A Beginner’s guide to Facebook Advertising

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One are the days when advertising meant having giant pockets and just a handful of options. Today a whole variety of businesses can host ads on Facebook that grant them great insight and audience targeting, something conventional ads could not give. Whether you are an e-commerce entrepreneur, a tech startup, or an artist/performer, Facebook gives you an equal opportunity to reach your audience and offer a product or service they would be interested in.

“Lead people with what they want. – Lead with what they’ve already said. – Lead people from where they’re at. – Lead them with the things that concern them.” – Sandi Krakowski

Back when Facebook was the new kid on the block, businesses didn’t have to worry about not reaching their audience. An organic post (a post that hasn’t been boosted with an advertising budget) would receive enough engagement and reach enough people for most small businesses. But as more and more content is put on the platform, there has been a steady decrease in the effectiveness of unpromoted or organic content. Currently, only 2 – 3% of your fanbase is even shown your organic post when it’s shared on your business’s page. This is an unacceptable reach since every business owner spends time curating and creating an ad, it’s quite a shame to see it go to waste. So whether we like it or not, as a business on Facebook you must promote your posts to effectively reach the vast audience out there that could be interested in what you’re offering. The most important point is knowing your audience and creating an accurate user persona.

Below is a quick list of the different types of Facebook ads you can create based on the objective-

Leads and Traffic to Website:

a) Video Ads – 75% of all content consumed on the internet is video. Target and boost a video you’ve created that best engages audiences in relation to your business. Then boost it to get past the noise. Don’t forget to add a CTA or a clickable link to direct traffic to where you want it to go.

b) Photo Ads – Similarly boost photo advertisement drawing traffic to your product/service.

c) Link Click Ads – These are text ads with a large clickable link tab, use these to directly generate traffic to your website.


Sales and Lead Oriented:

a) Carousel Ads- allow you to display many images, videos or post at once in the form of a carousel to see which work best for your audience.

b) Dynamic Product Ads- these ads utilize re-targeting by appearing to those people who’ve visited your site or not been visiting your site recently at the perfect time. Just make sure Facebook Pixel is being used correctly.

c) Lead Generation Ads- allow you to collect information like email and name from potential customers without leaving their current platform.

d) Canvas Ads- allow users to interact with your images by zooming or tilting it left and right, but they are only displayed on mobile devices.

Engagement and Likes for Page:

a) Page Like Campaign – allows potential customers to like your page based on the text and video/image you display to them.

b) Page post photo/video/text Ads – boost different types of media shared regularly on your page if you feel it to be attractive to potential fans/users

  • Events or Physical Store:

a) Event Ads- boost your event to relevant audiences to raise awareness and footfall. Although it’s difficult to understand the effectiveness, it can allow you to reach people based on their interests.

b) Local Awareness Ads – allow you to bring attention to your store by location-based targetting.

c) Offer Claims – allow potential customers to prevail special offers that get sent to their email.

App Installs:

a) Mobile App Ads- allow you to entice your audience to download an app they could potentially be interested in using or have used similar apps before.

b) Desktop App Ads- they are the same as the above, except to promote desktop apps.

c) Instagram Mobile App Ads- you can target potential customers via Instagram ads as well.

The good news is when promoting your business on Facebook, you can control who sees your promotions based on their gender, age, location, and other demographics as well as likes and previous interactions. Facebook allows you to boost through the regular platform, but if you would like to receive proper data such as cost per engagement, cost per impression and interpret that data to find customer acquisition cost (CAC) and customer lifetime value (CLV) you should be using Facebook Business to measure and conduct your marketing efforts.

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