Facebook Ads have helped millions of brands worldwide make their name, products, and services well-known and trusted by the public. Particularly with smaller local or regional brands, this ad platform can effectively target the audience that will deliver the highest conversions and sales for your brand.
Social media marketing has become one of the growing powerhouses of the online marketing world. With its ability to inexpensively keep a brand in the public’s consciousness and keep up a running conversation with their most desired customers, Facebook Ads marketing is enabling smaller brands to out-perform larger brands in their categories and claim increasingly larger market shares.
Facebook is the grandfather of all the social media platforms with well over 900-million users and the first one to introduce a marketing and advertising platform into their services. They have a wealth of available data that makes it possible to effectively target customers using gender, location, language, buying habits, preferences and much more.
Types Of Facebook Ads
Image ads are the simplest ones and could be the beginner ads you need. Creating one is also very easy. You just need to boost a post you have with an image from the Facebook page. These can be very simple advertisements, but you do not have to make them boring.
You can run Video ads either in stories or in the News Feed. You can also see them as in-stream ads in the long Facebook videos. The Video ads can showcase your product or team in action.
The video ads do not require the use of filmed video footage. You could also create GIFs or other animations and thus explain what you have to offer.
This Facebook ad format is suitable for mobile-only and allows you to add an interactive element to your ad. You can add a two-option poll to any image or video ad. Apart from that, you can add separate links for each of the poll choices. You and the users can see the response tally next to each of the poll options.
A carousel ad can use around 10 images or videos and show all details of your product or service. You may use this format and highlight each and every benefit of one product or many products. Or you could compile all the photos to create a large panorama image. Each image or video that you add can have its own separate link.
Slideshow ads are an easy way to create short video ads from a compilation of photos, text, or video clips.
These ads can easily attract attention but can show fewer data in comparison. That is why they load quickly for those who have slow internet connections. They remain an easy option to make yourself noticeable. You could build the ad and add music and text to it within the Ads Manager.
The Facebook Paid Ads are suitable for mobile devices only. These allow you to present five images or videos that customers could click and buy the product or service. Collection ads combine with Instant Experience and allow the people to buy the products without going away from Facebook. This simplifies the process of online shopping easy for people who are on the move. The primary photo does more than just show a single product in this case.
Instant Experience Ads
Instant experience ads were called Canvas. These are full-screen ad formats that are 15 times faster than what you expect a mobile site to upload. You could also link a few of the Instant Experiences so that people can get access to instant mobile content.
Lead ads can be viewed on mobile devices only. This is because they are designed such that people can easily give you their contact details without having to type. You can use them particularly for the collection of newsletter subscriptions, signing up for trials, or suggesting people to ask for more information. In fact, many automakers have used it to encourage people to test drive their vehicles.
Dynamic ads let you promote the targeted products to customers who will be interested in buying them.
For example, suppose someone came to a product page or added that product to the shopping cart of the website but then did not complete his purchase. Using dynamic ads, you could advertise that product to their Facebook feed.
Now the potential customer remembers that he did not complete the purchase and could be effective at getting the sale. You must create a Facebook Business Manager account to use the Dynamic ads.
Facebook Messenger ads let you reach out to 1.3 billion people who are regular users of Messenger. When you create the ad, just choose messenger as a placement. You will have to select a Facebook ad too.
You could also run the “click-to-Messenger” ads in the Facebook feed. These ads come with a call to action button that will open up a Messenger conversation with the Facebook Page. People can click on it and have a discussion with your sales rep to complete the purchase.
We have to hold the Mobile phones vertically. Stories ads are a full-screen vertical video format that is suitable for mobiles only. You can hope to boost your exposure without making the viewers turn their mobile screens.
Augmented Reality Ads
The Augmented reality ads have features like animation and filters that help the customers to interact with the brand. For example, the filter could help the customers see how a lipstick shade would look on their lips or how a pair of spectacles could fit their face.
You can use Augmented reality ads to extend the reach. These ads also allow the users to click selfies with the filter and further share them on their channels.
The cosmetics brand essence used the mask filters in such augmented reality ads to connect with the audience. These mask designs were based on a set of polls they conducted to know what their followers like in their masks.
How To Advertise On Facebook
When you set up a paid Facebook, you have to check many boxes. These include questions like, are you targeting the right customers? Are the image dimensions to scale? Have you chosen the correct type of ad? For somebody just starting out, this can be a little confusing.
Nearly 2.6 billion people use Facebook monthly, and around 1.7 billion use it every day. Facebook thus provides an opportunity for marketers to boost the efforts made by marketers. The problem is that you cannot make any mistakes as any ad on Facebook costs you time and money investment.
To guide you, we have created a checklist that will help you make the right decisions.
1. Create An Account With Facebook Ads Manager
Facebooks’ Ad Manager is like a dashboard that will provide you with all details of the campaigns run. This dashboard showcases how much you are spending per day. It is sorted by columns, thus allowing you to filter through the ads and see the results. All the key metrics like frequency, reach, and the cost is readily displayed, making it easy to go through all the facts.
To use this Facebook Ads Manager, you will need to set up your Facebook business page. You cannot run ads through your personal profile.
Now follow the below-mentioned steps:
- Go to https://www.facebook.com/business/tools/ads-manager.
- Click on the button “Go to Ads Manager.”
- Confirm your details as you set up your ad account.
- Set up the payment mode details
- Save all the changes
- Now that the Ads Manager will act as the control center for the Facebook ads.
2. Start Creating An Ad Through Facebook’s Ads Manager
Once you have logged in to the Ads Manager, you can see a performance dashboard. It will show all the details of your campaigns, ads, and ad sets, along with the results they have brought to your Facebook page. Till you create an ad for the Facebook page, the dashboard will remain empty.
To start a new campaign, ad set, or ad, you will have to click over the type of ad that you wish to create and then click on the green ‘Create’ button that you see far left.
3. Choose An Objective
Facebook’s Ads Manager is created keeping your marketing campaign in mind. Before you start the Ads, Manager would ask you to select the objective of that campaign.
There are 11 objectives that you might select from. This list comprises everything starting from increasing brand awareness to getting more app installs or increasing the traffic to your store.
When you choose one of the objectives, you give Facebook an idea as to what you want to achieve through this Facebook ad campaign.
The Facebook ad options are:
- Brand awareness
- Website traffic
- App installs
- Video views
- Lead generation
- Catalog sales
- Store traffic
4. Choose Your Audience
The next step is to configure the target audience. You could do it for each of the ad set that belongs to one campaign. In case you are just beginning with FB advertising, you might have to check out multiple targeting options till you find an audience that matches your product.
To help you in this process, Facebook’s targeting criteria have an audience definition gauge as well. The tool is located in the right of the audience targeting fields. It takes all the properties you have selected into consideration to give you a potential reach number.
If you are confused between choosing a niche audience over a widespread one, you can rethink your objective. Maybe you want to get traffic to the website; then, you will have to focus on the customers who you know will like your product. But if you’re going to build Brand awareness or promote an offer, then you can choose a generic audience.
Facebook offers vast built-in targeting options like Location:
- Ethnic Affinity
- Politics (the U.S. only)
- Life Events
You can also choose a Custom Audience as it helps you in targeting people who are present in the company’s database, visited your website, or used your app or game. Once you have found a group that will respond to the ad, Facebook will allow you to save the audience. You can then use them later and will not have to repeat this step again and again.
5. Set Your Budget
Facebook gives you the facility is setting either a daily or lifetime budget. First, we will tell you the difference between both:
Daily budget: If you want the ad should run throughout the day, you must choose this one. By using a daily budget, Facebook will track your spending every day. Remember that the minimum daily budget for every ad set is USD 1.00, and it should be 2X of your CPC.
Lifetime budget: If you intend to run the ad for a particular period of time, you should choose a lifetime budget. That means Facebook will pace the spend over the time period you have set only.
If you want to specify other elements of budgeting, you can go to the advanced options. This will allow you to determine things like:
You must choose if you want the campaign to run continuously and start on an immediate basis or if you want to add start and end dates. You may also set the parameters so that these ads run only during certain hours and days of a week.
Optimization & Pricing
Decide if you want to bid for the objectives, impressions, or clicks. If you do that, you will pay for the ad to be displayed to only those from your target audience who would most likely buy it. But Facebook will still monitor what the maximum bid is.
If you do not want Facebook to set any optimal bids for you, just go for manual bidding. This option will give you control over how much you are ready to pay for every action that is completed. Though Facebook will provide you with a suggested bid-basis your competitor’s behavior so you can decide on your own.
The type of delivery falls under two categories, i.e., standard and accelerated. The standard delivery is going to show the ads throughout the day. On the other hand, accelerated delivery allows you to reach the audience quickly and is especially for time-sensitive ads. Remember that this would need manual bidding.
6. Create Your Ad
How do you want the ad to look like? This will be dependent on the objective you have chosen.
If you want to increase the clicks coming to your website Facebook’s Ad Manager will give the click to website option. This type of ad comes in two formats, i.e., Links and Carousels. This implies that it could either display one single image ad or a multi-image ad having 3-5 scrolling images.
Once you have made your selection, you will have to upload your creative details. You must know that for every ad type Facebook has specific design criteria that every user has to adhere to.
For single image ads, Facebook wants its users to adhere to the following design recommendations:
- Text: 125 characters
- Ad Headline: 25 characters
- Image ratio: 1.91:1
- Image resolution (including CTA): 1080 x 1080 pixels
For the Carousel or the multi-image ads, these are the design criteria:
- Recommended image size: 1080 x 1080 pixels
- Image ratio: 1:1
- Text: 125 characters
- Headline: 40 characters
- Link description: 20 characters
For the image you choose, you should not have more than 20% text. Check how much text is present on your image. Remember that these will be the ad options for the “Traffic” Objective.
If you have chosen “boost your posts” as the objective, you will get multiple ad options like Page Post Engagement: Photo ad. This type of ad comes with some design recommendations of its own.
After selecting the ad type, the Ads Manager will ask you to select how you want to display the ad. Here the options you will get are Desktop News Feed, Mobile News Feed, and Desktop Right Column.
7. Monitor Your Ad’s Performance Metrics
Once the ads start running, you will have to check their performance. To know the response, you have to look in the Facebook Ad manager and the marketing software.
As per Facebook, these are some of the key metrics that you must look for:
- Performance. You can customize it to add metrics like reach, frequency, results, and impressions.
- Engagement. Here you can add metrics like Page likes, Post, and page engagement.
- Videos. You can customize it and add metrics like video views and the average % of the videos that were viewed.
- Website. Add metrics like website actions, payment details, checkouts, add to cards and purchases.
- Apps. Here you may add metrics like app installs, app engagement, credit spends, mobile app actions, and cost per app engagement.
- Events. Include metrics like event response and the cost per event response.
- Clicks. Add specific metrics like clicks, unique clicks, CTR (click-through-rate), and CPC (cost per click)
- Settings. You can customize it to add metrics like the start and end date, ad set name, ad ID, bid, objective, and delivery.
Irrespective of which metric you choose, you will find all the data in your Ads Manager.
When you analyze the data, you will think of it in four ways. These are as follows:
- The account level
- The campaign level
- The ad set level
- The ad level
- The Account Level
This will offer you high performance in all the campaigns. You will find all the data that offers you a bird’s eye view. Just go to the ads manager and click on the Account overview. From there, you can customize the metrics that you wish to see and add the time ranges and do much more.
The Campaign, Ad Set, or Ad Level
You could also become more specific with the analysis just by checking the performance of your ads and campaigns. This could help you in finding out which of the audiences, messaging, and collateral are performing best.
To find out, you have to navigate to the Campaigns, Ad Sets, or Ads tabs which are located beside the Account Overview in the ads manager.
8. Reporting On Facebook Ad Performance
You may receive customized reports through email. Here is how you can set it up.
- Go to Analyze and Report found on the Upper main menu.
- Select Ads Reporting
- Now choose Create Custom Report.
- Choose and open any saved reports
- Click on Save As near the save icon. Name your report and then click on Schedule Email.
- Now follow all the prompts and edit and confirm the reporting preferences.
Though there are many details you have to see when you plan a paid FB ad, it is crucial that you do not ignore the big picture. It is critical to report on clicks and conversions from Facebook. But if you are using URLs having UTM codes, you can measure the effectiveness of the ads with the help of your marketing software.
Tracking the URLs will help the marketing software check how many leads or customers you have gained from these ads. This information you can use to find out the ROI of the source. You can also use it to inform the Facebook marketing strategy.
Now you know how to set up a FB ad. Go ahead and create one of your own so that you can build brand awareness. This, in the long run, will get you the traffic and leads from your target audience present on Facebook.
Pro Tips For Facebook Ads
Using The Formats And Data Of Facebook Ads
By creatively using this wealth of data and the various ad formats that Facebook Ads offers, you can create custom ads that target a different audience for different products. They can provide useful information that keeps your customers engaged and boosts your brand’s recognition. Focusing locally or regionally, you can create ads that talk to your customers in the local language and use regional news and events to tie-in with your products.
These ads are effective as the customer feels like your brand understands them and addresses their concerns more than the larger, faceless brands. You’re able to establish a rapport by which you can slowly grow your customer base.
Large brands may rely on social media as well to reach a regional or global audience. But by understanding your products and the local markets through the data of Facebook, you can combine this knowledge with creativity to make eye-catching ads that allow you to maintain a healthy market share and stand up to your larger competitors with their infinite marketing budgets.
Partner With An Agency Skilled In Facebook Ads
Part of this ability to compete is being able to make the most out of your marketing budget. With the lower price of Facebook Ads, you can target your ads more finely to reach audiences that have a greater chance of converting your ads into proven sales.
These lower prices mean you can create more ads with lower acquisition costs across your entire product line than relying on one expensive ad that says more about the brand than the products. But creating all these ads and measuring their performance during a campaign takes effort and expertise.
By partnering with an experienced digital marketing agency, they can assume responsibility for all the ad campaigns. They’ll create a marketing strategy, product the individual ads, monitor the campaigns and generate reports informing you of their progress.
With the variety of targeting options, plus the five formats of Facebook Ads, you need an expert agency to keep on top of your ad campaigns to level the playing field against larger competitors.