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reach the widest audience possible. Facebook
has its own tool for creating ads - Ad Manager
- it is a very sophisticated tool that allows a
thorough control of expenses, however, for
beginners, it is suitable to have commercial
activities managed by experts. Advertising is
ideal if you want to raise awareness of your
brand, bring in new followers or promote your
product. Don‘t forget to try more creatives,
try different target groups, and gradually play
with conversions (that is, with the ratio „mo-
ney spent vs. the effect that advertising brings
me“) and measure these conversions correct-
ly. For example, using web traffic statistics, the
number of wines sold through your e-shop,
signing up for newsletters and the like.

z Facebook Shops
Facebook also has its own sales tool, thanks
to which you can very easily sell your products
online. Facebook calls this service „Shops“. It
is a form of e-shop that you can use on your
company website and allow customers to
shop without having to leave the Facebook
environment.
z Educate With shops, you can easily create your own
Make a video on how to properly pour wine digital showcase across the Facebook family of
into a glass, how to open a bottle or how you applications. Your shop gives you the oppor-
decant a bottle of wine, and post it on Face- tunity to inspire customers. It also helps them
book. All you need is a short and striking video find the right products. Shops are easy to set
- video posts generally enjoy the most atten- up, use, and they load faster than mobile sites.
tion. At the same time, they are global.
All settings and administration of Facebook
z Share „personal“ content are relatively well documented, making it
„Personal“ posts are the most popular ones easier for even complete beginners to work
on social networks. So don‘t be afraid to share with their tools. Neither a shop nor paid ad-
interesting details about what you do, share vertising is necessary for the operation of the
your „behind the scenes“ information, let your company‘s Facebook page, which is a great
followers peek behind the curtain of your bu- advantage if you want to try this environment
siness. without investing any funds other than your
time.
z Advertising on Facebook In short, Facebook is ideal for entering the
Thanks to advanced targeting algorithms world of social media. But beware - first of all,
and a huge audience, advertising on Facebook it doesn‘t make sense to put so much effort
is very effective. You can reach select groups of into digitizing when you know you‘re not
users, target your ad geographically, or try to consistent. You cannot publish one post to-
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