06.07.2017

How to: Using Facebook and Instagram Ads

 

Emily Homuth, Senior Email & Social Media Specialist
Emily Homuth, Senior Email & Social Media Specialist

When used properly Facebook and Instagram can be an advertiser’s best friends. While at first some of their advertising options may seem overwhelming, taking a step back to think about your end goal will help you set up your advertisement to yield the results you’re looking for. Here are some of the most important details to take into account while you set up your Facebook or Instagram Advertisement in order to ensure that your is money well spent!

• What type of ad campaign is right for me?

Facebook and Instagram offer the ability to set ads up many different ways in order to help advertisers meet a number of goals. Each type of advertisement option is meant to efficiently garner the best results which is why it is important to choose the correct type based on your individual marketing goal at the time.

Click here (https://www.facebook.com/business/help/197976123664242) to learn more about how to choose the right advertising objective for our marketing campaign goals.

EXAMPLE: You’re hosting a patio party for the Fourth of July at your restaurant.

Create an event on Facebook and choose the “Engagement” objective with your secondary objective being “Event Responses.” This will allow Facebook to position your event so that those interested can easily access the event details.

 • What do I need my audience to know?

Get the main idea across to your audience in as few attention-grabbing words as possible. Not only does Facebook prioritize ads with less text, but your audience will not take the time to read more than a few keys words before continuing to scroll through the rest of their newsfeed. Use simple language that will pull the audience in at first glance and then direct them to a page where they can learn more details about the event, promotion or news.

EXAMPLE: You’re hosting a patio party for the Fourth of July at your restaurant.

Give your event an easily digestible name such as “Reds, Whites & Brews.” In the text section, include “Fourth of July Patio Party” so that your audience knows exactly what type of event they are looking at. From there, the audience will decide if they would like to read more about the details of the event.

• How can I catch my audience’s eye?

The key with imagery in your Facebook or Instagram Ad is to tell the story without words. While it is sometimes tempting to overlay text on the advertisement image, this will likely do more harm than good in the end. For one, Facebook prioritizes ads that do not include text in the images. The more text used, the less reach it will receive. Find a photo that is both visually appealing and relevant to what you are promoting.

EXAMPLE: You’re hosting a patio party for the Fourth of July at your restaurant.

With an event name like “Reds, Whites & Brews,” you’ll want to use an image that displays just that! This is a great time to set up a mini photoshoot on your patio with a simple line-up: red wine, white wine, and a cold brew. Perhaps you could include an American flag tablecloth or something of the sort. A well-executed photo like this will tell the story behind your event before the audience even has a chance to read the details!

 • Who am I talking to?

Proper text and photos will do a lot to get your advertisement noticed on Facebook and Instagram, however you cannot forget one of the most important steps of all, targeting your audience. Facebook and Instagram have more than one billion users worldwide. This carries a lot of potential to reach the appropriate audience, but that will only come with appropriate targeting. Before setting up your ad, assess your target audience’s geographic location, age, gender, and interests, and set the ones you think apply most to your objective. One of the great things about the Facebook and Instagram Ad platform is that you can go in to check on the analytics of your advertisements and adjust targeting as necessary.

EXAMPLE: You’re hosting a patio party for the Fourth of July at your restaurant.

An event like this can and should only be advertised to people 21 years of age and older in the United States due to alcohol laws. You will also want to assess your location and determine how far people may want to travel to reach the party. Try targeting the location to surrounding zip codes or up to a 20-mile radius away from your location. Select interests such as red wine, white wine, and beer.

There are so many ways to promote your business using Facebook and Instagram Ads. We hope these tips will prepare you to think strategically about what approach is best for you at any given time.

 

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