On this episode, I talk about Facebook Advertising in April 2018. With all the news and concerns about Facebook as a platform right now, we are seeing some excellent pricing on Ads and really solid metrics across the board. Our suggestion is to lean in when others seem to be leaning away and reap the benefits.
I break down two types of Ads that are really performing very well right now. One is a Video Views campaign, which is fairly straightforward. Create some simple, but catchy videos and then run them on Facebook with the intent of targeted reach and consumption of that video as the engagement metric. The second is re-targeting users based on having engaged with your Instagram Account. This is no longer new, but I have found it is underutilized by any brand I work or speak with. Some tips:
Head over to the Facebook Ad Manager and go to the ‘Audiences’ tab. Once you’re on the Audiences screen, you’ll need to click the blue ‘Create Audience’ button and select ‘Custom Audience’.
Select ‘Engagement’ from the list of Custom Audience types.
You can choose to either create your new Custom Audience based on people who have engaged with your Instagram business profile, OR who have watched one of your videos on Instagram!
Choose the ‘Instagram Business Profile’ option to create a re-targeting audience based on people who’ve interacted with your Instagram account. Facebook gives us a range of options to choose from when it comes to targeting our Instagram audience.
You have the choice of creating an audience of Instagram users including:
- Everyone who engaged with your Instagram profile (this includes visiting your profile OR engaging with your content or ads)
- Only people who visited your Instagram profile
- Only people who engaged with your content or ads
- People who sent a message to your business profile
- People who saved any of your posts or ads
I suggest you allocate some funds and experiment with all of these to see what works best. If you have spent time developing your Instagram profile and that is where you are seeing the most engagement and awareness, then this is a way to really leverage it across platforms and see additional benefits. Get involved!