May 31, 2016 at 20:46Promotion on social networks. Part 2 - Facebook and how it works here?
- Tutorial
It's time to continue the series of captain publications on setting up online advertising.
In previous series:
1. Promotion on social networks. Part 1 - VKontakte and how is everything arranged here?
2. How to set up almost free advertising for Habr users using retargeting pixels, and how to fix this feature
Today we’ll talk about Facebook, sometime soon about advertising in OK, and only then we will start sharing more advanced chips.
PS Nobody wants to fix a feature with a retargeting pixel and Habr, so you can use it.
PPS - programmers contacted, fixed, you can sleep peacefully.
PPPS Under the cut a lot of pictures
This article was written by my friend Vlad Stepanenko, since the amount of his advertising media passed through the Facebook advertising account is infinite times (several million against my 0 rubles) is more than mine.
This time we’ll talk about the Facebook advertising account - a social network that is known for its adult and solvent audience (although, in fairness, it’s worth noting that, if properly searched, it can be found in all social networks). In the screenshot below, you can get acquainted with a brief statistics of the FB in the Russian Federation.
http: //
Setting up Facebook ad campaigns seems extremely complicated and complicated for many users. However, in reality - everything here is not so bad, and sometimes much easier than in similar projects.
The disadvantages of this social network include the relative complexity of the interface and the difficult communication with those support. If you can get used to the interface in 3-4 hours, then with support questions may arise throughout the work. Nevertheless, we know how to solve this problem, but more on that later.
At the same time, Facebook has more than enough pluses:
In order to get into it, you need to go to the address www.facebook.com/business and click on "Create an advertisement." You will see a similar screen with the following features:
http: //
1. Redirect people to a website
Redirects users by clicking on a banner on your website.
http: //
2. Increase website conversions.
To set up conversions, you need to put a pixel on the site (but we will discuss this later, by tradition).
3. Increase engagement for your application.
Everything that is associated with applications, as practice shows, is used very rarely, so we will not focus on this point.
4. Raise the publication
I recommend promoting publications precisely from the advertising account, and not directly through the button in the post. Because, when moving directly, you lose the possibility of choosing detailed targeting.
5. See point 3.
6. Promote the page.
If you need tags I like on the page, then this format is for you.
7. Reach people near your company.
Show ads to people living within walking distance or a few kilometers from your company.
8. Increase attendance at your event.
If you are promoting an event, then this format is for you, although the frequent cost of promoting an event is more expensive than promoting a page.
9. Stimulate interest in your offer.
http: //
Advertising with the purpose of "Using the offer" allows you to tell customers about discounts.
10. Video views.
It's no secret that video content is gaining momentum and involves more than text, so the topic of promoting video on the FB is very relevant, in addition, promoting video is now very inexpensive, on average, views cost 0.005-0.01 cents.
11. Get leads for your company.
If you do not have a landing page / site, then this is your salvation. The FB will help you create a user contact capture form, and at the same time fill it out. This is how the empty form looks:
http: //
Let's figure it out with the example of the option "Redirect people to the website" - click and paste the desired URL to activate the "Create an advertising account" button.
Fill in the settings for the country, currency and time zone (if you wish, you can specify the name of the account in the advanced settings) - and click continue. Take your choice of currency seriously, as you cannot change it. The only option is to create a new advertising account.
After choosing the goal of the campaign, we get into the audience setting:
http: //
We have 3 options for setting the place: everyone in this area (if we have a wide geo and there is no exact reference, for example, for conducting webinars), living in this place ( if you need users who live in a certain city, suitable for promoting a restaurant), who have recently visited this place (if you need ???), traveling in this place (if you need tourists, an approach for promoting taxi services, museums, exhibitions).
The main rule when choosing a geo : one country - one campaign (preferably 1 city - 1 campaign)!
Everything is standard with age: we choose the age that corresponds to the age of our target audience, then when the FB gives its statistics, we will see how best to segment it. We always share men and women.
Language is an up-to-date setting if you need users of a certain country who speak another language. Example: Russian-speaking users from Germany.
Detailed targeting in the FB is very cool: on the basis of behavioral factors and various questionnaires, the social network accurately determines the professions, interests, and demographic data. Therefore, in the FB, for example, one can easily distinguish a segment: parents with children under one year old.
On Facebook, you can also set up advertising for users associated with your public page, application, event, show advertising to your subscribers or friends of your subscribers, or even exclude these segments from advertising.
http: //
When choosing a placement, I advise you to split the ads for each of them, one audience is a mob. the tape, the second - PC tape, the third - instagram. The right column in 80% of cases gives expensive clicks, so I use it only with retargeting.
http: //
Auto bid drives on Facebook, there is nothing more to add. I also advise you to indicate your daily budget. Then give the FB a few days to build up in order to start getting adequate results.
http: //
In the menu above, you need to select an ad format. Try to create a minimum of 2 ads in each format to understand what works best for your niche. In 90% of cases I use one image. Next, you need to choose an advertising banner. You can add it from the tabstock, which is open to the FB, or you can upload your own version. By the way, for advertising, you can use the faces of celebrities, the FB, unlike other social networks, as a rule, has nothing against it.
Well, then - you need to choose the profiles on whose behalf the ads will go, write headings and ad texts (by the way, questions work especially well in the headings). Add a link with a utm tag for conversion tracking, and you just have to launch your first ad to join the amazing world of online advertising!
PS Why is this dull description of standard features, you ask? Then, that many users do not even have a general idea of how to at least get into the advertising office, not to mention the view from the inside. Before sharing hardcore, we decided to first lightly overwhelm you with educational program. Further more.
PPS As promised in the last sentence of the last publication about retargeting pixel and Habré (wooooon there, the link is highlighted blue in the bottom), I will no longer leave links to my channel in Telegram here. For nofik.
In previous series:
1. Promotion on social networks. Part 1 - VKontakte and how is everything arranged here?
2. How to set up almost free advertising for Habr users using retargeting pixels, and how to fix this feature
Today we’ll talk about Facebook, sometime soon about advertising in OK, and only then we will start sharing more advanced chips.
PS Nobody wants to fix a feature with a retargeting pixel and Habr, so you can use it.
PPS - programmers contacted, fixed, you can sleep peacefully.
PPPS Under the cut a lot of pictures
This article was written by my friend Vlad Stepanenko, since the amount of his advertising media passed through the Facebook advertising account is infinite times (several million against my 0 rubles) is more than mine.
This time we’ll talk about the Facebook advertising account - a social network that is known for its adult and solvent audience (although, in fairness, it’s worth noting that, if properly searched, it can be found in all social networks). In the screenshot below, you can get acquainted with a brief statistics of the FB in the Russian Federation.
http: //
Setting up Facebook ad campaigns seems extremely complicated and complicated for many users. However, in reality - everything here is not so bad, and sometimes much easier than in similar projects.
The disadvantages of this social network include the relative complexity of the interface and the difficult communication with those support. If you can get used to the interface in 3-4 hours, then with support questions may arise throughout the work. Nevertheless, we know how to solve this problem, but more on that later.
At the same time, Facebook has more than enough pluses:
- unlike the same Contact, facebook offers users auto-delivery, which in 99% of cases justifies itself. This means that the user does not need to constantly monitor the campaign and make adjustments.
- multifunctional office that supports bulk operations. Copying your ads to new audiences will take no more than a minute and three clicks.
- in VK it’s quite difficult to achieve good audiences without constantly parsing audiences using your own or third-party services. An analysis of user interests based on behavioral factors is much better implemented on Facebook, so finding several categories of interests is enough to find your audience.
In order to get into it, you need to go to the address www.facebook.com/business and click on "Create an advertisement." You will see a similar screen with the following features:
http: //
1. Redirect people to a website
Redirects users by clicking on a banner on your website.
http: //
2. Increase website conversions.
To set up conversions, you need to put a pixel on the site (but we will discuss this later, by tradition).
3. Increase engagement for your application.
Everything that is associated with applications, as practice shows, is used very rarely, so we will not focus on this point.
4. Raise the publication
I recommend promoting publications precisely from the advertising account, and not directly through the button in the post. Because, when moving directly, you lose the possibility of choosing detailed targeting.
5. See point 3.
6. Promote the page.
If you need tags I like on the page, then this format is for you.
7. Reach people near your company.
Show ads to people living within walking distance or a few kilometers from your company.
8. Increase attendance at your event.
If you are promoting an event, then this format is for you, although the frequent cost of promoting an event is more expensive than promoting a page.
9. Stimulate interest in your offer.
http: //
Advertising with the purpose of "Using the offer" allows you to tell customers about discounts.
10. Video views.
It's no secret that video content is gaining momentum and involves more than text, so the topic of promoting video on the FB is very relevant, in addition, promoting video is now very inexpensive, on average, views cost 0.005-0.01 cents.
11. Get leads for your company.
If you do not have a landing page / site, then this is your salvation. The FB will help you create a user contact capture form, and at the same time fill it out. This is how the empty form looks:
http: //
Let's figure it out with the example of the option "Redirect people to the website" - click and paste the desired URL to activate the "Create an advertising account" button.
Fill in the settings for the country, currency and time zone (if you wish, you can specify the name of the account in the advanced settings) - and click continue. Take your choice of currency seriously, as you cannot change it. The only option is to create a new advertising account.
After choosing the goal of the campaign, we get into the audience setting:
http: //
We have 3 options for setting the place: everyone in this area (if we have a wide geo and there is no exact reference, for example, for conducting webinars), living in this place ( if you need users who live in a certain city, suitable for promoting a restaurant), who have recently visited this place (if you need ???), traveling in this place (if you need tourists, an approach for promoting taxi services, museums, exhibitions).
The main rule when choosing a geo : one country - one campaign (preferably 1 city - 1 campaign)!
Everything is standard with age: we choose the age that corresponds to the age of our target audience, then when the FB gives its statistics, we will see how best to segment it. We always share men and women.
Language is an up-to-date setting if you need users of a certain country who speak another language. Example: Russian-speaking users from Germany.
Detailed targeting in the FB is very cool: on the basis of behavioral factors and various questionnaires, the social network accurately determines the professions, interests, and demographic data. Therefore, in the FB, for example, one can easily distinguish a segment: parents with children under one year old.
On Facebook, you can also set up advertising for users associated with your public page, application, event, show advertising to your subscribers or friends of your subscribers, or even exclude these segments from advertising.
http: //
When choosing a placement, I advise you to split the ads for each of them, one audience is a mob. the tape, the second - PC tape, the third - instagram. The right column in 80% of cases gives expensive clicks, so I use it only with retargeting.
http: //
Auto bid drives on Facebook, there is nothing more to add. I also advise you to indicate your daily budget. Then give the FB a few days to build up in order to start getting adequate results.
http: //
In the menu above, you need to select an ad format. Try to create a minimum of 2 ads in each format to understand what works best for your niche. In 90% of cases I use one image. Next, you need to choose an advertising banner. You can add it from the tabstock, which is open to the FB, or you can upload your own version. By the way, for advertising, you can use the faces of celebrities, the FB, unlike other social networks, as a rule, has nothing against it.
Well, then - you need to choose the profiles on whose behalf the ads will go, write headings and ad texts (by the way, questions work especially well in the headings). Add a link with a utm tag for conversion tracking, and you just have to launch your first ad to join the amazing world of online advertising!
PS Why is this dull description of standard features, you ask? Then, that many users do not even have a general idea of how to at least get into the advertising office, not to mention the view from the inside. Before sharing hardcore, we decided to first lightly overwhelm you with educational program. Further more.
PPS As promised in the last sentence of the last publication about retargeting pixel and Habré (wooooon there, the link is highlighted blue in the bottom), I will no longer leave links to my channel in Telegram here. For nofik.