Q&A with Jeremy: Common questions about Facebook ads

Jeremy Cain will be kicking off the new Facebook Marketing course (request a syllabus) at Bitmaker next week, but he's been teaching introductory workshops for the last couple of months. We asked Jeremy to share some answers to common questions he has received so far while teaching.

Here's what he shared:

Q: Do I have to use separate tools or strategies in order to be successful on both Facebook and Instagram?

Jeremy: While Facebook and Instagram are separate experiences for people who use the networks, for marketers they can be approached using one single advertising platform called Facebook Ads Manager. I like to customize the images and videos for each app, but I analyze them as working together to accomplish one business goal. This course will show people how to build campaigns that run across both Facebook and Instagram using this one tool.

Q: How can I find people that will buy my products online?

With the sheer volume of ways to select an audience we demonstrate at a high-level during our introductory Digital Marketing Workshop, it can seem daunting for marketers to figure out the right way to target their specific users. Many beginners start by using boosting campaigns, which are great to get your message out to your established followers and people one degree of separation away. But to build your audience and activate the powerful optimization tools of Facebook's technology, you'll need to expand your approach.

There are many tactics that can be tested, but an essential one is to use the Facebook Pixel. It allows an eCommerce store (or any other website) to communicate with the Facebook Ads Manager. This gives Facebook information about the types of people who are not just clicking, but are purchasing or taking other website actions. This lets Ads Manager tune the audience and find more similar people. We'll go into how to place the website pixel, build audiences using the pixel, and set up campaigns that reach people most likely to purchase from a store.

What 'objective' should I use for my ad campaign?

The first step in creating a Facebook or Instagram ad campaign is to choose an objective, which tells Ads Manager what your priority is for the campaign. A few examples are traffic (clicks to a website), app installs, or reach (showing a message to as many people as possible). There is no one correct answer and marketers should align the objective they choose to their business objective and the profile of the customers they want to reach.

I often use the example of a local yoga studio in the workshop that I teach. A marketer could opt to advertise to every yoga enthusiast within a one kilometre radius by choosing “reach” as the objective. Alternatively they could choose the “traffic” objective, but this would limit the ad to only people likely to click – leaving many valuable potential customers unaware of the business. It comes down to your goal: raising awareness in your potential audience or getting users on your page.

Are you ready to take your marketing on Facebook and Instagram to the next level? Join our cohort of Facebook Marketing starting next week. See what the course is all about: request a syllabus.