Facebook has also been proven as the most efficient online advertising medium for generating more impressions, clicks, and conversions. Facebook particularly stands out in certain instances, 7x cheaper than the second most affordable social media advertising platform Twitter
You can invest less than $5 per day in Facebook ads and experience substantial positive results.
If you’d like to see the most effective results, you must know the various types of Facebook ads and ways to target them before diving in.
Then, in this Facebook ads guide, we’ll guide the reader through all you need to learn, from preparing your first advertisement to establishing sophisticated strategies for your campaign.
Why use Facebook ads?
Facebook Ads are one of the most efficient methods available to expand your business, attract loyal customers, and create leads and revenue. There are currently more than 3 million companies marketing through Facebook as of the moment, and it’s never a better time to get started than right now.
Here are some of the reasons Facebook Advertising is hugely exciting for marketers:
- The size of the audience is Facebook has now surpassed 1.13 billion active users daily, with a total of 1.03 billion of whom use the social network on mobile devices.
- Pay attention: People spend a large amount of time on social media. On average, users spend around 50 minutes browsing Facebook, Instagram, and Messenger each day.
- Organic reach is declining: Organic reach on Facebook has declined for the past few years and is now close to zero. So if you’re looking to make it big, Facebook is all but an online pay-to-play platform.
- Targeting: The targeting options available within Facebook Ads is incredible. Businesses can target their users the location and demographics, age, gender, interest, behavior, and more.
Types of Facebook ads
Image ads
These ads are simple, and an excellent method to begin using Facebook paid advertisements. You can make one in only a few clicks, adding a boost to your existing posts with an image taken from your Facebook page.
Image ads might be simple, but it doesn’t mean that they have to be boring.
For instance, you may consider domain names to be an uninteresting product. However, that doesn’t stop Canadian Internet Registration Authority from making interesting Facebook advertisements with photos.
Video ads
Video ads can be seen on Facebook’s News Feed and Stories or in the stream of Facebook videos. Video ads may show your business or team in action, as in this short demo video by Abeego.
Similar to image ads, video ads can also be taken an innovative approach, such as the one below by Tru Earth:
The video ads you create don’t have to incorporate video footage from a film. You can also make GIF-like animations or other graphics to draw attention or present your proposition, such as the one in this video advertisement by IKEA.
Poll ads
The mobile-only Facebook advertising format has an interactive component by creating a two-options poll for the image or video advertisement. It is possible to add a separate link for each option in the poll.
You and the people who respond will be able to see the total of responses to each option.
Carousel ads
A Facebook carousel ads can use more than ten photos or videos to show off your service or product.
This format can emphasize the different advantages of one or more different products, or you can even combine all of the images to create a large panoramic image.
Each video or image can have a unique link. For example, in the advertisement below, each “Shop Now” button goes directly to the sales page of the plant featured in the image.
Slideshow ads
Slideshow ads are a simple method of creating short videos made from still images, text, or video clips already in use.
Slideshow ads are visually appealing, as do videos, but they use five times the amount of data. They load quickly, even for those with low internet speeds. They’re a simple and low-impact method of attracting attention.
You can design your advertisement by adding music and text within Ads Manager.
Collection ads
These Facebook paid advertisements, which are available only on mobile devices, permit you to display five videos or images that customers can click to purchase an item or purchase a service.
Collection ads are paired together with Instant Experiences (more about them below) and let people purchase your items without leaving Facebook. This makes shopping online easy even when you’re on the move.
The first image or video could do more than just showcase one product. For instance, in this Lee Valley Tools ad, the main video shows viewers how to select the most suitable varieties of seeds to plant in their gardens. The images of the product below refer to the tools needed for saving seeds and planting them.
Instant Experience ads
Instant Experience ads used to be referred to as Canvas. They’re an ad format that’s full-screen, which loads 15 times quicker than a mobile site that isn’t part of Facebook.
This advertisement from Kline provides an Instant Experience that includes an image at the very top and an animated carousel to the left.
Lead ads
Facebook Lead Ads can only be accessed via mobile devices. This is because they’re designed to allow users to enter their contact details without any typing.
They’re excellent to collect newsletter subscriptions, register someone to try your product or service, or even allowing them to inquire about more details from you. For example, several automakers have utilized them to get people to try testing drives.
Dynamic ads
Dynamic ads let you market specific products to people who are most likely to be interested in them.
For example, let’s say you have a customer who has visited your product page or added an item in their shopping cart on your website but later decided to cancel the purchase. You can promote this particular product in your Facebook feed by using dynamic advertising.
This can remind the customer to make the purchase and is a successful marketing technique on Facebook.
It’s not only the choice of the products that could be dynamic. For example, the Taiwanese beverage company Nature Fruit used dynamic ads to control the language preferences for its advertisements when they expanded to Malaysia.
This gave them the ability to create one ad that could be displayed in English and Simplified Chinese depending on the user’s preferences. This resulted in a 25 percent less expensive add-to-cart.
You require an account on account on Facebook’s Business Manager account to be able to run Dynamic ads.
Messenger ads
Facebook Messenger ads allow you to reach those 1.3 billion users who use Messenger each month. When creating your advertisement, just select Messenger as the preferred location. Also, you must select your Facebook feed.
Here’s how an ad appears within the Messenger application:
You could also create “click-to-Messenger” ads in the Facebook feed. They feature a call-to-action button that launches a Messenger chat through your Facebook Page. Users can engage in a one-on-one discussion with one of your sales representatives or customer service representatives.
Stories ads
Mobile phones are designed to be used vertically. Stories ads are a mobile-only full-screen vertical format that lets you make the most of your screen space without viewers turning their screens.
Augmented real-time ads
Augmented reality advertisements employ filters and animations to let people engage with the brand.
The filter, for instance, can help users understand the shade lipstick might look like on their lips or what kind of glasses could fit their face.
Augmented reality ads can be utilized to expand the reach of your ads. For example, they permit users to snap photos using the filters and then share them on their own channels.
Creating Facebook ads
How to create a Facebook ad campaign
To create a campaign, press the Create button under the Campaigns tab in the Ads Manager.
Source
First step: Choose the campaign’s objective
On Facebook, you can select from a range of objectives for your campaign that aligns with your marketing goals. For instance, if you want to bring visitors to a physical store, you should use store traffic. On the other hand, if you’re driving traffic to your site, you must utilize conversions.
The right goal is the first crucial choice when creating your ad campaign. However, if you’re unsure what type of objective is suitable for you, here’s an overview of your options:
Awareness: Get your brand out before people’s eyes and increase awareness of the products or services.
Reach: Get your ad placed in front of the maximum number of people you can to make a buzz.
TrafficUse advertisements to draw users away from Facebook and to your site.
Engagement: Get users to engage with your business online by encouraging people to leave comments or like your content.
App installation: Have your ads send users directly to your app store, where they can download your app.
Views of videos: Boost the number of people who view your video, focusing on people who have the highest chance of watching your videos.
Lead generation: Use forms to create leads on Facebook, which you can follow up with in the future.
Text messages”: Use advertisements displayed in Messenger, WhatsApp, or Instagram Direct to reach out to new customers.
Conversion: Push users to make the next step using your product, whether beginning a trial for free or buying.
Catalog sales: Show the products of your web shop’s products using ads that encourage shopping and browsing.
Store traffic: Target locals and have them come through your physical store.
Facebook utilizes objectives to decide the other aspects that make up your advertising campaign, like possible ads, formats bidding options, and how to optimize the campaign.
Step 2: Give your advertising campaign a name.
The naming conventions you use for campaigns could be a simple method to organize your campaigns when you grow and launch more. This also allows you to prepare to have a super-efficient reporting system when you are ready to evaluate your performance.
A few examples of what you could include in the campaign name include:
- Name of the customer/website
- Target audience/location
- Custom audiences
- Creative type
- Facebook Page
I hope this provides you with some ideas for keeping your campaigns organized and simplifying the reporting later.
Step 3: Select specific ad categories, conduct an A/B test, and then optimize the campaign
In the following section, we need to decide on some issues about the entire campaign. This includes:
- Ad categories
- A/B testing
- Campaign budget optimization
In the beginning, you’ll need to determine if your advertisement falls under some of the Particular Categories. A majority of ads don’t, however, so it’s essential to check to determine if one of them will apply to your advertisement.
You must then decide if you’ll utilize A/B testing. Making a split test or an A/B test allows you to conduct tests and collect data that will reveal the most effective creative, placement audience, and delivery optimization strategies.
It’s always good to set this up to ensure that your campaigns run at the highest efficiency. If you’re looking to set A/B testing, immediately go to our Facebook ads guide to testing A/B to learn more about the entire procedure.
In addition, we offer the option of optimizing your campaign budget. Once this feature is enabled, Facebook will determine how to distribute your campaign budget between your numerous ads efficiently that is possible. If you don’t want to select this option, you can manually decide how much of the money will be allocated to each set of ads. We will cover the details in Chapter 6.
Step 4. Set the campaign’s budget as well as bidding
In general, you’ll be required to select:
- The type of budget you have (daily or for a lifetime)
- How much you’ll spend
- The planned start and end day of the campaign
Take the time to consider your budget. You’ll not have enough money for future campaigns if you spend too much. Spend too little, and it will be difficult to get the results that you truly desire.
Step 5. Select your targeted audience
Facebook provides a variety of powerful methods to reach out to audiences. We’ll go into more detail about creating these various audiences in Chapter 6.
At this stage of the campaign’s set-up, There are two options available to you:
First, create a new Facebook target audience.
Use a Saved Audience.
When you begin to build your following, Facebook will display your estimated daily reach and inform the user if their audience is too large or small by using the meter located on the right-hand side.
With Facebook audiences, you can target people who have people who have interests or likes on Facebook behavior and demographics. This lets you create specific groups to target your marketing campaign.
Making sure you have the correct Facebook targeted audience among the most crucial actions you can take when advertising on Facebook. We’ll go further into this in the future.
Step 6: Set up your placements
This stage lets you decide on Facebook’s huge network you would like your advertisements to be displayed. Your options, however, will be limited by the goals you’ve chosen in your campaign.
By default, Facebook will have automatic choices of locations that they believe will provide the most effective results. However, if you’d prefer to change this, you may choose your own location.
Here’s a comprehensive listing of all the options for placement:
Feeds
- Facebook News Feed
- Instagram Feed
- Facebook Marketplace
- Facebook Video Feeds
- Facebook Right Column
- Instagram Explore
- Messenger Inbox
Stories
- Facebook Stories
- Instagram Stories
- Messenger Stories
In-Stream Videos
- Facebook In-Stream Videos
- IGTV Videos
Apps
- Audience Network Native, Banner, and Interstitial
- Audience Network Rewarded Videos
Other
- Facebook Search Results
- Messenger Sponsored Messages
- Facebook Instant Articles
Although Facebook does a decent job of auto-optimizing your ads’ placements, you should conduct your own research using split tests. For example, you can find out which areas of your ads have the greatest impact (for the lowest cost).
Step 7: Set up your Facebook ads
This is the last stage of creating a campaign. In this step, you will be able to select the most appropriate Facebook advertising type and add the ad’s pictures and text.
We’ll be giving an in-depth look at how to build the most effective Facebook adverts in the following section; however, for the moment, we’ll take a glance at the essentials of what you must do to get your advertisement made.
In the beginning, you’ll have select one of the following options:
- First, create a brand new ad.
- Make use of an existing post on your site.
- Use a Creative Hub mockup.
If you’re creating an advertisement from scratch, you’ll need to enter the various components of your advertisement: video, images, and copy, among others. These can all be located under the Ad Creative section.
Once you’ve filled in all of the required details, press after, which you can click when you are done.
What is the cost of Facebook Ads cost in 2022?
We’ll dive into various reports to find specific answers. Here’s the summary.
Cost per click for Facebook ads is: click in 2022 will be:
Ad Espresso: $0.30 – $0.50
Emplifi: $0.40 to $0.65
Revealbot: $0.43 – $2.32
WordStream $0.42 $3.89 – $3.89 (Conversions of objective campaigns)
Remember that each of these studies used various data sets. Costs differ by the industry and the campaign’s goal, and we’ll go over that later.
Conclusion
Facebook ads are a powerful tool for any company, whether you’re a small start-up or a multi-national corporation. We hope to provide you with a comprehensive guide that will help you learn how to best use the advertising platform to your advantage. Happy advertising!
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