Facebook in everyday life is one of the most user-friendly tools for mutual communication. For specialists, it is a marketing machine that allows you to reach a strictly defined group of recipients. Each of us knows the potential of advertising on Facebook, but hardly anyone knows from the beginning what to do to make the first campaigns bring satisfactory results. After reading this post, you will learn how to configure them effectively, and then you will understand their importance in the context of promotion.
Facebook ads – how to configure correctly?
Facebook in everyday life is one of the most user-friendly tools for mutual communication. For specialists, it is a marketing machine that allows you to reach a strictly defined group of recipients. Each of us knows the potential of advertising on Facebook, but hardly anyone knows from the beginning what to do to make the first campaigns bring satisfactory results. After reading this post, you will learn to configure them effectively, and then you will understand their importance in the context of promotion.
How to set up FB ads? Configuration basics
The view that the configuration of Fb ads is difficult has been strongly established among people starting their adventure with marketing. Over the last few years, there have been many changes that have made this method of promotion available not only to large corporations. Today, anyone who has at least a minimum budget for the first test activities can benefit.
To start creating an advertising campaign on FB, log in to the ad manager. We can access it from the fan page administration panel or, in the case of company accounts – by the company’s manager. During the first visit, we will be asked for payment details that we should complete.
We see the management centre, which is divided into 4 sections:
- management center – general summary of reach, expenses, views and clicks on links,
- campaigns – a list of all campaigns currently running, inactive and completed, in its settings you define a goal focused on awareness, action or conversion,
- ad sets – sets are subsets of campaigns that allow you to determine the target group, budget, time planning, placement and strategy for submitting offers,
- ads – ads are bundled, each ad is a separate unit that has its own format (image / video), headline, description, call to action (CTA) or link.
To create the first Facebook campaign, we will have to think and plan a few things, namely:
- creations – they must be eye-catching, evoke emotions, be tailored to the intended effect and have a clear call to action (e.g. Order or Buy Now), do not be afraid of inspiration and constantly test new ones within the same sets,
- targeting – we can use basic options such as place of residence or interests, but also very specific options, e.g. relationship status or political preferences,
- time – we are talking about hours, weeks and seasons of the year, the publication of an advertisement with Santa Claus in early January is a bad idea,
- goal – with FB ads you can promote everything from websites, by themselves, to Android applications and posts related to them.
Setting up FB ads in practice
Are you trying to set up your first campaign but don’t feel confident about it? Do not rush. The budget is easy to use up but harder to recover. We will show you how to create a practical advertisement that will promote a fan page post using the available information. We assume that our fan page has 5000 likes. We want to generate 500 interactions.
- In the FB ads manager, click the green button “Create”.
- We choose the goal “Promote Posts”.
- In a separate tab, we go to the Audience Insights tool.
- We will see a message that we approve with the button “Users connected to your website”.
- Click “Save” at the top of the menu, name the target group and press “save” again.
- We go back to the ad manager and in the next view we select the audience we just created (use the saved audience).
- Now it’s time to choose a location – at the beginning, we recommend leaving only “news on computers” and “news on mobile devices”. The right column is considered intrusive and Instagram is a separate topic.
- The penultimate step, i.e. choosing the budget. We can enter the total budget, and then select the number of days for which it should be distributed or allocate a specific amount for each day. At the moment it is better not to use the “accelerate” option.
- Finally, we choose the advertising material. In the example, it will of course be a post from a fanpage.
It looks trivial. But what if we don’t have a ready group of recipients? It will be necessary to gain a broader understanding of the Audience Insights example mentioned in the example, and if we want to reach visitors from our website – integration of the Facebook pixel.
Facebook advertising and positioning
We already know how to set up FB ads without major obstacles. What can be said about its meaning in a broader context? The popular opinion is that positioning has little to do with marketing conducted by social media. Considering the multi-channel approach, we cannot exclude the impact of activities carried out in one channel on what is happening in other channels. Facebook has no direct influence on positioning, but indirectly, it depends on user behaviour.
In practice, it turns out that Facebook ads can translate into a better position in organic results. On what basis? E.g. like this:
- a fanpage on Facebook can position itself on Google in the same way as a website,
- a post on a fanpage with a link to the website may be shared by others, which for a search engine is a signal that demonstrates the value of a given address,
- increasing brand awareness, and thus – more searches for keywords related to the company.
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Situating the site is tied to expanding its permeability in the natural web crawler results, including Google web search tools. Search engine optimization experts impact the site’s assessment by calculations. This is done through SEO exercises comprising site enhancement (on location exercises) and expanding its power through important connections (off-site works).
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Site design improvement on the Internet gives results after quite a while, so it merits showing restraint. The outcomes are likewise not given for the last time. Accomplishing a situation in TOP3, TOP5, or TOP10 doesn’t ensure that we will keep them in the coming months. The positioning depends on numerous components that change habitually.
Web optimization organizations make moves that add to the improvement of the site’s position yet can’t ensure a particular spot in the indexed lists. Google regularly makes abrupt and sudden changes to your positioning. The positioners do not affect on:
changes in positioning calculations,
activities of the opposition,
blunders in the site code or worker activity; for example, secure your site with HTTPS.
Yes, of course!
Positioning the website is currently the most effective way to obtain organic traffic from search engines and attract people interested in the services or products of a given company or online store to the website.
Even small, individual SEO activities can translate into increased traffic on the website.
At dubaiseo.net, we focus on comprehensive service for the entire website and positioning to guarantee not only high but also a stable position of the company website in the TOP 10, and even TOP 3 views for the most important keywords.
It isn’t easy to give an unequivocal answer to this.
The time after which you can see the first results of positioning is influenced by many factors: the industry in which you operate, the experience of SEO specialists working on your website, the positioning strategy used, the history of the website, i.e. previous SEO activities, and finally the intensity of the competition itself.
At dubaiseo.net, while positioning the website, we do not strive to achieve the first position for a while – the result is a high and stable position.
We focus on a comprehensive SEO strategy, which – although it is more time-consuming than actions aimed at rapid position growth – ultimately brings much greater benefits and a stable position that you will not lose after a week.
It is worth remembering that the competition is also working on their SEO. Depending on the industry, the popularity of the key phrase or the range of the page, the time needed to overtake it may be slightly longer.
This is a question that appears quite often, and there is no universal answer to it.
The number of keywords for which you can position your website or online store will depend not only on the size of the company and the website itself or the budget allocated to the SEO campaign but also on the potential of the phrases.
It is not worth investing in those that will not bring the expected conversion.
Positioning for a small number of keywords is usually profitable when the website is not yet well developed.
Overloading a few subpages with many keywords will be unnatural and will not appeal to search engine robots.
It will be similar in the case of positioning only for one and two phrases, where SEO activities will be obvious and, at the same time, unfavourable for the search engine, which earns on paid positioning.
At dubaiseo.net, we try to position websites for many phrases, taking into account the broader context of the company’s activity and long-tail phrases, which allow you to place the page in response to particular search queries.
The more visible your site is in industry-specific queries, the easier it will be to build your image as an industry-specific expert.
Tools for tracking and analyzing websites can provide a lot of information that, if read correctly, will allow you to verify the effectiveness of positioning and develop a plan for further SEO activities.
There are several ways to verify the effects of positioning.
Among the most popular are worth mentioning:
1. analysis of the number of visits to the site from organic search results (available in Google Analytics, among others),
2. analysis of the key phrases that direct users to the site (available when combined with Google Analytics, Google Webmaster Tools and Ahrefs),
3. measuring the website’s visibility in natural search results (a good tool for this action is, e.g. Senuto),
4.analysis of the click-through rate (CTR) for each query that causes the page to be displayed in the search results,
5. analysis of the website’s average position for a given query (available, among others, in Semstorm).
The answer to this question depends on many factors.
At dubaiseo.net, we can boast of 20 years of experience in positioning websites and online stores in the Google search engine.
Our SEO specialists have already served over 300,000 clients and follow the latest positioning news.
We always try to cooperate with our clients so that the activities carried out bring the best results.
In our conversations, we often emphasize that some goals require long-term action.
It is hard to expect the website to appear in top positions in Google after a week or even a month of work on its optimization.
However, is there a chance that we will achieve TOP 3 and TOP 10 views for your company website?
During the SEO audit, we check all the most important elements that determine the final position of the website in search engines.
We try to find areas where corrections can be made.
Positioning is about the quality of the content and the website itself, which – according to an ideal scenario – should be legible for search engine robots.
During the SEO audit, we will check the addresses of subpages, metadata (primarily the title and description tags), the page code responsible for the speed of its loading and readability for search engine robots.
As for the content, the main importance is attached to the appropriate saturation with keywords, the correct distribution of content on the website, and internal and external links.
Website optimization can be divided into two main tasks:
1. technical optimization of the website – within it, we will focus on improving the quality of the code, links, headers or website organization,
2. content optimization – creating descriptions using selected key phrases.
The website should be optimized to read. It does not cause the search engine crawlers a bigger problem.
At the same time, we make sure that its interface is user-friendly and clear for visiting users.
We also optimize the page display speed (which is influenced, among others, by the code size and graphics), headers and meta tags, and internal links.
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