Welcome to Part 2 of Marketing Your Art With Facebook Ads, a 3-part study on how to create a Facebook advertising campaign.
In Part 1 of this series, we examined 3 different Objectives to consider when placing paid advertisements on Facebook.
Once you have determined what you want your audience to do when they encounter your ad, it’s time to craft your campaign. Unlike many advertising vehicles, which rely on the “spray and pray” technique, Facebook has made it very easy to target a super-specific audience with your ad campaign.
A campaign can consist of one ad or several ads that can all share the same budget and schedule. This is great for testing the effectiveness of different ads. If some are performing better than others, you can pause the underperformers and go with the winners.
4 Steps to Crafting Your Facebook Ad Campaign:
Step 1: Choose Your Destination
When people click on your ad, they can be taken to a Facebook Page, an integrated app, or another website altogether. This will depend on your Objectives that we discussed in Part 1 of the series.
NOTE: Facebook wants you to stay on their site as much as possible, but it’s very important to build your own site and drive traffic to that. This allows you to create your own web property, build your own brand, and strengthen your online presence outside of the Facebook ecosystem
Step 2: Build Your Ad
Headline (25 Character limit) – Crafting a perfect headline is tough. Crafting a perfect headline in 25 characters is nearly impossible! It can be done, though, so keep at it ‘til you nail it. Be warned: that little character counter next to the text field will be mocking you every step of the way.
Body Copy (90 Character limit) – If you think writing an awesome tweet is challenging, try crafting a complete ad in 90 characters. Suddenly Twitter seems extremely generous. Be concise. Maximize juicy, descriptive words while minimizing the little, non-essential words. Remember give people a compelling reason to WANT to click on your ad!
Image (292 px x 154 px) – If you’re only advertising in the sidebar, your image is pretty darn small, so use something graphic, bold, high contrast and eye-catching. An additional option is to advertise in the newsfeed, which allows for a larger image. The Ad Campaign Manager allows you to preview your ad, so experiment with your image until you find one that pops within your chosen format.
Step 3: Define Your Audience
This is a fun step because you can immediately see how adding or subtracting different variables will narrow or increase the size of your target audience. Some of the variables to consider are:
Location – You can target by country, state, city or zip.
Age – Any ad you run needs to be approved by Facebook. If you target people under the age of 18, your ad content will be even more closely scrutinized.
Precise Interests – This step allow you to align your ad with the people who are posting and talking about similar topics in their content. Facebook finally got on board with hashtags (#BetterLateThanNever), and they can come in handy here.
NOTE: Test your keywords by doing a search on Facebook to see who comes up and what they’re discussing. Try using keywords and phrases with or without hashtags to determine which yields more relevant results.
Broad Categories – You can select from an existing list of additional categories such as interests, hobbies, technology preferences, etc., which allows you to hone your search even more precisely.
Advanced Targeting – There are several additional targeting options such as Relationship Status, Education, and even Workplaces, which means you could ostensibly designate only people who worked at certain galleries and museums to see your ads!
Step 4: Pricing and Schedule
It’s a good idea to determine up front how much you want to spend on your ad campaign, because Facebook would be happy to siphon money off you until the end of time if you let ‘em. Luckily, you can set a daily budget, designate campaign start and end dates and even bid on what you’re willing to pay per click.
If you’re not experienced in online advertising, that last part can be tricky. Luckily, there’s an option to allow Facebook to automatically optimize for either clicks (CPC, or Cost Per Click), or per impressions (CPM, or Cost Per Thousand Impressions).
Since my objective was to drive visitors to my site, I chose the “Automatically optimize my bid to get more clicks” option. Since you’re paying Facebook every time someone clicks your ad, you can guarantee that they will be working your ad pretty good.
Paying for Your Facebook Ad Campaign
During my campaign, Facebook charged my PayPal account each time I reached increments of $25. That number may or may not vary depending on the size and length of your campaign, but plan on making ongoing payments throughout the life of your campaign.
Once you place your order, the fun part begins! I found that instead of logging into Facebook to check what my friends were up to, I was logging in to monitor the latest stats on my ad campaign!
Speaking of stats, that’s what we’re going to study next!
Ready For Some Metrics? Onward: Marketing Art with Facebook Ads – Part III: Measuring Your Results
Nikolas Allen is a Contemporary Pop Artist with a background in advertising, music and video production. He is passionate about art and marketing and wrote his first book, “Death To The Starving Artist – Art Marketing Strategies for a Killer Creative Career” to help ambitious artists reach a wider audience.