What is Social Advertisement BASIC?
Let's start from the very beginning: the integration between Facebook Business Manager and edrone - it's very easy!
All you have to do is to click the “Authorize with Facebook” button. Then you should log in to Facebook with the profile that has the administrator’s rights to your Business Manager account.
Warning! If you are already logged in to Facebook in a different tab then edrone will automatically integrate with this profile.
Q: I have already integrated with edrone but I still can’t see my fan page, catalog, and/or pixel in the panel.
A: Check if the Facebook profile you used for integration has FULL administrator’s rights in your Business Manager (Business Settings >> People)
Note: If you have access to several business accounts, advertising accounts or pixels, then in Settings you can choose from the drop-down list the account you want to use to create ads in edrone. If you don't have pixels installed on your e-commerce website yet, you can do it in a very simple way via edrone -- without using any plugins or rummaging in the code:
Create a pixel in your Facebook Business Manager then paste the pixel ID into the appropriate field in the Social Advertisement Settings in edrone: SETTINGS >> LIST OF AVAILABLE PIXELS >> FIELD TO ENTER THE PIXEL ID >> PUBLICATION.
All right! Now, you are properly integrated; so it's time to move on to creating an advertising campaign and start making money!
Go to the Social Advertisement tab. A relatively empty window will welcome you here: a question mark and a plus button; go ahead and click on it to start creating your first campaign within edrone. When you click on it, the draft quick access tile will appear on the screen, which will contain all the most important information about the campaign:
Status - a message that informs you whether your ad is active or maybe for some reason it is not displayed. Here are the possible messages you will see:
-“The campaign is active and it is displayed correctly.”
-“The campaign is inactive, it is not displayed because its broadcasting time has expired or it has been manually disabled in Facebook Ads Manager.”
-“The campaign is a draft, it has not been published yet; you can edit it at any time.”
-“The campaign is archived because it was deleted directly in Facebook Ads Manager.”
-“The campaign was not published because it encountered an error. Information about the type of error appears when trying to publish.”
-“The campaign has been successfully created and is being verified by Facebook. It may take up to 24 hours.”
Campaign name - determined when configuring the campaign settings; it is located above the box on the right.
Budget - presented in a visual form as a bar showing the progress of the campaign as well as in a numerical form displaying how much of the budget has been spent and how much will be spent when the campaign is finished. This information is located on the left side of the interior of the tile.
Result - the most important element of each campaign. Shows the result of the campaign. Here you can see four types of results -- they depend on the purpose of the campaign:
-Sales - the number of orders placed from this campaign
-Reach - the number of people reached from this campaign
-Lead - the number of subscribers gained from this campaign
-Likes - the number of new fans gained from this campaign
Now, click on the tile in order to set the parameters of the campaign -- in the Settings tab you will choose one of over 50 available scenarios.
Q: What is a script?
A: It is a predefined campaign, thanks to which you don’t have to worry about anything, because all key parameters have been established by specialists with many years of experience, and are supported by artificial intelligence.
Here are some of the parameters automatically set by edrone’s algorithm, from which the a script is generated:
Audience - each scenario is based on a different audience; moreover, each audience is different for each of the edrone users, so you don't have to worry that your ads will compete with the ads of other stores using edrone. How is this possible? Edrone uses advanced Facebook algorithms and targets ads to similar people who have interacted with your brand. A group of similar people is created based on the analysis of demographics, geographical location, behavioral data, individual traits or interests of people who, for example, made purchases in your store or liked your Facebook fanpage. What’s more? Edrone gives you the ability to target ads to people who have visited your site, added a product to the cart, or are in any customer segment by RFM segmentation. In addition, all groups are refreshed each time the scenario starts, so you don't have to worry about getting to the same people every time - it’s dynamically updated. You don't have to know the advanced ways to target ads, in edrone you can do it with one click!
Platform - the place where your ads will appear. In this case, the idea of “more = better” doesn’t work. There are places where ads convert better, there are also places where the ads catch the eye and are remembered by the recipient. Edrone determines the best placement of ads in the context of the advertising goal in order to maximize the results achieved.
Age - the age of the people who will see the ad. Thanks to the smart analysis of your customers, edrone will show ads to people in the age range where the chance to convert is the highest, so you can be sure that your budget will not be blown.
Optimization - edrone optimizes the display of ads depending on how high the traffic is and how many transactions are made in your store.
Devices - some scenarios are prepared for “mobile first”, another are displayed on the device on which the conversion rate or CTR is higher.
Gender - ads targeted to people of a specific sex thanks to a detailed analysis of behavior in your store.
Fan page Audience - some scenarios use your Fan Page to target your audience. Ads can appear to people who like your fan page or to their friends.
Audience - information about whether the ad is targeted to the new recipients or people who have already been in contact with your brand (know your brand).
Type of displaying - most scenarios during the auction use a standard bid strategy, but in some situations an aggressive bidding strategy is useful, e.g. during Black Friday or when (because of some situations) you want to display the ad with double frequency.
Language - if you want to target ads to people using a specific language, pay attention to this place, some scenarios are dedicated to specific languages.
Capping - too often advertising might annoy the viewer, so your brand will be perceived negatively. If there is a likelihood of too many ads being displayed to the same person, our algorithm will block the possibility of displaying an ad to that person.
Q: When it comes to your frequency cap, what does “no” mean?
A: It means that there are no restrictions on the number of times an advertisement is displayed per person.
You already know what scripts are -- as well as the parameters used to generate them -- so now you will learn what to pay attention to when choosing your script. This task is greatly simplified by the filtering option available on the left menu -- Settings.
With this option you can decide whether to display targeted scenarios to new customers or people who have already visited your shop. You can choose the location where the ads will be displayed and also the goal you want to achieve. Please note that there are four most important goals in edrone:
Sales - the goal that generates the highest sales and return on advertising spend (ROAS). In these scenarios, advertisements are displayed to those who are most likely to make a purchase. Facebook has historical data about the transactions of particular people in other stores so we can use this knowledge effectively.
Likes - the number of fans watching your Facebook profile is a big capital, which can be converted into interactions and conversions in your shop. Campaign with the goal of generating likes is a guarantee of gaining new fans at low cost.
Reach - if you want the widest possible audience to know about your shop, the scenario with this goal is for you. It is characterized by a low cost per thousand advertising impressions (CPM) but you have to reckon with the fact that advertising will not bring high return on advertising spend (ROAS).
Leads - this goal allows you to attract new subscribers to your newsletter, building your email list through Facebook Ads.
Now that you know what they are and what to do when selecting a script, let’s focus on the next steps.
First, you need to name your campaign. We encourage you to name it based on the name of the scenario you’ve chosen -- it should make your work easier in the future.
After have named it, select the Facebook account for which you’re creating this ad.
Then, you're going to move on to the budget section. You have two options: daily or total budget. For the former, you can set the maximum amount you will spend each day of the campaign. For the second option, you will not spend more than you set in this field for the entire duration of the campaign.
Continuing your ad creation, you will set the time range (from when to when the campaign should last) and the location (in which country the ad should be displayed).
Please note that for a campaign displayed on Instagram you should choose the specific profile you want to advertise from.
Now, it’s time for you to create the visual aspects of your ad -- what will be displayed to your audience.
In the case of dynamic advertising, the graphics will automatically be downloaded from your shop’s Product Feed (the XML file previously integrated to edrone), so your only task will be to write the copy for this ad and add the link to your campaign.
You will now see the field to enter your campaign’s UTM, which will help you to precisely monitor and analyze the traffic coming from your ad.
Note that, for your UTM configuration, you will have to set the source (Facebook or Instagram), the medium (edrone campaign), and the campaign (the name of the campaign).
The next step is the ad preview. In this section you do not have to make any configuration. This is the place where you check if the ad surely looks the way you’ve planned it. You can check how the ad looks in different formats (feed, stories, messenger, etc.). Once you agree with what you see, click the “publish” button so your ad will be properly published. Game on! When the status of your ad changes from "in review" to "active", start following its statistics.
To check your ad’s report, hover your cursor over the tile of the campaign want to analyze and click on "see reports". The window on the left will display all the most important statistics for the campaign with the given advertising target:
Reach: the amount of people who saw the ad;
Impressions: the number of times the advertisement was seen -- usually, this number is higher than reach because ads are displayed several times to the same person;
Clicks: the number of clicks the ad received;
CPM: cost per thousand advertising impressions;
CTR: click-through rate -- the ratio of users who clicked on the ad’s link to the number of total users who viewed the ad;
CPC: cost per click -- the average cost per click for the ad;
ATC: add to cart -- the number of carts generated by the ad;
CATC: cost per add to cart -- the average cost of generating one cart;
ROAS: return on advertising spend -- the factor that determines the revenue generated by each unit of the currency you’re using (USD, EUR, BRL, etc.) spent from the ad budget. For example, if the ad ROAS is $16.68 it means that for each dollar spent, the ad generated $16.68 in revenue;
Orders: the number of orders made from the ad;
Orders Value: the total value of orders made from the ad;
CPS: cost per sales -- the average cost of generating an order;
Budget: media budget spent so far, as well as the budget for the ad you’re checking the report.
You will then see the report box, where you will find some important information, such as: a sales funnel visualization, where you can see how your campaign converts; the time remaining for the end of the campaign; and a notebook, where you can write down your insights or campaign guidelines.
“Targeting guidelines”, “ad preview”, and "see on Facebook" button -- which will redirect you to Facebook in order for you to see the ad along with its reactions and comments, so you can answer back --, can also be found in the ad’s report.
Now, it’s time for you to prepare your first Social Advertisement campaign in edrone. Congratulations!