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Facebook has been developing into a platform that is for more than socialising and entertainment. It is a platform that provides great opportunities for big and small businesses to convert people into customers, expanding their customer base. And there is a function on Facebook that has become a useful tool for businesses: Facebook Ads. 

We have come to the final session of MarketingFest Series #1: ‘Introduction to Advertising on Facebook’. In this session, the speaker walked us through how advertising on Facebook works. Understanding more about how Facebook Ads works will help you effectively leverage this platform for your adverts. 

The speaker (Vievient Choy) and the emcee (Laureen Quah) of the event.

Let’s go through some key messages from this session.

1. Understand Ads Manager

Ads Manager is where you can do everything with Facebook Ads. Let’s see what we can do with Ads Manager:

a. Create adverts

b. Manage multiple adverts

c. Evaluate advert performance 

d. Publish and manage adverts on different Facebook Group applications, such as Instagram, Messenger, and WhatsApp 

2. Create Advertisement on Facebook 

a. Why are you running an advertisement?

When running adverts on Facebook, you need to identify the objective of your advertisement and know what you are trying to achieve with your advert campaign on Facebook. The Facebook Ads platform offers plenty of objectives for you to choose from for your ads campaign. Choose the Facebook Ads campaign objectives that are aligned with your business goals. 

b. Who do you want to reach out to?

After defining the objective of your advert campaign, the next step is to identify the audience you want to reach and encourage so that they take further action when seeing your adverts on Facebook. 

c. Add media and Copy

Last but not least, once you find out who you want to show your adverts to, choose the media of your adverts. The media can be an image or video, while the copy is the content of your advert campaign to encourage the target audience to take action.

3. Types of audience of FB ads 

a. Core audience 

The core audience is the audience that is available to you within the platform of Facebook who are all Facebook users. You are allowed to manually select the characteristics of your core audience, such as the location and age. 

b. Custom Audience 

For this, you may upload a contact list. It is to reconnect you with the audiences who already showed interest in your products and services (for example, users who have subscribed to your newsletters), so you can retarget them with your Facebook ads.

c. Lookalike audience 

Lookalike audiences are those that are similar to your existing customers or the people who have bought your products or services. Lookalike audiences are very useful for Facebook ads as it enables you to reach a new group of high potential audience and convert them to customers.

4. Understand customer avatar 

To spend your budget effectively on ads, show the ads to the people who are more likely to purchase by just seeing your ads. Therefore, it’s a good idea to determine who we want to target; understanding customer avatar is essential before running ads to the target market. By understanding the characteristics and preferences of target customers, we can craft the right message that resonates or meets the needs of the customers, which in turn, increases the conversion rate.

5. Capture Attention

People usually scroll fast on social media and would not stay on a post for more than 3 seconds if it doesn’t catch their attention. To capture the attention of the audience, you need a good image and a simple, clear message that can grab their attention instantly. Besides, it is important to use recognisable characters or product images on your ads as it will help the audience recognise your brand immediately. 

Facebook is a powerful platform to engage with your audience and stay engaged with them. Creating and running effective Facebook ads that resonate with your audiences makes them want to connect with your brand. This will bring a positive impact on your brand image and increase the revenue of your business. 

In this session, we are pleased to have Vievient Choy, a Facebook Certified Trainer to share with us how Ads Manager works and the decisions advertisers make in the ad creation process. We also took a deeper look at the customer journey and how Facebook advertising impacts the conversion process.

Keen to learn more about Facebook Ads? Watch the video to gain more insight!

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Full of passionate and curiosity in everything new. Love to fulfill her life by adventuring and keep exploring new things to stimulate self-potential.
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