The Facebook Ads Manager is a fantastic platform for advertisement, but quite a few small brands and businesses find it to be intimidating. We do not blame them. The first time we looked at Ads Manager, we collectively wondered what we had gotten ourselves into!

Initially, the deeper dive we completed, the more overwhelming the platform felt. However, we were able to get the hang of it. Now we have several hundred Facebook ad campaigns under our belt, and we are here to help you understand Facebook ads.

Facebook Ads Guide:

Campaign Creation

Make sure you chose the right objective for your Facebook ad. The objective for the campaign will depend on the specific offer. Are you building a list of educational leads? Do you want to promote app installs? Do you need to send traffic to a web landing page? Make sure
Have you chosen the right campaign objective for your ad? Your campaign objective depends on your offer. Are you collecting educational leads? Pushing for app installs? Sending traffic to a landing page? You will always want to make sure you choose the best possible objective that fits the goal associate with your offer.

Facebook Audience Selection

You will want to make sure that you select an audience and interests that match your particular offer. Facebook grants you some never before heard of powers when it comes to hyper-focusing your ad.

Make sure you have utilized behavioral targeting to narrow the scope of your audience. This type of audience targeting allows you to get extremely focused with your Facebook and Instagram ad audience.

Have you had your website person add the Facebook Pixel to your business website to track the social media ad results? The Facebook Pixel lets you track conversion ad goals as well as retarget Individuals who have been to your website to show them additional ads on your offer.

Image Selection

Take a moment to determine if you would consider the image to be eye-catching and whether it would cause people to stop in the middle of a smartphone scroll. The truth is that it is hard to stand out on Facebook and Instagram. Keep in mind that, 90%+ of people are scrolling on their smartphone. If you want to garner attention, your image should really make an impression. A person will not have a positive interaction with your ad if they do not stop scrolling to read it. You need something that will pull them out of the social media funk.

Does this image also match the audience? If the Facebook audience is females in 45+, you will not want to use a picture of young and irresponsible people at a non-socially distanced party. You get the point. Use images that will resonate with your core audience.

Does text take in 21%+ of the ad image? The addition of written content to an ad image is a great way of capture attention, but there is always a catch: The text must never cover more than 20% of the ad image. If it does, Facebook will either not approve it or dramatically reduce its reach, meaning the ad will cost more to run.

Is the image the right size? There isn’t a hard and fast rule, but there is recommended sizes for Facebook ad images. Using other dimensions can cause your image to look weird and stretched.

Ad Copy

Take a look at the written ad copy and see if it focuses on the benefits rather than the product features. People who are new to social media ads often talk too much about product features. You know, things like the material, the available colors and the amount of space it will take up in the home. This information does not really matter in a Facebook ad. People want to understand how a product or an offer will change their life in a profound way. In other words, they want to know how it will solve a problem in their life.

Testing

This is something most marketers do not want to think about, but it pays to create multiple versions of a Facebook or Instagram ad. Each copy should include different images and copy variations. The test ads need to be run side by side for a specific period to give you insight on the best converting ad copy. Once there is an ad that is a proven winner, you will want to test it again by optimizing specific aspects.

Use this handy Facebook and Instagram checklist to learn more about social media advertising. Yes, it takes a lot of work and we are here to help you.

The big picture is that social media is one of the most incredible mass communication channels invented by modern technology. The social media landscape has seen it’s share of growing pains, rising stars and spectacular failures, only to leave the business owner wondering which social media platforms to use. The noise on social media can get overwhelming especially without a direction or a strategy to cut through the chatter. The two primary functions of social media for business are ROI and leads. A tailored online marketing strategy should drive the business forward through social media engagement.
Here is how to determine the social media platforms to invest your time and money in:
The first question a business should ask about their online existence is: who is my audience? Social media audiences have been known to be fickle, they are a segmented bunch with short attention spans. Extensive market research about the business’ audience and where they hang out in the social media space is the recipe for success. While the big four (Facebook, LinkedIn, Twitter, Instagram) are standard for most businesses, special attention should be paid to niche social media sites which may be beneficial for more specialized businesses.

After defining the target audience, businesses should embrace the fact that organic social media reach is a thing of the past. These days, social media is a game where you have to “pay to play”. First of all, the business has to craft optimal messages that won’t trigger ad blindness. Then, a business needs to have a social media calendar which defines posting frequency, integration with other marketing channels, and the cost of paid campaigns- all factors that need to tracked and measured. A business that has these systems in place will be able to determine which platforms perform the best and how to capitalize on the data. More valuable yet sophisticated features like remarketing on Facebook benefit from the consultation and expertise of a marketing agency.

The big four social media channels dominate the online conversation but how does a business owner determine which platform deserves the most attention? Each platform has a personality, reach, and benefits for the businessowner. The behemoth Facebook is a generalist with 2.2 billion monthly active users. Needless to say, every business should have a Facebook business page and take advantage of Facebook advertising, granular targeting, and remarketing. LinkedIn is the B2B thought leader with 500 million users, great for posting online resumes, networking, and B2B sales. Twitter is useful for posting bite-sized, time sensitive information for the tech crowd and other progressive audiences of different ages with 275 million monthly traffic. Finally, Instagram is the cool kid of social with 800 million monthly users that skews slightly female, mostly urban and millennial. Instagram is heavy on the visual content curation which is a dream come true for the product marketer.

In online existence, where social media is no longer optional for the businessowner, how does the business determine which platforms to use for the best ROI and engagement? The answer is a powerful marketing strategy which intimately knows the target audience, social media calendar, and the performance of content on each platform.

In 2018, Facebook brings out the haters in the social media space that’s dominated by cool kids like Instagram and Snapchat. Quips like “Facebook isn’t cool since my parents are on it” have given the original social network a less than hot PR image. However, an eMarketer study paints a different picture of social media popularity when it comes to the ROI on advertising dollars. According to 96% of social media marketers, Facebook advertising is the most effective paid option out of all social networks.

Here are the top reasons to use Facebook as an advertising tool to turn “friends” into customers and capture market share among the 40 million businesses that use Facebook.

The first reason to use Facebook advertising for business is simple- it is where your future customers hang out. Research has found that the average American spends 28% of time on social networks, approximately 1.72 hours per day. Out of that time, the user spends an impressive 40 minutes just on Facebook- sharing and liking content. To break it down, every minute, Facebook users like more than 4.1 million posts and other engagements.

The sheer scale and reach of Facebook are impressive, Mark Zuckerberg announced that Facebook has surpassed 1 billion users logging in in a single day. However, with such a volume of active users, there are only 2 million active advertisers on Facebook. That is a huge advertising opportunity! And the perks of running ads on Facebook keep getting better. For example, the targeting feature is a goldmine for customer data and marketing campaigns. Businesses can target users with Facebook Ads by demographics, location, age, interests, gender, behavior, and connections. Facebook has enabled advertisers to tap into recent purchase behavior, play with custom audiences to nurture leads and inspire brand loyalty, and even create “lookalike audience”, a segment of Facebook users that mimic your customers. Such progressive targeting options allow the advertiser to get hyper granular with targeting which leads to insightful customer data and an organic advertising reach.

Another dynamic feature of Facebook advertising is remarketing. This is the single most powerful way to grow a business’ customer base. What is remarketing? It is a type of technology that delivers ads for the business after people have visited the business’ website, used the mobile app, or signed up with an email address. Essentially, people will see remarketing ads from Facebook when they hang out in other places online. The magic happens when businesses combine remarketing with Facebook product ads. On average, remarketing boosts engagement rates by three times and increase conversion rates by two times.

Facebook advertising is what makes the network with 1 billion users a day cool. From the gigantic scope of Facebook’s reach to the hyper granular targeting capabilities, advertising on Facebook is highly sophisticated and smart like the remarketing feature. It will be exciting to watch how businesses harness the advertising power of Facebook ushering in a new era of digital advertising.

The explosion of social media on the marketing landscape has irrevocably changed the way advertising dollars are spent. There are now 1.5 billion monthly users on Facebook and 400 million on Instagram, an unparalleled number of eyeballs with purchasing power that can be harnessed effectively with best advertising practices. While these marketing channels are dynamic and user friendly, there are mistakes beginners should avoid when putting together a social media ad
campaign for Facebook and Instagram.

A fundamental rookie mistake in Facebook/Instagram advertising is not spending enough time on understanding the target audience of the campaign. What type of content drives the target audience to act? Furthermore, what are the important messages of the ad campaign? Research has found that 60% of Instagram users reported discovering new products on the channel. Furthermore, 75% of Instagram users said that a post motivated them to act. However, are the right users taking the right action at the right time on the ad?

A misunderstanding of the target audience may lead to a negative brand impression. The negative impact on the brand is an unwelcome side effect of a lack of defined goals and metrics for the ad campaign. Alongside with a defined target audience, the campaign objectives should be selected such as brand awareness, engagement, or product sales. The beginner social media advertiser should strive for a synergy between a carefully selected target audience and a well-defined brand campaign.

Another newbie mistakes that Facebook and Instagram advertisers make is overlooking the way the ad campaign will look and be delivered to the audience. The prevalence of smart phones has changed the way people hang out on social media. Research has found that more people now visit Facebook on mobile devices vs. desktop computers. Instagram was made for scrolling on a mobile device. Are the ad campaigns mobile optimized? There is nothing more frustrating to a user than to not be able to open a post because it is not formatted correctly. The rookie advertiser should consider the delivery method of the ad message for a seamless user experience.

Furthermore, the name of the game in social media is image curation. An ad launched into the Facebook or Instagram virtual space is competing with a tsunami of baby pictures, wedding announcements, and viral memes on Facebook and a wealth of fabulous fashion, travel, and dinner posts on Instagram. For a marketer to compete in this visual environment, the images for the ads must be highly aesthetically pleasing and eye catching.

The dominance of visual social media platforms such as Facebook and Instagram have changed the rules of online advertising. Those new to advertising on social media should learn to identify the target audience, set goals for the brand campaign, optimize for mobile, and curate compelling images. These few albeit important guidelines will make the best use of the newbie advertising dollars on Facebook and Instagram.

The Marketplace was first introduced introduced to Facebook in 2016 to help an individual Facebook user buy or sell items in his or her local area. Facebook recently announced that businesses are now allowed place ads in Marketplace to reach local customers where they look for things to purchase.

The new Marketplace ads from businesses will appear next to other products and services available for purchase in Marketplace. When a business selects the automatic placement option for their ad, they will also see Marketplace alongside:

  • The News Feed
  • Instagram
  • Messenger
  • The Audience Network.

In addition to these locations for ad placement, it is important to understand that Marketplace Facebook ads would also show up as a sponsored post in the News Feed.