Launch a Facebook Ad Campaign

Your persona is ready! Well done! How can we reach them on Facebook? That's what this chapter is all about!

Your Persona on Facebook

We are now going to take a close look at your persona's presence on Facebook by asking ourselves a number of questions:

• How do they use Facebook? (professionally, personally, etc.)

• What kind of content is on their Feed?

• What Pages do they follow?

• What are their main interests?

• Etc.

Go back to your persona and imagine that you are talking to them. What do they tell you? Once you have some answers, head for Audience Insights to delve even deeper. This tool, developed by Facebook, allows you to determine the size of your audience: i.e., the number of people on Facebook who match with your persona and who you can reach with your ad.

You can enter all the characteristics of your persona in this tool: where they live, age, gender, interests, etc. The more precise an audience is, the better you can adapt your ads.

There isn’t one, especially when you are building your first audience! We'll see later how to refine it. For now, check out the different tabs in Audience Insights to learn more about your audience!

Here’s how it works:

An ad should always be linked to a Facebook or Instagram Page that lists you as the admin. At the moment, you don't have one! So, now's the time to create one.

Your fans will also bring the Page to life for you! Sometimes, devoted fans will even defend you from negative messages or energize your community by answering questions themselves. You’ll create an attachment to your brand that goes beyond a simple Facebook presence, and it will sustain you in the long term.

Create Your First Facebook Page

Let’s finally create your first Facebook Page!

Here’s how to do it in this screencast:

Go to Facebook, click on the arrow in your menu, and then on Create a Page.

You can create a Page for several types of brands:

• Local link or business: You have a physical address that users can visit you.

• Company, organization or institution

• Brand or product: The purpose of your page is to promote a particular product or brand, not your company in general.

• Artist, group, or public figure

• Entertainment

• Cause or community

Create your Page by clicking on the option you’d like and filling in the fields. Then click Create Page.

You can set up your Page in four steps by filling in any information you feel is useful. Add a description, profile picture, cover picture, etc.

Then click the Save button at the bottom of the page!

Well done! You've made your first Page! 

Of course, the work doesn't stop there. You’ll have to admin this Page, breathe life into it, and make it interesting for your audience! Start by creating some content: add some posts or like some other Pages. Then invite your friends and create a regular posting schedule.

We’ll see a little later how to use the people who like your Page to target a wider audience.

Let's Recap!

The Audience Insights tool allows you to glean more information about your target audience, including how many people you can reach on Facebook:

• The various filters at your disposal allow you to match your target audience closely.

• Creating a Facebook Page allows you to start a conversation with your audience.

Now that you've created your Facebook Page and you know your target audience perfectly, it's time to launch your ad campaign. We’ll dive into that in the next chapter!