2.2 - Boost your sales with advertising
Unless you're already a celebrity, finding an audience to sell to can be a tad complex, so it's important to know how and where to go about it.
And it's no surprise that we're going to talk to you about advertising campaigns on social networks, mainly those on Facebook & Instagram. We could also have talked about Google, Tiktok and many others, but we have to start somewhere!
Here's a little tutorial to turn you into the perfect advertiser and boost your sales!
1 - Meta platform
First, head over to Facebook Business by following this link, you'll arrive on the meta platform that manages your publications, campaigns and analytics.
Take the time to choose your account carefully. Here's a link to help you create one if you haven't already.
On the home page, click on the "create ad" button, right next to the blue "create post" button. Now the game begins.
2 - Create an ad
2.1 - Determine your objective
You can take a little time to look at them all, but we advise you to opt for: "Get more website visitors". This is the one that will be most appropriate for redirecting Facebook users to your platform in order to convert them.
2.2 - Be creative
In the second step, you'll need to add a description, a visual and a redirect link to your site. To do this, think like an advertiser, put yourself in your target audience's shoes, ask yourself what would make them click on your ad and make an impact!
If you're having trouble getting started, we suggest you take inspiration from what's already out there by browsing this link (we've selected lacoste for our test).
And there's nothing better than a clever mix of Canva and ChatGPT to create the book. Although purists will prefer Photoshop and a pretty pen :)
2.3 - Target your audience
Facebook and Instagram offer advanced targeting tools that allow you to precisely define your target audience based on demographics, interests and online behaviors. This allows you to reach the people most likely to be interested in your products, maximizing your chances of conversion.
- Select gender and age
Choose the age and gender of your ideal audience so that your products reach the right people, at the right time. Whether you're targeting young people, adults or seniors, Facebook and Instagram help you reach your ideal audience.
- Geographical position
Choose the precise geographic location where you want your ads to appear. Whether it's a city, a country or even a specific neighborhood.
- But also centers of interest
Whether it's cooking, sport, fashion or travel, you can refine your targeting to reach people who share these passions. By aligning with your audience's interests, your ads become more relevant and engaging, increasing your chances of conversion.
All this information will enable you to estimate your audience, in our case between 8.5 and 10.1 million people.
2.4 - Planning & Budget
All that's left to do is choose your budget and divide it between a start date and an end date. You'll see an estimate of your payments over the period in the right-hand column.
The formula is as follows Number of days x Daily budget (below 7 days x 2€ = 14€)
2.5 - Placement & Pixel
Then choose the platforms on which you want your ad to be published, here you can choose between Facebook, Instagram and/or Messenger and you're all set.
Good to know: If you wish, you can use the Facebook pixel to track users' actions after they've seen your ads. This will enable you to measure the effectiveness of your advertising campaigns and optimize your strategy accordingly.
To do this, click on the "toggle" (the little ON/OFF button), take care to recover the identifier and return to your TPOP site in the "Apps" section.
Choose the Facebook application and paste your username in the field provided.
That's all there is to it! Now all you have to do is publish your ad and check its performance!
3 - Marketer's tip: A/B testing
A/B testing, also known as split testing, is a powerful technique for optimizing your online advertising campaigns. The main idea behind A/B testing is to compare two different versions of an ad or landing page to determine which performs better.
To carry out an A/B test, you create two slightly different versions of your ad or landing page, modifying just one element at a time. This can be the title, ad text, image, call-to-action, or any other element you wish to test. You then divide your audience into two equal groups and expose each group to a different version of your ad or landing page.
Once both versions have been running for some time and have collected sufficient data, you analyze the performance of each version in relation to the objectives you've defined, such as click-through rate, conversion rate, cost per conversion, etc.
You can then determine which version performed best and use this information to optimize your advertising campaigns in the future.