In today’s booming digital age, a brand’s social media strategy is incomplete without having leveraged the power of Facebook Advertising. With constant alternations in the Newsfeed algorithms of Facebook, it is becoming imperative for brands to use Facebook Ads in order to reach a wider audience. Therefore, paid advertising on Facebook is one of the most immediate ways of getting instant attention to your content.
In order to get you started with Facebook Advertising, we have created a guide that encompasses everything from ad types, ad formats, steps of creation to best practices. This guide is essential for any brand that wants to optimize their reach via advertising on Facebook.
Why is Facebook Advertising recommended?
More than two billion people use Facebook and every single day more than 800 million people ‘Like’ something on the platform. This shows the level of engagement that the users have with the content that is posted onto the network. When brands consider advertising on social media platforms like Facebook, the ultimate objective is to get the best ROI on their investments.
This is only possible when the advertising is well targeted to the potential audience. Facebook has some amazing targeting features that let the advertiser clearly demarcate the audience demographics, interests, behaviors and location. We will discuss more on that later in this guide.
For now, all you need to keep in mind is that Facebook caters to a very large audience which can be segregated into your required target markets to advertise your products and services. Brands who use Facebook Ads have often seen meaningful results come out of it and thus, it is time for you too to embrace this strategy.
What are the Types of Facebook Ad Objectives?
Before you get started with a Facebook Ad Campaign, you need to first set your goal. There are about ten different goal options that you can choose from and accordingly, ad formats will be showcased to you for your particular target audience. Having your goals set first off let you clearly understand the type of ad format would be suitable for your campaign. Here’s a quick look at those various campaign goals:
– Brand Awareness: This is when you want to introduce your brand to a new target audience.
– Reach: This is when you want to get your ad content exposed to the maximum number of people who fall under your current target audience.
– Lead Generation: This is when you want to acquire new prospects for your sales and then also be able to reach out to them later.
– Conversions: This is when you want your target audience to take a particular kind of action on your company website which ranges from simple subscriptions or product purchases.
– Engagement: This is when you want to have an increased rate of Likes, Comments, Shares, Views on your content or get more Page Likes or have your Event promoted.
– App Installs: This is when you want to encourage more people to have your mobile or desktop apps installed.
– Traffic: This is when you simply want to redirect the social media traffic to a specific webpage.
– Store Visits: This is when you own a store and want to drive your social media audience there.
– Video Views: This is when you’ve posted native video content and want it to reach a wider audience.
– Product Catalog Sales: This is when you have a wide range of products and want to fine tune it for each of your audiences and showcase it to them based on their likelihood of buying it. You just need to connect the Product Catalog to your Facebook Ads.
What are the different Facebook Ad Formats available?
With the clear understanding of all the Facebook campaign goals that can be set, let’s dig deeper into the various Facebook Ad Formats that are available.
– Photo Ads:
This ad format allows one image with limited additional text which is available on all campaign types except Video Views. The only thing that you need to keep in mind is the text overlay percentage within the image. Facebook recommends that this text overlay percentage needs to be less than twenty percent of your image. The lesser the text you have within your image, the wider the audience it will reach out to.
– Video Ads:
This ad format allows one video with limited additional text which is available on all campaign types. Various video aspect ratios can be used and the maximum video length limit is 120 minutes. Native Facebook videos are said to be given more preference in the newsfeed but in order to reach a wider and more targeted audience, ads will need to be created.
– Slideshow Ads:
This ad format is an automatically generated video consisting of up to 10 still images that were posted via your page. It is available for all campaign types except post engagement and product catalog sales. You can also add limited additional text to the slideshow. Some brands have noticed this ad format to have generated a higher click-through-rate as compared to other formats.
– Carousel Ads:
This ad format as the name suggests in the form of a carousel which needs the Facebook user to swipe through it. You can use up to 10 images or videos along with limited additional text. It available for all campaign types except post engagement and product catalog sales. If you are using videos in the carousel ads, it needs to up to two minutes maximum combined.
– Collection Ads:
This ad format is only for mobile and it basically showcases multiple products or features within one single post. It is available only on the Conversions & Traffic campaign types. In case videos are being used, it needs to be in the full landscape or square aspect ratio with 120 minutes as the maximum video length.
– Canvas Ads:
This is an immersive ad format which incorporates text, images (up to 20) and video. It is available on Brand Awareness, Conversions and Engagement campaign types. The ad size for this format is fullscreen and has a text limit of 500 characters.
– Lead Ads:
This ad format is basically a pre-filled lead form which enables the brand to easily connect with their potential customers on the platform. This only works on the Lead Generation campaign type. You can add an image and text to the lead form to make it more appealing.
What are the Steps to Advertise on Facebook?
In order to be able to create Facebook Ads, you need to first have a Facebook Business Page. Only then you will have access to the Facebook Ads Manager where all the advertisements are created and managed. Below are all the steps in detail:
STEP 1: Campaign Objective
As mentioned before, the very first towards creating a Facebook campaign is to set the objective or goal of the campaign. In the Facebook Ads Manager when you begin to create an ad, it gives your various marketing objectives to choose from. We have already discussed the types above. It is segregated into the categories: Awareness, Consideration, and Conversion. Evaluate what end result you desire from the campaign and then go ahead and choose the relevant marketing objective.
STEP 2: Target Audience
The most crucial step in the success of a Facebook Ad is setting the target audience for it. An effective audience targeting ensures maximized ROI. The targeting options available for any advertiser are based on location, age, gender, and behavior. However, there are also advanced targeting options which let you hone your audience based on:
– Connections: This option lets you reach the audience who are either connected or not connected to your Page. In the Detailed Targeting section, you can exclude the people who like your Page in case you are trying to reach a new audience. Otherwise, you can select the people who like your Page in order to promote any current offers or products.
– Custom Audiences: Another option is available for advertisers to create a custom target audience based on their prior interaction with your brand which can be on or off Facebook. You can upload a set of customer details which will be matched with people on Facebook, reach out to your website traffic using Facebook Pixel, App users and people who have engaged with your content on Facebook & Instagram.
– Lookalike Audiences: Another option is to create Lookalike Audiences. It is a way to reach new people who are likely to be interested in your business because they’re similar to your best existing customers. This works on basis of a source audience and then based on that information, similar audiences are found.
STEP 3: Ad Budget & Schedule
Once your audience targeting is done, the next step is to decide how much money you want to spend on your campaign. The budget that you set is the maximum amount that will be spent for the specified period of time. You can either set a Daily Budget (the average that you’ll spend daily) or Lifetime (maximum amount that will be spent during the lifetime of the advertising period). In the Schedule section, you choose to run the ad continuously from today or set a time period by mentioning the start and end date.
STEP 4: Create Advertisement
This step is where the advertisement comes to form. You can either choose to go with an existing post to use it for your ad or create a new ad right here. In case you choose to create a new ad, you will first have to choose the ad format. The options shown to you will vary according to the marketing objective that you chose at the beginning of this process. Next, you will have to put in the text and media components which conforms to the format sizes and is seamless across all ad placements. Facebook shows a set of default placements which is recommended. But if you want to select your own placements, it also gives you options based on your objectives.
STEP 5: Submit Ad
Once all the above steps are completed, your advertisement is ready to go live. All you now need to do is click on Submit/Confirm. This doesn’t make the ad live instantly and as it go for a quick review by Facebook. The advertiser is intimated with a notification and email when the review is passed and it finally goes live.
What are the Best Practices for Advertising on Facebook?
Your Facebook Advertising efforts will all go to waste if you don’t keep in mind the best practice strategies. Here are a few that will help you get the best results from your Facebook Ad Campaigns:
– Try out different Audience Targeting & Ad Format Options
Facebook gives a wide variety of targeting and format options for your ads to bring out the best possible results. You need to keep exploring and experimenting with all the various options one by one and see what works best for your brand. Foro audience targeting, you can first begin with a narrow audience and then gradually broaden it using additional behaviors/interests. Sometimes a particular ad format may not deliver the desired result but when you re-create it using the other available formats, it may work out to be better than before. Thus, keep experimenting with everything that Facebook Ads has to offer.
– Keep switching your Ads
As a user, nobody wants to be subjected to the same advertisement by a brand again and again. Therefore, a brand needs to refresh and switch them from time to time in order to keep the audience interested. Facebook recommends that ads must be switched up every one to two weeks for long-lasting campaigns.
– Experiment with Facebook Pixel
Facebook Pixel is a piece of code that is to be placed on your website which will allow you to keep a track of your conversions, retarget the people who have interacted with your products/services on your website and create lookalike audiences. Using this can have a very big impact on your campaign.
– Ensure high quality of content
It is a huge turn off for a user when they stumble upon advertising content that is not of high quality. As a brand when you are creating ad content, you need to ensure that it complies with all the ad placement specifications of Facebook. Words are an important element of your ad but it’s the visuals that first catches your eye and makes you form a first impression. Thus, always ensure that the quality of your visual ad content is always high.
– Always have a CTA
It is as important for the target audience to know the goal of the Facebook Ad as much as the advertiser. For any ad campaign, you initiate, ensure that it has a clear CTA so that the audience can take the next step towards engaging with your brand.
Hopefully, this guide provided you with all the basic information that you need for getting started with Facebook Advertising. You can now kickstart your marketing campaigns on Facebook and see the results unfold. Use this guide to your advantage and keep analyzing what works best for your brand.
I love to explore challenging opportunities in the field of Digital Media. Primarily, my skills revolve around Digital Video in terms of Content Strategy/Marketing, Analysis and Audience Development. My natural affinity towards diverse audio-visual content across platforms helps me develop a multitude of perspectives. In totality - I'm a keen learner, collector of new enriching experiences and have an undying conviction to always stay curious in life!