With Facebook having over 2 billion monthly active users, over 1.4 billion daily active users and over 1.7 billion mobile active users who have no power to shut off Facebook’s internal data mining for ads, establishing presence in this social media community is increasingly becoming a potent tool for business. Because of how ubiquitous Facebook has become, simply having your business there can help you gain positive momentum. Moreover, with the advent of Facebook Ads demographic targeting, which privacy hates but marketers love, advertisers can now reach out and serve ads to real people based on their most personal interests, predilections, proclivities and even perversions.
In this article, we’ll walk you through everything you need to know, from different types of Facebook ads to developing killer campaign strategies.
Types of Facebook ads
- Image ads-forwards people to the destination website/app through the use of high-quality visuals
- Video ads– shows off product features and draw people in with videos that can run in News Feed and Stories or as in-stream ads in longer Facebook videos
- Video poll ads-mobile-only Facebook ad format that incorporates an interactive component with video polls
- Carousel ads-uses up to 10 images or videos within a single ad, each with its own link to showcase your product or service
- Slideshow ads-offers an easy way to create short video ads from a collection of still photos, text, or existing video clips
- Collection ads-Facebook paid ads which are offered only for mobile devices and allow you to showcase five products that customers can click to buy; can also pair with Instant Experiences (more on those below) to allow people to buy your products without ever leaving Facebook
- Instant Experience ads-full-screen ad format that loads 15 times faster than a mobile website outside of Facebook
- Lead ads-only available for mobile devices because they’re specifically designed to make it easy for people to give you their contact information without a lot of typing; great for collecting newsletter subscriptions, signing someone up for a trial of your product, or otherwise allowing people to ask for more information from you
- Dynamic ads-allow you to promote targeted products to the customers most likely to be interested in them. (For instance, if someone has visited a product page or placed a product in their shopping cart on your website, but then abandoned the purchase, dynamic ads for that precise product will appear in their Facebook feed.)
- Messenger ads– give you access to the 1.3 billion people who use Messenger every month. (When creating your ad, simply choose Messenger as the desired placement. You also need to select Facebook feed.You can also run “click-to-Messenger” ads in the Facebook feed. These ads feature a call-to-action button that opens a Messenger conversation with your Facebook Page, so people can have a one-on-one conversation with one of your salespeople or customer service reps.)
- Stories ads– a full-screen vertical video format that allow you to maximize screen real estate without expecting viewers to turn the screen (These ads have proven highly effective. A Facebook-commissioned Ipsos survey showed that more than half of people said they were making more online purchases because of Stories ads.)
- Stories augmented reality ads– use features like filters and animation to allow people to interact with your brand
- Playable ads– new ad format that incorporates interactivity. (You create a game experience that encourages people to interact with your creative content.)
How to advertise on Facebook
Step 1-Campaign level
Set campaign objective. Your campaign objective is where you select what you want people to do when they encounter your Facebook ad.
Facebook offers 11 marketing objectives based on what you want your ad to accomplish. Here’s how they align with business goals:
- Brand awareness: Introduce your brand to a new audience.
- Reach: Expose your ad to as many people in your audience as possible.
- Traffic: Drive traffic to a specific web page, app, or Facebook Messenger conversation.
- Engagement: Reach a wide audience to increase the number of post engagements or Page Likes, increase attendance at your event, or encourage people to claim a special offer.
- App installs: Get people to install your app.
- Video views: Get more people to watch your videos.
- Lead generation: Get new prospects into your sales funnel.
- Messages: Encourage people to contact your business using Facebook Messenger.
- Conversions: Get people to take a specific action on your website (like subscribe to your list or buy your product), with your app, or in Facebook Messenger.
- Catalog sales: Connect your Facebook ads to your product catalog to show people ads for the products they are most likely to want to buy.
- Store traffic: Drive nearby customers to bricks-and-mortar stores.
Step 2-Ad Set level
Your Facebook AD SET is the step at which you select your targeting (audience, location, age, language, gender, interests), placement, budget, schedule, and more for your Facebook campaign.
Step 3-Ad level
Your Facebook AD is the step at which you create your actual ad, select media, format, links, call to action and more for your Facebook campaign.
For a more detailed walkthrough, you can click the link here.
How to develop an advanced campaign strategy in FB Ads?
- Develop brand clarity.Brand clarity is attained when every aspect of your brand from your design over your strategy to your brand experience is in alignment. In order to reach brand clarity, it is necessary to get to the core of your brand and define its foundational elements. This includes your brand values, brand story, target audience, brand personality, and positioning.
- Make compelling headlines. Your headline, in tandem with the ad image, needs to stimulate your targeted users from emotional and familiar places.
- Use images that can attract the users’ attention and provide context to the headline. In order to stand out from the clutter of a traditional Facebook page template, it’s essential to use images that are entertaining and can poke through the users’ eyes. It’s also important to use picturesthat provide a crucial perspective to the exact intent of the ad, filling in the critical meaning.
Creating a topnotch ad for your Facebook Ad campaign is a true art form. However, it’s important to note that despite its user base girth, Facebook shouldn’t be your whole marketing strategy because there’s still debate on whether or not it’s actually effective, but it can be a great way to promote a strategy you already have in place.
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