Meta

Ads are merely a paid delivery of information. But Facebook and Instagram provide a huge range of free tools to deliver your information. As long as your message that is delivered for free doesn’t elicit any conversion, there’s little reason to assume you’ll get conversions for paid ads.
How do you change this? You learn more about the audience, analyse it, describe it, test various messages and means of communication with it. Then you know better what can actually makes them engage and convert.
Target audience analysis is a part of marketing that is much more important than ads. Meta provides great opportunities for audience analysis, one of them being the test ads, by the way.
To summarise, the term “ads” refers only to paid advertising, and is just one component of a Facebook and / or Instagram marketing strategy.

Consider the following facts and decide for yourself:

1. Facebook has 3 billion active users, Instagram 1,5 billion. Is there a chance your audience is among them?
2. Meta ads are on average cheaper than paid search thanks to enhanced targeting and greater converting opportunities. That said, you still can waste all your budget with zero returns if you try advertising without proper preparation.
3. Facebook and Instagram provide exceptional targeting opportunities, so fine that you can constantly surprise your audience with timeliness and precision of the ads you show them.
4. Engaging with Facebook and Instagram users who are one step away from becoming your customers, you help them take that step.
5. Facebook and Instagram allow you to find new qualified leads with ease and often for free

How do I start marketing on Facebook?

Here are the four steps to creating a typical marketing campaign on social media:

1. Set up the profile (for IG) or the page (for FB)
   • Complete all essential details
   • Create your profile design, including the profile pic and background and style guide for the posts.
   • Fill the page with multimedia.
2. Create a content strategy and make posts and stories:
   • One post – one goal
   • Clear call-to-action (CTA)
   • Concise and clear wording
   • Captivating title
   • Authentic language
   • Unique and creative visual content
3. Use Meta marketing tools
   • Create pinned posts
   • Boost your posts through ads
   • Create CTA buttons: “Book Now”, “Sign Up”, etc.
4. Monitor and improve
   • Research audience engagement
   • Compare ads campaigns’ CTR and other metrics
   • Optimise the time of postings
   • Use Facebook Insights to monitor campaigns and adjust the campaigns.

First of all there are two bidding models:

• cost-per-click (CPC), i.e. you pay once the user has clicked, i.e. your costs per potential lead do not directly depend on the click-through rate.
• cost-per-thousand-impressions (CPM), you pay for your ad to be shown a 1000 times, i.e. your costs per potential lead do depend on the click-through rate: the more eye-catching your ad is, the more clicks you will get for the same amount of money. But eventually you can see how much each click actually costs you.

The average cost per click is about 0.40 USD, i.e. if some abstract business makes one sale from 10 leads, and leads are people who clicked on the ad, then each sale eats up 4 USD of their ads budget. Generally, if you sell candies, your cost per click can be much lower, and if you sell cars, it can be much higher.