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ADVERTISING ON FACEBOOK AND INSTAGRAM IS GREAT CHOISE

Facebook Ads represents a powerful tool in the field of digital marketing, allowing companies to reach highly segmented and targeted audiences. Here are several reasons that demonstrate the importance of considering the use of ads in your marketing strategy.

 

Reach and Targeting

Facebook and Instagram are like a massive mosaic, composed of millions of unique fragments - users. These individuals represent a wide range of age groups, interests, and demographic data, thus creating a unique ecosystem of digital interactions. It's where different worlds and cultures converge, creating the foundation for endless targeting possibilities.

Even in 2024, the ability to target a specific group of individuals based on their interests and behaviors remains a key tool for successful campaigns. In my campaigns, I utilize various targeting options to discover which combination resonates most with our audience. This process is supported by a flood of data that allows me to make finely tuned adjustments to achieve optimal results.

 

Remarketing

With a Meta network advertising campaign, you can leverage a powerful tool that remarketing undoubtedly is. These audiences include visitors to your websites, page followers, buyers, registered users, or those who added something to their cart but for some reason didn't complete the purchase.

This strategy is not just about repeatedly presenting your brand but about creating a personalized offer targeted directly at your existing audience. This intensifies your message and encourages further actions. With remarketing, you can create a sense of individualization and increase engagement with your customers. From my experience, I know that remarketing is an incredibly effective tool that doesn't require large daily investments.

It's a great way to keep your brand top of mind for customers and encourage them to take further actions. Ultimately, it's about gaining a competitive advantage with remarketing and effectively leveraging the potential of your existing audience.

Moreover, we can also use the existing audience to create a new audience based on similar characteristics of interests and online behavior.

 

Analysis

Facebook provides detailed metrics about the performance of your ads, whether it's the number of views, clicks, interactions, or data directly from your website. These insights are like a magnifying glass, allowing you to thoroughly examine every detail of your campaign and gain valuable insights to optimize results. When analyzing each campaign, a treasure trove of data opens up that you can evaluate and interpret.

These data aren't just numbers on the screen but the key to understanding what works and what doesn't. They can illuminate successes but also reveal weaknesses that hinder even better results. Working with data is fundamental to effective ad management because even if your campaign is achieving exceptional results, there's always room for improvement.

To achieve maximum success, you need to be able to analyze and interpret the data to identify opportunities for optimization and growth. Therefore, it's crucial to know all available options and consider the data in different contexts. Only then can you achieve truly meaningful improvements and take your advertising efforts to the next level.

 

Variety of Formats

Facebook offers a wide range of different ad formats, giving you the opportunity to choose and combine those that best fit your goals and brand content. From simple images to dynamic carousels, captivating videos, and innovative augmented reality ads - the possibilities are almost limitless.

In my campaigns, I often focus on creating multiple ad variants to appeal to different types of audiences. The algorithm can then effectively evaluate which variants work best. However, it's very important to stay on the move and update your ads to avoid fatigue and loss of effectiveness. Today's audience is demanding and changes quickly, so it's crucial to constantly adapt and innovate.

 

Cost-Effective

Compared to many traditional forms of advertising, such as TV commercials or print ads, Facebook and Instagram ads are often more affordable and flexible in terms of pricing. You can set a daily or total budget, providing precise control over your expenses.

It's true that you can start advertising with a relatively low budget, such as €10 per day. However, it's important to keep in mind that when setting the budget, you need to consider the desired audience reach and the variety of ad formats.

The algorithm has its limitations when processing and optimizing a large number of ads on a low budget. Ultimately, it's about using your resources as efficiently as possible and achieving maximum return on advertising investment.

 

A/B Testing

If you're unsure whether to prioritize a certain advertising approach or are interested in comparing different strategies, testing ad variants can be a great tool to discover what works best for your brand.

Testing involves creating 2 ad variants and putting them into competition. Facebook then displays these ad variants to the same audience in approximately equal amounts. This process allows you to see which approaches are most effectively engaging your audience.

When testing, you can explore different aspects, such as images, texts, calls to action, or targeting, and find out what interests and engages your audience the most. These insights then enable you to refine your advertising strategies and achieve better results in the future.

FACTORS AND CALCULATION OF ADVERTISING EFFECTIVENESS

This article is based on my experiences and analysed data from my previous collaborations. I've created advertisements for long-standing e-shops as well as newly established ones. I've advertised women's clothing priced at 30 EUR, as well as products exceeding 300 EUR – such as mattresses or voice translators. I've worked on advertising campaigns for various segments and products like spy cameras, game-themed T-shirts, and kitchen and household equipment.

 

Based on the data, we can say that the most crucial factor for the success of social media campaigns is how the product looks and the visual appeal of graphics combined with text. It needs to capture attention, and we gauge this through click-through rates (CTR, ideally 2%+), but a lot depends on the product. Especially for products with a long lifespan, a CTR of 1% is acceptable. CTR is the first key factor, particularly in sales-focused campaigns.

 

If we directly examine sales, they depend primarily on three factors:

  • Product Price – the higher the price, the harder it is to sell the product, and the cost per result will be higher.
  • Stock Quantity – the product must be available in the online store, as people want everything immediately and don't like waiting. If the product isn't ready for shipping, selling it becomes much more challenging.
  • Ease of Purchase on the eshop – this factor is often underestimated, but the website itself must function flawlessly. You mustn't underestimate sending confirmation emails, simplicity in menu and categories, and an easy completion of the purchase, ideally with just a few clicks.

 

Another crucial factor in advertising campaigns is the cost per purchase. The purchase cost heavily depends on the product's actual price. For instance, with a product priced at 50 EUR, we can aim for a purchase cost of around 5 EUR with a daily advertising budget of 50 EUR. As the advertising cost increases, the purchase cost also gradually rises. However, even with a daily budget of 250 EUR, we can keep the purchase cost below 10 EUR (assuming a product price of 50 EUR). Overall, this cost remains justified in terms of total sales.

 

Advertising on Facebook and Instagram has the potential to directly impact a third of sales and indirectly influence another third. This means that in your analysis, you observe a third of purchases directly upon ad display and from the device where the ad was shown. However, customers can close the ad and make a purchase from a different browser, device, or at a different time, and these numbers cannot be objectively provided by analytics. We can estimate this by adding purchases on Facebook, but even that can't be taken 100% objectively – every analytics platform aims for its ads to look as good as possible, especially when dealing with Google Analytics.

 

If a product costs 200 EUR or more, the purchase cost will be higher, and the overall impact on sales will depend on the advertising budget – the more expensive the product, the less accessible it is, and therefore, we need to reach more people with advertising, requiring more euros (hence the higher purchase cost). In this case, the click-through rate on the e-shop – CTR becomes especially important.

Certainly, the most crucial question is – how to choose the advertising budget. It should be chosen primarily considering the quantity of products in stock and its availability for most social media users. If you haven't used professional advertising before, I would start with 20 EUR/day. First, you need to teach the algorithm to find the right people, and we need to learn which visual will work best and which audience we will attract the most. Of course, with a higher budget, things will progress more quickly, but for most, 20 EUR is optimal, even from the perspective of showcasing what the ad can achieve.

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