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Facebook Advertising

Facebook Advertising

Facebook Evolution

Around 2 billion people use Facebook every month. 1 of every 5 minutes that people spend on mobile is on Facebook or Instagram. Facebook advertising makes it easy for you to find right people and get results. Facebook was launched in 2004, and its goal was to bring people connect with each other. As this connection grew, it realizes the great opportunity to connect businesses with people. So it evolved as a company over the years and has expanded their marketing strategy.

Core Facebook Terms

There are six most essential terms which you need to understand to start advertising on Facebook.

Facebook Pixel

This tool allows you to track ad effectiveness outside of the Facebook network to other properties on the web.

News Feed

It’s the heart of the Facebook experience. It’s the place where your audience finds things that matter to them. News feeds are the list of stories from the people and pages that your audience follows on Facebook. The News Feed lists are continuously updated.

Unpublished Page Post

It’s a page post that is targeting a specific audience, and it doesn't appear on your Page’s timeline. It only appears in the News Feeds of the audience that you are targeting with your ad.

ROAS (Return on Ad Spend)

It’s a metric that is used to measure the effectiveness and potential of a Facebook marketing campaign. It does estimate the revenue that generates for every dollar spent on Facebook advertising.

Desktop Right Column

It’s the ad placement option where an ad appears in the right-hand column on Facebook instead of News Feeds. Right Column ads are available only for desktop placement, not mobile.

Conversion Lift

Facebook Conversion Lift enables advertisers to determine the additional business driven online or offline from people reached by Facebook ads across devices. Conversion Lift uses the scientific approach used by other industries and uses randomized test and control groups.

Facebook Specific Terms

Timeline

A timeline can be called a Facebook profile. A Timeline is a space on a person's profile where they can see their posts, posts from friends, and stories they're tagged in — all organized by the date of the posts. Posts can be made up of photos, videos, and experiences that tell the story.

Page

Pages are like your Facebook profiles, except the fact that they're used by the organizations, businesses, brands, to share their stories and to connect with people. A Businesses can customize Pages by posting stories, videos, pictures, and more. People who like a particular Page can get updates regarding that very page in their News Feeds.

Post

A post is a story that you share with your audience or friends. Posts are very useful to connect with your audience and to engage them. Posts can include text, pictures, and video.

Page Like

People can connect with your brand by liking your page. When more people like your Facebook Page, more it will help you build your reputation, stay connected with the people who support you and find new customers.

The above image is a screenshot of Digital Ready Facebook Page. The circle highlight is the place where people click to like a particular page. The rectangular highlighted section shows the number of people who have followed and liked the page. Once you like you will get updates that get posted on that page.

Reaction

In addition to someone liking one of your Facebook posts, they can also choose from several other emoticons (Love, Haha, Wow, Sad, Angry) to indicate their feelings. Each emoticon is called a reaction. You can see the above image of Facebook reactions. The term appears only in your notifications. Now the question may arise why you will use Facebook for the promotion of your products and services? What benefits will you get with Facebook advertising? Let’s discuss further regarding this part.

Why Facebook?

It's important to know how Facebook can bring your brand life and drive sales for you. Let’s first discuss the three pillars of Facebook marketing.

Target Reach

Facebook can reach the right people at the right time. Care of people is very important, and Facebook offers this.

Deep Engagement

Facebook helps marketers to understand how deeply their key customers are engaged in social networks. People spent their maximum time on Facebook. It’s seen that one out of five minutes is spent on either on Facebook or Instagram.

Proven Results

Facebook helps you drive your business results with the people who matter to you. Facebook uses unique approaches to help you reach your business goals and connect with people who matter. It allows you to measure and optimize your investments throughout the purchase funnel whether your goal is to reach new customers, or launching a product, or increase online sales. It drives higher return on ad spend than other media. For becoming a good marketer, you should know which channel to get better results. It’s very easy to catch up in the hustle of whatever every other marketer is doing, whether it’s creating videos, blogs, email marketing, search marketing, list-renting or SEO, or cold-calling your prospects. You cannot do all well. You must choose which channel will give you more profit, more traffic, and more leads because if you are giving a fraction of effort on each platform, then the chances of getting a successful return will become very less. Below are the reasons why should you use Facebook for your business.

1. Your audience is on Facebook

Facebook has a huge number of users. It has 1.49 billion members worldwide and 22 billion ads get clicked per year. Facebook is providing the advertising opportunity to all businesses. So your audiences are already there, it's you who have to find them.

2. Facebook ads are cheap

Facebook ads will cost only a fraction of what other online marketing channels cost. The cost-efficiency of the platform will astound you if you go into Facebook advertising with simple strategy and clear focus. Facebook is cheaper as compared to other channels. You can check the below graph from Brian Carter’s Moz article for reference.

If you spend 1$ per day on Facebook then, you will get 4000 people in front who haven’t even seen you otherwise.

3. Exceptional Targeting Capabilities

Facebook targeting capabilities are beyond of different ad types like video ads. You can even target the most popular public figures we have. You can dig pretty deep with Facebook targeting capabilities whatever it may be, whether it is by behaviors, demographics, interests, connections, age ranges, languages, or locations. If you master in your Facebook targeting strategy then, you can get you in front of particular and often motivated segments of your audience.

4. Get New Qualified Leads Easily

Once you found your audience that converts, you can clone them., and that is called as “lookalike audiences.” Facebook allows you to reach new people who are similar to those audiences and are more likely to be interested in your business. You can get them with conversion pixels, from fans of your facebook page and install data from mobile apps. This approach leads to increase your revenue.

5. Facebook is effective in remarketing

This works wonderfully as this strategy targets audience that has already visited your site before and thus, is more likely to be interested in your products or offers at some level.

Insights and Targeting

The first steps that are required to create a successful brand marketing campaign on Facebook includes understanding your audience, selecting your targeting and segmenting your audience

Insights

Facebook offers two tools: The Audience Insights and Facebook IQ, to help you find the Insights about the people that you want to reach.

Audience Insights

This tool helps marketers to learn more about their target audiences. The more audience insights you have, the better you are equipped to deliver useful and valuable messages to your people. It shows aggregate information about the below points: Demographics - Age and gender, lifestyle, education, relationship status, job role and household size. Page likes - Page likes are the top Pages that people like in different categories. Location and language - Where do your audience live, and what languages do they speak. Facebook usage - How frequently and by using which devices, people from your target audience logging onto Facebook. Purchases activity - These include past purchase behavior and purchase methods (i.e., in-store, online). There are three types of audiences within audience insights: Page Audience - This looks for the people connected to your Page (or event). You can look at their demographics, other Pages they like, their location, and how they are using Facebook. Facebook Audience - This looks for the people on Facebook. You can use this to learn more about a particular audience (Ex. women ages 20 to 45), like what they are interested in and what devices they are using to access Facebook. Custom Audience - A Custom Audience looks for the people in an audience you’ve already created. This can be current customers you’ve uploaded from your CRM database.

Facebook IQ

Facebook IQ provides powerful and potential consumer and advertising Insights based on two billion people. It’s run by a team of thought leaders, researchers, sociologists, scientists, and trend spotters at Facebook. They provide a true understanding of what these insights mean for brands. Targeting Facebook offers three types of targeting: Core Audiences - It’s a powerful way to specify the audiences you want to reach by demographics, location, interests, and behavior targeting type. Custom Audiences - With Custom Audiences, you can reach people on Facebook with data you have in a privacy-safe way. It allows you to reach customers you already know, remarket to them, and continue their experience of your business. First-party data usage is always an easier option for worldwide activation. Lookalike Audiences - Facebook lookalike audiences are based on people who share demographic and behavioral traits with your best customers. This is great for audience expansion or prospecting.

Creative Development

You can inspire and reach your customers through the two most important canvases Facebook and Instagram with your creativity. They give you the flexibility to execute bold and creative ideas by giving ads on these two platforms. There are three ad placements on Facebook: 1 - Desktop News Feed Your ads are eligible to appear on the desktop News Feed along with people’s, families and friends posts when you choose the desktop news feed placement. You can choose this if you want to show your ads to people using laptops or desktop computers. 2 - Desktop right column With this placement, your ads are eligible to appear in the right column of Facebook. This version can only be seen by the people using the desktop version of Facebook. 3 - Mobile News Feed Your ads are eligible to appear on Facebook apps when using mobile news feed placement. Choose this if you want to show your ads on the go. On Instagram Your ads are eligible to appear natively in people’s mobile feeds when using this placement. Instagram is a good option if your ads use rich visuals and emotion to tell your story. People use this platform to follow their passions and explore the world through both images and video. Instagram ads won't appear to people viewing Instagram on a desktop computer or other mobile sites outside of the iOS and Android Instagram apps.

Ad Types

Photo Ads

Photo ads are very popular. They can encourage engagement from your audiences, especially on Instagram (a platform focused on visual inspiration). You can add multiple photos and see which is performing well.

Video Ads

Video ads today with autoplay feature can attract your audience’s attention as they scroll through their news feeds. Your video will immediately play once your video comes into person’s view. Use shorter videos to gain and maintain attention.

Carousel

It provides you with a more creative real estate in news feed and offers deeper stories. You can show a maximum of five clickable images or videos in a single ad unit. Videos will autoplay when comes into view on the news feed.

Canvas

Businesses can use canvas to bring content to life in a fast-loading and seamless experience on mobile using a combination of still images, videos, and call-to-action buttons. When you use canvas, you can have the complete creative control in telling your brand story. People can swipe through a carousel of images, till to view panoramic images and zoom in to view images and videos in detail. Canvas currently is only available on Facebook.

Call-to-action

You can drive interaction with your brand by using call-to-action buttons that are available both on Facebook and Instagram. Examples are:
  • Book Now
  • Contact Now
  • Download
  • Learn More
  • Shop Now
  • Sign Up
  • Watch More
  • Apply Now

Audience Network

You can run your ads on Facebook’s Audience Network to extend your reach of creative assets. Audience Network is a network of mobile app publishers that have been approved by Facebook to show ads in their apps. You can choose this option when selecting placement types. You can use Audience network if you want to extend your Facebook advertising campaigns beyond Facebook and other mobile apps.

Planning and Implementation

Planning

While planning a campaign on Facebook, go for the below points: What are the business goals I’m trying to achieve? For example, your goal could be to raise brand awareness or change the perception of a brand. Think about the role Facebook can play in your campaign. What does success look like? How will I measure results? Identifying metrics you want to capture your campaign launches helps you and your partners work towards the same goal. Who am I trying to reach? Ask this to ensure that you are reaching your intended audience with the right creative.

Implementation

Here's an at-a-glance view of your bidding options based on your chosen brand objective:

Reach and Frequency

With reach and frequency you can :
  • Plan your campaigns early.
  • Manage share of voice for your target audiences.
  • Receive predictable reach and pricing for pre-campaign. You will only pay for what Facebook delivers.
  • Reach right people across devices.
  • Easily buy in self-serve mode either through API access or Power Editor.

Total Rating Point (TRP) Buying

TRP buying on Facebook allows you to purchase TRPs verified by Nielsen. You can use this option to purchase Facebook video is a simple and predictable way to get guaranteed delivery against Nielsen demographic audiences.

Optimizing for Reach

When you are optimizing for reach, you can deliver your ad to a maximize unique reach within a selected timeframe. For example, if you select a week as your timeframe, we will optimize for unique reach for that week, and then you can again reset the frequency count after a week.

Optimizing for Video Views

Optimizing for video views enables you to efficiently optimize your bid to have your ad shown to people who are likely to view your video. A video view on Facebook is defined as a video that is watched for three seconds or longer. Use optimized bidding for video views when budget efficiency is most important to you to ensure you are spending to reach people who are likely to view the video.

Optimizing for Brand Awareness

You can increase awareness by optimizing for reach or attention (brand awareness) with the Brand Awareness objective, available in the ads auction in Power Editor. Brand Awareness optimization combines reach and attention to help brand advertisers increase awareness. When it’s about brand campaigns, it’s just not the matter of fact that how many people you reach that matters, it’s also crucial to break through and earn people’s attention. The longer people spend time with an ad, the more likely they are to remember what they’ve seen.

Reach optimization

It allows the advertisers to maximize the unique number of people who see their ads within a specified period.

Creating your Facebook Page

Here is a step by step guide to creating a Facebook Page:
  1. Go to facebook.com. Click on the arrow in the top-right corner to create a Facebook page and then select Create Page.
  2. Click to choose a Page category.
  3. Select the more specific category from the drop-down menu and fill out the information needed.
  4. Click Get Started and follow the on-screen instructions.

Choosing a Business Category

Choose a category that most closely reflects your business. Let’s take an example of brand Jasper’s Boutique. As this is an online boutique business so choose Brand or Product as the business category.

Sharing More About Your Business

Fill up as much information as needed because the more you share, the more people can find you and your business on Facebook.

Description section has 155 character limit. So be sure about your words and define your business in brief and attractive way. Website section allows you to give the URL of your business if you have a website so that people can directly visit your site once they click on the URL. Unique Facebook web address allows you to create a unique Facebook URL commonly known as vanity URL. Choose your unique one and click on Save Info. Choose a different once if you get a prompt that the name is already taken.

Adding a Profile Picture

Your profile picture of your Facebook page is one of the most effective and first thing which is seen when someone lands on your page. Choose an image that is relevant to your chosen business. You can either upload it from your computer or laptop or import an image from your website.

Adding to Your Favorites Tab

You can add your page to the Favorites section that’s located on the left of your desktop News Feed, to help you easily access your new business page.

Choosing Your Preferred Audience

Reach to the people who matter you the most by providing details about your target audience. You can target your audience location, age, and gender-wise.

Once you are done with their location, age or gender, you can move to the next section that is their interests. While adding categories and subcategories of interests, you’ll see a popup window, showing the number of people you’re likely to reach when choosing that particular interest. Choose as per your wish and keep in mind that your selections won’t limit your reach or visibility on Facebook. You’re now done with the set-up process, and you’ll be directed to your new Page as you click Save.

Adding a Cover Photo

Now it’s time to add a cover picture like your profile picture. It’s also one of the most seen things when landing on your page. Click on add a cover and upload a photo as per your choice and relevancy with your business. 828px by 315px is recommended while uploading an image.

Page Tips

You can notice the Page Tips on the left, beneath your profile picture. These are the quick tips that are recommended and will guide you more on adding content and creating effective posts.

Access to Additional Features

There are some additional features like Page Insights or create an offer. These features are not available while creating a page. You will notice them as you continue to build your Page’s audience. You can create your page’s username after getting at least 25 likes. The username makes it very easier for the viewers to go directly to your page via a URL. Username can be your company’s name. It looks like facebook.com/companyname. You cannot change your username. After 30 likes, you will get access to Page Insights. It’s all about data of how many people visited your page, the demographics of the visitors and which post of your page is performing well, and more. Once you get 50 likes, you can see that you can create an offer now. Offers let you provide discounts or special incentives to your people on Facebook. For example, you can create an offer of 30% on some products of your brand or 25% off on their entire purchase.

Once you get 100 likes, you can start “watching” up to 100 pages. This feature is very helpful as you can see how other pages are performing. When you visit Insights tab of your Page, you can see the metrics of other pages like Page likes they got, number of Posts they published that week, and the number of engagements (reactions, comments, shares, and so on) that their page received.

Become a Verified Page

Facebook has verified programs too to show your Facebook Page’s authentication representation. Your page will get a gray badge or a blue badge depending on your type of business. The badge appears next to your Page name in Timeline, in search, and elsewhere on Facebook. It boosts your page in Facebook Page results. Gray Badge is for local businesses so that people know they’ve found and are interacting with the real page and not a fake account. The badge will appear next to the business name. See the below image to understand.

Blue Badge is for brands, Organizations, and Public Figures. Brands that have a significant real-world appearance are available for the blue badge.

The Facebook ad auction

The Facebook ad auction create value for the advertisers and the best consumer experience. The more relevant an ad will be to a person, the less it will cost advertisers to show them to that position. Let’s take an example of explaining the process.

Ad Auction Process and Example

Sally is a 25-year-old woman who lives in Washington. The first thing that she does each morning is open Facebook. Thousands of advertisers are there who want to show their ads to people like Sally.

Facebook holds an auction where it takes into account each of these advertisers bids to serve an ad impression to a person like Sally. Facebook also look for how interesting and relevant it think Sally will find each of these advertisers ads, and how likely she would be taking action like clicking or making a purchase.

Facebook determines which advertiser will win the auction, based on these determinations.

Finally, Facebook shows the winning ad in Sally’s News Feed.

This process continues when each time a person on Facebook sees an ad.

Facebook Ad Auction vs. Other Auctions

Facebook ad auction works on the VCG model called as Vickrey-Clarke-Groves model. It is an incentive-compatible auction, that means if the advertisers bid their true value, then it can help to maximize their ROI. A Bid is a maximum amount they end up paying for the outcome. The auction uses their bid to optimize the ad for that specific outcome.

Choosing Your Ad Objective

Ad Objectives

The Ads Create Tool can help you focus your Facebook marketing through the following objectives.
  • Send people to your website - By this people are sent to a custom destination URL.
  • Increase conversions on your website - By this, you can track the actions that people take on your website after they click your Facebook ad. You need to add the Facebook pixel (a piece of code) to the HTML on your website, to track the conversions. You can add the Facebook pixel to the website page that you want to track conversions on.
  • Boost your posts - When you choose this, you will create an ad for a post that you have already created on your business’s page. You can choose this objective if your goal is to engage people in your post, like, comment and share your content.
  • Promote your Page - When you choose this objective, your ad will be optimized to reach people in your audience who are likely to take the action of liking your page. Promoting your page might be a good option if you want to engage your audience or want to reach new customers.
  • Get installs of your app - WIth this objective you can create an ad with a link to your app store where people can install your app.
  • Increase engagement in your app - By this, you can send your audience to specific areas in your app that you want people to go in.
  • Raise attendance at your event - By choosing this, you will create an event to get more audience to see and respond to your event. Your people can get reminders and updates about your event, and you will be able to see how many people responded with interest.
  • Get people to claim your offer - By this objective, you will create an ad with a coupon, discount or any other special deal. You can choose how many people can claim your offer.
  • Get video views - You can create an ad that includes an embedded video. Videos can help you tell your story and help you build your brand.
  • Reach people near your business - By this, you can target people in your local community. It might be a right choice for you if you want to increase in-store sales or foot traffic. It will help you build your business in your local community.
  • Collect leads for your business - You can target your audience with ads to help you reach people who are interested in your business and are likely to take actions.

Create An Ad

Now it’s time to build your campaign. You will get the guide to the process of selecting the following:

Campaign

Enter a name for your campaign

Audience

You can select from the different targeting options like:
  • Locations: Brief your audience by targeting people by their country, state/province, city, and zip code.
  • Demographics: Refine your ad's target audience based on information people have shared with Facebook, such as their education, employment, and relationship status.
  • Interests: Reach specific audiences by looking at their activities, the Pages they've liked, and closely related topics.
  • Behaviors: Find people based on activities they do on or off Facebook, like their purchase behaviors, intents, and more.

Budget and Schedule

Choose your budget either daily or lifetime and the delivery start date. If you optimize for website conversions, then your ad is targeted to people who are most likely to convert on your website. If you optimize for impressions, then your ad appears to as many people as possible.

Creative

You'll select your ad creative, whether it's an image, multiple images, a video or slideshow, a carousel, or a Canvas in this step. For images, you can upload your images, choose from images you've already shared on your Page, or choose from millions of free, high-quality images. You can access the free images by clicking on Free Stock Images. For videos, you can upload a new video, choose from a library of videos you've shared on your Page, or you can create a slideshow using multiple images.

Ad Preview and Placement

Now choose where you want your ads to appear. You can choose from the following:
  • Desktop News Feed
  • Mobile News Feed
  • Desktop Right Column
  • Instagram
  • Audience Network
It can help you to improve your campaign performance and provide incremental and efficient reach. Once you are done previewing your ad, click Place Order to submit your ad for approval. It can take 15 minutes or more sometimes for the Facebook Ads team to review an ad.

Campaign Structure

Facebook campaign structure can help you organize, optimize, and measure the performance of your ads.

Each Facebook Ad is made up of three parts: a campaign, ad set, and ad. All of this combinely made up the campaign structure. Learn how Facebook’s campaign structure makes it easy to organize, optimize, and measure the performance of your ads.

Campaign

It includes one or more ad sets and ads. Campaigns allow you to measure the performance of your ad sets and ads easily, and optimize them.

Ad Set

It contains one or more ads. Ad sets let you control how much you spend on each audience, schedule when those audiences see your ads and measure their response.

Ad

Creating many ads in each ad set will let the Facebook optimize its delivery based on variations in images, links, video, text or placements.

Facebook Ads Manager Facebook Ads Manager is where Advertisers can see how their ads are performing with Facebook Ads Manager and make smart changes based on available performance metrics. In Ads Manager, you can:.
  • View all of your campaigns, Ad sets, and Ads.
  • Stop or restart your campaigns, Ad sets, and Ads.
  • Make changes to your bids and budgets.
  • Access your billing summary to see your payment history and payment method information.
  • Access and export your ad performance reports.

Measurement and Insights

Dashboard

The default view in Ads Manager is the Manage Ads tab, which gives you a quick view of the performance of your campaigns broken out by your business objectives.

Performance, Audience, and Placement

Campaigns section in the dashboard is segmented into Performance, Audience, and Placement.

Performance section will show how your campaigns, Ad sets, and Ads are performing against specific advertising goals.

Audience section will show your offsite conversions, cost per conversion, and conversion value to get a sense of your ROI. Placement section focuses on the actions that are important for your advertising goals like mobile app installs. Once you understand how much you are paying for each section, you can optimize your ad creative and audience to maximize your performance.

Relevance Score

It is a metric in ad reporting that provides an estimated value of how relevant your ad is to its target audience. When its high, it’s shown in other ads to your target audience. Steps to see Relevance Score:
  • Go to Ads Manager.
  • Select Report on the left menu.
  • Select Customize Columns.
  • Check Relevance Score.
  • Select Apply.
You can see the relevance score column as a number between 1 (not relevant) to 10 (highly relevant).

How to improve Relevance Score?

Here are few tips for improving your Relevance score: Be specific with your targeting: Narrow your audience by specific location, ages, interests, and behaviors. Use custom audiences to reach more relevant people. Consider your Ad’s image and message: An image or a video can stop someone to scroll down in their news feed than just a text. So focus on improving them first. Refresh your Ad: Try creating another Ad with new content when the relevance score drops. Learn from testing: Try to show different Ads targeting the same audience or the same ad to different audiences. Look for different patterns. Avoid using offensive and misleading content: It might get people’s attention but it can lead to a poor experience on Facebook.

Reporting

Reporting in Ads Manager will show you all the metrics that matter to you, right from one consolidated view. Ads Manager gives you an overview of the performance of your campaign.

Search and Filters

With Search and Filtering options, you can find what you need very quickly. You can search within any campaign, ad, or ad set. Filters help you find your campaigns, Ad sets, or Ads based on your objective, placement, and more. You can even create your custom filtering options and save them.

Exporting Reports

You can save your campaign data as .xls or .csv file if you click on Export.

Whatever it may be, whether it’s to view reports for every ad campaign or more specific data — like ad delivery by age and gender — you can easily change the data sets and visualizations you're viewing by clicking on Columns and Breakdown before exporting the data.

The arrow on the right of the Export button allows you to share a link to the people who have access to that same ad account.

Account History

Ad Manager can show you the history of the activities on your ad account. You can track any changes done in your ad account like who made changes to your ad account and when those changes were made. The activities you can see in your ad account history include:
  • Account spending limit changes
  • Campaign, ad set, and ad status changes
  • Campaign, ad set, and ad creation
  • Daily/lifetime budget changes
  • Ad review approvals
  • Ad set schedule changes
  • Placement, and targeting changes
  • Campaign, ad set and ad name changes
  • Ad bid type changes
  • Billing-related changes

Facebook Pixel

The Facebook Pixel is a section or piece of JavaScript Code that allows you to measure, optimize and build audiences for your Facebook ad campaigns. Measure - The Facebook pixel can help you measure how your customers are moving between devices before they convert. Optimize - You can optimize your ads to show to the people who can most likely take action like making a purchase or filling out a form. Build Audiences - You can create custom audiences for the people who take specific actions on your website. Facebook pixel help you build your audiences for your website. The following are the data that you can see after installing Facebook Pixel:
  • What pages users are looking at.
  • Which devices users use to view your website.
  • What actions they’re taking, like purchases.