Advertising on social media is how you can guarantee that your content will reach the right audience based on demographics, location, behavior, and interests. In addition, by adding a budget behind your content, you can measure exactly how that content performs. Even small budgets will give you access to a vast number of additional metrics, which allows you not only to see how many people engaged with your campaign, but also how your content performed against your business objectives.
Falcon's Advertise product supercharges your paid strategy by enabling seamless collaboration across teams and markets while saving time via our unique automation features. Plus, our real-time insights provide you with the ability to slice and dice over a hundred paid metrics across placements, audiences, and objectives.
What is the Advertise module?
In Advertise, you can manage your paid promotions and analyze their performance according to the KPIs you choose.
Start by connecting an Ad Account to Falcon. Once connected, the Ad Account will appear in the Advertise module through the top left drop-down menu.
Under your Ad Account, you can create Campaigns consisting of one or more Ad Sets. You can create individual Ads for Facebook and Instagram by attaching an Ad Set to one of your posts created in Publish.
We support advertising on Facebook, Instagram, Messenger, and the Facebook Audience Network.
Advertise user roles
You can set user permissions per Ad Account to reinforce your organizational structure and workflows.
You must have an Advertiser or an Analyst role for at least one Ad Account in order to access the Advertise module. The roles are assigned within Settings. If you don't have any Ad Accounts connected, or an Ad Account has been disconnected, an Administrator or a Team Lead can connect them and assign user roles.
Campaigns, Ad Sets, and Ads
Campaigns, Ad Sets, and Ads provide unique metrics on the performance of your advertising.
In the Campaigns section, for example, you can see the performance of your campaigns based on metrics like Conversions. For Ad Sets you can see metrics on, for example, targeting, budget, and schedule.
A full list of available metrics can be found here. You can pick and choose these in the Statistics modules at the top of each section. You can also filter the results through the Filters menu in the top left.
Under the Statistics modules is a list of all your Campaigns, Ad Sets, or Ads, depending on which section you are in, and which filters you have chosen.
On the left side you can toggle between Active and Paused status. Further actions are available by clicking the three dots on the far right.
If you want to view all of the Ad Sets under a Campaign, or view all of the Ads under an Ad Set, select the “Filter by this” option.
Alternatively, you can also select any amount of Advertise assets in the list, and click the Filter button at the top left to view all selected Ad Sets under the Campaigns you selected, or all the Ads under the Ad Sets you selected.
If you have an ad blocker extension installed in your browser, the Advertise product will not work properly for you. We recommend turning it off while using Falcon.
Creating Campaigns and Ad Sets
If you are assigned the Advertiser user role, you can create Campaigns by clicking the top right button in the Campaigns section. This opens a pop-up menu that guides you through the process.
After creating a Campaign, you can create Ad Sets under it. Simply navigate to the campaign in the Campaigns section and choose “Create Ad Set” in the far right menu for your campaign.
Unique to Falcon’s platform are Smart Labels. With Smart Labels you can quickly create an Ad by adding a predefined Label to a post. It only takes a moment to set up and can save you a lot of time if you need to create many ads at once.
Eager to learn more about our modules? Continue your journey of discovery by visiting our other module introduction articles here.