Join Megan Adams for an in-depth discussion in this video Set up a promotion, part of Marketing on Facebook (2018).
- [Instructor] A great way to set your business apart on Facebook and to generate buzz is to create a promotion. In a Facebook promotion, you'll have a marketing objective that you wish to meet and will create ads as a way of reaching your intended audience. It's an easy way to set up an advertising campaign from your Facebook page, and it's a perfect beginning point for newer or smaller advertisers. When it comes to running promotions, it is really important that you have some clear marketing goals. These are goals like getting more people to buy your products, collecting email addresses, or visiting your brick and mortar store.
It's when you have clear marketing goals that you can track how successful your Facebook advertising is, and then you're able to track your return on investment for running those ads. Let's go through how to set up a promotion. Once you're on your Facebook page, underneath the text box, select Advertise your Business. It's here that Facebook now is going to walk me through a series of steps. So the first thing I'm going to do is define a result that I want. So I am going to set up an ongoing promotion and from here I have the option to get people to visit my website or to raise awareness in my local community.
So I'm going to stick with the website option. Next I'm going to make sure that the proper URL is entered. Once that is all set, I'm going to select get started. So it's in this dialog box that I'm going to create an ongoing promotion and then create the ads within that promotion. So let's say that the Landon Hotel is offering a free travel guide to London. I want to direct people straight to that guide instead of just the general home page where it's set right now. So I'm going to enter in the direct link for this example.
So the URL I'm going to send them to is the free travel guide. And I'm going to change the call to action button to download, great. So now that is set up. Now I am going to edit the ad itself. In this, I am going to choose the image that makes sense for me. So I am going to go ahead and replace this image. It will pull images that already are on my page, or I have the option to upload another specific image.
So I'm going to go ahead and select this one, and hit Confirm. I want a clear visual that represents London. So below that I have the headline and the text. Sometimes I like starting out with the text first, so then I can kind of drill down to have a really bold headline that has a solid call to action. So I'm going to go ahead and change the text. So here I entered the text, "Discover all that London has to offer! "Download our free London Travel Guide." And then I put the link right in the text.
You don't have to, because you do have the call to action button, but sometimes I like having it in the post, it kind of clarifies exactly where they're going to go, when they click on the ad, or when they interact with the post. Now for the headline, that is going to appear below the image. So you can see right there that now it says the Landon Hotel, so I'm going to change that, and I'm going to enter in, download the free travel guide, but I'm going to notice that I am over the amount of characters.
So what I'm going to say is, download the free guide, and you can always play around with capitalization, you can play around and emphasize certain words, and notice how it refreshes on the right for each change that I make. I love that they offer a preview like this. So right now I can see how the ad is going to look on a mobile newsfeed, but if I select the down arrow, I can also choose a desktop newsfeed to see how it's going to look. Great! So I might say download our free guide here.
Below that I have the URL, so that's going to lead them directly to the travel guide landing page, where they're going to enter in their email address, and then I'm going to email them out the free travel guide. I always recommend doing a one-over, checking everything, making sure there's no typos or grammatical errors, and when everything looks good, go ahead and select next. This is where I'm going to choose who sees my ads. So if you click Advanced Options, you can tinker with the age and the gender.
What I'm going to do is I'm also going to add in the United States. So now I'm targeting anyone in the United States or London, England, specifically, then I'm going to bump up the age to 23 to 65. Once that looks good, I'm going to select Next. It's here that I'm going to choose an average daily budget. Now notice that an average daily budget means that I'm going to be paying this amount daily. So I can choose from $2, $3, or $5 a day, or have the option of choosing my own.
So I can always click in this box here, and I could change that, for example, to $10 a day. So now that's set, I'm going to make sure that my payment method is set, and then when that's complete, I'm going to go ahead and select Start Promotion. Once you submit your promotion, you'll be able to manage them all by select the Manage Promotions option under the blue Promote button. Once you select that option, it will bring you to the Insights dashboard, and you can bypass that by simply going to the Insights menu at the top. And it's here you're going to see all the promotions that you're running, as well as any past ones that you have run, so it's a great place to come to see what's going on with your advertising.
Running a promotion is really easy once you get the hang of it. Make sure you take time to create ads that are compelling. Focus on great headlines and images with a clear call to action.
- Define what a Facebook page is and how it works.
- Cite the categories you can select when creating a Facebook page.
- Describe the benefits of adding photos and video to your Facebook page.
- Explain how to add a Facebook like button to your website.
- Differentiate among the different formats for adding photos and videos to your posts.
- Summarize how to create a Facebook milestone.
- Explain how to moderate your Facebook comments.
- Recall the process for setting up a promotion.
- Cite the importance of tracking your Facebook page views.