Social Media Blogs by Aliza Sherman
Aliza Sherman is a news media entrepreneur, author, women's issues activist, and international speaker.
Digging into Facebook and Instagram Advertising
Facebook is well known for changing their features and offerings on a near-constant basis, so keeping up with the latest on this top social network can be challenging. Even the types of advertising you can purchase to promote your business and Facebook Page has evolved. In addition to Facebook ads, companies can now advertise on Instagram using the Facebook Ad Manager or Facebook’s Power Editor.
Here’s a breakdown of advertising options on Facebook:
Boost your posts. Target individual posts to promote it in people’s Facebook news feeds.
Promote your Page. Get more Likes for your Page using this ad. A new option is to create a slideshow to use as a video to promote your Page.
Send people to your website. Drive traffic to your site. Tip: Select a specific page where people can take action versus your home page. A new option is to create an ad for event tickets.
Increase conversions on your website. Get more results for specific actions on your site such as buying your product.
Get installs of your app. If you’ve produced an app, increase the number of downloads with this ad.
Increase engagement in your app. Get more interaction with your app.
Reach people near your business. Facebook can show your ad to people who are physically near your place of business.
Raise attendance at your event. List your Event on your Facebook Page then promote it to more people.
Get people to claim your offer. Offer an online coupon through your Page that can be redeemed on your website.
Get video views. Video is very popular on Facebook, and you can get more visibility for your videos with this type of ad.
Collect leads for your business. This is a newer option that lets you create a form for people to sign up for your newsletter, ask for more information, get price estimates, etc.
For Instagram ads, you first need to connect your Instagram account with your Facebook Page. Go to Settings, click on Instagram ads and add your account. You’ll be prompted to enter your Instagram username and password to complete the connection.
Not all Facebook Page advertising options are available for Instagram accounts. Here are the ones you can create:
Once you start building your ad in the Ad Manager, you’ll see the option for placement on Instagram already selected. You can also see the Estimated Daily Reach on Instagram added to the estimation for your Facebook reach based on your ad criteria and targeting.
Another newer option for advertising is adding a call-to-action button to your Facebook Page that appears on the lower portion of your Page cover image. Once you set up the button, you can then promote the button specifically in Facebook ads.
You can create a Local Business ad including one of these call-to-action buttons:
Get Directions: Direct people to your store to drive foot traffic.
Call Now: Direct customers to call your business phone number.
Send Message: Communicate directly with customers through Facebook messaging.
Learn More: Send people to your company website for more information.
You can also create a lead ad using one of these call-to-action buttons:
Call-to-action ads can help drive people to interact more with your ad and improve the results of your ad spends.
There is no shortage of ways you can advertise on Facebook. Track the metrics on each ad you place and analyze it for effectiveness. Make use of the exact advertising options that are right for your business goals.
Read other social media blogs by Aliza Sherman