The e-commerce industry is one of the few areas for which the pandemic has been a driving force. According to the study, online sales accounted for 14% of retail sales of goods, and online sales are increasing month by month. Experts note that the current situation with online sales is progressive. While traditional brick-and-mortar retail is at a disadvantage, online sales are becoming the preferred way of doing business.

Why does Facebook ADS help increase the chances of success in online sales?

Entrepreneurs are increasingly using social media as a proven and effective sales channel. Social media is also a great place to promote products and services and attract target audiences. In the era of the CoViD-19 pandemic, social media ratings are systematically growing. Consumers are increasingly using remote communication methods as a direct result of epidemic restrictions. The analysis of the current market situation confirms the belief that Facebook is an excellent environment for successful sales of any product. This is an area where you can reach a precisely selected group of recipients based on demographic and psychographic data. The medium allows you to build the image of companies by creating purchasing needs.

In this article. we considerationthem the following questions:

• The tools are supported by an advertising manager and a company manager;
• identifying the target audience for advertising;
• methods of choosing a budget for an advertising campaign;
• How and where you can advertise on Facebook;
• Customize advertising messages;
• Selecting the right advertising target;
• Avoid using features that may damage the final result.

Support for Facebook management tools. What are advertising and business managers?

Facebook provides two essential features when it comes to running advertising campaigns. The first is the Campaign Manager, which is an intuitive control center for all marketing activities carried out through this social network. The second tool is Ad Manager, which is a functionality that facilitates the process of managing advertising, its distribution, customization and viewing of all the most important information. In 2021, Facebook introduced an additional tool, which is the Facebook Business Suite, for general use, allowing you to manage all the platforms owned by the giant, such as Facebook, Instagram and messenger. From this tool, you can go to the aforementioned managers. We'll see what the future brings. This year, Facebook's analytical tools are disappearing, and perhaps advertising and company management will also take on a new look. Below, we will discuss step by step how to start advertising on Facebook in its current form.

Company manager

Company Manager is the basic place for managing marketing activities on Facebook. It is a kind of center where all the most important information about your marketing activities is located. This useful tool is convenient for both individual business entities and large companies with numerous employees. From the Company Manager dashboard, you can grant access to individual team members and business partners. Company Manager is a great place to manage your company's online activities. It allows you to increase the security of your business and helps to simplify the process of implementing marketing activities on Facebook.

To go to the section that allows you to create your account in the company manager, clickTHIS IS THE PLACE.

Advertising manager

An advertising manager is somewhat different in nature. Like the head of the company, he is a kind of management center, but in this aspect, the activity concerns strictly advertising issues. Therefore, it is a place that allows users to create useful social media ads and manage them effectively. It is a collective management center that allows you to track the results of your campaigns. The tool is designed for both absolute beginners and experienced advertisers. Thanks to the manager, you can create and adapt advertising campaigns to the changing needs of the company. It adjusts the advertising budget, target audience and method of advertising display. It also edits and analyzes the effectiveness of activities. As a result, the Advertising Manager allows you to:

• Create new advertising campaigns;
• Simplified the process of managing Facebook ads;
• Analysis. the effectiveness of the activities carried out.

The Ads Manager is one of the most important marketing tools provided by Facebook. To access the Ads Manager, clickIN THIS PLACE.

Facebook pixel

Facebook pixel- is an element of Facebook's advertising ecosystem that allows you to measure the impact of your activities. For many entrepreneurs, Facebook is not the only place where marketing activities are carried out. Customers also often use their own thematic blogs, online stores, or websites. In this case, you will need to implement a tool called Pixel. This is a small, special piece of code that collects information about users of our website and social networks, and is linked to an advertising account. This allows you to create a potential group of recipients predicted based on the activity of Internet users.

How to implement the Pixel tool functionality? The main requirement, of course, is to have a website. The entrepreneur must be able to customize the website code. The setup is based on connecting data sources in the Facebook event manager. Going to the "website" and "Facebook Pixel" sections, select the "links" option. Then you need to go to your website to install the Pixel, for example in a CMS system.

Provides detailed instructions for installing and configuring Pixel IN THIS PLACE.

Preparing for the first advertising campaign

Before you start marketing, you should check that the data you entered in Facebook is correct. Make sure that all information about personal data, company name and payment methods is correct. After you have positively verified their correctness, you can go to the "Create" section located in the Facebook ADS Ads Manager. There are different ways to create online advertising campaigns. The campaign is a general concept, so it will consist of smaller parts. Secondly, you define an ad set, taking into account that a campaign can consist of several sets. As well as the ad sets themselves - they are also divided into smaller parts, and they can include more than one Facebook ad.

An advertising target. You can't move without it

Why is choosing the right advertising target so important from the point of view of a business seeking to promote its brand through social media? A professional advertising agency comes up with the answer, explaining the legitimacy of this action:

At the beginning, ask yourself a basic question - why do you want to implement online advertising for your company? Perhaps your goal is to get your first customers, or maybe you already have a good position and want to show people a new product?

The answer to these questions involves preparing an appropriate advertising strategy and using an appropriate advertising target. Here, we can assume that after selecting a specific advertising target, Facebook will search for suitable users for us who will meet what we expect from them. Therefore, you should select one, at most two goals that will be realized in the advertising campaign. Without information about the product, i.e. de facto advertising, the consumer will not be able to familiarize himself with the offer. Therefore, setting and achieving an advertising goal is very important. This may be related to increasing brand awareness, mentioning products already on sale. The advertising goal may also be related to the desire to build a prestigious company image.

Target categories of Facebook ads

Before you start a Facebook ad campaign, you need to set an ad goal. Facebook provides three main categories of objectives that a user should use. Each of these areas has slightly different characteristics and will be optimal in different circumstances. Here they are:

• Brand recognition. It contains goals that increase brand perception and inform potential customers about the company's operations or entry into a particular market. Campaign objectives in this category: brand awareness and assortment
• A call to action. It contains goals to persuade the recipient to look for specific information about the company. This can lead, for example, to driving traffic to your own website, where you offer products for sale. Campaign goals in this category include traffic, activity, app installs, video views, contacts, and messages.
• Transformation. It has goals that encourage the audience to use the company's offer. For example, they can convince readers that it is worth visiting the company's new premises. Campaign goals in this category: Conversions, sales from the product catalog, traffic to the company.

Facebook ADS - the first stage of a new campaign

The intuitive Facebook ADS option panel in Advertising Manager allows you to easily go through all the stages of creating a Facebook ad campaign. However, there are a few key points to keep in mind that may come in handy when creating future campaigns:

• First of allYou should develop a recurring naming scheme, easily linking the campaign name. This will keep the list tidy if we ever decide to create another campaign later.
• If a business focuses on unusual activities, such as social or political, it must also approve the "special categories of advertising" option. In this case, the content must be additionally verified by the Facebook team, and the issue of advertising funding is visible to all recipients. This is to increase the transparency of social media and reduce the spread of so-called fake news.
• In the next stages of setup, we set the budget and check the accuracy of the data entered. Facebook ads can be tested in terms of effectiveness, reach, or placement, which helps to choose the best campaign option where they will be visible. The user creating an ad has two configuration options. This can allow Facebook to automatically display ads in optimal locations or adjust their placement manually. The algorithm regulates the display of ads, for example, with targeted ads. Thanks to the service available in the Ads Manager, it is possible to display advertising messages on Facebook and Instagram.

Where ads are placed on Facebook and Instagram

• Facebook ads can be displayed in news, in the right column, in express articles, in streaming video, in stories, and on the marketplace.
• Instagram allows you to place ads in the news section or in reports.
• In partner systems (Audience Network), ads can appear in apps, on websites in the form of award-winning videos or In-stream videos.
• Messenger places ads in your inbox. They appear in between conversations you have.
• They can also take the form of sponsored messages.

The campaign creator can decide where and to whom the ad content will be displayed. The "location" panel available in the Ads Manager is designed for manual configuration. At this stage, the user decides whether social media ads will be displayed on all devices or only on certain types (for example, only on personal computers).

In addition, you can customize the display based on the technical parameters of the equipment used by the potential recipient. These include, among other things, the operating system and software version of mobile devices.

In our experience, to attract users, we have to choose the placement of ads very precisely, if we want to sell directly, we can leave more freedom to the Facebook system.

Advertising in social networks and its visual form

The final stage of the campaign launchin Facebook ADS refers to advertising settings. The message should be attractive to the recipient and fulfill a need caused by the consumer. In fact, the advertiser has a few moments to convince the recipient with an ad. Facebook reports that it is about 3 seconds on mobile devices to 6 seconds on desktop computers. Therefore, it is not only the way it is presented that has a significant impact, but above all, the form of advertising.

Advertisements that are particularly memorable for their originality attract the attention of the target group. You can present items in an unusual way, create quirky slogans, or wrap everything in bright colors. There is no single proven recipe for success.

Practice shows that the slogans that have the greatest impact on consumer attention include "Check", "final sale", "discount", and "free", among others.

The message presented to the recipient should be brief, without clichés, and should emphasize the positive features of the product/service. It is not necessary to create an advertisement that looks like a competitive one or indicates that the presented product is "the best", as such an assessment puts other products in a worse light.

Thus, advertising on social networks can take a form: images, videos (on Facebook news from 1 second to 241 minutes, on Instagram up to 2 minutes, other places like Stories allow 15 seconds of continuous video), carousel (at least two images or videos that can be moved around, linked to external subpages), slideshows or albums. In the case of video, you should keep in mind the principle of distraction,

Tips from an advertising agency

What to avoid:

Most users who first encounter the need to create ads using Facebook ADS do not even realize that there is an Ad Manager and a Campaign Manager. This is because Facebook allows you to promote individual posts using the promote post button, which limits control over the target group and allows you to achieve only the basic goals provided by the system. The money allocated to promote individual posts usually exceeds the budget of a well-organized advertising campaign. Therefore, it is an ad hoc action that allows for better coverage of a single post. However, this rarely leads to long-term advertising success.

Conclusions

Every effective marketing agency knows that social media has become a very important place in the context of sales. Research shows that many people use mobile devices, and the number of Facebook or Instagram users is growing systematically. Therefore, social media advertising is an effective method of competing for a potential customer. These trends have significantly intensified in the context of the coronavirus pandemic, and it is predicted to be a progressive process.

Social media advertising works when we have a corporate marketing plan!