Advertising on Facebook is a crucial method to reach out to your target audience on the world's most popular social network. What is the size? 2.80 billion monthly active users, to be exact. That's certainly an impressive amount. However, Facebook advertisements are all about placing your message noticed by precisely the right group of these people. They are the ones who are most likely to actually be interested in your services or products. If you're looking to achieve the most effective outcomes, you must be aware of the various Facebook advertising types and targeting options prior to your start. In this Facebook advertising guide, we'll take users through the entire process you need to learn, from planning your first ad to establishing advanced strategies for your campaign.
Importance of Facebook Ads
More than 96 per cent of social media marketers believe that, of all the platforms available, Facebook provides the best return on investment (ROI). There's a reason why:
- "Facebook" is by far the most searched global search term.
- The platform is home to 2.4 billion active users and over 7 million advertising
- It is used by people on average for 35 minutes per day.
- 68 per cent of adults in the US use an account.
With that kind of reach, you'd expect that advertising on Facebook will be costly; however, it's not. In addition, Facebook allows you to set the maximum amount you can spend, but it also costs less for the same amount of people you would reach through other platforms.
Customization
A major and appealing feature of Facebook advertisements is the customizing possibility. Because the platform contains many details about every user, you are able to target your ads according to almost every demographic characteristic you could imagine, for example:
- Gender
- Age
- Marital status
- Career field
- Interests
- Location
Furthermore, tailoring the audiences who view a specific post could cut down your cost of acquiring customers.
Be aware of the formula.
Facebook isn't as famous as Google in its constant changes to its algorithm but is a source of information for marketers each time it makes changes. One of the biggest shifts occurred in the first quarter of 2018 when Facebook launched what is now known as its "meaningful interaction" update. The company designed the update to eliminate the emphasis on brand names and prioritize posts from users' families and friends. In a flash, the way ads were displayed on Facebook was a lot more competitive. Companies quickly learned that they needed to concentrate on interacting with users to attracting attention.
Facebook continues to strive to present its users with "stories important." In deciding whether to publish a post, it considers these four aspects:
- Inventory: All the possible content that could show up in a feed of a user.
- Signals: All information regarding a specific post. This includes passive signals like the date it was published and active signals such as the number of people who like it, shares, likes, and comments.
- Predictions: The probability that a person will interact positively with a blog post.
- Score An numerical representation of the data from the three categories previously mentioned which shows the likelihood of positive interactions.
Passive and active indicators are all you are able to manage as a brand. So, one of your main goals when designing Facebook ads is to increase the audience to engage with your content and increase the number of shares and shares you can get.
Make sure you are speaking to your target audience.
It is only possible to engage with your audience if you are aware of their needs and their pain points. Consider all the possibilities of customization options that you can use on Facebook and respond to all of the questions as you can for your intended audience.
- Do they prefer the most expensive or cost-effective products?
- Do they do extensive research on products prior to purchasing?
- What is their age?
- Do they have spouses or children? What are their hobbies? What are their values? Are they concerned about their health? Are they interested in living sustainably?
Make sure you are specific about your question. Facebook's demographic information allows you to target your ads based on specific combinations of characteristics. If you provide a service that is geared towards budget travellers, for instance, you could show your advertisement to people who have utilized flight search tools in the last month or who have been following youth hostel's websites in various countries. A company offering tutoring services could be targeted at parents who purchased educational products recently and "liked" their school district on Facebook.
Invite your readers to discuss with one another.
Comments and likes are fantastic; however, peer-to-peer discussions are what keep interactions in motion. Facebook lets people meet based on shared interests. That's one of the reasons Facebook exists. Make use of it and let people discuss their experiences and thoughts not only with you but also with one another.
For a better understanding of how this operates, you can look at the following examples from Facebook advertisements:
Example 1: A women's clothing store posts a picture gallery that showcases its new collection of spring-themed clothing. Below the gallery, there is a text asking readers, "What's your favorite spring fashion? A. Florals B. Cropped jeans C. Peasant shirts D. Jumpsuits."
Readers respond to each other's responses. "Florals! They are so adorable with my ballet shoes." "I am a fan of the cropped Jeans, however I cannot find a pair that is suitable."
There are two advantages to this. It allows you to gather data in a way that will also make your customers feel involved.
This is also true for business-to-business (B2B) customers too. They might not have ever met each other, but they share the need for your products or services and, therefore, they'll likely face similar issues in their professional lives.
Example 2 An insurance company is asked what benefits their clients provide. Answers to the question prompt responses regarding which insurance products -- such as disability insurance or long-term care insurance -- are most beneficial to their employees.
Data from these conversations can be a gold mine for your company. And when you reach out to them on Facebook, you don't have to hunt for them.
Select the best campaign objectives.
Facebook has ads available on its website as part of larger advertising campaigns. The first thing to do when you create an ad is to decide on a purpose for the ad. Some suggested objectives are:
- Brand recognition
- App installs
- Collecting lead data (such as telephone numbers or email addresses)
- Engagement through the post or Facebook page.
Keep in mind that your goals can influence the price you are charged for these ads. Choose objectives that bring your business lots of value.
Monitor the performance of your post and adjust as needed.
With its reasonable advertising costs and tools for real-time analysis, Facebook lets you experiment with various styles of posts and alter your strategy according to the reaction of the audience. Look over the Insights section of your Facebook page and take a look at any changes that were made on the days that you had posted advertisements:
- Which posts caused an increase or drop in the number of likes?
- How many likes came from ads that were paid for?
- Which of the posts received the most distinct views?
- Does your public respond better to images and videos?
The most important thing is that you draw these insights into the layout of your next ad since you'll need to always create new ads to stay on top of your market. Make use of the quick turnaround to modify your layout as much as you can. If you discover something that is working, stay to it!
Types of Facebook ads
- Image ads
- Video ads
- Poll ads
- Carousel ads
- Slideshow ads
- Collection ads
- Instant Experience ads
- Lead ads
- Dynamic ads
- Messenger ads
- Stories ads
- Augmented Reality ads
Facebook ads and their specifications
There are many things to consider when preparing your photos and videos prepared to be used in Facebook advertisements. Because this information is subject to change and is not always consistent, we've put them into an ongoing, frequently updated blog post on Facebook ad sizes. Also, we've got the 16-page set of free Facebook ads templates that you can make your advertisements in just two minutes.
Text and objective specifications for Facebook advertisements
To make the best Facebook advertisements, it is important to be aware of the suggested character count in your mind. Anything that goes beyond these limits is cut off. It is also important to know the kind of Facebook ads that are compatible with each of the goals for the campaign mentioned in the previous paragraphs.
Image ads
- Headline 40 characters
- Link description: 30 characters
- Body text: 125 characters
- Campaign objectives: All except video views
Video ads
- Headline 40 characters
- Link description: 30 characters
- Body text body text
- Goals of the campaign: All except catalogue sales
Facebook Stories ads
- Text: No set character count. Make sure to leave 250 pixels un-text-free on the top and at the bottom of the advertisement.
- Campaign objectives: All other than the engagement of stores and store visits
Carousel ads
- Headline 40 characters
- Link description: 20 characters
- Body text: 125 characters
- Campaign goals: All except video views and engagement
Slideshow ads
- Headline 25 characters
- Link description: 30 characters
- Body text: 125 characters
- Goals of the campaign Goals of the campaign
Collection ads
- Headline 40 characters
- Link description: n/a
- Body text body text
- Campaign goals The campaign's goals include conversions, traffic, Catalog sales, Store traffic
Instant Experience ads
- Text: Text blocks with up to 500 words per block.
- Text of the button 30 characters
- Campaign goals: All but lead generation
Messenger Inbox ads
- Headline 40 characters
- Link description: n/a
- Body text body text
- The goals of the campaign are: traffic, app installations and conversions, sales from catalogues messages
Create effective ad campaigns
Facebook ads are extremely effective marketing tools. They allow you to design and publish ads that are targeted at particular segments of customers at an affordable cost that will fit every budget. Be sure to make use of Facebook's flexibility to customize and its interactive capabilities. Transform your potential customers into active users, and you'll get the kind of interaction that Facebook and your bottom line will appreciate. Here are more tips on how to promote your business on Facebook effectively.
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