Facebook has more than 2.3 billion users, in which, 1.6 billion users are active on a daily basis. In the recent years, Facebook apart from a social networking site to connect with people, it has become a platform for businesses and marketers. Business owners have started earning good money with the help of Facebook, and precisely saying with Facebook ads.
Facebook Ads are becoming a significant part of almost every social media strategy. These ads are purchased on an auction basis, where marketers or advertisers are charged based on their impressions, clicks, or actions. The ads belong to one of the two categories, Sponsored Stories and Ads.
Today, in this blog we will update you about Facebook Ads from scratch based on our own experiences so that you can easily get your campaigns up and running.
Interesting Fact on Facebook Ads
The continuous changing Facebook algorithm can make it quite challenging to connect organically with audience. But, Facebook’s micro-targeting property allows you to hit your exact target audience. This means your Facebook Ads will reach or appear in front of the people who are interested in your product or services and are more likely to get converted.
Furthermore, for better return on investment and conversion rates, it is important to understand the types of Facebook ads and targeting options before you jump in it.
Let’s find out!
Types of Facebook Ads
- Image ads
- Video Ads
- Video Poll ads
- Carousel ads
- Slideshow ads
- Collection ads
- Instant experience ads
- Lead ads
- Dynamic ads
- Messenger ads
- Stories ads
- Stories augmented reality ads
- Playable ads
These ads are very simple ads and are a great way to begin with, Facebook advertising. You can design your own ad with just a few clicks by impelling an existing post with an image from the Facebook Page. Below is the example of the Facebook Image ad on mobile and desktop. Besides, it is very important to know the size of an image which you are expecting to run. The recommended Facebook ad image size is 1200 x 628 pixels. Minimal width & height is 600 pixels.
Image Source- socialsniper.in
Video ads can run in Stories and News Feed or they can be displayed as in-stream ads in long-duration Facebook videos. These ads can show your product or team in action. These ads can be displayed as GIF-like graphics or any other animation to gain attention.
Image Source- socialsniper.in
Video poll ads
This mobile-only Facebook ad format offers an interactive component with video polls. Its an innovative type of Facebook paid to advertise and can surge brand awareness more effectively than regular ads.
Image Source- Enterpriser Suite
Facebook Carousel Ads
A carousel ad uses up to images or videos to display your product or service. This platform helps you to highlight different features of one item, a number of items, or even use all the images together to produce one large panorama image.
Image Source- stiticherads
These ads provide an easy way to design short video ads from a collection of existing video clips, still photos, or text. In case you don’t have any images with you, then you can select photos directly from Ads Manager. Slideshow ads catch eye-balls just like videos but in five times less bandwidth. They can easily be loaded on slow internet connections.
Image Source- reshiftmedia
These Facebook paid ads, allow you to display five products at once that customer may click to buy. These ads pair with Instant Experience to let people purchase the products without ever leaving Facebook. It is an easy way to shop for people who are on-the-go and may have a slow connection.
Image Source- reshiftmedia
Instant Experience Ads
Now, talking about Instant Experience ads then these ads are also used to be called Canvas. These ads have a full-screen ad format that loads 15 times faster than any mobile website outside of Facebook.
Image Source- reshiftmedia
These ads are only available on mobile phones as they are specifically designed to make it facile for people to share their information without a lot of typing. Lead ads are great for signing up for any trial of the product, collecting newsletter subscription, or otherwise letting people to ask for additional information.
According to Hootsuite, “Tokio Marine, an insurance company, used lead ads to generate 11,000 leads in just 17 days. In addition to an easy-to-complete lead form, the ads used a Messenger bot to further qualify potential new clients. The campaign reduced the cost of lead collection by 60 percent”.
Image Source- socialmediaexplorer
These ads allow you to advertise targeted items to the customers which are most likely to be converted. Didn’t understand? Let’s understand this with an example.
If someone has come to your page and placed a product in their shopping cart but later abandoned the product, these ads for that precise item will appear in their Facebook feed.
This may remind the potential customer to buy the product which later can be a very effective Facebook marketing strategy.
According to Hootsuite, “the French store Smallable used dynamic ads to retarget potential customers with carousels, collection, image, and Stories formats. Smallable showed Facebook users ads for products they had already expressed interest in, resulting in a 124 times return on ad spend”.
Image Source- newsfeed.org
With Facebook messenger ads, you can access more than 1.3 billion people who use Messenger every month. When designing an ad, you can simply choose Messenger.
Apart from this, you can also run “click-to-messenger ads in the Facebook feed. These ads have a call-to-action tab that opens a Messenger conversation with your Facebook Page, so that users can have a one-to-one conversation.
Image Source- Wordstream.com
Scientific American stated that 72.0% of millennials don’t rotate their phone screen to watch videos. These ads are displayed in a full-screen vertical video format that permits you to maximize screen estate without letting users rotate their screen.
Image Source- advertisemint.com
Stories augmented reality ads
These ads use features, such as animation and filters to let users interact with your brand. This ad format is quite new to Facebook, but around 63.0% of U.S Internet users stated that they have already tried an AR (Augmented Reality) brand experience.
Image Source- thenextweb.com
This is unique and another new ad format that works on interactivity. You design a game experience that motivates users with creative content.
Image Source- bidalgo.com
Now, let’s find out how these ads are created and run. All of Facebook’s ad campaigns run with the Facebook Ads Manager tool, which can access through the –
- The direct link at facebook.com/ads or
- By selecting “Manage Ads” in the drop-down menu on the Facebook account or
- Clicking on any of the Calls-to-action on your Facebook page.
What is Facebook Ad Manager?
Facebook Ad manager is a professional dashboard that offers users an overview of all the advertisement. This dashboard highlights an overview of how much you are spending each day. It is organized by columns that make it easy for you to have a custom view. Key number such as frequency, reach, and the cost is available for determining ads’ performance.
How to run Facebook Ads?
Facebook provides a variety of paid ad and placement options, but all ads can be typically broken down into three elements-
- Campaigns- single campaign for your all assets.
- Ad Sets- in case you want to target separate audiences with different characteristics, then you will require an individual ad set for each.
- Ads- under this, your actual ads live within your ad sets. This ad set holds a number of ads that vary in copy, color, and images.
How to create Facebook ads?
You can design or create a paid ad on Facebook using the Facebook’s Ad Manager. Once you get into your Ad manager page, you will see a performance dashboard where all your ad, ad sets, and campaigns, will be listed, such as the results-driven for your Facebook page.
Furthermore, to create a campaign, ad, or ad set via. Facebook Ad Manager, click on the type of ad you want to create and hit the green “Create” tab too far left of these ad types.
You should have a clear objective in your mind while creating an ad for your business.
Choose objective for your Facebook Ads
There are 11 objectives to select from the list, such as brand awareness, to getting install the app, or to increase traffic to your store. The following are some of the examples of the objectives of Facebook ads-
- To increase the traffic on website from Facebook
- Generate new leads
- Increase attendance at an event
- Surge the reach of content on Facebook
- Boost engagement for Facebook page
Find the right audience
After selecting the objectives, your next step is to target the right audience. You can work on each ad set that belongs to a similar campaign. If you are a beginner in paid Facebook ads, it is quite possible that you will have to experiment with various targeting options to get your kind of audience.
If you are looking to increase your traffic, then you will probably be focussing on the type of people you know will be interested in your products or services.
Once you find your type of audience that responds good to your ads, then facebook save that audience and use it for future purpose.
Setting your budget
Now, whether its house expenses or marketing expenses we always make a budget primarily. Facebook ads also offer you two options in which you can choose your budget.
Lifetime Budget – If you are thinking to run your ad for a specified duration, then go for a lifetime budget. Under this budget, Facebook will pace your spending over the time you have set for.
Daily Budget – Under this budget, Facebook will pace your spending per day. The minimum daily budget for an ad set is $1.00 USD and it must be at least 2 times more than your cost per click.
You can choose whether you want to run your campaign immediately and continuously or you want to customize the date. You can also fix parameters for your ads during specific days and hours of the week.
Optimizing and Pricing
Decide on your own whether you want or not to bid for your impressions, objectives, or clicks. Under optimizing and pricing, you can optimize the bid and price for Facebook ads. There are two types of bid which are as discussed-
- Manual Bidding- as the name itself states you have to do the bidding manually. Manual bidding includes managing bids straight through Bing or AdWords. You will decide when to bid, on what to bid, and for how much you bid. You can select a bid based on what links clicks are significant to you.
- Automatic Bidding- this bidding, on the other hand, is automatic. Facebook on its own will decide or set the bid that aids you in getting more link clicks at the best price.
Delivery of Facebook Ads
The delivery of Facebook ads falls under two categories accelerated and standard. Accelerated delivery helps you to target an audience quite fast for time-sensitive ads while standard delivery will run your ads throughout the day.
What should be the image size of Facebook ads?
For single image ads Facebook asks that users adhere to the following design recommendations:
- Text: 125 characters
- Ad Headline: 25 characters
- Image ratio: 1.91: 1
- Image resolution (including Calls to action): 1080 x 1080 pixels
For multi-image ads also known as Carousel Ads — Facebook provides the following design recommendations:
- Recommended image size: 1080 x 1080 pixels
- Image ratio: 1: 1
- Text: 125 characters
- Headline: 40 characters
- Link description: 20 characters
Your image may not include more than 20% text.
How much does Facebook Ads Cost in India?
Well, there is no exact answer to this question because the cost for Facebook ads depends on various factors which we will later discuss in our coming blog. But for now, Facebook ads cost could reach as much as $10.00 per click or as little as 70 cents. With Social Sniper, you can run your Facebook ads at an unimaginable price.
Thus, Facebook ads are not rock climbing but also not a piece of cake. With the help of a professional digital marketing agency, you can help your business grow. Apart from Facebook ads, there is another factor that plays an important role in the growth of the business, Read more about Instagram ads cost in India in 2020.