Reaching recipients on the most popular social media platform is a constant struggle. Most people who run a fan page start with free ranges – only those that are created by the influence of user interests, comments, likes, and shares. However, it quickly turns out that free platforms are not enough because Facebook significantly limits them.

What does this mean for business? That advertising the company without financial costs requires significant effort, combination, creativity, and there is no guarantee that it will be successful. Therefore, most entrepreneurs prefer paid coverage – and it is right because thanks to them, business develops quickly and efficiently. How is such a paid campaign created? Find out below.

Anatomy of an advertising campaign

The preparation of this type of project is not limited to the execution of the transfer. On the contrary: to succeed and not lose money, you need to put your soul into planning.

Each action on Facebook Ads can be divided into three levels:

1. The campaign as a whole,
2. Individual sets of advertising,
3. One graphics and content.

Each of these stages is described by a separate supporting question.

1. What is our goal?

When starting a race, we first need to establish a finish line. What do we want to achieve with our advertising? — this is the main, most important question. When we have a clearly defined goal, we can choose the right tools to achieve it and methods to measure success.

Fortunately, Facebook Ads offers us several possible assumptions. Companies new to Facebook are advised to start with “building brand awareness”, “broader advertising reach” or “increasing profile activity”. Remember that there is only one goal for each campaign.

2. Who are we targeting?

If we’re selling dresses, but the ad campaign is targeting men, we’re not going to have much success, right? This is why our customer identification is important.

Facebook Ads allows you to target by location, age, gender and specific characteristics: for example, couples expecting a baby, dog owners, vegetarians. Thus, we can be sure that advertising will find fertile ground.

3. What will we show the recipients?

The last step is probably the most difficult: defining the graphics and content of our ads. Design them so that they look good on Facebook: with the right dimensions, interesting illustrations and texts that encourage you to click.

And finally, we launch the campaign and evaluate the results – all for your business.