This article is part 4 of our “Facebook Ads for Filmmakers” series wherein we will teach you how you can use Facebook ads for yourself and your film’s branding and marketing.
You can catch up on the previous three parts at:
Decoding Facebook Ads for Filmmakers – Understanding the Structure of Facebook Ad Campaigns
Facebook Ads for Filmmakers – Part 2 – Understanding the Different Types of Ads
Facebook Ads for Filmmakers – Part 3 – Targeting the Right Set of Audience
In this part, we will look at how you can create an effective ad and budget your spends.
For every billboard that catches your attention, there are 1000 others that you ignore. The reason you pay attention to a good ad hoarding is because it looks and reads good. In other words, the ad copy is good. Similarly, your Facebook ad also needs to be effective.
There are two ways you can make this happen.
Your ad needs a catchy headline and a body text to go with it. According to Facebook, the headline needs to be less than 25 characters and the body text should be less than 90 characters; and it definitely needs to be punchy and attention-grabbing.
Facebook also allows you to have a Call-To-Action button on your ad which encourages your audience to perform an action such as “buy now”, “sign up”, “watch more”, “download” etc. (Facebook lets you choose as per the action you want your audience to take.)
Your ad creative needs to be very catchy; at the same time, it needs to be relevant to what you’re promoting as well. You can’t put up a cat picture to get people’s attention for your film!
The image dimensions should be 1200x628 and should have less than 20% text. If your ad image has more than 20% text, Facebook will not let you run your ads. Facebook will show you how much percent text your ad has.
Equally important is also the budgeting aspect of your ad campaign. The amount you spend on your ads will not only help you reach out to a bigger audience but also ensure that a good amount of them interact with it.
You can either budget your spends on a day-to-day basis or you can specify the budget for the entire duration of the campaign.
Facebook lets you specify for how long you want to run your ad campaign. Your budget will spend uniformly throughout the entire duration of this campaign.
Moreover, Facebook allows you to specify how do you want to bid for your ad campaign. You can bid for every time someone engages with your ad, clicks on your website click, or when someone sees it. This basically means that Facebook will charge you only when any of the above actions will be performed on your ad.
If you are running a Website Click campaign, it would be advisable that you bid for per click to your website. You can also specify how much you want to spend on your each of these actions.
Now that you know how to come up with a great ad copy and budget for it, you have all things to run a successful ad campaign. If you have any queries regarding this part, or any of the preceding parts, feel free to comment below.
Next up, in our last part, we will look at how you can monitor your ad campaigns once they are up and running