What Is A Facebook Ad Part 2

GETTING STARTED

If you are one of the 2 billion active users of Facebook you see them every time you log in to your account. Facebook Ads inundate your newsfeed, but most users only see the tip of the iceberg when it comes to the platform the social media giant has created for paid advertising.

Let’s take a quick look at some facts.

Facebook has 2.2 billion total active users and almost 1.5 billion daily active users. That’s enough eyeballs to create a captive audience the size of a small country, in almost any conceivable niche, in any corner of the globe!

According to Magna, digital marketing currently accounts for a whopping 51% of all media buying in the U.S. To put that into perspective, that makes up more market share than print, radio and local television combined!

Based on the growth projections, that percentage of total ad spend will continue to increase well into 2020 and beyond. Right now is the perfect time to jump in and claim your stake in this digital “Gold Rush.”

Why Are Facebook Ads Important?

One of the fundamental rules of advertising is to pair the perfect buyer with their ideal product. And regardless of what your product is, or who your perfect buyer may be, you can be sure that Facebook Ads present a match-making opportunity made in Heaven.

One of the major benefits of Facebook in driving traffic to your product or service is the ability to hyper-target your audience based on built-in audience segmentation tools. We’ll go into that in greater detail a little later. But for now, just know that when it comes to targeting your specific audience, there’s just no better way to do it than using Facebook Ads.

A 2017 study conducted by a market research firm found that 74% of Millennials and 80% of Gen Xers cited Facebook as having significant influence on their shopping habits. In layman’s terms, this means 3 out of 4 of the most powerful segment of consumer purchasers are making their buying decisions based on Facebook Ads.

I’m sold, (and apparently, so are my customers)! – Can you tell me more?

The Facebook Ads platform is constantly evolving. Currently there are 11 Facebook Ad objectives you can choose from based on your various goals (see image). This degree of hyper-segmentation makes Facebook’s audience targeting options the most powerful marketing tool on the planet, allowing you to create and customize your audience reach on a granular level that marketers could only dream of only a few short years ago.

So what are my options?

We will go into much greater detail  in section 4, “Facebook Ad Objectives” (INSERT LINK), but let’s take a quick look at the wide variety of ad formats and size options available to advertisers.

Currently, the following 11 options are available (although a few require a Pixel, but more on that later). Each one is custom-designed with a specific outcome in mind. Understanding the purpose of each objective can allow you to create custom campaigns, highly tailored to your target demographic.

The current Facebook Ad objectives are:

  • Brand awareness
  • Reach
  • Traffic
  • Engagement
  • App installs
  • Video views
  • Lead generation
  • Messages
  • Conversions
  • Catalog sales
  • Store traffic

*(NOTE: Many of the objectives contain optimization options as sub-categories underneath the primary objective. This allows an even greater degree of customization and control. These will be covered in greater detail in an upcoming section.)

Choosing your campaign objective correctly is critical to the success of your campaign, but don’t worry, we will walk you through the process of picking the perfect path for your profitable product launch!

Some of the most popular objectives are Lead Generation, Traffic, and Conversions. The Conversions objective, used to increase sales and sign-ups, is by far the most popular objective for e-com store owners. Used correctly, Conversions ads can be used to feed a steady supply of perfectly targeted buyers right into your store.

Facebook Ad Creative: Types, Formats, and Sizes
Once you’ve decided what the ultimate goal is for your campaign and have selected the best objective to accomplish that goal, it’s time to take a look at your creative options.

Facebook offers nearly as many options for creative as it does for targeting! As previously mentioned, the platform is continually evolving and changing, so always be sure to check Facebook’s own definitive guide to ad sizes and media types before building out your campaign creatives. Check here to see what your current options are: https://www.facebook.com/business/ads-guide/

Facebook’s Blueprint training gives the following formats and description for the options that are currently available on the platform:

Photo:
Specs: Size: at least 1,080 x 1,080px | File type: jpg or png | Ratio: 1.91:1 to 4:5
Photo ads offer a clean, simple format to feature engaging imagery and copy. Convey who you are and what you do through high-quality images or illustrations.

Video:
Specs: Size: 4GB max | File type: MOV or MP4 | Ratio: 9:16 to 16:9
Tell your story with sight, sound and motion. Video ads come in a range of lengths and styles—from short, feed-based ads you watch on the go, to longer videos you watch on the couch.

Stories:
Stories are a customizable, edge-to-edge experience that lets you immerse people in your content. Tap into their passions and inspire them to take action on mobile.

Messenger:
Messenger ads help people start conversations with your business. Get personal with current or potential customers and add interactive or automated features.

Carousel:
Specs: Image: jpg or png | Video: MOV or MP4 | Size: min. 1,080 x 1,080px
Carousel ads let you showcase up to ten images or videos in a single ad, each with its own link. Highlight different products or tell a brand story that develops across each card.

Slideshow:
Specs: Size: at least 1,080 x 1,080px | File type: jpg or png
Slideshow ads are video-like ads made of motion, sound and text. These lightweight clips help you tell your story beautifully across devices and connection speeds.

Collection:
File type: Image or Video
Collection ads let people discover, browse and buy what you offer. People can tap an ad to learn more about a specific product, all within a fast-loading experience.

Playables:
Playable ads offer people an interactive preview before they download an app. Find higher intent users for your app with this try-before-you-buy experience.

Instant Experience:
Instant Experiences, formerly known as Canvas, allow you to create a fullscreen, fast-loading destination designed for mobile, and add them to almost any ad format.

As you can see, no matter what your preferred audience, objective or even favorite media type, Facebook Ads has an option tailor made for your exact needs!

Learn More:

If you’d like to learn more about Facebook’s powerful advertising platform, check out their Blueprint. It is the authoritative manual for everything related to the platform: https://www.facebook.com/business/learn