When it comes to your advertising strategy, there are hundreds of approaches you can choose from. But if you want to bring in consistent sales from day one, you need to focus on your social media advertising game. And if we’re talking about social media, you can’t overlook the channel with the largest audience network: Facebook.
Facebook is the biggest social media site worldwide, with almost 1.9 billion users every day. It hosts the most significant audience size, which makes it suitable for all your advertising campaigns. This is why as a business, it’s essential to focus on Facebook advertising.
What is Facebook Advertising?
Facebook advertising refers to online advertisements that are created and published on the Facebook platform. These ads can appear on a user’s news feed and in the right column of Facebook for desktop users. Facebook advertising allows brands to place their products and services in front of a massive audience.
Not only has Facebook become the world’s largest social network, but it has also shifted into one of the biggest marketplaces on the internet.
Why Should You Advertise on Facebook?
While you may hesitate thinking that no wise internet user clicks on Facebook ads, Facebook’s ad revenues can give you ample reason to reconsider. In fact, Facebook’s business model relies heavily on ads, generating close to $84.2 Billion in 2020. Therefore, providing some focus on Facebook advertising may benefit you for these reasons:
- Facebook has global coverage. With Facebook being the most prominent social medium on the internet, this is a great platform to grow your business. Aside from its 2.89 Billion monthly active users, more than seven million companies have created ads for Facebook’s massive audience.
- Highly targeted paid ads. Facebook ads allow you to tailor your promotions to a specific target audience. This detailed targeting lets you specify your campaigns based on age, gender, location, job, and interests. This database is something that users share on Facebook, making it easier to identify your custom audience. You can even set your targets for your lookalike audiences as a way to reach similar customers who are also likely to be interested in your business.
- Allows more organic reach. If you’re struggling to utilize Facebook advertising, you can still initiate relationships organically by creating content on your Facebook page that people can see value in. While it may be harder to catch their attention, it may be based on how stunning your content is; it’s still worth the initial steps.
- Integrations with marketing channels. Facebook advertising is a cohesive system that is easily combined with other marketing channels. It’s easily linkable to email marketing, mobile marketing, search engine marketing, and Facebook Messanger ads, so you can develop an approach that can strengthen your brand outreach.
Types of Facebook Advertising
Facebook offers several paid ad options and placements for different ads campaigns. Here are the types of Facebook ads you can choose from:
1. Image Ads
Image grabbed from Save the Children US
A primary way to get started with Facebook advertising is through image ads. Image ads require you to be creative in choosing photos to promote in order to capture people’s attention to your brand.
This format makes it fast and easy to raise your brand awareness and drive people to your Facebook page or website. You can create an image ad by boosting an existing post using a photo from your Facebook page.
2. Video Ads
Image grabbed from BAKED
Video Ads are posts that run on the Facebook News Feed and Facebook Stories and can appear as in-stream ads in longer Facebook videos. Video ads are a great way to demonstrate the features of your product using a dynamic medium that can attract video views. You can create short videos or use GIFs to get people’s attention quickly.
3. Poll Ads
Image grabbed from Patty Stack
Poll Ads is a mobile-only option that incorporates an interactive component for added post engagement. This format lets you place a two-option poll to an image or video ad that requires people to enter their preference. A separate link can be added for each indicated poll choice. The tally of responses to each poll question can only be seen by you and those who answered it.
4. Carousel Ads
Image grabbed from Target Style
A carousel ad on Facebook gives you the option of posting up to ten images or videos in a single ad. You can use this format to showcase your different products or services or create one cohesive panorama image for added impact.
This is also a great way to present your products by telling a visual story representing your brand. Each image or video on a carousel can have its own link. These action buttons can go directly to your sales page for more straightforward conversion.
5. Slideshow Ads
Image grabbed from Charter College
A Slideshow ad is a Facebook advertising format that lets you create short video ads from a collection of text, still images, or video clips. They are lightweight in terms of data, which means they load quickly and play well on every connection speed. Slideshow ads are easy to make with low production costs but offer most of the experiential benefits of video ads.
This is an excellent option if you want to have a video-sized impact without the same video-sized budget. Slideshow ads can be built within Ads Manager, where you can add text and music to your ad.
6. Instant Experience Ads
Formerly known as Canvas Ads on Facebook, Instant Experience is a full-screen ad that is simply hard to miss. You can include a mix of audio, video, text, still images, and call-to-action graphics in one engaging ad.
The advantage of this full-screen ad format is that it loads 15 times faster than any mobile website outside of Facebook. This is beneficial considering that 53% of users navigate away from a mobile post-click landing page that takes longer than three seconds to load.
7. Collection Ads
Image grabbed from Adidas
Another mobile-only option, collection ads, allows you to showcase five images or videos that customers can click to buy a particular product or service directly. A collection ad is like a mini-catalog of your products all in one post. An ideal collection ad would be one original video that details the other products in the collection, supported by four smaller pictures of the actual products being referred to.
Collection ads pair well with Instant Experiences as they both make online shopping a lot easier for users. In addition, they both allow people to buy your products without ever leaving the Facebook platform.
8. Lead Ads
Image grabbed from Dot & Bo
Lead ads are a type of Facebook advertising that allows you to find people interested in your products or services and collect needed information from them. As a Facebook business, it’s essential to connect with your customers and potential customers. Lead Ads allow you to run lead generation campaigns with nothing but convenience for those who click on them.
It uses an Instant Form for easier data input and can be customized according to your objectives. They are designed primarily for mobile devices and make it easy for people to provide their contact information without a lot of typing.
Lead ads help you better understand the interest and behaviors of potential customers. It is also a means to collect information for your company newsletter or get people to enroll in programs that you offer.
9. Dynamic Ads
Image grabbed from Native Shoes
Dynamic Ads is a format that automatically delivers personalized ads based on a user’s interests, intent, and actions. These ads use machine learning to pick just the right products in your catalog to show to the correct people, making it easier for you. Simply upload your product catalog and set up your campaign, and Facebook does the rest.
Whenever a user expresses interest in an item from your catalog, Facebook dynamically generates an ad for that person. These ads appear just like other single image, carousel, stories, or collection ads on Facebook. This effectively reminds the potential customer to complete the purchase as you fulfill your sale.
10. Messenger Ads
Image grabbed from Original Coast Clothing
Messenger Ads help you extend your reach and find more customers from the 1.3 Billion people who use Messenger every month. Messenger ads appear on your main chat home page and encourage users to learn more about your product or service.
You can also put up “click-to-Messenger” ads that appear in the Facebook feed. This features a call-to-action button that opens a conversation with your Facebook Page.
11. Stories Ads
Image grabbed from Rothy’s
Facebook Stories Ads are mobile-only full-screen vertical video format options that allow you to provide an immersive opportunity to relay your brand. Facebook Story ads play as video ads that are fifteen seconds or less.
12. Augmented Reality Ads
Image grabbed from Michael Kors
Augmented reality ads use augmented reality camera effects that allow people to interact with your brand using pre-made filters and animation. Ideal for products that can be worn or used, such as glasses and cosmetics, augmented reality provides the interaction for users to take selfies using your pre-made filter.
Creating Your Campaigns Through Facebook Ads Manager
When you’ve identified which type of Facebook advertising you intend to pursue, you can now create your campaign. All of Facebook’s ad campaigns run through the Facebook Ad Manager tool. Here you will need to:
- Choose your objective. There are several ways to approach an ad campaign on Facebook. These ways fall into three main categories: Awareness, Consideration, and Conversion.
- Define your audience and budget. In this step, you can customize your campaign’s target audience according to location, age, gender, language, interests, behaviors, and connections. These are extremely crucial to identify clearly since your reach relies on these parameters. Next, you’ll need to set your budget. Depending on the maximum amount of money you’re willing to spend, you can set parameters to daily budget or lifetime budget. You can also choose campaign budget optimization to automatically manage your campaign budget to get the overall best results.
- Choose Ad Placement. Once you’ve created your content for Facebook advertising, you’ll need to define where your advert will appear in. Unless you have a specific directive, Facebook recommends using the default placements, allowing Facebook to optimize placements for the best possible results at the cheapest advertising cost.
- Utilize your tools. Once your Facebook ad is up and running, don’t forget to utilize all the tools at your disposal to achieve the best outcome. Ad Manager provides insights and important data from your campaigns to assess your metrics properly. Here you can check your click-through rates to see how effective your ongoing campaigns are and where you need to improve. You can also use the tool Facebook Pixel, a piece of code that allows you to track conversions, remarket to people who have viewed your products, and create lookalike audiences. Maximizing your online capabilities as your ad runs can only make you more effective as you continue with your campaign.
Facebook advertising provides you with all the tools necessary to raise your stats and improve your sales. Developing the capability of marketing your brand on Facebook is now a must in today’s social media sphere. And if you do decide to advertise, better do it on the platform with the most number of eyes captured.