Facebook ads - Every information that you should know
Mark Zuckerberg created Facebook on 2nd Feb 2004. He achieved his aim by doing so, that is, to connect people. But even he hadn't imagined that Facebook would become a business-oriented platform as well. As of now, more than 200 million small businesses are using Facebook services for growth and marketing. So let's dive deep into the concept of Facebook Ads.
- What are Facebook Ads?
- How many types of Facebook Ads are there?
- How to make a Facebook Ad?
- How do Facebook Ads work?
- Ad-management tools on Facebook
- How much do Facebook Ads cost?
What are Facebook Ads?
Facebook ads are a form of communication that a business creates to notify the target audience about its product and services. These paid forms of communication come in various forms. First, they help companies to reach out to people and fulfill their marketing objectives.
How many types of Facebook Ads are there?
The type of Facebook ad varies with the marketing objective of the marketer or business. Facebook Ads manager offers the following type of ads:
- Image Ads: A single image is used with some text. It's a basic type of Ad that Facebook provides.
- Video Ads: It's a paid video message that is used for advertising any business.
- Slideshow Ads: 4-5 images are used, or a video is played in the form of a slideshow.
- Stories Ads: Appears on the stories on every Facebook-related platform like Instagram, Whatsapp, etc.
- Instant Experience Ads: These are the type of Facebook ad that is created for mobile users.
- Carousel Ads: Businesses use this ad for advertising a range of products or services they offer. It's a long-form advertisement containing images and videos with separate links.
- Collection Ads: Similar to carousel ads but are quite huge.
How to make a Facebook Ad?
Creating a Facebook ad is not as complicated as people think it is Facebook has provided a step-to-step guide with the Ads manager that helps the person who wishes the same. However, if we have to break it out in simple terms, then it will look like this:
- Objective: It is what you want your advertisement to achieve. Choose your goal wisely from the provided options.
- Target Audience: Select the audience that you want to show your ad to—factors like location, gender, age, language, etc., matter at this point.
- Ad-placement: Choose where you want to place your ad, Facebook Messenger, Instagram, or Audience network.
- Budget: Choose between daily budget and lifetime budget.
- Format of the Ad: Choose the layout of your ad, image, video, carousel, instant experience, etc.
- Submission: Submit your article to the ad auction and let Facebook do its magic.
- Management: Check the performance of your campaign from analytical reports and manage it with the help of Ad Manager or other tools.
How do Facebook Ads work?
Targeting is something that people have to understand about Facebook ads. So often, create an advertisement worth the user's time and define the story on which your product is based quickly and interestingly but fall short of giving the desired results. It happens because businesses do not target their consumers correctly. Facebook provides you with a variety of options on which you may target your ads:
Location is one of the most important factors to consider while targeting an audience. Facebook allows a business to target its audience in a continent, country, province, or city. For example, say you manufacture summer-based clothing; hence you'll target the audience based in countries where the temperature goes over 45 degrees celsius, like Sudan, UAE, etc., through your Facebook Ad.
Gender is again an important factor to look at. If you produce men-based commodities or content, you shall target the male audience, otherwise vice versa.
If people between 25-40 are the actual consumers of your product and buying its significant share, then targeting them should be your priority.
Facebook allows you to target your audience based on their mother tongue like Hindi, English, Marathi, Tamil, Telugu, etc.
Education is a factor that remains viable to very specific products like course-based books, different teaching courses, etc. Therefore, marketers for these products should consider this factor for targeting their ads.
Facebook has two options under this factor:
- Broad category: As the name suggests, this option targets and divides customers into a wide range of categories like Currently Travelling, Technology-early Adopters, New jobs, New Serious relationships, etc. However, it has not been that effective for marketers as detailed interest.
- Detailed Interest: It goes deep into the detail of the customer's profile, like their hobbies, pages they follow, places they visit, etc. It becomes very important to choose from these options because the wrong one can cost you a big loss.
When you quite have an idea about your ideal target audience, you must aim to target the audience having similar needs as your base consumers.
Target users connected to your Facebook page, reach out to the people they follow, the pages they are into, etc.
Ad-management tools on Facebook
Ads-manager is a free facility that Facebook provides to manage and control your ad campaign on Facebook. For example, you can create new advertisements with assistance from a step-by-step guide, analyze the performance of your ads, manage multiple ads at once, show periodical performance reports, etc.
Other than Facebook Ads Manager, Facebook also has this tool that provides you with various services. It auto-generates Pdf reports on how a specific ad campaign will work, more viable than an ads manager. It provides large amounts of analytical data, and runs split tests for every element of an ad campaign. Overall it gives you a good idea about the performance of your ad.
It is an ad-automation tool on Facebook that facilitates marketers to put the daily management procedures of ads on an auto-pilot. You can make your outline, and Reveal bot's automation tools will work accordingly. In addition, it has the feature to run an automation tool every 15 minutes.
AdRoll provides you with all the required automation and management tools to smoothly execute all the procedures to make your ad campaign a success. As mainly developed for large-sized businesses, it can be quite hard to catch for a beginner. AdRoll is a popular Facebook management tool used by large advertising agencies with great targeting and creation facilities.
One of the most popular Facebook ad-management tools, Social Pilot, provides stability to your ad campaign. It gives you an idea of how your ad campaigns are working with accurate analytical reports, helps you reach your target audience with strong targeting options, and gives you quite an idea about the budget and time to be taken until getting desired results.
Used by large advertising companies, this tool is world-renowned when it comes to managing Facebook ads. It helps businesses all around the globe to automatically create Facebook Ads with detailed specifications. Along with providing analytical reports that track the performance of the ad campaigns, it also scans the Facebook content to provide you with ideas and options to create new advertisements for the product. Coming from the Hootsuite management platform, this is a revolutionary tool in the advertising industry.
Its audience A/B testing tool defines the audience that you must target through the advertisement. With a simple procedure for creating new ads, it also provides a customized ad library. It's advisable for experienced marketers but has options that suit newbies also.
AdStage is another automation tool for Facebook ads on which you can customize your metrics and ad specifications. Along with analytical data, it provides a wide range of options to see the numbers like tables, graphs, charts, etc. However, it is quite costly.
Automation tools that provide options through which one can easily customize the ad strategy. With Driftrock Create, you can bring out your idea for the advertisement on the screen within minutes. In addition, its Flow tool notifies the target audience whenever you run a new ad campaign.
Not a popular choice, but it provides enough options to get done with your work. After a successful ad campaign and reaching your target audience, retargeting becomes important to notify the audience about your other products; a perfect audience helps you achieve the same. In addition, it gives you an accurate report card of your previous campaign, like click back to your site, conversions, etc.
How much do Facebook Ads cost?
It is an interesting question when we talk about Facebook ads as there are no exact numbers. Different websites have different numbers to say about the cost of a Facebook advertisement. Facebook uses a cost-per-click charging system.
Marketers or businesses have to give Facebook a certain amount for each click by the user. WordStream states that the average cost-per-click on Facebook ads is $1.72. AdEspresso, a Facebook ad-management tool, says that Facebook charges $0.97 for each click on their ads.
Markets or advertisers have to bid against each other for securing a space on Facebook. After the bid comes the budget that you're willing to induce in a particular ad campaign. Facebook provides you with two options: Daily Budget and Lifetime Budget.
Apart from above mentioned, your Facebook ad cost may also get affected by the following factors:
- Competition: It is an important factor as you've to bid against your competitors for that ad placement. Sometimes the competition for particular ad placement is so high that the cost becomes high.
- Target Audience: Different target audiences cost you different money. If you choose a very distinguished and particular target audience, your Facebook ads will ultimately cost you more.
- Ad-placement: Your cost also depends on what ad placement you choose to run your ad campaign on. Facebook has many ad-placements like Facebook feed, Facebook stories, Instagram feed and stories, Messenger inbox, etc. It should be duly noted that Instagram ad placement will cost you more when compared to Facebook feed and stories.
- Aim: Your marketing aim translates your cost-per-click. Facebook asks you to choose your marketing objective, and different marketing objectives will charge you different money.
Facebook is the biggest social networking site connecting billions of people. It provides adequate tools and a platform to run a successful ad campaign. In this age of digitalization, social media marketing has become more viable and gives incredible results to businesses out there. And as far as the future is concerned, Facebook will only provide more tools to manage one's ad campaigns effectively.
About the author
Dennis Hoinkis has been working as a web developer and in online marketing since 1998. After building up a marketing agency and the exit in 2013, he consulted international groups as a freelance consultant. Since 2022, he and his team now offer staffing services in this field.
Dennis Hoinkis CEO, GLOMASTCO Ltd.