Imagine an advertising tool that helped you reach your ideal customers based on what they like, their interests, and their behaviors. A tool that saved you time and money by optimizing your ad delivery to get your message in front of those most likely to convert. With so many options, deciding where to spend your marketing budget can be difficult. What makes Facebook particularly attractive for new and experienced business owners boils down to three things:.
Facebook reportedly has more than two billion active monthly users , and those users spend more time on Facebook than on competing social networks. In addition, Facebook owns Messenger and Instagram, two other popular mobile apps accessible to Facebook advertisers through its advertising platform.
All the likes and connections made on Facebook and Instagram create detailed user profiles advertisers can tap into through targeted ads. This often results in increased brand exposure and new followers for your company, which is one of the benefits of advertising on social platforms. Your success in Facebook advertising depends on your objective and the types of Facebook ads you use.
Producing effective, high-performing ads, however, presents a challenge for many beginners because there are so many different types to choose from. Single image ads are the standard for Facebook advertising. They are easy to make, offer a clean format for you to promote your brand, and are one of the most effective ad formats.
In one Facebook study, a series of photo-only ads outperformed other ad formats in driving unique traffic. You can create a Facebook ad right from your Facebook page as a boosted post, or if you want more detailed targeting options, you can make one in Facebook Ads Manager.
You can create video ads in Facebook Ads Manager or boost a post that has a video from your Facebook page. Videos that are 15 seconds or less can help capture your audience and keep them engaged. They should also have a clear call to action CTA at the end, such as purchasing a product or visiting a website. Carousel ads let you include up to 10 images or videos in a single ad, each with its own link. People can scroll through the carousel by swiping left or right on their devices or by clicking directional arrows if using the desktop client.
The collection ad format includes a full screen, Instant Experience to make it easier for people to browse and buy your products. These ads include a cover image or video and can show multiple products underneath. Collection ads are a great way to show off your product catalog, offer an enjoyable browsing experience, and help turn interest into sales.
So, to start off on the right foot, you first want to ensure you set up your Business Manager account correctly. To create your Facebook Business Manager account, go to business. Facebook will ask you for your business name, your Facebook business page create one first if you don't have one , your name, and your email address.
You will be taken to a new window and given the option of adding an existing ad account, requesting access to an ad account, or creating a new ad account. This is your advertising hub, where you can navigate to all the different areas of your business on Facebook. One of the most common frustrations among new Facebook advertisers is understanding whether or not their ads actually worked.
The Facebook pixel is the connection point between your Facebook ads and your website. The pixel is a tracking code you need to create within your Business Manager account and then add to your website before you begin paying for ads.
It shows you all the actions being taken by visitors coming to your website through your Facebook ads. Essentially, the Facebook pixel tells you not only if your ads drove results but which specific audiences and pieces of creative those conversions came from. Setting up the Facebook pixel on your website is easier than it sounds and rarely requires digging around in code. If you're using Shopify, setting up your Facebook pixel is as easy as copying your pixel ID a digit number from your Business Manager account and pasting it into the Facebook pixel ID field, located under Online Store in the preferences section of your Shopify store.
Stats such as visitors, add to carts, and purchases are recorded in your Business Manager account under Pixels. Targeting the right people with your ads is one of the keys to being successful with Facebook advertising. Audiences is a section within Business Manager where you can create lists of people to target with your ads. There are several different features available within the audiences section to help you define these lists, but they can be divided into two broad categories: retargeting and prospecting.
Someone who has visited your website, added something to their cart, or followed you on Instagram is more likely to consider buying something from you—they might just need a little encouragement. You can create Facebook retargeting audiences using the Custom Audiences feature, located in the Audiences section of Business Manager.
Custom Audiences offer you the option to tap into all the data captured by your Facebook pixel and business pages. When creating a Custom Audience, you are given a list of different sources to draw from. The three main sources ecommerce businesses will want to use are customer file, website traffic, and engagement.
Facebook matches this information back to its own users so you can target them directly with your ads. Website traffic allows you to create a retargeting list for reaching your website visitors. Here, you can create lists of various sizes based on actions taken or pages visited on your website. Common retargeting lists that generally convert well include those who visited your website in the past 30 days or added something to their cart in the past seven. If you have an active Facebook or Instagram page for your business or have been experimenting with ads that are getting engagement i.
Block lists can exclude specific websites, videos, and publishers. Finally, you can optimize your ad bidding strategy and bidding type, and add an optional bid control. If you have more experience, tailor the options here to best match your budget strategy with your campaign goals. First choose your ad format, then enter the text and media components for your ad. The formats available will vary based on the campaign objective you selected back at the beginning of this process.
You can get quite creative here. Use the preview tool at the right of the page to make sure your ad looks good for all potential placements. There are a lot of details to keep in mind when getting your images and videos ready for Facebook ads. To create the best Facebook ads, you need to keep the recommended character counts in mind. Anything beyond these text limits will be cut off. You also need to understand which types of Facebook ads work with each of the ad campaign objectives described above.
In-depth research by AdEspresso shows the main factors that affect Facebook ads cost are:. Keeping all of this in mind, AdEspresso calculated the average cost per click for Facebook ads in Q3 Broken down by campaign objective, the average costs were:. Source: AdEspresso. Cost per like was a bit of a roller coaster in It can be easy to focus on short-term conversions when calculating the value of a Facebook ad campaign.
But research from Facebook, Analytic Partners and GroupM shows that higher funnel brand-building ads can drive sales at a similar rate per dollar spent. In fact, in health care, brand messaging drove more sales than direct response campaigns for those aged 35 to However, direct response drove more sales for teenagers. Source: GroupM via Facebook. The Facebook pixel is a small piece of code that can have a big impact on your Facebook ad campaigns.
Once you place the code on your website, it allows you to track conversions, remarket to people who have viewed a product on your site and create lookalike audiences. That said, changes are coming. There are a few steps you can take to get ready, like verifying your domain in Facebook Business Manager. If you work with a developer, you might also want to consider using the Conversions API for more accurate tracking of conversions data not affected by cookies.
Remember back in the days when everyone watched TV and we could all recite our favorite breakfast cereal jingles? How many times do you think kids watching Saturday morning cartoons were exposed to the same ads for Magic Charms?
At a certain point, the benefit of more exposures to the same ad—or related ads— starts to slow down. Source: Facebook IQ. Your testing will show you where the plateau is for you.
Keep in mind that better quality ads plateau later. The best practices for Facebook ads are constantly changing. Only you know what works for your specific audience.
And the only way you can keep that knowledge up to date is by testing. Closely monitor how your campaigns perform in the Facebook Ads Manager dashboard. Hootsuite Social Advertising is an integrated platform for managing organic and paid content side by side. Within the dashboard, you can easily pull actionable analytics and build custom reports to prove the ROI of all your social campaigns. With a unified overview of all social media activity, you can easily make data-informed adjustments to live campaigns and get the most out of your budget.
For example, if an ad is doing well on Facebook, you can adjust ad spend across other platforms to support it. On the same note, if a campaign is flopping, you can pause it and redistribute the budget — all without leaving your Hootsuite dashboard. Every brand has a few pieces of content that drive most of the traffic each month.
Adapting that content into a short video or image ad can be a great way to repackage top content for the best Facebook ads. Then, use one of these social video tools to create your video, or create a slideshow video ad in Facebook Ads Manager. For example, the Hootsuite social team pulled the key details from our post on social media image sizes into this image for Facebook:. Posted by Hootsuite on Sunday, February 21, Pro tip: Check out our social video strategy kit for marketers , which has lots of great insights about what types of video work best on social media.
Yes, we said above you should consider using Facebook ads for higher funnel marketing. Pro tip: One of the most effective ways to drive sales directly from a Facebook ad is to target people who have already considered buying your product.
By expanding their targeted audience, they also saw 2. The conversions and catalog sales objectives both drive direct sales. Conversions drives sales on your website or any other location outside of Facebook. Catalog sales drives sales from your Facebook catalog. With the store traffic objective, you can promote offline purchases, too. You can also drive people to an online or offline event. The top Facebook Ads features to know. Less-prevalent Facebook features that can make a difference for the right campaign.
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