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How Not to Advertise on Facebook

Do you know the differences between the tools that Facebook makes available to you for your campaigns?

In this short video we will explain one of the reasons why the sponsorships of your posts, your videos... do not get the results you hoped for.

So find out why you shouldn't use the "highlight" tool with advice from our Social Media expert, Silvia.


Campaigns on Facebook

The Facebook community is made up of more than 2 billion users, including more than 1.3 billion people who use the social network every day (Source: Mark Zuckerberg 26 July 2017 ): it is therefore important for a company to be present and give visibility to its products and services,

The Facebook platform has a high number of potential customers and by using the right strategies and techniques it can be transformed into an excellent source of traffic.

Keeping in mind that users don’t browse Facebook to make purchases, there are several tools available to highlight the content of your page.

"Highlight" vs Ads Manager

Next to each post published on your page you will find the "highlight" button: a quick method to promote, but, in most cases, not very effective.

The main reasons why you should not use this tool are:

  1. The target , that is the audience of people potentially interested in our product/service/content: through "highlight" the possibilities of defining our audience are limited

  2. The objective of the campaign : the only one possible with this tool is "interaction with posts", which is not very effective, for example, in case of need for conversions to the website or views of a video

  3. Choosing the positioning : only with the "ad management" tool can we define in which Instagram and Facebook positioning we want to insert our campaign (for example right column, video in stream)

  4. Sponsorship scheduling ; it is not possible to decide when and at what times to sponsor a campaign

  5. The insertion of " calls to action ", therefore, via a button, making the user perform an action (for example book now, buy now, find out more) can only be activated with the "Advertisement Management" tool.

If you want to learn more about this topic, we recommend watching the video or contacting us, even through our social media.

 

Video Transcription

Today's video will talk about sponsorships on Facebook, especially which tool to use and why not use the "highlight" that is found under the posts on the Facebook page. The reasons why not to use the highlight but choose the power editor or ad management tools, are five.

The first reason is the target to which you can direct the sponsorship, whether it is a post, a video, an event. Through "highlight", you can choose only between fans of your page, friends of fans, probably a hodgepodge of people we are not interested in, and people through targeting, as in the ads manager. Unlike this tool, however, the highlight gives the possibility of finding only 10 interests, so we probably will not be able to reach the people we are interested in with only 10 interests.

The second reason for not choosing and using "highlight" is the choice of objective. "Highlight" has as its only objective the post interaction, while through power editor or ads manager, there is the possibility of choosing between various objectives, therefore, conversion to website, traffic to website, interaction with the post, video view, response to an event..and what is the difference? The difference is that by setting the right objective, Facebook will provide us with the best format for that campaign and will show our campaign to people more likely to interact with that campaign.

The third reason why it is not appropriate to use the "highlight" is the possibility of choosing the positioning of our ad. Through the ad manager it is possible to choose where to place our ad, both on Facebook and Instagram, so that it is the mobile newsfeed, the one on the right column of the computer, or a carousel of videos and so on. While with the highlight there is no choice of positioning, so it can be published automatically on both Instagram and Facebook and probably is not suitable for all campaigns. Maybe you want to test a certain campaign on Instagram and not on Facebook while with the highlight it is not possible to make this choice.

The fourth point is the sponsorship programming. Through the highlight tool it is not possible to program by date and time as it is possible to do with power editor or ad management.

The fifth and final point for which I advise against using Highlights is that you cannot add calls to action through this tool: so find out more, conversion to a website and so on are not possible through the sponsored post, directly from the page.

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