Advertising on Instagram and other networks
Of course, Instagram also offers advertising on the platform itself, but professional digital agencies administer these ads through Facebook's ad platform, because, as you know, Instagram is owned by Facebook. It is also an interesting fact that through Facebook Ad it is possible to install an advertisement on Instagram even if you do not have an account in this application. Through this platform, advertisements are also administered in short stories ( Story ) and Messenger. Facebook also has a wide network of cooperation partners. We had previously written that Tinder became one of the cooperation partners in the fall of 2017. Therefore, advertising in the Tinder application comes through Facebook
The difference between Boost and Facebook advertising
You must have come across many invitations to be absent, but at the same time, we have noticed that many agencies still provide all of their Facebook advertising traffic through Boost. When it comes to Facebook advertising, there's no getting around this topic. Why? Both, of course, advance the post on the social network for a fee. The fundamental difference is that native advertising does not have a set goal. This directly affects how the ad spreads and what the algorithm tries to accomplish. In the case of Boost, the Facebook algorithm shows the ad to everyone in turn - regardless of the user's behavior and interests. On the other hand, Facebook advertising can have 11 different goals. You can see these goals in the attached image below.
The behavior of the Facebook algorithm depending on the set goal
An example. If you place a video ad, then latvia b2b email leads this ad should be seen not by those who might be interested in it, but by those who are ready to watch it. Or, if you want to get the maximum number of transitions to your homepage, then the algorithm should set the task of searching for those who have relevant content and who are ready to move from the social network to another site in this case. Since there is no such goal when creating a Boost ad, the ad is shown to everyone in turn until the ad spend is spent.
Facebook advertising solutions
If you are interested in what Facebook advertising solutions can be, then we have to look directly at possible advertising targets. These goals are grouped into 3 different categories according to the sales funnel
Awareness
Consideration
Conversion
Dating ads
The goals of the familiarization phase can be two - Brand awareness and Reach ads. Both are rarely used together, because Brand Awareness ads are focused on increasing the number of followers for the account, while Reach ads are focused on the maximum number of reached users. The low popularity of these goals can be explained by the fact that the number of followers is not as decisive as the audience reached. The value of both goals does not in any way promote the involvement of talaks.
Exploratory phase ads
The exploratory phase ads are much more - six. It's the lion's share of all the possible targets on offer. These are also the most widely used target types. If you want to get the maximum number of conversions from an ad to your website, then definitely use the Flow goal. On the other hand, if you want people to engage more with your post by liking, sharing and commenting on it, then we recommend using the Engagement ad objective. If your goal is to get apps downloaded, then you should use the Install Apps goal. As we have already mentioned, in order to achieve maximum involvement in video advertising and promote its viewing, it is necessary to choose the purpose of watching the video. It's quite unusual to see a Contact Generating goal among the goals of the Research phase, but if you want to get applications right away in the ad itself with the contact information of the potential customer, this will be the right kind of ad. On the other hand, if you want to create an ad for Messenger mailings, then you will have to choose the last of the objectives currently offered.
Conversion phase ads
Ads in the conversion phase are basically so-called macro-conversions, because marketing also distinguishes micro-conversions, which are all the conversion options mentioned above - transitions to the homepage, engagement, video views, contacts, etc. Ads in the conversion phase are oriented towards obtaining real purchases on the website through the store created in the account or visiting a real store or its branches.
And so, summing up all possible goals, your Facebook advertising solutions can be:
Increasing the recognition and number of followers for the Facebook account;
Promotion of real transitions from social networks to the homepage;
Ability to increase engagement for your content;
Get real contacts;
Send promotional content to Messenger;
Promote the installation of applications;
Get real purchases in a virtual or real store.
Facebook targeting
Facebook targeting is a true art, and it's the main skill that separates a professional Facebook ad specialist from a novice. We already mentioned Facebook targeting in the previous topic of this article about ad goals. It all starts with the right choice of target, because it directly connects the ad with the target audience. Most users are aware that it is possible to set geographic and demographic indicators according to which the target audience is selected. Certainly, an equally large number of users know that interest-based targeting is possible. But certainly a very small number of users are aware of the fact that target audiences selected by machine learning methods work much more effectively. Creating such audiences requires a Facebook Pixel .
Facebook Pixel
A Facebook Pixel is a small javascript code generated by Facebook that you need to place in the header of your homepage below. The function of this code is to link user behavior data between the website and Facebook. With its help, it is possible to target audiences who have bought certain products or visited certain links. Without the Facebook Pixel, it is not possible to create a remarketing campaign for the homepage. It is these characteristics of the code that are indispensable in machine learning targeting.
Machine Learning Facebook Target Audiences
When creating machine learning Facebook audiences, there are still opportunities to limit your target audiences both geographically and demographically, as the Facebook Pixel does not collect such data itself. On the other hand, when you have the Facebook Pixel installed, the Facebook Audiences section gives you the ability to target users who are similar to those who have visited certain links or taken certain actions during a certain time period. Therefore, based on the data collected by the Facebook Pixel, it is possible to more precisely target the characteristics and interests of your target audience. This method is currently recognized as the most advanced and high-quality in the field of Facebook advertising.
