Written and Recorded by James Charles.
Learn what Facebook Ads are and how to set them up for your club
With social media continuing to play a more and more central role in how the world communicates, learns, shares and socialises one of the tools that has come up time and time again in conferences I have attended over the past 12 months is display advertising via Facebook Ads.
In this post, I will explain what Facebook Ads are and how to get started with simple setup so you can begin utilising them for your club.
What Are Facebook Ads?
Ever been scrolling through your news feed and found an advert for some washing detergent from a company you aren’t following? Maybe a 2 for 1 offer at the local cinema/movie theatre? Chances are they have paid to put themselves in front of you as a member of their target audience.
In the example below Hootsuite has decided that I am part of their target audience and they want to display their ad to me. This advert is essentially a ‘Boosted Post’ – like a normal Facebook post but with a paid boost to get it in front of a specific audience, defined by the advertiser, who do not necessarily follow that brand and therefore wouldn’t normally see their content. In this case, I do not follow Hootsuite.
How Do I Set Them Up?
So, now we know what Facebook Ads are let’s look at how to set them up.
1. Navigate to your company Facebook page and click the ‘Promote’ button at the bottom of the list on the left-hand side
2. Choose your goal. You’re running a health club/gym with a physical location, so let’s go for ‘Promote your business locally’ – this is just an example, your goal may be different; it’s completely up to you
3. Choose the radius from your business in which you’d like people to see your adverts
4. Work through the other demographics (Age Group, Gender and Interests) to set up your target audience. Don’t go too narrow here otherwise your adverts will only be seen by a very small audience and you’ll be less likely to see results – you can always refine once your ads are up and running
5. Create your ads; inserting text, image, call-to-action and street address. 2 or 3 advert variations, changing just one aspect for each is best practice to give you an experiment which will help you to start to see what does and doesn’t work with your audience. To start with, I would look at running ads with different core messages – for example ‘Meet New Friends at TRP Gym’ vs ‘Get Fit and Tone Up at TRP Gym’ (if you decide to take this approach I’d be really interested to hear the results, I am backing meeting new friends to triumph based on our research!)
6. Set your ‘Daily Budget’ – the maximum amount you’ll end up spending each day. Based on this, Facebook will give you an idea of the number of people you can expect to see your advert. If you have an overall budget in mind you’ll need to split that into daily spend; as you will see in the next step, setting the duration of the campaign is how you will control your project spend
7. Set the duration of your campaign and the currency you would like to use to pay for it. Then, press the big blue button to launch!
8. Regularly check the ‘Insights’ tab at the top of the page to see how your ads are getting on, tweaking them to improve performance – this is definitely not a ‘set it and forget it’ campaign, to get the most bang for your buck you’ll need to keep a close eye on things and react to what the data is telling you. Take your learnings and use them in the setup of your next campaign
Screenshots taken from facebook.com