Another box that may raise your doubts is the "Special ad categories" section. In what situation should you move the slider and what does it involve?
Special categories of advertising
Special categories of advertising
If your ad touches on social, electoral or political issues, you should indicate this at this point. These ad categories require authorization and are marked by who paid for them. To see exactly how this looks, you can visit the fanpage of, for example, a political party and check in the "Page Transparency" section what the ads look like, as well as what budgets were allocated for promotion on Facebook.
The next box contains information about the campaign goal that we have already selected. At this stage, we can still make changes and decide on a different optimization goal. By developing more options, we can also set a spending limit for the campaign that has just been configured. If we are afraid of uncontrolled advertising spending, we can also set a spending limit for the entire advertising account in the settings.
The next box that may be a bit mysterious to you will certainly be the one titled "A/B Test". Facebook gives us the opportunity to test one of the most important campaign parameters and choose the variant that works better for further distribution. We can subject such tests to, for example, advertising materials, audiences or ad placement.
Budget for the entire campaign or a separate budget for each ad set?
At the first stage of configuration, we also have the opportunity to decide on a budget optimization strategy. At this point, we can decide whether we want to define one total budget for a specific campaign and let the algorithms allocate more funds to sets that are more effective, or whether we want to set separate budgets for each ad set within this campaign and manually optimize it. However, we must remember that the ad set with the lowest CPM or the highest CPC does not always generate the best results, which is why analytics and monitoring the results are so important.
And speaking of budgets... we have two types of budgets to choose from: daily and lifetime.
When deciding on a daily budget, we set the average daily amount we want to spend on advertising during the day. In practice, however, it will look like this: depending on the day, Facebook will spend up to 25% above the daily budget amount daily, to amortize the exceeded daily budget in the following days. Importantly, when setting a daily budget, we vk database do not set the campaign distribution end date by default, this is optional. So it is worth keeping this in mind and pausing the campaign or setting an end date at the right time.
Facebook Daily Budget
Facebook Daily Budget
When deciding on a total budget, we set both the start date of ad distribution (we can plan the start of the campaign up to a month in advance) and the date and time of its end. Facebook will not spend a penny above this amount.
Which option to choose? Well, Facebook automation works at a very high level and is doing better and better month by month, which should encourage us to choose the daily budget option and give the algorithms the ability to manipulate the budget. However, it is also worth testing the total budget option.
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What should you pay attention to when setting your target group?
Configuring your target group is one of the most difficult and important elements of advertising. Before you start configuring your target group, think about who your customers are and create a persona. This will help you configure your target group, i.e. indicate the demographic, geographic, and interests and behaviors that distinguish your potential customers.
We can target the target group according to the following criteria:
location - e.g. country, city, radius of 17-18 km from the city, radius of 1 km from a specific point on the map, etc.
age - from 13 to 65+
sex
Tongue
interests
behaviors
demographic data
When configuring your target group, pay attention to geolocation, especially if you run a local business. In the default settings, the ad would be targeted to all of Poland, so it is worth narrowing the area where the ad is displayed to the region you are serving or indicating locations that are most likely to be interested in the advertising post. For example: when advertising a weekend apartment rental by the sea, indicate cities whose residents may be interested in a weekend trip to relax from the hustle and bustle and responsibilities. In this case, it may be difficult to find a client within a 5 km radius of the apartment location. However, if you run a hair salon, it will be much easier to find clients by displaying an ad within a 1-5 km radius of the salon than in a neighboring province.
Another important issue when selecting detailed targeting options is to be aware that the default connector between several interests or behaviors is "or". This means that our group will include people who, according to the algorithm, fit any of the options below.
Detailed targeting options
Detailed targeting options
Narrowing down our target audience means we can reach the intersection of two sets of people, e.g. small business owners who are also parents.
To reach people in the common part of these collections, we need to use the "Narrow the audience" option. By configuring the group in this way, we get a more precise and narrower group of people.
Narrowing down the target group
Narrowing down the target group
It is worth remembering that our Clients can also be... our former Clients. It is worth considering remarketing options and, for example, based on the average time of product use, retarget users who have already had contact with our company a few months earlier. Such campaigns can bring very interesting effects.
