Digital Promotion (for Meta: Facebook and Instagram)
In addition to the PFIs' standard advertising approaches, which have proven effective, we recommend implementing specific, tailored targeting strategies on Meta's Ads Manager tool to maximize the impact of your marketing efforts. These strategies will improve ad precision, enhance engagement, and ultimately drive higher conversion rates.
Below is a comprehensive guide to ensure your digital campaigns effectively reach Ukrainian MSMEs in need of support.
Below is a comprehensive guide to ensure your digital campaigns effectively reach Ukrainian MSMEs in need of support.
Step 1. Choosing the right goal.
Campaign goals can vary depending on the PFIs marketing strategy. However, we generally recommend focusing on
Campaign goals can vary depending on the PFIs marketing strategy. However, we generally recommend focusing on
- awareness-related objectives to introduce the EU4Business-EBRD Credit Line to new and custom audiences
- traffic objective to drive more traffic to the website (landing page) and use retargeting afterwards for the best conversion
Step 2. Switching to original audience tool.
We recommend using Meta’s original audience tool rather than relying on the Advantage+ tool for better control over audience selection. Advantage+ offers broad automation, but for a specialized program like the EU4Business Credit Line, precise targeting is essential.
For this in the audience selection part please click on "Use original audience" button and switch to the relevant tool.
We recommend using Meta’s original audience tool rather than relying on the Advantage+ tool for better control over audience selection. Advantage+ offers broad automation, but for a specialized program like the EU4Business Credit Line, precise targeting is essential.
For this in the audience selection part please click on "Use original audience" button and switch to the relevant tool.
Step 3. Choosing the right audience
When you switch to the Original audience tool you can choose the segments you want to target.
We suggest focusing on the following audiences (also see the picture below):
Targeting new businesses and MSMEs:
Targeting decision makers:
Chairman & Managing Director
Co-Founder and COO
Director (business)
Executive director
You can find more ideas for this type of targeting in the pictures below.
Facebook Business Page Admins:
Business page admins
Retail page admins
Food & Restaurant page admins
More ideas can be found in the pictures below.
When you switch to the Original audience tool you can choose the segments you want to target.
We suggest focusing on the following audiences (also see the picture below):
Targeting new businesses and MSMEs:
- Since EU4Business - EBRD Credit Line is created specifically for MSMEs you can target Small business owners.
- Target individuals who recently started businesses. They are likely to explore financing options for growth. For this you can target
Targeting decision makers:
- The individuals who are key decision-makers in businesses and are responsible for securing financing and managing budgets can be targeted by the job titles they put on their Facebook pages. You can target people with the following job titles:
Chairman & Managing Director
Co-Founder and COO
Director (business)
Executive director
You can find more ideas for this type of targeting in the pictures below.
Facebook Business Page Admins:
- MSME owners and decision makers often manage their Facebook Pages or are monitoring the process with their admin role of the page. Targeting Facebook Page admins in relevant sectors will help to reach decision makers. Try:
Business page admins
Retail page admins
Food & Restaurant page admins
More ideas can be found in the pictures below.
Step 4. Placement
For the best results on Meta platforms, multiple placements can be utilized. We suggest to focus on:
To ensure the campaigns maintain a professional and unified appearance, refer to the "Design" section of this Marketing Handbook. There, you will find pre-designed, customizable templates specifically tailored for Meta platforms, including optimal sizes for Facebook and Instagram ads, along with recommended text and image layouts.
For the best results on Meta platforms, multiple placements can be utilized. We suggest to focus on:
- Facebook Feed (Desktop and Mobile)
- Instagram Feed
- Instagram Stories
To ensure the campaigns maintain a professional and unified appearance, refer to the "Design" section of this Marketing Handbook. There, you will find pre-designed, customizable templates specifically tailored for Meta platforms, including optimal sizes for Facebook and Instagram ads, along with recommended text and image layouts.
Step 5. Using custom audiences
The audience can be targeted as any other saved audience in the Original audiences tool used above (see the pictures).
- If a PFI has a specific list of emails of MSMEs this list can be uploaded to Meta to run very targeted ads for this segment.
The audience can be targeted as any other saved audience in the Original audiences tool used above (see the pictures).
Step 6. Using Facebook Pixel
- Implement retargeting campaigns for users who have visited the specific landing page on the PFI's website. Show tailored Facebook and Instagram ads to the users who have already visited EU4Business - EBRD credit line related pages on your website can increase the likelihood of re-engagement.
- Create a New Pixel in Facebook Events Manager.
- Add the Pixel to your website. This can be done manually or using a partner integration, depending on your platform.
- The Pixel will automatically track page views and start collecting data from your website (for custom data you will need to create custom events).
- Use the data collected by the Pixel to create a custom audience for your Facebook ads.
Step 7: Using Facebook groups (communities) to promote the information
In addition to targeted ads, Facebook Groups offer an effective channel for promoting the EU4Business-EBRD Credit Line to specific communities. Engaging with groups dedicated to veterans, war-affected businesses, or green finance can help you reach highly relevant audiences in a more organic and interactive way. By sharing valuable information and success stories, you can build trust and raise awareness within these groups.
To find these groups it can be helpful to search for relevant words on Facebook, indicating "Groups" in the search. A very basic search example is presented on the picture below.
In addition to targeted ads, Facebook Groups offer an effective channel for promoting the EU4Business-EBRD Credit Line to specific communities. Engaging with groups dedicated to veterans, war-affected businesses, or green finance can help you reach highly relevant audiences in a more organic and interactive way. By sharing valuable information and success stories, you can build trust and raise awareness within these groups.
To find these groups it can be helpful to search for relevant words on Facebook, indicating "Groups" in the search. A very basic search example is presented on the picture below.
Kyiv, Ukraine
+38 050 4623732
+38 050 4623732