It may seem that few people actively use the mentioned social network today, and that with the emergence of Instagram and more recently TikTok, Facebook has lost its place in the digital landscape – but one should not rush to premature conclusions.

If you have ever wondered about the importance of a Facebook campaign and the benefits it can bring to your business, you are in the right place.

Despite the many other methods available for finding potential customers in the digital environment, Facebook still occupies a very important position.

Mere presence on Facebook is not enough

Although perhaps superficially neglected, Facebook inevitably carries certain advantages unique to this platform. According to research, compared to other online communication channels, 50% of people use this very network as one of their sources of information.

In this regard, many who look only at the organic reach of posts will find that the numbers tell a different story – and how can one argue with numbers?

It is therefore important to also look at other indicators, such as the number of groups created and their members, as well as not only their existence but also the frequency of their activity.

When it comes to organic reach on Facebook – and you will agree, on other platforms as well – running a social media account represents only a basic activity. On its own it is not enough to achieve results; rather, it is necessary to implement periodic activations and accompanying advertising campaigns strategically aimed at communicating your service and raising awareness of your market presence.

According to research, thanks to a Facebook campaign, your ad can be seen by over 40% of people from the total population aged 13 and above. Placing paid targeted ads on this social network has a significant impact on positioning your messages and products in the eyes of consumers and users.

Creating a target audience and choosing one marketing objective

To find potential buyers in the sea of people on Facebook, campaign creation helps in detailed user targeting. In this regard, it is possible to reach consumers with very specific and clear demographic characteristics such as age, geographic location, interests, and more.

The quality of your target audience is far more important than quantity – it is better to place the message in the right place at the right time than to waste resources on too broad a group. Therefore, the process of finding the right target group should be given plenty of attention.

One thing must be clarified before launching campaigns – it is not enough to randomly choose options offered by Ads Manager to create a target audience.

In this sense, it is necessary to build a strategy that will clarify some starting points for online presentation, such as:

• What is my product?
• Who is my audience?
• What are the benefits of my product for potential customers?
• What is the objective of the campaign?

If you want to present yourself adequately to consumers, you must deliver quality content. Facebook offers several options in terms of possible ad formats: image, video, carousel, and story.

Each must contain three essential elements that make up the ad itself:

• Ad description – something memorable that will evoke emotion in the audience
• Visual – a high-quality representation of the product in the form of an image or video
• CTA – a call-to-action button inviting purchase or another action

Before launching the campaign, it is necessary to choose one of the 11 available marketing objectives, which can be divided into four basic categories:

• Building brand awareness
• Increasing traffic and customer engagement
• Selling products or services
• Maintaining relationships with existing customers

The choice of campaign objective will be crucial for later directing the delivered messages. For example, you might set a goal of gaining many page likes – but not only that. Just like in the offline world, the sales funnel is an applicable and desirable model on online platforms.

This means that campaigns most often start with the goal of raising awareness of your brand, and then – through specific processes and steps – achieve greater reach, customer engagement, improved sales, and more.

Whatever you choose at the outset, keep in mind that every mistake can be corrected. You can use previous experience to start a new campaign direction. Conversely, if the direction is good, you can confirm it by addressing again those who responded well to your messages.

Retargeting according to campaign needs

One of Facebook’s key advantages lies in its ability to analyze a large volume of data related to audience behavior in response to your campaigns. This gives a unique opportunity to identify which messages resonated positively with the audience, allowing you to adapt, redirect, or refine the campaign accordingly.

There is no need to predict audience behavior after seeing your ad – Ads Manager has already done the work for you. Your role as a Facebook Ads Manager user is simply to recognize and interpret the data presented in detail.

Some of the key metrics you can track include periodic reach reviews, user behavior after viewing the campaign, as well as likes, clicks, and conversions – all of which are just the tip of the iceberg.

Returning to our earlier point, Facebook’s algorithm has significantly reduced the visibility of business profiles on the main feed over the last few years, unless the post is a paid ad.

In this respect, the ability to retarget audiences plays a vital role, as it allows you to increase or decrease interaction. Just as you do not want your messages, products, and services to be repeatedly shown to those who are uninterested, you do want them to be shown – and more often – to those who do like them.

Testing messages in the beginning may require a slightly higher budget until it becomes clear what characteristics your potential target group has and what they respond to best. Once you identify which audience brings the highest conversions, you can use precisely that audience for your further targeting.

With the expansion of Facebook’s user base to over 2.7 billion, the platform offers more and more options for precise targeting of potential consumers. This platform alone accounts for about 20% of the total revenue share from paid ads in digital marketing, with only Google ahead.

This is not surprising, considering that the previous year – marked by the COVID-19 pandemic – saw more consumers turning to online shopping. The payment system for Facebook campaigns operates on a “pay per click” basis, making it a cost-effective method and one of the most efficient for generating profit in the digital world.

We hope you found this text useful and engaging.