{"id":18828,"date":"2020-08-05T12:16:16","date_gmt":"2020-08-05T11:16:16","guid":{"rendered":"https:\/\/whatsonni.com\/news\/?p=18828"},"modified":"2020-08-05T12:16:17","modified_gmt":"2020-08-05T11:16:17","slug":"facebook-instagram-ads-how-to-get-the-basics-right","status":"publish","type":"post","link":"https:\/\/whatsonni.com\/news\/2020\/08\/facebook-instagram-ads-how-to-get-the-basics-right\/","title":{"rendered":"Facebook & Instagram Ads: How To Get The Basics Right"},"content":{"rendered":"\n
\"\"<\/figure>\n\n\n\n

Creating and developing advertising on social media can be a minefield. When you get it right, great things can happen. But, if you get it wrong it can cost you a lot of money.<\/p>\n\n\n\n

Gil David<\/a>, Founder of Run DMG<\/a>, has spent over 13 years in sales, marketing, and business management, as well as over five years running social media adverts for a wide range of clients, including beauty chains and ecommerce stores, online coaches, and nationwide fitness franchises. <\/p>\n\n\n\n

As someone who has worked with social media advertising budgets from a few hundred pounds to \u00a3150,000 plus, Gil has a wealth of experience and tips to share.<\/p>\n\n\n\n

Gil delivered an insightful session on Facebook and Instagram advertising at a Lunchtime Learning<\/a> session facilitated by the Cathedral Quarter BID<\/a> (Business Improvement District).<\/p>\n\n\n\n

Gil\u2019s first point may come as a bit of a surprise to many, he said: \u201cOne thing I won\u2019t focus on in this session is targeting. It\u2019s talked about a lot but it\u2019s pretty straightforward to do and it isn\u2019t as important as some of the other elements. <\/em><\/p>\n\n\n\n

\u201cIf you have a smaller budget, targeting might be more important, or if your product or service is much more niche. But if your product or service would interest a wide range of people and your main market is within Northern Ireland, the actual size of the market is too small to overly benefit from very specific targeting. <\/em><\/p>\n\n\n\n

\u201cFor example, in comparison with running advertising campaigns in America where there are millions more people.\u201d<\/em><\/p>\n\n\n\n

With that out of the way, Gil went on to explain some of his key tips and tricks to running successful Instagram and Facebook adverts. <\/p>\n\n\n\n

1. Get the Facebook pixel installed on your website<\/strong><\/p>\n\n\n\n

Gil explained: \u201cThis is a simple piece of code that you may be able to install yourself using a plugin or app, but if not, your web developer should be able to do this for you very quickly. The pixel is good not just for monitoring your ad performance but also for optimising adverts.\u201d<\/em><\/p>\n\n\n\n

To comply with the General Data Protection Regulations (GDPR) you should have a cookie policy on your website anyway, but if you install the Facebook pixel make sure to update this, along with any other Privacy Notices, so your website users know what data you are collecting and how you plan to use it. <\/p>\n\n\n\n

2. Don\u2019t jump straight to the sales pitch<\/strong><\/p>\n\n\n\n

This is especially so if you aren\u2019t a well known brand, consumers go through a process before making a purchase \u2013 they need to know who you are, they need to like you, they need to trust you, then they\u2019ll make the decision to buy. <\/em><\/p>\n\n\n\n

\u201cThis process fits nicely into a sales funnel where your adverts aim to increase awareness of your brand in the first instance, then to encourage interest in your products and services, before leading to a prospective customer making a purchase\u201d said Gil, adding: \u201cFrom there you can retarget customers for more sales, or to cross-sell other products and services.\u201d<\/em><\/p>\n\n\n\n

It\u2019s unlikely that you will achieve significant sales the first time you run adverts on social media. Potential customers should first become familiar with your company and understand the benefits that your product or service will offer them, before they make the decision to purchase. <\/p>\n\n\n\n

3. Get the creative right<\/strong><\/p>\n\n\n\n

When it comes to adverts on social media, it is estimated that the creative (or imagery) element used contributes 47% to the overall sales contribution (targeting is 9%). The image or still (if using video) needs to be eye-catching, with videos of 30 seconds duration generally being viewed as ideal. This depends on the complexity of the product or service you offer and the needs of your target audience. <\/p>\n\n\n\n

Square 1:1 ratio (1080×1080) or tall 4:5 ratio (1080×1350) works best on Facebook and Instagram and remember to include text or captions in the video because most people tend to watch with the sound off. <\/p>\n\n\n\n

4. Entice with good copy.<\/strong><\/p>\n\n\n\n

Gil said: \u201cYour offer should state who you are, what you do, and give customers a reason for them to purchase.\u201d<\/em><\/p>\n\n\n\n

And he gave these examples:<\/em><\/p>\n\n\n\n