Meta offers unique opportunities to reach and convert your target audience. In 2024, the group has 3.98 billion active users on these platforms, worldwide 1 . Facebook allows brands to generate new leads with its form ads 2 .
Understanding the fundamentals
It is essential to master the basic concepts, the structure of advertising campaigns to succeed on Meta.
What is a lead?
A qualified lead on social networks is a user who has shown a concrete interest in your offer. He voluntarily provides his contact overseas data details. Be sure to scrupulously respect the GDPR in the collection and then processing of personal data.
Structure of advertising campaigns on Meta
The Meta campaign hierarchy is structured around three levels:
- Campaign 3. Define the advertising objective (Prospects, if you want to find potential customers for your products or services), the purchase type (Auction or Reservation).
- Ad Set 4 , for campaigns using bidding as a purchase type. Choose a conversion location, budget, start and end dates, scheduling (optional), target audience, ad placements (Advantage+ or manual).
- Advertisement 5. Select an best b2b marketing books ad package, your media content, preview by placement, and click Publish.
Campaign budget optimization (CBO) uses machine learning to efficiently allocate your budget across your ad sets 6 . Automatic placements , on the other hand, show your ads in the locations most likely to generate results, at the lowest cost 7 .
Optimizing your acquisition campaigns
Mastering your KPIs
Focus on four essential KPI categories 8 :
- Performance : click-through rate, number of Internet users reached, overall cost of advertising, cost per b2c fax thousand (CPM), conversion rate.
- Demographic data : age, gender of leads generated.
- Platform : distribution of results between Facebook, Instagram, Audience Network, Messenger.
- Diffusion : expected and actual value of the Reach, Impressions, Amount spent indicators.
Monitor this data closely on a weekly basis to quickly identify trends and then adjust your marketing strategy accordingly.
Test, iterate continuously
Set up A/B tests 9 on:
- The hearings.
- Investments.
- The copies.
- The visuals.
Adopt a clear on/off strategy for your ads. Activate the ads that perform well, deactivate the ones that underperform after a sufficient test period of three to five days.
Target your audience effectively
The power of Meta lies in its ultra-precise targeting capabilities, allowing you to reach exactly the people most likely to become your customers.
Using Meta Targeting Tools
Take advantage of Meta 10 ‘s wealth of targeting options : demographic, interest, behavioral targeting.
Create lookalike audiences from your best existing customers 11. Adjust your bids based on each audience’s performance.
