Wednesday, 9 December 2015

The Definitive Facebook Advertising Checklist for Beginners

When starting out with Facebook ads, it's not always clear what steps you need to take in order to begin running relevant and impactful campaigns for your business. After all, there are many factors, tools and tactics to remember, not to mention numerous ad types to choose from and best practices to consider. With Facebook marketing beginners in mind, we've created the following checklist to help you go from a novice to social advertising master.
Ad Creation
  • Determine which type of ad unit is right for your goals
  • Decide what you want people to do after they view your ads and choose a corresponding call-to-action (CTA) button, such as Download Now, Buy Now, Learn More, etc.
  • Install a pixel on your site which will tell you if users completed the desired action after clicking on your ad
  • If you're an ecommerce or gaming company, learn how ad types like Dynamic Product Ads (pictured below) or Mobile App Install Ads (MAIs) are specifically designed to help you achieve your goals
  • Ad Creative
    • Learn about creative best practices and apply them to your ad imagery and copy
    • Ensure creative components align with either a user acquisition goal or retargeting to someone who is already familiar with your brand
    Mobile
    • Set up cross-device tracking so you can understand customer behavior across mobile and desktop
    • Consider placing your ads within mobile aps using the Facebook Audience Network or MoPub​
    • Experiment with more interactive ad types like video
    • Optimize your ads and your website to be mobile-friendly so users can easily view them on smartphones and tablets (see example below)
    Targeting
    • Combat cart abandonment by setting up Website Custom Audiences
    • Leverage tiered Lookalike Audiences so you can target ads towards people who look like your best customers and gain additional reach
    • Determine which bid type is best suiting for your needs 
    • Explore and implement Facebook’s Partner Categories to expand your ads’ reach and get in front of new users
    Ongoing

    • Set up a pacing strategy so you don’t spend your budget too quickly or underdeliver on volume goals
    • Explore similar platforms that you can easily expand your advertising to (for example, Instagram is a easy next step after you've gotten comfortable with Facebook advertising)
    • Swap out old creative for refreshed imagery so users don't develop ad fatigue from repeatedly being served the same ads (see example below)
    - See more at: 
  • Decide what you want people to do after they view your ads and choose a corresponding call-to-action (CTA) button, such as Download Now, Buy Now, Learn More, etc.
  • Install a pixel on your site which will tell you if users completed the desired action after clicking on your ad
  • If you're an ecommerce or gaming company, learn how ad types like Dynamic Product Ads (pictured below) or Mobile App Install Ads (MAIs) are specifically designed to help you achieve your goals
  • Ad Creative
    • Learn about creative best practices and apply them to your ad imagery and copy
    • Ensure creative components align with either a user acquisition goal or retargeting to someone who is already familiar with your brand
    Mobile
    • Set up cross-device tracking so you can understand customer behavior across mobile and desktop
    • Consider placing your ads within mobile aps using the Facebook Audience Network or MoPub​
    • Experiment with more interactive ad types like video
    • Optimize your ads and your website to be mobile-friendly so users can easily view them on smartphones and tablets (see example below)
    Targeting
    • Combat cart abandonment by setting up Website Custom Audiences
    • Leverage tiered Lookalike Audiences so you can target ads towards people who look like your best customers and gain additional reach
    • Determine which bid type is best suiting for your needs 
    • Explore and implement Facebook’s Partner Categories to expand your ads’ reach and get in front of new users
    Ongoing

    • Set up a pacing strategy so you don’t spend your budget too quickly or underdeliver on volume goals
    • Explore similar platforms that you can easily expand your advertising to (for example, Instagram is a easy next step after you've gotten comfortable with Facebook advertising)
    • Swap out old creative for refreshed imagery so users don't develop ad fatigue from repeatedly being served the same ads (see example below)
    Source

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