Should vegan brands take their marketing efforts to Facebook? This question has been thrown in my face so many times over the past few years that I decided to respond in this article. Hi, my name is Francisco, and I am the owner of Planet Marketing, a Digital Marketing agency. My company specializes in Google Ads, Facebook Ads and remarketing. In this post, I am going to;
Facebook Ads are all about having the right mindset
There are many approaches to doing Facebook Ads for Vegan Brands or for any other type of businesses that’s out there. One such approach involves simply taking a plunge and hoping that you are going to come out the other side in one piece.
However, that is not the kind of approach that I advocate for. You don’t want to leave anything to chance when it comes to advertising on Facebook. Otherwise you are going to end up wasting lots of time and mine. What you need to have is the right mindset. But what’s the right mindset?
Be clear what you wish to achieve
That’s the first thing that you need to do before you even start the process of creating Facebook ads for your vegan brand. Having clarity of purpose is important because it shows you how to approach creation of your ads. You will see what I am talking about later in this article. But what should you aim for when creating Facebook Ads for Vegan Brands? There are many potential goals that you can gun for in this particular instance;
- You can go for raising awareness around your brand.
- Perhaps you want to get traffic to Facebook to a landing page.
- Maybe you wish to showcase your products.
Identify your target audience
If you have been in business for any given amount of time, then you should be well aware who constitutes your target audience. Who is it that you wish to reach with your Facebook Ads. In this article, we are talking about doing advertising for Vegan Brands. So, the people that you wish to target are probably those who identify themselves as vegan, or those who have shown an interest in anything Vegan.
Benefits of doing Facebook Ads for Vegan Brands
Doing Facebook Ads Marketing for Vegan Brands comes with a number of advantages. The first of these is the most obvious; Facebook is one of the world’s biggest social networking platforms. As of the time of writing this article, it had over 2.7 monthly active users. That’s a rather large pool from which businesses that have the wherewithal can tap. The following are other advantages of doing Facebook Ads for Vegan Brands;
- Facebook knows a lot about its users, making it easy for brands to target the right audiences on the platform. The result is that you will get a higher CTR and a higher conversion rate than you would normally with other Digital Marketing channels.
- It’s not that expensive to run Facebook Ads. Expense is something that scares a lot of people when it comes to advertising on the platform. However, you can actually start a Facebook Ads marketing campaign for as little as $5. So, there is really no reason for anybody not to do Facebook Ads Marketing.
- It’s easy enough for anyone to create their own Facebook Ads. It’s what I am going to teach you in this article. Of course, most people do not have the time to do it on their own. If you are one of these people, don’t worry. I am here to help you. In fact, I have created a Facebook Ads Setup Plan to help you get going. If you sign up for this product, all that you will need to do is to sit back and relax. I will do all the donkey work for you. I will leave you well set up and ready to run your own Facebook Ads Campaigns.
Creating Facebook Ads for Vegan Brands
In this section, I am going to show you how to create the first Facebook Ad for your Vegan Brand. What you need to know is that Facebook Ads are created in Ads Manager. Signing in can be done using your personal Facebook details. Once you are in there, click on the create button to start the process. Generally speaking, creating Facebook Ads is composed of the following steps;
- Choosing a Campaign Objective
- Setting up your Audience in Ad Set
- Creating the Ad itself
1. Choosing a Campaign Objective
This is the first thing that you need to do while creating Facebook Ads for Vegan Brands. A Campaign Objective can be regarded as a statement of your intent. It answers the questions that we raised at the top regarding your overall goals. Facebook provides 11 Campaign Objectives, from which you can only have 1 per campaign. Some people come to me asking for help choosing the best Campaign Objective for their businesses. If you need such help, don’t hesitate to reach out to me. The following are the 11 available Facebook Ads Campaign Objectives;
- Brand awareness
- Lead generation
- Video views
- Catalog sales
- Store traffic
- App installs
Which Campaign Objective should Vegan Brands choose?
I am not going to put you into a straitjacket here by prescribing a campaign objective for your business. Truth is, Facebook Ads Campaign Objectives can vary greatly depending on your overall aim at that particular point in time. At one time, you could be gunning to create Brand awareness.
Then the next day, you could be looking to have people install an app. So, there are no hard and set rules here. In fact, one business can run multiple Facebook ads whose Campaign Objectives are different.
For this example, we are going to choose Traffic as our Campaign Objective. That’s because we will be assuming that we have created a landing page to which we will have traffic from our Facebook Ads directed. Check out my article on Facebook Ads Marketing for Shopify Stores. Those type of shops can use Catalog sales as their Campaign Objectives. So, you have the option to do whatever suits you for a particular Campaign.
2. The Ad Set
The Ad Set is, in my view, the most important section when creating Facebook Ads for any business. Why do I say so? Well, simply because it’s where you define your target audience. Getting it right here is of paramount importance. It’s what determines whether your ads are going to get lost in the vastness that is Facebook, or whether they are going to start reaping the desired results. So, which sections do you need to work on in the Ad Set?
Remember we chose Traffic as our Campaign Objective? When you get to the Ad Set, you have the option to choose where you wish to have that traffic directed. You can choose to have traffic sent from Facebook to a Website, to an App, to Messenger or to WhatsApp. Messenger and WhatsApp allow you to instantly start a conversation with your prospects.
Budget and Schedule
The Budget and Schedule section is the next one on which you need to work in the Ad Set. Here, you need to set out what you are going to be spending on your campaign. My advice is that you should retain control of your spending. Otherwise you are going to discover that Facebook has been deducting money from your ads even when you no longer wish to have a particular ad run. So, how do you control your spending?
- By having a Daily Budget AND Start and End dates for your Campaign. That way, you know exactly what you are going to be spending in, say, a single week.
- You can also control spending by having a Lifetime Budget. If you say you wish to spend $1000 for the duration of the Campaign, then Facebook will not go beyond this figure.
From the Budget and Schedule section, you go to Audience. This is where you define who you wish to have the Facebook Ads that you are creating for your Vegan brand directed. The Audience Section is obviously important because you don’t want to have your ads delivered to the wrong people.
If you try to sell your Vegan brand to people who enjoy eating meat, as an example, they are only going to be ignored. In the audience section, you have the following tools for defining and narrowing down on your target audience;
Where do you wish to have your ads delivered? The answers will depend on your areas of operation. Some brands are localized, while others can operate throughout the country. The internet has made this possible for many businesses.
For this example, we are going to assume that your business operates throughout the United States. So, our ads will be delivered countrywide. You can target people living in the target location. Or you can target these and others who have merely passed through the target location.
You can also define your audience in terms of age. Some businesses are more inclined towards young people, while others carter for more mature people. For our example, we have set our age range at between 18 and 65.
Gender is also useful when it comes to audience definition. The same dynamics work as with age. Some products and services are better targeted at women or at men. Others work well for both genders. That’s the option that we are going to go for in this example.
The Detailed Targeting section is where you begin to narrow down on your target audience. Here you can zoom in on the people to whom you wish to have your Facebook Ads delivered based on their demographics, interests and behaviors. In my view, the Detailed Targeting setting needs to be absolutely made use of. For our example, we want to have our ads delivered to people who have shown an interest in the following;
- Vegan nutrition
- Vegetarian cuisine
- Vegetarian Society
Here, you can leave things as they are or you can choose Manual Placements. Doing this allows you to choose where you wish to have your ads delivered. Note that Placement can be on 4 places; on Facebook, on Instagram, in the Facebook Audience Network and on Messenger. For starters, I recommend that you leave things on Automatic Placements.
3. Creating the Ad
Finally, we get to the part where you can create the Facebook Ad for your Vegan Brands. This is another area on which most people balk. They imagine that they are going to commit some crime by creating an Ad that sucks. What I tell them is that we all create ads that suck at one point of the other.
But the great thing about Facebook is that it allows you to do a lot of A/B testing till you have hit the right formula. Don’t hesitate to play around with your ad. Nobody is going to get it right the first time around. If you want that, then talk to a professional like me. Otherwise, you are probably going to stumble a bit at the beginning. Or you will sail right in! It all depends.
Facebook ads can have any of three formats; Single images or videos, carousels and collections. This is where you need to do lots of testing. Try everything out to see what works best for you. But remember that you don’t have lot’s of time to make your pitch when doing Facebook Ads.
You only have a few seconds. People out there have better things to do. If you do not capture their attention right at the beginning, they will move on to those other things. And you will be left with an ad that’s not working. Whatever format you choose, make sure that your media conveys the message. If it’s an image, it should get right to the point in a captivating manner.
The Primary Text is important here because it’s what people see first. It sits right at the top of your ad, as you can see in the above screenshot. So, you need to make sure that your Primary Text is convincing. But don't turn it into a composition. About one or two lines should do the trick.
The Headline is optional, but I firmly believe it should be put to good use. Real estate is precious when creating ads in general. So, there is no use leaving prime real estate unused.
Because we chose Traffic as our Campaign Objective, we need to add a destination URL. This is where your ads will be directed.
Call to Action
Some people ignore the Call to Action. They imagine that interested people will click on an ad anyway. However, what you should know is that people out there need a bit of prompting. You need to tell them what you want to have them do.
Hopefully, this article has shown you how to create Facebook Ads for your Vegan Brand. Remember what I said about needing to be in the right frame of mind. Also remember that nobody is going to sue you for getting it wrong the first time around.
So, feel free to experiment as you create your Facebook Ads. And if you don’t have the time, I am here to help you. Facebook Ads are what I do on a daily basis. So, don’t hesitate to reach out to me if you need help. Or simply sign up for my Facebook Ads Setup Plan.