertising & experimenting with only a few pounds a day.

So, here are the steps you should take before publishing your first campaign!

Select a campaign objective that matches your business goal

Consider what your business goals are. It’s essential to pick the right campaign objective because this will determine what actions people take when they see your ads. For example, if you want to get more website visitors and increase awareness of your brand, you can select the ‘Traffic’ objective to encourage them to visit. But if you want to get more appointments booked, you might need to set up the ‘Conversions’ campaign. The objective you choose for your campaign also determines which formats and placements are available for your ads.

Your objectives might fall under one of these 3 Facebook categories:

  • Awareness: objectives that generate interest in your product or service (Brand Awareness, Reach, Traffic)
  • Consideration: objectives that get people to think about your business and seek more information (Engagement, Video Views, App Installs, Lead Generation, Messages)
  • Conversions: objectives that encourage people interested in your business to buy or use your product or service (Conversions, Catalog Sales, Store Visits)

Here’s a snapshot of what campaign objectives are available for you to consider:

Choose this objective... If you want to...
Brand Awareness Increase awareness of your brand
Reach Show your ads to the maximum number of people your budget will allow
Traffic Drive people to your website
Engagement (Post Engagement, Page Likes, Event Responses) Get more people to see and engage with your posts or Page. Engagements include comments, shares, likes, event responses and offer claims.
Video Views Promote your videos
App Installs Encourage people to install or purchase your app
Lead Generation Collect contact details from people who are interested in your business in a mobile-friendly way
Messages Start a conversation with your customers in Messenger
Conversions Drive actions on a website. Install the Facebook pixel on your website to track and retarget based on actions people take.
Catalog Sales Create ads that automatically show people the items you sell that are most likely to appeal to them
Store Visits Promote your business to people who are nearby

Facebook Blueprint Live 2019


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Introduction to paid social media advertisingIntroduction to paid social media advertising

Set up your Facebook pixel and define targeting

Facebook’s powerful tools can help you reach the right audience. The Facebook pixel can measure actions people take on your website and make your campaigns more effective and efficient.

With Facebook pixel you can easily identify new customers and people who have visited your website. Thanks to that little piece of code, it will be easier for Facebook to deliver ads to the people who are most likely to take actions that matter to you, whether it’s booking an appointment or adding a pair of shoes to their cart.

When you create a Facebook campaign, you can select your target audience based on various criteria:

  • Core audiences: information is pulled from what people share on their profiles, for example, age, gender, location, interests (page likes)
  • Custom audiences: can be built based on your first-party data, for example, customer list or Facebook pixel
  • Lookalike audiences: find people most similar to your current audience whether they share similar likes, interests or online behaviors

Decide on creative and messaging

Let’s say you have your goal and target audience in place, what’s next? Probably the hardest part – you now have to reach your audience with attention-grabbing, thumb-stopping creative.

You may wonder, what is the best creative, or what is the most engaging format that will encourage your target audience to perform desired actions? There’s no straightforward answer – you have to test multiple creatives and various messaging to see what content and which formats resonate with your audience!

When working on the creative, try to:

  • Be thumb-stopping: capture people’s attention with your brand. Key elements of your brand should appear in the first 3 seconds if using the video format!
  • Align the ad to your audience interests: for example, when promoting your boutique, you will want to target newly engaged women.
  • Minimize text in images: try to use little to no text in your ad creative. Images or videos with more than 20% of text may have limited delivery.

Use a strong call to action (CTA)

Ensure you have a single, clear call to action that drives the objective you’re looking to achieve on Facebook and Instagram.

Then, what formats can you choose from? When kicking off your campaigns, try to use multiple ad units to test as much as possible in the early stages of your advertising efforts - it will help you to define your future strategy! Here are the creative formats available on Facebook and Instagram:

  • Single image ads
  • Carousel ads (allows multiple images or videos within a single ad unit)
  • Video
  • Slideshow (looping video ads created from your images if you don’t have video available)
  • Collection (a mobile-only format that combines video, slideshow or image with images taken from your product catalog)
  • Instant Experience (full-screen mobile experience)

The truth is, paid social advertising is a mix of planning, analyzing and most importantly, testing! Both platforms are always changing and what works today, might not be your strategy tomorrow. On the other hand, these platforms are super flexible therefore you’ll definitely get some valuable insights and most likely, new customers!

1Nielsen Digital Landscape Report 2020

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