Facebook ads are an important addition to your marketing mix and should be executed effectively in order to target the right people and generate sales.
We’re taking a deep dive into Facebook advertising to ensure you’re “tapping into the right audience with the right ad at the right time” (Hubspot).
Essentially, there are a few ways you can do your Facebook ads. A few of the more popular ones are below.
This ad is quite standard where you can utilise an image and then incorporate the text in the copy space above.
Video ads can run in News Feed and Stories, or they can appear as in-stream ads. These don’t necessarily need to be filmed video footage but you can also incorporate GIF-like graphics or other animations.
A carousel ad uses up to 10 images or video to showcase a product or service. You can utilise this type of ad to highlight different products or services or design one large photo to create a panorama across the 10 tiles.
Lead ads are only available for mobile devices because they are specifically designed for people to give their contact information. It’s a good ad type if you’re looking to grow your database.
Dynamic ads allow you to promote targeted products to customers that have an interest in them or are likely to be interested in something similar. For example, if someone has visited a product page or added to cart, but then abandoned the purchase, dynamic ads will appear in their feed. It’s almost like sending an abandoned cart email but doing it with an ad as a reminder.
You can place Facebook ads in the Messenger app. This ad type is great if people want to then have a one-on-one conversation with you.
There are so many ways you can do Facebook advertising. For a more comprehensive list, check out this article by Hootsuite.
You will mainly work out of Facebook Ads Manager. To create a new campaign, ad set or ad, you just need to click the big green ‘Create’ button and begin.
When creating an ad, you need to choose an objective for your campaign. For example, you could set your ad objective for: brand awareness, website traffic, lead generation or engagement. It’s key that you set this objective as Facebook will suggest the ad option that makes the most sense for achieving said objective.
Like anything in your marketing strategy, it’s crucial that you have a target audience in mind. Facebook’s built in targeting includes options such as location, age, gender, interests, behaviours etc. Alternatively, you have the option to select a Custom Audience where you can target people on Facebook who are in your company’s contact database or have previously visited your website.
Whilst most Facebook advertising newbies choose Automatic Placements, you do have the option of placing your ads in a specific place in order to hit that target audience. For example, you could choose device type (mobile and desktop), platform (do you want it across Instagram as well?) or general placements (feeds, stories, in-article etc.).
Facebook offers two options in terms of budgeting: daily budget or lifetime budget. As such, the daily budget should be chosen if you want the ad set to run continuously and have a key budget that needs to be dedicated to each day. On the other hand, the lifetime budget is if you’re looking to run your ad for a specified time period. You do have the option to schedule your ad for the future or choose to make it live right away.
Therefore, it’s key that you choose the right bid strategy so that you can set how you want Facebook to bid in the auction, based on your cost goals and your optimisation for ad delivery. The marketplace is filled with competitors displaying their ads – so, yes, you need to fight for your ad space.
Depending on your ad type, you will be asked to adhere to a certain design criteria. For instance, this includes text, ad headline, image ratio and image resolution considerations. It’s key that your image doesn’t include more than 20% of text.
The audience will likely change over time whether it be that you broaden the target or narrow it down to a niche audience. It’s key that if you have different ads for various people that you target that audience specifically and speak to them directly.
The Facebook pixel is a piece of code that is placed on your website in order for you to track conversations, remarket people who have viewed a product or service and to create lookalike audiences.
In any marketing activity, blurry photos and bad quality videos are likely to turn off your audience. Yes, your accompanying words are important, but your visuals are what grabs your viewer’s attention first and creates the best impression.
Testing is a must when it comes to Facebook advertising. It’s important not to make assumptions, but rather test new ads against previous ads and adjust the metrics as you see fit. Make sure you closely monitor how your campaigns are performing and whether you need to make changes.
Overall, Facebook advertising is a great avenue for generating leads and sales growth. It’s crucial that brands and marketers consider this tool in their marketing mix to reach an even more targeted audience.
This content is derived from the number of sources listed below. VO Group does not take ownership of the content. Read more about Facebook advertising below or take a look at our previous blog.
Image credit: PixieMe