Facebook Ads

What is Facebook Ads and how can it help your business?

What is Facebook Ads?

Facebook is one of the most important social networks of the moment and Facebook Ads is its advertising platform. This platform has become a very valuable marketing tool for both companies and individuals since it allows advertising campaigns to be carried out with very tight budgets. It should be mentioned that advertising on Facebook has experienced rapid growth over the last few years, ranking ahead of Google ads and traditional advertising.

Currently, there are more than two billion active accounts on Facebook. Which makes the odds of a business reaching and connecting with its target audience quite high. The popularity of this social network is the biggest incentive to use its advertising platform called Facebook Ads. With Facebook Ads advertising and advertisements, companies can target new audiences, target people who do not follow them and who have never interacted with the content they post on their business pages or fan page, but who may be interested in the same.

Why should businesses use Facebook Ads?

Some of the reasons why companies should advertise on Facebook are:

Facebook ads are very affordable

Advertising on Facebook adapts to all types of pockets. If we set our budget from the start of the campaign, Facebook will stop showing our ads when it reaches the set amount. Preventing their advertisers from being shocked at the end of it.

Facebook ads work

The latest survey conducted by eMarketer published that 96% of social media marketers consider Facebook to be the best social media platform for both B2C and B2B.

Your audience is on Facebook

The people we want to reach not only have accounts on Facebook, but they spend an average of 40 minutes a day on the platform. More than 2 billion users have an account and 1.55 billion access the platform every month. Not enough to find your target audience?

We can target specific users

Facebook has a wealth of information about its users. We can benefit from this by targeting only the people who are most likely to become our customers. Facebook Ads allow us to specify criteria such as age, gender, location, job title, industry, marital status, and interests. You also have the option to filter by connections (for example, friends of users who already like our page) and behavior, which includes recent purchases and events. Another targeting option is to use lookalike and custom audiences. These are made up of users similar to our current audience. This means that there is no need to guess the demographics of our users if we do not have this information.

It allows us to do retargeting

Another way to reach the right users is to run retargeting campaigns. This allows us to target users who previously visited our website, used our mobile application, or gave us their email addresses. As they are already familiar with our business, they are more likely to take some action of value to us, once they are again impacted by the advertisements.

Campaigns are easy to set up

Facebook makes it easy to create advertising campaigns since its advertisers can make use of the “guided creation” option. This allows you to guide your advertisers step by step, through all the levels that make up a campaign until they finish their configuration.

Facebook provides useful data and analytics

Advertising on Facebook allows us to reach users even if they are not ready to finish the purchase process. This may seem a priori not to be very beneficial for companies, but it is still a great business opportunity. Although our ads may not be very useful to drive a sale, they can be very efficient in improving the brand recognition of our company or attracting new potential customers. In addition, Facebook gives us data on the impressions, the reach, and the frequency of impressions of our advertisements among other metrics. On the other hand, we will receive information about the "likes", "shared resources", "click-through rate", "comments", "conversions" etc that are getting. All these metrics are in real-time. Which will allow us to make changes to our ads as needed.

Facebook allows us to make video ads

You've probably noticed that most of the posts on your Facebook news feed are videos. This is because most users prefer to view videos to read text content. Facebook allows us to create video ads to attract more users' attention.

What is the key to successful advertising on Facebook Ads for business?

The key to the success of Facebook advertising lies in its targeting. In order for businesses to have a positive ROI (Return on Investment), it is very important to ensure that the advertisements are going to target the right group of people. In other words, the narrower the target audience of our advertising campaign, the better results we will obtain because if we choose an audience that is too wide, believing that we will have a better chance of converting, the further we will be moving away from our target audience. Impacting people who have no need to buy what our company offers. Note: Remember that every time our ads hit the wrong people and they are clicking on the ad, our ad spend increases without our conversions. Businesses must also adapt their advertisements, formats, and copies to the users they are targeting. It is a good idea to create a wide variety of advertisements to try to meet each particular need that potential clients of our company may have. Finally, we must analyze the performance of our advertisements, and incorporate into our advertising strategy only those that work best.

Types of ads in Facebook Ads

Facebook offers different ad formats that allow us to tell what interests us about our business:

  • Image: we can present our business with a simple image format and high visual quality. With this type of ad format, we can direct our users to our company website or mobile application.
  • Video: The video format has the power to easily grab the audience's attention. We can make a video of our business with sound and motion, do a product demo, introduce teammates, etc.
  • Collection: This type of ad helps encourage instant purchases. We can create ads in collection format, to show various items from our commercial catalog, and boost the sales of our business.
  • Carousel: in this type of ads we can add up to 10 images or videos of the products/services that our company has, in a single ad. Also, we can include an individual link in each image/video. This type of ad is very suitable for eCommerce.
  • Instant experience: these types of experiences allow the ad image to open after someone clicks on it through a mobile device. We can create an instant experience, to visually highlight our brand, its products, or services.
  • Dynamic ads: it is one of the most effective marketing strategies, to promote the products/services of a business among its target audience.

For example, if in our case we have eCommerce and a user has added 2 products to our online store cart but has not made the payment when this user enters Facebook again, they will be shown dynamic ads with those products or similar products. This type of advertisement encourages the end of the purchase process.

  • Presentation: This type of format combines images, videos, text, and sound. We can include three to ten images or a video in a presentation ad. Ideal for promoting products and services in our business.
  • Story ads: these ads are displayed on the full vertical screens and are a great ally to make users enjoy unique experiences that get out of the routine.
  • Playable Ads: This is one of the new ad formats, which allows users to interact with the application or game that they advertise, before downloading it.

How does Facebook Ads work?

The Facebook Ads campaign structure can be similar to that used by other advertising platforms, such as Google Adwords.

  • At the first level, we find the advertising objective we want to achieve.
  • Next, we configure our advertising campaign, which will consist of:
  • Ad set
  • Advertisements

Once our Facebook campaign is created and launched, we will have to optimize it daily until we achieve our desired results. We are going to see below what are the steps to create a well-structured advertising campaign on Facebook.

Step 1: Define your strategy

It is important to have a clear strategic vision before you begin. For each campaign that we are going to create, we must ask ourselves:

  • What products or services do I want to promote?
  • Who am I talking to?
  • Will it be a cold audience or a warm audience?
  • How will they use the product?
  • What weak points does it have?
  • What stage of the funnel are my users?
  • What is the objective of my campaign?
  • Do I want potential clients, improve my brand recognition, web traffic, sales ...?

Step 2: Choose the objective of your campaign

First of all, we need to log into the Facebook ad manager and click the "create" button. After defining an objective and a strategy, our first step is to choose the marketing objective that best suits our advertising campaign and business objectives.

It is very important to choose the correct marketing objective. Depending on the type of objective, Facebook will optimize its ads in one way or another.

Step 3: Name your ad campaign

After giving our campaign a meaningful name, with which we can recognize it without problems, we found the option of optimizing the budget. This should be enabled when we have multiple ad sets in a single campaign.

Step 4: Segment your audience

The next step will be to name our ad group and start segmenting our target audience based on location, age, gender, detailed targeting, and connections in the audience option. In addition, we will be able to build:

Personalized audiences from an email list, users who have already interacted with our company, our Instagram business profile ... etc.

Similar audiences with users that are similar to our existing target audience. We can also include and exclude audiences here:

We must monitor the size of our audience and the estimated daily results of reach that Facebook Ads offers us.

Step 5: Ad placements

We will place our ad in the right place to reach the right audience. Here, there are two options: automatic placements and manual placements. In automatic placements, Facebook will automatically place our ad on different platforms such as Facebook, Instagram, Messenger, Audience Network, etc. For manual placements, we decide where we want our ads to show.

Step 6: Budget and schedule

Here, we will decide the amount we want to spend on our advertising campaign and the programming by choosing the start and end date of it.

Step 7: Choose your appropriate ad format

The Facebook ad manager offers different ad formats as we previously explained. From those options, we must choose the ad format that best suits our advertising campaign.

As you have seen, Facebook Ads is a very efficient tool, both for businesses that are starting and for those that have been running for a while. Advertising on Facebook Ads offers numerous ad formats to attract our target audience. This is the best platform to grow our business exponentially.

Now, to reach good levels of performance and returns on investment, you need to learn about Facebook Ads in-depth, especially everything related to audience segmentation. If you want more information about the Facebook advertising platform and how to have your own advertising campaigns working efficiently, download our free guide here: How to advertise on Facebook Ads.

It must be borne in mind that on social networks we can find millions of active users every day, but this does not mean that simply by launching a paid ad campaign, we will achieve good results and we will reach the audience that we really want. interested.

You have to know how to impact the audience that is looking for the services and products that your business offers. Managing to advertise on social networks is not an easy task, that is why at Adtuo, we always work to achieve the best results for our clients and make the most of each euro invested.

If you want more information, do not miss our Guide on how to advertise on Facebook Ads for SMEs and freelancers, in which you will learn the keys to having successful advertising campaigns, getting more customers for your business, and selling more.