It's a common misconception that Facebook and Instagram ads are unsuitable for B2B marketing. But, as with any tool or platform, it's all about how you use it.
In the video below, I debunk some common myths and shed light on how these platforms can be leveraged for effective B2B campaigns.
Below is the general structure for a Facebook and Instagram campaign.
- Campaign: At this stage, decide on your campaign objective. If you're promoting gated content, I'd recommend selecting "Conversions" (ensuring your conversion target is set to downloads).
However, if you're looking to promote an article or guide without requiring an email, opt for the "Traffic" objective to enhance the chances of reaching users more inclined to visit your site.
- Ad Set: Think about retargeting those who've visited your website or are on your email list. These individuals already know your brand and are more inclined to engage with relevant content.
Additionally, experiment with interest-based targeting to connect with those unfamiliar with your brand, enhancing brand visibility.
- Ad: For articles, eBooks, and guides, it's beneficial to pair an engaging visual with compelling text that communicates the value of your content to the viewer.
For webinars, consider using a video to outline the topics and introduce your speakers, as it often boosts engagement.
And here are several important metrics to assess the performance of your ads.
- Click-through rate (CTR): Helps in assessing the effectiveness of your ad creatives and copy by calculating the percentage of people who clicked on your CTA.
- Conversion rate: Essential for evaluating the overall success of your ad campaign. It is the percentage of users who completed a desired action (downloads, sign-up, etc.).
- Cost per conversion: Helps in assessing the cost-effectiveness of your campaign by calculating the average cost incurred for each conversion achieved through the ad.
- Engagement rate: Provides insights into how well your audience is responding to your ad by measuring the level of interaction (likes, comments, shares) your ad receives.
- Reach: Helps in assessing how effectively you are expanding your brand presence by calculating the total number of unique users who saw your ad.
- Frequency: Important for managing ad exposure and avoiding ad fatigue. It is the average number of times each user has seen your ad.
Tip: Make sure to browse Meta’s ads library for inspiration, and feel free to use our ad design template to start designing your Facebook and Instagram campaigns.
Good luck!