Гайд 2021: что нужно сделать перед запуском рекламы в Facebook
01.09.2021Если вы только начинаете постигать азы рекламы в Фейсбук и Инстаграм, то вопросов будет гораздо больше, чем ответов. Материал данной статьи поможет понять, от чего стоит отталкиваться, что нужно учесть и не упустить из внимания.
Содержание
О чем нужно знать перед запуском рекламы в Instagram и Facebook
Есть ряд важных моментов, без знания которых не получится добиться каких-либо положительных результатов в рекламе.
Business Manager
Бизнес-менеджер Фейсбук является бесплатным инструментом рекламного кабинета данной площадки. Он позволяет изменять доступ партнеров и сотрудников, управлять бизнес-страницами, аккаунтами Инсты и ФБ. Для подключения Business Manager нужно перейти на страницу с инструментом и нажать «Создать аккаунт». После этого заполняются соответствующие поля и отправляется письмо на электронку для подтверждения. Затем пользователь оказывается на странице с настройками, благодаря которым можно добавлять:
- Новые страницы компании в Фейсбук и Инстаграм.
- Пользователей с разными уровнями доступа.
- Рекламные профили.
- Способы оплаты.
Рекламный аккаунт
Рекламный аккаунт предназначен для настройки и управления РК. Создать его можно непосредственно в Business Manager через пункт «Статус рекламного аккаунта» и нажатие на «Добавить». После этого вводятся необходимые данные и запрос отправляется на рассмотрение, что занимает около 5 дней. Когда аккаунт будет создан, можно начинать работу.
Читайте также: Таргетинг в Фейсбук по демографическим данным
Бизнес-страница
Чтобы запускать рекламу, общаться с пользователями и продвигать компанию, используется бизнес-страница. По сути – это компания без ограничений по количеству друзей и подписчиков. Создается такая страница в бизнес-менеджере либо профиле Фейсбук.
На ней должна присутствовать следующая информация:
- Имя пользователя. Рекомендуется указывать название компании. Так пользователям будет проще вас найти.
- Описание бренда.
- Кнопка, например, «Купить», т.е. должен быть призыв к действию.
- Подробности о компании (телефон, адрес и т.п.).
Внимание! В названии страницы не должно быть слов, вводящих пользователей в заблуждение, оскорбляющих либо нарушающих права.
Аккаунт Инстаграм и бизнес-страница
Чтобы была возможность запускать рекламу в Инсте, нужно добавить аккаунт в рекламный кабинет Фейсбук. После этого станет возможно:
- Одновременно постить и рекламировать в обеих соцсетях.
- Через FB отвечать на комменты в
- Просматривать статистику с одного профиля.
Сперва нужно создать бизнес-аккаунт в Инсте, в профиле в настройках выбрать «Аккаунт» и переключиться на профессиональный акк. В соответствующих пунктах указать сферу бизнеса, контакты компании. После этого добавляют аккаунт Инстаграм и бизнес-страницу Фейсбук в Business Manager. Instagram связывается через свою страницу в FB.
Facebook Pixel
Пиксель представляет собой код, который размещают на страницах сайта. Без него не получится отслеживать данные и действия пользователей на вашем ресурсе. Для создания кода в бизнес-менеджере необходимо перейти в «Источники данных» и «Пиксели». После этого пикселю дается название, добавляется ссылка на сайт и выбирается способ установки. Если вы новичок, то для размещения кода лучше обратиться к специалисту. Когда пиксель будет на сайте, его останется связать с рекламным аккаунтом и предоставить доступ всем, кому нужно.
Как и зачем давать доступы к Business Manager и бизнес-странице
В рекламном кабинете FB работу с РК можно доверить другим людям, ограничив их доступ, т.е. разрешить только редактирование, анализ кампании и т.д. Чтобы установить доступ к бизнес-менеджеру, в настройках нужно войти в «Рекламные аккаунты», выбрать нужный и отметить, что хотите добавить пользователей. Из списка выбрать пользователя и задать доступ к тем или иным функциям. Аналогичные действия проводятся и с бизнес-страницей. После установки всех основных настроек, можно приступать непосредственно к настройке рекламы в Фейсбук и Инстаграм.
Читайте также: Как привязать бизнес-аккаунт Instagram к Facebook Ads
Ознакомившись с основными моментами по подготовке к созданию рекламы, можно переходить к более детальному изучению каждого пункта и применять полученные знания на практике.
–> ЛУЧШИЙ TELEGRAM-КАНАЛ О НАСТРОЙКЕ ТАРГЕТИРОВАННОЙ РЕКЛАМЫ <–
Практикующий таргетолог и автор двух практических курсов по тергетированной рекламе.
Ответить
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