Facebook marketing is fast becoming a reserve of digital marketing experts because of the increasing complexities and intense competition. To be truly successful on the platform, you have to master the art of creating highly effective Facebook ads. In other words, you have first to learn how to run the campaign like a real pro.
It’s for this reason that we prepared this guide.
We plan to open up the vault and unleash a simplified but detailed guide that will see to it that you’re able to make the most out of this ever-evolving marketing platform and realise its true potential.
This is your ultimate handbook for running an effective Facebook marketing campaign in Singapore. It’s a simplified guidebook meant to help you optimise your Facebook advertising, reach your target audience more effectively — and most importantly, give you’re almost diminishing ROI one final major boost and get it back on track.
Top Reasons to Advertise on Facebook
-
Simple to Set Up
Setting up a Facebook ad campaign is a no-brainer and not as time-consuming as some people like to assume. There’s no denying that this campaign can produce great ROI, with results checking in almost immediately provided you’re running the right campaign and offering quality products.
With a good campaign, the size of your business doesn’t matter a wit in this. Whether you’re running a small local business in Singapore or operating a large Multi-National Corporation, the success of your campaign depends largely on two things – firstly, how you conduct the campaign; and, secondly, the quality of your products or services.
-
It’s Highly Effective
Facebook boasts so many activities, with upwards of 2.85 million active monthly users and upwards of 1.88 billion active daily users. It’s now grown to be a monster, and it’s no longer just another social media network but a key part of many people’s lives.
And so long as we’re still riding the information era, the platform will remain with us, maintaining the same grip on almost all the major aspects of our daily lives.
It’s a top advertising channel online, accounting for about 51% of all the digital ad spend. There’s no doubt that advertising on Facebook will work for you if you master the art behind running a well-informed ad campaign on the platform.
-
Easy for Targeting Your Ideal Customers
Now that you know how many people actively use Facebook every day, it won’t hit you as a surprise when we say that way more than half of your target audience can be found on this platform.
But that’s just the first bit of information: the Facebook platform also offers tons of different ways to narrow down the audience and target a specific list of people – those interested in your product and services.
You can target users based on what they like, their behavior on Facebook, their level of engagement with your page, and a long list of other demographical elements, including age, location, and gender.
In other words, Facebook is among the few platforms that allow you to generate an extremely granular audience for high ROI on your Facebook ads.
-
Facebook Ads Are Highly Customisable
It’s a lot easier than you think to generate the perfect ad experience for your audience using Facebook ads. Unlike Google AdWords and other platforms, Facebook ads are designed to target the most fitting audience for your ads.
That’s mostly because Facebook boasts a broad range of ad formats for you to choose from. There’s no limit as to how you can employ your creativity around this and come up with the perfect ad for targeting your ideal audience.
-
Facebook Is Always Adding New Features to Its Ad Platform
Every month, Facebook releases a series of new features that it adds to its platform to improve the ad experience of both advertisers and users. That pretty much explains why the platform has been able to sustain growth for far too long. It’s always improving its ad system by providing it with more value.
You’ve probably seen some of these changes. For instance, they recently added new carousel ads to their Instagram Stories, which allow users to create more dynamic ads. With every update they release, the Facebook ad platform continues to grow and become even more powerful and a lot easier to use.
All you have to do is learn how to advertise on the platform more effectively. And the faster you’re able to do this, the sooner you’ll be able to unlock the true potential of Facebook advertising.
Speaking of which, the easiest way to learn about Facebook advertising as a beginner is by setting up your Business Manager account on Facebook and run your first ad campaign.
Luckily for you, that’s what we plan to help you achieve with the rest of this guide.
How to Set up Your Facebook Advertising Account
Create a Facebook Business Manager Account
A business manager is a tool for managing your Facebook Page and ads.
Here’s a list of things that you can do with Business Manager Account:
- You can access all your Facebook ad account and pages. You can also see the individuals that can access your ad accounts and pages and remove anyone one of them or change their roles and permissions.
- Works with a Facebook marketing agency – when working with an agency, all you have to do is share with them your Business Manager account, which they’ll be using to manage your ad campaigns for you.
You’re even allowed to run multiple ad accounts and combine all of its users under one account.
Business Manager Account roles:
Admin
- Add and remove anyone, including employees and partners
- View your business setting
- Change your business setting
- Add pages and other ad accounts.
- Be assigned to different pages and ad accounts
Employer
- View your business settings
- Be assigned to different pages and ad accounts
Adding an Ad Account to Your Business Manager
In addition to setting up your business manager account, you’ll be required to set up an ad account, which also comes with its share of roles that you can assign.
- Click on setting on your business manager or use this link to locate it (https://business.facebook.com/settings/).
- On the left-hand side of the page that shows up, click on ‘Ad account.’
You’ll be presented with three options to choose from: one is to create a new account, the second one is to request access to an account, and the third one is to claim an account.
Where you choose to request access to an account or claim for one, you’ll be required to enter your ad ID.
You’re not yet done or even ready to start advertising on the platform. Not until you provide additional account information, part of which requires that you enter your credit card information for ad deductions and payments.
Ad Account roles:
Admin
- Manage your ad account, account spending limits, and payment methods.
- Add people and assign them roles
- Create your ads and edit them
- See your ad account reports
Advertiser
- Create your ads and edit them
- See your ad account reports
Analyst
- See your ad account reports
Setting Up Your Account Info
Before you publish your first Facebook campaign, you’ll be required to provide your payment method. You need to provide this information for Facebook to deduct the payment for running the ads.
After you’re done with setting up the account, Facebook won’t require you to do anything else, unless they encounter a problem while deducting their charges or until you feel like changing the payment method or creating a new Facebook ad account.
To set up your account info, you’ll be required to navigate to your ad account setting and proceed with the setting. Use this link to get there much faster. Read more here https://business.facebook.com/settings/ad-accounts/.
The next thing you want to do is click on “Ad Account” and fill up all the information you’re asked for, like entering your company’s name and address, and all the other relevant information.
Facebook will also allow you to choose your timezone and currency as you proceed. Remember that the information you enter is very sensitive. Plus, there’s no option for changing them later on. So you want to make sure that every bit of the information that you enter is accurate.
After you’re done entering your company information, the next thing to do is enter your billing information.
Setting Up Your Billing Info
You’re only a step away from running your Facebook ad campaign – setting up your billing details if you haven’t already.
To do this, first head to your ‘account settings’ and proceed to Payment settings. Fill up your payment details here.
On the billing page provided, you have the option to:
- Add new payment details
- Edit the current one
- Set a spending limit
- Find out about your next billing
Adding a new payment method is a lot easier than you think. Just click on add new payment method and choose the payment that you prefer – Credit Card, PayPal, and Facebook Ad Coupon. Fill up the rest of the requested information and click on continue.
Pro Tip: Remember to add multiple payments options
Adding more than one payment method to your Facebook ad offers more Flexibility. Speaking of which, you have the option to include several credit cards and PayPal.
Deciding How and When to Get Billed
Facebook has two ways of which they’ll be billing you:
- On monthly terms where they bill you at the end of every month throughout the ad running period.
- When you hit your billing threshold, keep in mind that this option only works with direct debit.
By billing threshold, what that means is that you’ll be billed after your ad charges reach a certain amount, as decided by you.
This amount can be as little as $25 to as much as $750.
Keep in mind that the Facebook ad budget threshold you decide on has no impact on your ad campaign, save for affecting how you’re charged.
Also, once your ad reaches this limit, it will stop running until you reset it or remove the limit.
Setting Up Your Account Limit
Setting your spending limit allows for the control of your ad costs. You don’t have to spend more than you’re willing to. So you set the limit, and once your ad runs and reaches this limit, it’s paused until you remove the limit or raise it.
Always keep this in mind whenever you’re running your ads, lest you find them NOT running in the future, and you can’t remember why.
Setting your ad spending limit is extremely useful when you’re working with an agency. You want to make sure the agency or the consultant you hire won’t be spending more than the agreed amount.
Setting it low means you’ll be updating it too often. Also, keep in mind that no matter how fast you update the limit, your ad will be paused for at least 15 minutes.
Facebook Ad Limits for Your Account
There are a few limits that are worth noting when running a Facebook Ad account. These limitations don’t have a huge impact on the ads you run, but they’re worth noting.
Here are some of the limits that exist on Facebook ads Manager:
- One user can only manage a maximum of 25 ad accounts
- One ad account can only have a maximum of 25 users.
- One ad account can only have a maximum of 5000 ads (deleted ads not included).
- One ad account can only have a maximum of 1000 sets (deleted sets not included).
- One ad account can only have a maximum of 1000 campaigns (deleted campaigns not included).
- One ad account can only have a maximum of 50 ads (deleted ads not included).
These limits are only imposed on non-deleted campaigns and ads. Once you hit the limits, you’ll be required to delete the old campaigns and set new ones afresh.
Your Notification Settings
Facebook ad notifications are meant to update you on the whereabouts of your ads or anything going on with your advertising account.
These notifications keep you in the loop. They allow you to stay in touch with every aspect of your marketing campaign.
The only setback is that they’ll flood your inbox unless you make a point to reset their frequency.
To set the ad notification, head to your ad settings, and click on notifications. Here, you have the option to either remove or add the events that you wish to receive notifications.
Just check the boxes of the events that you wish to be notified of, leaving those of which you wish to ignore, and presto! You’d have adjusted the notification settings to match your needs.
Add a Facebook Business Page
If you are just getting started with Facebook marketing, you need to create a Facebook page for your business. You should not use your personal profile as a business page as you will miss out on a myriad of features that come with a page. Through a Facebook page you;
- Market your brand for free
- Connect with your customers
- Direct traffic to your business website
It also seems that you can only run a campaign on your Facebook page, not your account. So you have to make sure your business has a functioning Facebook page before you can go ahead and launch your campaign.
No need to fret about this, though–adding a Facebook page to your business manager account is the easiest thing you can do.
Here’s how to go about it:
Visit the settings section of your Facebook Manager. Here’s a link to take you there: https://business.facebook.com/settings/.
On the left-hand side of the page that opens up, click on “Add Page.”
Here, you have three options. One is to create a new page. The second is to claim a page, and the third one is to request a page.
Where you choose to request to access a page or claim one, you have to enter either the page’s name or the URL to that page.
Ta-da! You’d have successfully added a page to your Business Manager.
Reviewing Your Facebook Marketing Ad Roles
Once you’re done setting up the ads, you may see the need to involve someone else. This is where the issue of roles comes into play.
Adding new users and admins to your ad account is as simple as ABC. Just navigate to the “Account Roles” section of your ad account and click on “Add Accounts.”
Scroll down until you’re able to see the option to set roles. Go ahead and click on ‘Add People.’ You also have the option to add new permissions to your existing list of users and admins. Once you’re done setting the roles and inviting members, you’re set to go. Your account is now ready for some serious action.
There goes your first Facebook ad campaign.
Monitoring Your Ad Performance
Phewww. We have successfully set up your ad account and everything involved. What remains is running the ads and monitoring their performance.
Once you begin to run the ads, you must keep track of all the key metrics.
Monitoring Metrics
You can monitor your ads directly through Power Editor (link: https://business.facebook.com/ads/manage/powereditor/manage/) or Facebook Ads manager. Facebook’s Power editor is recommended if you’re running several ads, and are looking to monitor them all at once.
Facebook’s Ads Manager is the default screen that appears every time you log into your Facebook Ads Account.
You might want to customise the reporting columns from default for better monitoring. Here are some reporting options to consider:
- Ad Set Name
- Your ad spend
- Delivery – Your ad status. This is to alert you of any ad rejection.
- Reach – You want to find out how many unique people saw your ad, and how many times they saw it.
- Your conversion events. Once you’re done setting up your conversion tracking, you also want to monitor it and weigh the results.
- Cost Per conversions.
- Unique Outbound clicks. How many of the clicks you’re getting lead to your website or landing page? You also want to compare it with the number of clicks that direct your users to your Facebook Page.
- Cost Per One Unique Click or CPC.
- Unique Outbound CTR
- Frequency – How many times has each eyeball seen your ads. This is meant to make sure your ad attracts unique visitors all the time.
- CPM – How much are you paying for every 1000 impressions you get?
Advertising Campaign
Moving on, immediately after signing up, Facebook gives you the prompt to create an advertising campaign. Imagine the look on your face as you think of all the prospects you could attract in Singapore. You can define the outcome, and this could take different forms such as:
- Driving more traffic to your website
- Getting more users to like your business page
- Earning conversions, i.e. turning your prospects into customers
Whatever outcome you desire, you can define your goals and set targets while preparing for an ad campaign. Next, you get to a level known as ad sets. Here, you choose the ads and decide the audience or people that you want to see the ads. Lastly, you now design the ads by getting content, visuals, and call to action prompts.
While setting up your Facebook advertising campaigns, you should have the following in mind:
-
Creating awareness
Focus on grasping the attention of the site’s users. An easy and pleasant way of doing this is by having content that either solves a problem or has an element of humor. After one reads it, find a way of pulling the reader to your business web page.
-
Consideration
Having made the audiences in Singapore aware of your interior design skills (recall our earlier example), you now come up with free offers. eBooks containing information related to the products or services you sell are among the best freebies.
-
Conversion
With the foundation well laid, you now move to the level where you entice your prospects with discounted offers. You should give this your best shot since you want to lure people to send their payment information. Scale down your handouts by making them low-priced in a way that is irresistible.
11 Different Ad Types and How to Set Them Up
Facebook advertisements are rather malleable. There are a host of methods to resolve your business issues. The 11 different types of ads are listed below with individual instructions for setup. First off, go to your business dashboard on Facebook and click on the green button on the upper right-hand corner that reads “Create Advert”. After this, you would be able to choose from 11 different options.
-
Boost Your Posts
- Choose “Boost your post”.
- Select one of your Facebook pages or enter its URL.
- Make an update of this or use a prior update.
- Name your campaign.
- Customize your target audience and budget. (Scroll below for instructions on this part.)
- Since the actual creative copy (the advertised post) is already done, you do not have to organize a campaign.
- Choose from 3 positions to place the ad: Desktop News Feed, Mobile News Feed or Desktop right column.
-
Promote Your Posts
- Choose “Promote your Page”.
- Select one of your Facebook pages or enter its URL.
- Name your campaign.
- Customize your audience and budget.
- Create your ad. Determine photo, text and other elements.
- Perform testing of ad variations by creating up to 6 ads.
-
Send People to Your Website
- Enter your desired page URL.
- Choose a conversion pixel to keep track of conversion.
- Name this campaign.
- Tailor audience and budget.
- Ad Creative: Choose between image(s), video, or slideshow.
- The desired URL per image is modifiable.
- Add call-to-action to each image.
- Add a headline.
- A description can be added.
- With a multitude of image options, tailor your ad to display the most responsive images first.
- Choose from three display options.
- Additional choices are Facebook’s audience network, partner networks, and various mobile apps.
- Instagram ad display is an option.
- Ad copy should lead to its relevant landing page for positive results.
-
Increase Conversions
- Enter the URL of the site to be advertised.
- Use a conversion pixel to track the ad’s conversion.
- Name the campaign.
- Ad creative copy works the same way here as in “Send People to your website”.
- Choose from three ad locations to display the ad.
-
Get Installs
- Select your app from the iOS App Store or Google Play Store. (An app can be advertised only if it has been registered on Facebook’s developer site.)
- Name your campaign.
- Adjust your audience and budget.
- Ad creative here is similar to the previous options.
- Additional creative copy options:
- Ad Preview: these ads only appear on mobile apps and websites.
- Deep links: there is a choice to link to specific pages or accounts within the app.
- Call to Action: an array of choicest app CTAs for you to choose from.
- Conversion tracking can be added.
-
Increase Engagement
- Choose your app from the iOS App Store or Google Play Store.
- Name your campaign.
- Adjust audience and budget.
- Ad creative in this option is exactly the same as it is in “Get Installs”.
- The only difference is in the link destination. Here, it refers to deep links to the app to target already engaged users.
-
Reach People Near You
- Select one of your Facebook pages or enter its URL.
- Name your campaign.
- Adjust audience and budget. It is required to zero in on a specific region on the map here.
- The default target is your business’s address. The radius may be scaled accordingly. Once set, it may be moved around.
- Four CTA options are available. Choose from “Like Page”, “Call Now”, “Learn More” and “Send Message”.
- “Like Page” comes with a choice of image, text, headline, and link description.
- “Call Now” presents the same, but with the additional contact number information.
- “Learn More” provides a URL link option, with image, text, headline customization.
- “Send Message” allows leads to send messages directly to you.
-
Raise Attendance
- Enter Facebook event URL.
- Name your campaign.
- Adjust audience and budget. The default audience is a subset around the actual event location.
- Create ad. Six variations may be executed as types for testing.
- The CTA on the page is “Interested”.
- The text above the ad may be updated in accordance with the event timeline.
- URL tags and conversion tracking are an option.
- A striking event image is integral to gaining leads.
-
Get People to Claim Your Offer
- Choose from one of your published offers or create a new one.
- Name your campaign.
- Enter a headline/ text, landing page link, and a promo code.
- The date of expiration and the number of people allowed to claim it can be set.
- Adjust audience and budget.
- Preview your ad.
-
Get Video Views
- Choose one of your Facebook pages or enter its URL.
- Name your campaign.
- Adjust audience and budget.
- Ad creative: Upload a video, or share one of the videos on your page.
- Make sure the file is in .mov or .mp4 format, 720p resolution, widescreen, and below 2.3 GB. The file should be below 120 mins for Facebook and 60 seconds for Instagram.
- 3 to 7 images may be used to create a slideshow in place of a video.
- Text can be included above video and a button option.
- By default, there is no button. But an array of button CTAs is a possibility.
- Choose from: Now, Download, Learn More, Shop Now, Sign Up or Watch More.
- A button gives you the option of website URL, display URL, headline, and link description.
- Video views on Facebook are now at an all-time high. Test out which upload time is most fitting for your audience.
- Good Image and Video Guidelines:
- 1,200 by 444 pixels
- Ratio of 8:3
- The image should contain less than 20% text
- The more text in the image, the less circulated the ad (Facebook is keeping its user experience first and their users have shown a partiality towards images with lighter tex)
- Use Facebook’s tool to ascertain the percentage of text in the image
- A slideshow is an option. Join 3 to 7 images to create this
- Make image square/ rectangle, decide on the length and creative transitions for slideshow
- A video may be added as well
- After this selection, edit your text above where you are allowed up to 90 characters.
- Preview your ad by accessing the right panel of the Ad Editor.
- Choose location(s) to display your ad. Desktop news feed, mobile news feed, or desktop right column. Click to remove any of these.
- Under “Show Advanced Options”, add a header.
- Here, link the ad to a timeline or other elements on a page if you like.
- Track conversions of your Facebook ad with a conversion pixel.
-
Collect Leads for Your Business
- Enter Facebook page URL.
- Name your campaign.
- Adjust audience and budget.
- The ad creative is executed similarly as above.
- The ad itself gives you six options for buttons: Apply Now, Download, Get Quote, Learn More, Sign Up and Subscribe.
- Attach a Lead Form or use an existing one.
- Name form and choose its language.
- Decide on information to be collected.
- By default, the full name and email of the person are collected.
- Choose from 19 options to expand data.
- Three additional custom questions are given on top of the above.
- Link privacy policy and disclaimers from your website.
- Link website so leads may sojourn thereafter completing Lead Form.
- Context Cards can be used to tell people your offer.
- Enter headline, benefit, and button text.
- Create a Lead Ad with signees in mind. Plan it so it represents your offer to them well.
A Note on Audience
Facebook is currently the most popular social media platform. Here are some statistics to keep you on edge:
- Every day, 1 million new users join social media, each second there are 14 new users
- Almost 2.9 billion people visit a social network site once every 30 days
With billions of people getting exposed to Facebook ads, coupled with the hours spent on the site each day, you can begin to see the potential behind Facebook advertising in Singapore.
Facebook Advertising in Singapore
In Singapore, projections show that 4.1 million people used Facebook in 2018. By 2023, 4.5 million Singaporeans will be on the social media site. From such numbers, you should consider leveraging the advertising potential of Facebook in Singapore. The advertising procedure is easy to follow, little or no experience is needed. Besides, going by the popularity of the social media network, you could soon be enjoying increased sales and product awareness.
Voluntary and Freely Available Data
The data collected by Facebook comes from users. If you have an account on the site, there are pieces of information you may have entered voluntarily. Your location, interests, age, and so on define your profile. The team at Facebook knows who you are and what you love. A similar arrangement applies to the 2 billion-plus users.
Targeting Consumers through Facebook Advertising in Singapore
Now that Facebook knows its users in Singapore, it can target ads at them. These ads will have products that they love based on their profile. Besides, the site will post events that the target audience likes and would attend if notified. Also, other ads will feature websites that offer much-needed services. Online marketing gurus have a name for these ads: targeted ads.
Take for instance that you have just opened your business Facebook account. Further, let us assume that you are an interior design professional. In the process, you join a group about interior decor services in Singapore. By default, Facebook will start bombarding you with ads that prompt you to look at decorative work done in offices, schools, and homes.
The option to selectively target audiences is what makes Facebook ads so amazing. In the audience settings, you are presented with categories where you can define your target:
- Custom audience: You can treat targets as real contacts. Enter email addresses of people who have visited your site and more.
- Geographic targeting: Precludes or includes people based on geographic location. You may even select people traveling to the location, people living there or people who were just there.
- Age, gender, language targeting: Do not target irrelevant groups like people who do not speak the ad’s language.
- Interest, behavior targeting: These are options to hone in on real leads.
- Connection or link-based targeting: Re-promote to existing targets or expose a brand to new eyes.
- Audience selection scale
- Audience selection overview
Build an Audience
Without an audience, your Facebook marketing efforts are futile. Encourage your current customers to like your Facebook page. After they like your page, their friends are also likely to like your page too.
To accelerate the number of likes on your page use Facebook Sponsored Stories. These stories show the number of likes your page has on the likers’ friends’ news feed. They appear something like, “Jessica Jones and 5 other friends like Le Bistrot du Sommelier.” Users are more compelled to like a page when their other friends have liked it too.
Target the Appropriate Audience
If you are a local business, what is the point of your posts and ads appearing to international audiences? If you sell women’s lingerie, your posts and ads should exclusively target women. Custom Audiences and Excluding Audiences are two features that will help you target the correct audience.
Custom Audiences allows you to create a custom list of Facebook users your ads will target. You can generate this list from your site visitors. You can also use demographics such as age, gender, buying patterns, and education. Similarly, you can use these demographics to exclude unwanted audiences using the Excluding Audience feature.
Facebook marketing is not a thing for your average internet marketer. Hire the best Facebook Marketing agency in Singapore for a strong Facebook presence and high conversion rates through your Facebook page and ads.
Know When to Post
Not only should you know what to post but you should also be aware of when you need to post it. Sure, posting content is a great way to get your audience’s attention, however, if you post to much, it could be interpreted as spam. So make sure that you are aware of your posting frequency. According to Coschedule, the most you should post is twice in one day. And the least you should post is once each day. However, it is important to consider the type of industry you’re in as well as your followers’ level of engagement.
Focus on Engaging Your Audience
If you want to build a loyal audience, then it’s very important that you engage them. Your responses are what make them want to return to your page. The best way to respond is as you would in person. When someone leaves a comment on your page, you should always respond to it. It doesn’t matter if it’s a long critique or just a simple thank you. You need to let them know that you are paying attention to what they are saying and that they matter to you. You should also make it a point to acknowledge those followers who actually share your posts. This can be done by hitting the ‘like’ or ‘love’ button. One of the best parts about encouraging engagement is that Facebook tends to reward brands that have an active community. So be mindful of this.
Retarget Website Users
People may not always buy upon their first interaction with your brand and this is why retargeting is so important. The more you communicate with your customers, the closer you are to your next purchase from them. So use Facebook pixel and retarget the potential customers who have visited your website.
Setting up a pixel is pretty easy. You simply install the Facebook pixel on your website by going to the Pixels section and selecting View Pixel Code. You then copy and paste the code you receive onto your website. If you need any assistance you can select the Facebook Pixel Helper browser extension to make sure that your pixel is installed correctly. If so, you will notice your icon’s browser light up. You can then go into your Ads Manager and create various website custom audiences.
Use Tools to Automate Your Campaign
If you own a small Singapore business and will be doing most of the work yourself, then it will likely be somewhat of a challenge to launch your social media campaign. And that’s because posting and interacting can become a little overwhelming as your brand grows. Luckily, there are several tools available that can make the process much easier. They help you manage your account, schedule your posts, give you in-depth analytics and plan your strategies.
Use Paid Promotion to Leverage Your Organic Reach
If you want to get the most out of your campaign, it’s a good idea to use paid promotion. This will help you to expand your reach and see a higher return on investment. However, this does not mean that you should promote all of your posts. Some of your posts should be meant for engagement while others should be for awareness. Once you have decided which post you would like to promote, you can then allocate some of your budgets. Make sure that you spread out your ad budget and avoid spending the entire amount on a single post with just one ad.
Budgeting & How to Succeed at Facebook Ads
Budget can be delineated as a daily one or a “lifetime” one. Decide on how much you are willing to spend each day or for the whole lifetime of the ad. Keep in mind the larger your selected audience, the higher the costs.
Statistics are provided by Facebook to help you follow your ad efficiency. Check results, reach, cost, the amount spent, budget, schedule, and relevance score. Moves that have proven infallible are keeping the listing short, including an offer, incorporating keywords, using good imagery, inserting URLs, and employing great taglines.
For greater success, use the custom audience tool to create CTAs specific to each buyer profile. Remember, use only quality imagery. Also, it is advisable not to target multiple countries at once. The last note for successful Facebook advertising: do not over-economize your budget. A minimum of $5 daily is recommended.
Read some Facebook stats: https://zephoria.com/top-15-valuable-facebook-statistics/
Can’t Decide on Facebook & Instagram Budget Allocation?
Currently, social networking ads are the most dominant way of marketing products and services. The high preference for social media marketing has been boosted by the popularity of social networking platforms in the 21st Century.
Singapore has one of the most pervasive social media coverage in the world. This excellent penetration has been enabled by the Singapore government’s national push towards the building of exceptional internet infrastructure. Almost 70% of the Singapore population is connected to the internet grid. Marketers have taken advantage of this conducive environment to push the visibility of their brands to their target markets. Therefore, this article will take a look at how marketers can use Facebook’s split test to optimise their advertisement budget wisely between Facebook and Instagram.
Is Allotting Ad Budget by Programmed Placement to Your Greatest Advantage?
Facebook simplifies how you manage your social media budget by providing the automatic placement feature. It is the default tool for organising your advertising expenses on Facebook and its constituent marketing platforms. It helps you know the effective social media marketing tool for your business by launching the split test on your marketing drive by setting up two ad campaigns and allocating equal finances. It then recommends the data-informed ad for your marketing campaign.
Follow the steps below to set up a Facebook split test feature:
-
Launch A Split Test for Instagram And Facebook Placement Performance
Click on the Facebook Business Manager and design a new marketing drive. Click on Traffic Objective to add the title of your campaign and then activate the Split Test Feature which is beneath the campaign name field. Tap on Continue to proceed with your test.
Next, find the drop-down menu written What You Want to Test. Click on it to display four categories: placement, delivery option, creative, and audience. This test will require that you click on Placement.
Facebook then spontaneously develops for you a set of ads capable of being tweaked to address your business’ specific needs.
On the first Ad segment, tap on the Edit Placements prompt to display all placement choices. Unselect Messenger and Instagram Audience Network to limit the scope of your advertising to Facebook streams, online videos, Stories, and Prompt articles.
On the next Ad set option, tap on the Edit Placements prompt. On this option, disable Facebook, Messenger, and Network to guarantee your ads will be exclusively displayed on Stories placements and Instagram stream.
Changing any configurations on the Mobile Devices and OS segments or a specific barring warrants extension of like designations on the two ad sets by filling the Deliver Optimization and Audience categories of the ad set.
At the Split Test Budget and Schedule field, two choices will be displayed. Daily and Lifetime Budgets. Tap on Daily Budget to reveal the recommended $200 for the business’ day-to-day budget. Begin with a modest budget of around $4-$7 because you are in the process of determining the ideal place to invest your advertisement budget.
In the next step, set up a split variable. On the Split drop-down, there are two options. Weighted and Even Split. Tap on Even Split to ensure equal allocation of budget for your Instagram and Facebook accounts.
At the Schedule step, there is Run Split Test Starting Today and Set a Start and End Date and restricted within a time span of seven days. The timespan of your campaign changes depending on the features of your target market.
Now, finish your ad creative and launch your ads
-
Study the results
It is ideal to undertake your campaign on a weekly basis then examine the outcomes.
Click on Facebook Ad Manager and choose Campaigns. Locate a prompt adjacent to the drive’s name to access your A/B split testing campaigns.
Tap on the campaign’s title, then connect to the Ad Set level to display the results affording you the opportunity to evaluate the results.
-
Apply Performance Outcomes to share your budget between Instagram and Facebook
The outcomes should give you a picture of the same budget being used for the ads set.
Then, examine the frequency and reach by measuring cost per outcome standards to assist allocation of budgets equally between your ads set.
In the event cost per outcome is depleted on Instagram, invest more budget to Instagram for future marketing of the drive, and in the event, it is less on Facebook spend less on Instagram for an exact campaign in the future. Should discerning performance irregularity be difficult, prolong the testing period for another seven days to be sure.
Should I Use More of Facebook Or Twitter For Singapore Social Media Marketing?
Want to know which social media network between Facebook and Twitter offers the best traction and brand visibility?
Well, let’s place the two on a weighing scale to find out how they actually measure up.
What’s Unique about Facebook?
In addition to incredible ad features and better engagement, what other features give Facebook a competitive edge against its rival, Twitter:
-
Pages to Watch
Facebook allows you to spy on your competitors using the ‘pages to watch feature.’ Nothing complicated, but the information provided places you in a more favorable position to create an even more compelling ad strategy.
-
Apps Analytics
Want to find out how online visitors use their Facebook app. Make good use of this feature and there’ll be more than enough data to help you make necessary adjustments to your ad campaign.
-
Facebook Messenger for Businesses
Facebook introduced a chat feature to their ads. With this addition, marketers have the option to give their customers a chance to ask questions and send direct queries to businesses for a quick response.
-
Detailed Analytics
This feature can be found under your posts tabs. Here, you can tap into a detailed analytics of your audience, posts, engagement and so forth. The data provided is meant to help you gauge the success of every single one of the campaigns you run.
Facebook Pros
- Facebook pages tend to rank high on Google. That’s because Facebook has been working on developing an algorithm for improving its organic reach.
- Features a powerful feature for notification.
- Allows people-to-people chain marketing
What Sets Twitter Apart?
Twitter isn’t as focused as Facebook as far as their campaigns go, but it does come with its fair share of off-the-wall features that Facebook can only afford to drool about. Users can use these features to generate leads and stretch out their profit margin:
-
Go Live Buttons
This was the only feature of its kind, until Facebook introduced Facebook live, whose functionalities and capabilities don’t stretch far off. With this feature, you can click on the button to go live (Labelled ‘Go Live’) and start composing your tweets directly to users to communicate your message.
-
Twitter Cards
Twitter Cards allow you to collect emails that you can thereafter use to target users for conversion and leads. This feature comes integrated with an option to track your ROI for the ads you’re running so you can start monitoring stats for every single one of the campaigns you’re running.
-
Anti-harassment features
Build a strong reputation and get to build your trust with this simple feature. That way, it will be much easier to make your users feel safe whenever they’re contemplating transacting with you, thus increasing the possibility of getting them to take action.
Twitter Pros
-
It Has All Kinds of People
From teachers, CEOs, presidents, Actors, sports players, celebrities to commoners, and the best part is that it makes it possible to address them directly.
-
No Emotional Attachment
Twitter interactions are usually carried out on a lighter note. So you can be sure that nothing of the posts you make will be influenced by emotions.
-
Be Updated
You can trust Twitter to update you on what’s latest in your area of interest. Companies do research and the first place they rush to make an update is twitter.
14 years since its founding, Facebook has grown to be the largest social media channel – boasting an upward of 1.88 billion active users every month and a monthly income stream of $2.9 billion.
Twitter on the other end isn’t faring badly. Holding the sixth position as one of the most active social media channels, the micro-blogging platform manages to attract a whopping 336 million active users per month and a monthly revenue stream of $312 million.
What’s interesting is that the three most popular people on the two platforms aren’t the same. Holding the top three most popular slots on Twitter is Katy Perry with 54 million followers, Justin Bieber with 52.4 million followers, and Barack Obama with 43.4 million followers.
For Facebook, the three most popular people on the platform have a much bigger following with Cristiano holding the first position with 122.1 million followers, followed by Shakira with 104.6 million followers, with Vin Diesel coming third with 101.6 million followers.
Users
A great majority of Facebook users are on the platform to keep a close tab on friends, family, and brands they like.
In a recent finding, the fastest-growing group of users on Facebook are people over the age of 55. This explains why it’s widely christened as a social media channel for older people.
Twitter on the other hand is popular among Latinos and African Americans, with its demographics showing that the majority of its users are between the age of 18 and 29 (36% of the total user count), with only 23% being between the age of 30 and 49.
From this, it’s safe to say that the micro-blogging platform appeals the most to the younger generation. Its access cuts across all walks of life and societal ranks, considering it’s managed to attract politicians, journalists, and celebrities. It’s also the platform people visit to check on trending news and find out what’s latest in their area of interest.
For Singapore, 70% of its population is on Facebook, whereas Twitter has managed to attract only 25% of the population. Also worth noting is that 75% of the total count of people using Facebook are below the age of 45.
Facebook is popular for being among the easiest social media channels to access and for featuring one of the most user-friendly interfaces in the social sphere. It however lost its initial luster and hippy touch. The number of youths using the platform has significantly dropped, but overall, it’s the leading platform for audience penetration.
Why is this information important?
With this information, you can easily tell whether the bulk of your target audience can be found on Facebook or Twitter. It also lets you in on where they spend most of their time.
For instance, if your target audience happens to be older people, then there’s a higher likelihood that the majority of them can be found on Facebook. Meaning you’ll have to adjust your marketing campaign to focus more on advertising on Facebook instead of Twitter.
Engagement
Your social media success is for the most part dependent on your rate of engagement. In a recent study conducted by Forrester, for every one million followers on Twitter, brands can expect to garner an estimated 300 interactions. While for every 1 million followers one has on Facebook, one can expect to garner about 700 interactions.
Adding on this is a series of other studies which suggest that brands enjoy an upward of 5 billion comments on their Facebook pages every month.
Singapore Facebook advertising also scores it big for giving brands more newsfeed time to create an impact as opposed to Twitter which clears off their stream within minutes. Meaning brands have to be constantly posting to stand a chance of getting their message in front of their targets.
Stats also show that Facebook is more addictive than Twitter, considering its followers log into the account at least 8 times a day compared to the 5 times they log into their Twitter account.
Social media users fall among the easily distracted bunch. Their attention can’t last for long, and one way Twitter responds to this is by restricting the length of posts and wiping streams off really quick thus giving their users a reason to keep checking their newsfeeds.
So, in brief, it’s safe to say that the rate of engagement is much higher on Facebook compared to Twitter.
Functionality
Let’s begin by saying Facebook and Twitter don’t actually serve the same purpose. While Twitter serves as a fast-paced platform for customers that wish to check on what’s new or trending, Facebook was designed to help online users keep tabs on their family and friends – it, therefore, allows for deeper engagements, unlike Twitters whose interactions are handled light-heartedly.
Think of Twitter as an elevator pitch. Meaning, brands get to pass their message across quickly while also attempting to stay connected with what’s new. Their live events offer a wide reach besides helping you achieve great PR.
Facebook on the other hand has been tested and found to be more ideal for targeting potential customers. Studies also show that getting someone to like your page on Facebook is much harder than getting them to follow you on Twitter. So contrary to popular belief, it takes so much effort to engage Facebook’s audience. Of course, you can share more info on Facebook compared to Twitter, but for an effective engagement, it’s essential that you take an in-depth approach to running your marketing campaign.
Both platforms have a video engagement option. At a time when users are beginning to develop a special preference for audio-visual content, the two platforms have succeeded in improving on the video feature to an extend of matching YouTube in terms of video quality and functionality.
For Twitter, they started by purchasing Periscope which allows users to stream live videos. This feature allows the business owner to showcase their authenticity and transparency.
Facebook has an almost similar functionality dubbed Facebook Live, which basically allows users to take live videos as users comment on them as they run. And as it stands, this functionality has grown to be one of the most popular and most used streaming services in the world.
Launched in 2015, the Facebook live feature has managed to grow by more than 330% to emerging as one of the most sought-after live streaming services worldwide.
A recent study shows that Facebook users register more than 1oo million video watch time per day. This places Facebook in a favorable spot to be a worthwhile contender for YouTube in terms of viewership.
As a marketer, it’s important that you dedicate some time to finding out how followers use various social media channels. That way, you’ll be able to tell which campaign is best suited for a particular channel and NOT the other.
That aside, in terms of marketing, which between the two networks offers the best value?
Advertising Opportunities
Both Twitter and Facebook have invested a great deal in social media advertising. Among the things they have done in making their campaigns easy to create and track. No special tutorial or training is needed by those who’ve never set the campaigns before.
With Facebook Ads, it’s possible to set your campaign and target a specific group of users instead of running everything on a humble as with many platforms you know. You’re allowed to narrow your search by targeting users based on their age, sex, demographics, and interests to name a few. That way you can be sure that there’s a bigger chance of your targeted audience taking action.
In addition to that, they recently introduced Facebook Lookalike Audiences – a new feature that allows you to mirror the audience you have for an extended reach.
All this is done to add value to your ad money. Meaning the money you spend online is likely to generate amplified results as opposed to a recent past where you couldn’t even tell what to expect.
However, according to an Earning Report generated in 2017 by Facebook, ad prices are expected to take an upward projection. Which is to say you’ll be paying more to post an ad on Facebook in the future compared to what you’re paying now.
This started in 2017 when the price of ads skyrocketed by 35% with ad impressions registering a 10% price increase.
The popularity of Facebook may seem like a good thing, considering every single one of the users you’re targeting can be found on the platform. But come to look at it, every single one of the marketers you know is using the platform to target potential customers.
So in some way, space could be saturated, and as a Singapore digital marketer, that calls for increased effort and more marketing spend for worthwhile returns.
There’s a whole lot Facebook has done to their ads to even try stacking them up against the effort applied on the same by Twitter. However, Twitter remains a platform worth pumping your ad money into, considering it’s less competitive compared to Facebook.
Let’s NOT forget that you still have a series of Twitter tools to take advantage of. With the tools, it’s possible to make good use of lead generation cards and a number of other resources to generate leads and check stats that make your campaign more fruitful and faster.
Free Facebook Advertising Strategies
Share Your Brand’s Story
Another important element that many Singapore businesses tend to overlook is sharing the story of their brand with their audience. Don’t be afraid to let them get to know more about you and who is working behind the scenes of your brand. There are several advantages to starting one.
For instance, if you own a restaurant, you could always give a little backstory about your head chef. Include an image of this individual working in the kitchen as well as some of the dishes he or she has prepared. By telling people the story of your brand you invite them into your world. You give them a chance to get to know more about you and form a deeper connection with your business. This is yet another way to build loyalty amongst all of your current and potential customers.
Start a Facebook Group
There is no better way to build your own community on Facebook than by starting your own Facebook group. With over one billion individuals using Groups each and every month, it’s hard to ignore. Groups provide a place for people to come together and share information and ideas. It is also an excellent way to learn more about your customers and what they do and do not like. You will learn what they think about your products and services and in what ways you can improve. Facebook Groups can also be used to show off your skills and expertise.
Hold Virtual Events Live
There is nothing more engaging than a video. This especially the case on Facebook. And the best thing about this platform is that it gives businesses the ability to hold live events. Perhaps you would like to host a virtual office party even show your appreciation to the customers. Simply create a video and then invite your followers and fans to watch it. Drum up a little excitement by doing a few giveaways and contests. Play games or do a live Q&A about your business and what people can expect next.
Conclusion
Facebook is a great place to promote your business. This is especially the case in Singapore where the majority of Singaporeans spend a great deal of time on the platform. The key is to know the best practices. You must be willing to engage your audience and respond. You must know what to post and when. You must also know the value of retargeting your audience. All of this adds up to be the ultimate Facebook strategy.
You can trust MediaOne for help in case you’re stuck. Just reach out to our friendly customer relations team for a free consultation and you’ll be good to go.
