In the ever-changing landscape of advertising on Meta, it is easy to become overwhelmed by new features and opportunities for campaign growth. Between A/B testing, the recent addition of site links to the platform, and countless targeting options, launching a Meta advertising campaign can feel complicated for both new and experienced advertisers.
Before launching a new Meta advertising campaign, it is helpful to step back and answer a few essential questions: who, when, how, where, and what. Addressing these areas early helps ensure that your campaign strategy is clear, measurable, and aligned with your marketing goals.
Here are 5 key considerations for success when advertising on Meta:
1. Who is my target audience?
This may seem like an obvious question; however, it is important to identify a targeted audience for a new campaign before making follow-up decisions around campaign goals, budget, landing pages and creative.
Are you looking to reach top-of-funnel individuals who are unfamiliar with your brand? Or are you hoping to convert a smaller group of prospects who are further along in the customer journey? These decisions will help inform what kind of Meta campaign will be most effective at reaching your audience (such as Awareness versus Traffic) and what type of creative assets will drive the most engagement.
2. When do I want my campaign to run?
Another key area of focus when planning new campaigns and creative on Meta is the question of when.
If your school’s “Open House” event is in three days, you might be able to reach some interested students, however this is not an ideal amount of time if you are looking to generate a high volume of visit registrations. Instead, allowing the campaign more time to optimize will be a more effective way of reaching a targeted audience, while also providing prospects with enough time to register and plan for the event.
This is just one example of why a campaign plan of action and timeline is so important to have ready before launching or developing new creative assets.
3. How much do I want to spend on my campaign?
Now that the length of time has been identified for your campaign to run, it is time to turn focus to how much the campaign should spend over that amount of time. Strategizing on a budget for a campaign depends on several factors, including the priority of reaching the target audience with your specific campaign messaging and the advertising channel that you would like to dedicate the most spend to.
For example, do you want to put more budget behind promoting registrations for an information session for those interested in your senior living community? Or would you rather dedicate more of this spend to your retargeting campaign that puts new messaging in front of your website visitors?
Meta’s tools can project estimated reach and maximum spend. These projections help you decide which options are right for your targeted audience.
4. Where do I want to drive my targeted audience?
One of the most significant considerations when launching a new ad on Meta is where your targeted audience is being sent. Are you looking to capture information about your audience by driving them to a form to fill out or to an automated questionnaire? Or are you hoping to drive traffic to a landing page on your website? Best practices for choosing the right landing page include making sure key information is conveyed clearly, with a prominent call to action, and is relevant to your intended audience.
5. What creative format do I want to use?
Finally, it is time for the fun part! Deciding which creative format to use can be overwhelming, as Meta offers a variety of options, however it is important to think about how your target audience will interact with the content in their feed. Do you want your message to be clear and simple? Then a single image ad with limited text could be the best choice. However, considering the amount of scrolling your audience does each day is another significant factor. Motion graphics and video ads two other great ways to captivate your audience with movement and offer more information than a single image.
Now you are ready to get started with advertising on Meta! However, we are always here to help. For assistance managing your digital marketing campaigns, reach out to Belfort Group today!