This is a guest article by Matt Tomkin, Digital Marketing Consultant at Relative Marketing.
Facebook has a vast selection of different campaign types. It can be really difficult to decide which one to use for your business. A lot of people are overfaced and don’t start any campaign, as well as the companies who have tried and failed on Facebook ads.
We’ll discuss three campaign types that we see as a perfect fit for a dating business. We’ll provide an overview of the service, why you should be using it, and a brief overview of how to configure it.
Why use Facebook as a marketing platform in the first place?
With the sheer size of Facebook (1.23 billion daily active users), now including Instagram of course, it is a marketing tool that needs to be utilised by all businesses looking to grow. Much like Google Adwords, however, done wrong it can just cost money, giving very little or even no return from your hard-earned ad spend.
There’s a whole host of things that go into building a successful paid Facebook campaign, and although we don’t have the space to go into detail within this article, for help on this you can check out our blog.
So, let’s get to it. The campaign types we’d suggest looking at are:
- Mobile app – Specifically designed to drive installs of a mobile application. Perfect for an online dating platform.
- Domain ad – Designed to get more clicks through to your website. Plain and simple. Great for directing visitors to a landing page or main page.
- Dynamic product ads – Similar to remarketing, but better, much better. Get visitors back by showing them what they were looking at on your site i.e. a potential next date. Re-engagement is probably the best description of this.
You can see a great review of all the campaign types here.
Why should you be using these campaign types?
Mobile app – Most companies who want to keep engagement with their customers high will either have, or be planning to have built a mobile phone app.
Especially the dating industry. Having met my fiancé on Match.com, I know how important having an app available is to the overall user experience.
The mobile app service enables Facebook users to install the application with very few clicks, meaning even people with limited time can access your service.
Domain advert – Plain and simple, Facebook can drive as much traffic to your website as it can handle. And, it can be very cost-effective traffic when compared to the likes of Google. We wrote the following blog post on the cost of Facebook advertising, “Is advertising on Facebook really worth the cost?” The short answer to this is: Yes, absolutely.
Dynamic product ads – This could be seen as a bit intrusive if not done in the right way. With the right level of permissions and configured in the correct way, this could provide a very good level of user re-engagement.
We see this being used to show recent profile searches to the searchers within their Facebook News Feed. When on Facebook, it’s normally spare time, and what better to do with spare time than to be checking out the next potential date.
So how do I get started?
Dynamic product ads can be pretty in-depth to configure, and the domain ads are really easy, so we’re going to concentrate on the Mobile App ads for this article.
Mobile App
- Choose your campaign type from the options as per the image below.
- Name the campaign with a name you will remember and can use for quick reference
- Enter the URL of the app you are looking for users to install. We have used the popular Match.com app here for example purposes.
- Configure your audience. Here you need to have a good understanding of your target demographic. We suggest using Google Analytics for this information, if it is not something you have to hand.
- Set your budget, remember you can use an overall campaign budget or a daily budget here. We suggest you start with at least a minimum of £25 per day.
- Now add your images for your advert and text. Facebook will bring in imagery as an example of how it could look. This can be enough for some companies’ campaigns, as they do a really good job.
In summary, Facebook is an advertiser’s dream, if used correctly. The key to it is test, test and test again. If done right, you will get a fantastic return on your ad spend.
By Matt Tomkin
Matt Tomkin is a digital marketing consultant, specialising in creating the right plan of action and making the most of the tools available to the modern online marketer. Relative Marketing are a full service agency providing design and digital services ranging from brand creation through to building your online presence.