How to get targeted likes on Facebook posts? If you connect FB targeted advertising, you can get any social signals you want.
How to set up Facebook ads to get likes
Targeted advertising is a very, very effective way to attract a target audience. It helps to increase the company’s visibility, expand its reach and, of course, find customers. But all this only works if you set the right settings. 🙂 And when talking about Facebook targeting, many website owners make big eyes and desperately shake their heads: it’s too complicated, nothing is clear, we won’t go there.
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Another category of businessmen believe that Facebook is not for them, because there is no target audience there. There is, of course, more logic in this. Let’s say right away that this social network (as applied to Russia) has an audience of 30+, with higher education, with an average monthly income and above average. If we take a cross-section by interests and occupation, we can distinguish marketers, entrepreneurs, journalists, university professors, politicians, etc. A kind of modern intelligentsia. Does your target audience fit into this framework? Then the road to FB is open to you.
As for the complexity of customization, you need the help of experienced and talented targeting specialists (full development of an advertising campaign 8600 rubles) or (if you are determined to learn it yourself) you need a clear and accessible manual. It is just in front of you. 🙂 So, what to do if you need to customize advertising in Facebook? Let’s find out!
What does advertising in FB look like?
There are quite a lot of platforms for displaying ads, just look at the main page.
There are also ads in stories, in videos, in the market place, in messenger…. Display areas, by the way, can be managed, but we’ll talk about that a little further.
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What should I do if I want to set up FB advertising?
To get started, you need to create a business manager of the company in Facebook. This is a special platform that unites business pages, gives you the ability to manage them and allows you to start advertising accounts, through which ads are customized. The business manager can be accessed by several users, which is very convenient when more than one employee of your company works with FB.
So how do you create this mysterious business manager? Follow the instructions:
- Go to https://business.facebook.com/
- Click on the “Create Account” button in the upper right corner
- Fill in the required sections in the registration window and save your settings
As you can see, you can add people, business pages and start advertising accounts here. Click on the appropriate buttons and follow the instructions.
Please note that in order to display ads for your company in FB, even if you want to advertise a website, you will need a business page, because ads will be displayed on its behalf. To create a business page, go to your personal profile, open the home page and click on “Create Page” in the menu on the left.
How do I customize my FB ads?
We have a business manager, an advertising account has been created, and the company’s Facebook business page has been added. So, you can start running ads. To do this, go to the advertising account and click on the green “Create” button.
Next, we will consider all the steps step by step, so that there is no confusion and omissions.
Selecting a target
The first thing you need to do is to choose a goal for your advertising campaign. In fact, everything is quite simple, from the name of the goals it is clear what they are focused on: recognition, leads or conversion.
- “Recognition”: the case when you need to make sure that the maximum number of people know about the company or product. So that the brand is on the lips of the target audience.
- “Leads”: if you want to get a specific action from a user: a click through to the site, a like or comment on a post, watching a video, sending an email or messenger message.
- “Conversion”: when the goal is sales. We draw your attention to the fact that in this case, advertising works on the basis of the press-feed of goods. This is such a special document that is created according to special FB rules and contains information about your assortment. Read more about it in FB Support.
Each of the three groups has its own “sub-options” that narrow down the selection. If you click on them, you will see an explanation.
If you’re doing advertising for the first time, poke around the different target options to see how it all works. Well, we’ll go further. Let’s imagine that our goal is to attract traffic to the site, so we’ll select the “Traffic” goal.
Setting up audiences
The second step in the work is targeting, i.e. finding users to whom you will show your ads. FB has quite a few different options in this sense. Immediately note that parsing by subscribers of other pages does not work (unlike VK), so we take into account only the possibilities of the advertising cabinet.
Customized audiences
You will be able to show ads to users who have already visited your site or its specific pages. To do this, a Facebook pixel is embedded in the site’s code, which collects traffic data.
This also includes uploading third-party databases with user data: lists of email addresses or phone numbers. The system finds users based on these contacts and allows you to show them ads.
And finally, look-alike. This is a special feature that analyzes the characteristics of the original audience (for example, collected by the pixel) and finds new users who are similar to the original ones. This way, you get an audience that is not yet familiar with your company, but one that is very likely to be interested in you.
Geography
You can target both the inhabitants of an entire country and a small neighborhood in a particular city, for this purpose you use a map. Select all people in the specified area, or only locals, as well as travelers and those who have visited the point recently.
Age and gender
Here, we think, comments are superfluous.
Language
A very handy feature when you, for example, need to find users living in Germany (or any other country) and speaking Russian. Just specify the desired geography, and in the “Language” field select the desired language.
Demographic characteristics
This includes a lot of things: marital status, children, education, field of work, income level, etc.
Interests
What people are passionate about. You can use both FB’s prompts (the screenshot below shows the general structure) and check your own options via the search bar. There are VERY many categories of interests, we recommend you to study this section carefully.
Behavior
In this case, we base our targeting on how users behave on social networks. You can target travelers (often visiting FB from other countries/cities), those who use Apple products, or those who frequently shop online, etc. Also study the features carefully as there are many, but not all are relevant for some countries
Note that in the detailed targeting section, there is an option to narrow down the audience. For example, we want to show ads to moms who are single and have children between 1 and 2 years old. To do this, we select the narrowing function.
This will help to highlight the target audience more accurately and make the ad for them as targeted as possible.
Setting up placements
Once the audience is done with, you can proceed to the selection of sites for displaying ads, aka placements. As noted above, ads in FB are shown in many places. In general, there are 4 main sites:
- Facebook directly (mobile and desktop version).
- Instagram (we will talk about setting up ads in this social network in a separate article).
- Audience Network (Facebook’s advertising network).
Each of the platforms has its own subcategories.
When you put the cursor over the corresponding item on the right, you will see how the ads will be displayed, very convenient. By default, the system suggests using all sites for display, motivated by the fact that it will give maximum coverage. But for cleaner statistics, we recommend separating campaigns, for example, for FB and Instagram, so that you can then understand which social networks are more effective in achieving advertising goals.
Budget allocation
A very important point of setting up advertising, because it depends on it, whether your budget will not fly down the drain in a couple of hours. 🙂 What you should pay attention to:
Daily spending or the budget for the whole term of validity
In the first case, the advertising system will write off a certain amount every day (every day 5 dollars), and in the second – will distribute the available money for the desired period (3 about 40-50 dollars for a week). What to choose? It is up to you to decide. It depends on your personal preferences.
Schedule
Do we start the shows here and now (after moderation) or from a certain date? And finish when? We take all this into account in advance.
Optimization of ad impressions
Depending on what goal you chose at the beginning, the options at this stage will be different. For example, for the “Traffic” goal, you can optimize your ads to get more clicks or to get more landing page views. Based on your own objectives, choose the most appropriate option. The system will do the rest.
Form of payment
Here everything is standard, we pay for clicks or for displays, but there is an important clarification. For some purposes, only the form of payment for displays is available. Don’t forget to also set a cap rate if you want to control how much you will pay for a target action.
Schedule planning and delivery type
If you need your ads to be shown not throughout the day, but during certain hours, and if you want to spend your budget not systematically, but accelerated to get results faster, pay attention to these items.
Creating ads
We’ve come to one of the most important parts of setting up a targeted ad. The ad is your hook. Even if the audience is selected successfully, and in theory your product should interest them, without a quality ad, all efforts will be wasted. What’s worth paying attention to here? Three main points:
- A clearly expressed call to action (the user understands what he should do: go to the site, subscribe to the page, call).
- Short and succinct text (leave longreads for posts, the ad should talk about the benefit, solve the user’s problem, clearly hit his need).
- Clinging, creative picture (a reliable way to stand out from the crowd and attract attention).
If you choose a ring gallery, you will receive an ad with so-called product cards, each with its own unique link. Cards can be made up to 10 pieces. Pictures will need square.
If you take the format of one image, then take into account that the ideal size of the picture – 1200×628 pixels.
For ads with video you will need a short clip (FB generally recommends 15 seconds, but will skip the longer ones), the size of no more than 4 GB and with a resolution of at least 600 pixels wide.
A slideshow is basically the same as a video, except you make it yourself. You upload 3 to 10 square photos, and the system adapts them into a kind of presentation, where the frames cycle through each other. You can demonstrate the variety of products or set some informational message.
And finally, a selection. It works only for ads with the goal of “Conversion”. The ad will contain four highlighted products under a main image or video that unfolds to full screen if a person interacts with the ad.
When working with the ad, be sure to make a button to target the action with the text you want, and also provide the link with UTM tags if it leads to a website. Otherwise, there will be problems with tracking statistics.
That’s all. Click the “Confirm” button in the lower right corner and send the advertisement for moderation. As a rule, the check takes no more than one day. If the moderators are satisfied with everything, you will receive a notification that the advertisement is approved and launched. Otherwise, you will also receive a corresponding notification with the reason for rejection.
How to analyze the results of advertising in FB
As you know, customization is only half the battle. After the launch, you still need to scrutinize the results to see if the ads are working effectively enough.
Results are user interactions with your ad (clicks, likes, comments, reposts, views – depends on what the goal of the advertising campaign was initially set). Reach – the number of unique users who saw the ad. Views – the number of times users have seen the ad. Price per result – the cost of user interaction with the ad. Well, everything is clear with the amount spent.
There are additional columns, but these are the most basic. To understand how effective the ad is, you need to evaluate the achievement of your KPIs. About what they are for online advertising, and how to calculate the effectiveness of statistics, read here.
Conclusion
That’s the whole instruction. We hope it was useful and understandable for you. If you still have any questions about customization, welcome to comments, we will help and advise you with great pleasure.