Facebook Advertising Guide – How To Advertise on Facebook in 2020!

Facebook Advertising Definition:

Facebook advertising, unlike other social media applications, has created a unique technology that permits advertisements to influence or reach a target audience.
 
Facebook receives a lot of data (such as age, sex, gender, location, demographical features, etc) from the users and these data reveal a lot about them such as their interests, things they like, their age or location, etc. On the basis of the data collected, they show targeted ads to their users who may be interested in those advertisements.
 
Some features every Facebook advertisement contains and they are the “Sponsored” tag, the “Like Page” button, etc. Check 10 Profit Pulling Ways for Marketing your Business on Facebook In 2020!
 
Almost all Facebook advertisements have a CTA or call-to-action that may show you options like Learn More, Download, Shop Now, Contact Us, Watch More, Book Now, Apply Now, etc.
 
Facebook Advertising Guide

Top Reasons to Advertise on Facebook:

[+] Facebook ads are highly effective:

  • Facebook is the most popular online advertising channel, having above 2.2 bn monthly active users and almost 1.5 bn regular active users.
  • Facebook has witnessed a stable increase in advertising revenue over the years in a decade because Facebook ads are a hit.
  • In a study by Perkins, it was stated that around 78 percent of American users confirmed that they discovered products from the Facebook ads.

[+] The set-up process is simple and gets a quick response:

  • Although creating a Facebook ad takes quite some time but it can give you excellent outcomes for your campaign.
  • There is no denying the fact that digital ads produce a greater return on investment and this happens very fast with the correct product and business campaign.
  • This is the reason why Facebook ads can be created by small and marginal local businesses and also large corporations.
  • A business may boost their ads to reach their users straight from their Facebook page and create a complicated campaign to target custom audience and produce an even greater outcome.

[+] Reach your target audience:

  • Facebook offers various detailed paths through which you can reach your target audience based on their tastes and preferences and their behavior on the official website, their likes and how they engage with the Facebook page, components of their demographical features such as gender, age, location, etc.
  •  In a study conducted in 2017, it was seen that around 57 percent of the consumers confirmed that social media impacts their shopping behavior, out of which 44 percent admitted Facebook to be the most influential platform.

[+] Facebook advertisements are completely customizable:

  • Facebook ads can be used to construct a perfect ad and compared to the most popular digital advertisement space, Google, Facebook ads can be designed in a customized way to attract the perfect and ideal audience.
  • This is possible since Facebook has a huge range of advertisement formats.
  • There are about eleven Facebook advertisement objectives from which you can select one on the basis of your goals and your ad designs can be customized along with landing pages and other technical aspects like bidding, delivery optimization, and target audience.

Reasons to Advertise on Facebook

[+] A new feature added every month:

  • Facebook constantly adds new features that improve the experience of the users as well as the advertisers.
  • This is one of the biggest reasons why Facebook has witnessed sustained growth and is always offering more value.

Facebook Ad Types:

There are several and creative types of campaign objectives.
 
The following are some of the types of Facebook ads:
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=> Link – Click Ads:

This is the most common form of Facebook ad that helps in promoting external websites and takes people to the blog posts or landing pages.
 
Several placements in Link-Click Ads allow the advertisers to deliver his ad across many News Feeds and hence, reach a larger audience.
 
These ads the following specifications:
  • The recommended size of image of 1200 X 628 pixels
  • Copy text of only 90 characters
  • The headline of 25 characters
  • Link description of 30 characters

=> Video Ads:

Video ads are just like Link-Click ads, but here, your ad features a video instead of a standstill image.
 
The specifications of video ads are as follows:
  • Copy text of 90 characters
  • Supported aspect ratios of 16:9 to 9:16
  • File size max up to 4 GB
  • Continuous looping
  • Video length of 120 minutes max

=> Boosted Page Posts:

once you post an Ad on the Facebook page, you get a chance to Boost your post.
 
This option is called Boosted Post.
 
If you click on Boost Post, you can easily set your target audience and choose bidding methods to promote your post to a greater audience.
 
So, the chance of getting more out of your post increases dramatically.
 
The specifications of this type of ad are given below:
  • The recommended size of image is 1200 X 628 pixels
  • Copy text of unlimited words
  • Link description of 30 characters
  • The Boosted Post looks similar to any ordinary post on Facebook, but with a “Sponsored” tag on the top of the page.

=> Multi-Product (Carousel Ads):

A carousel ad offers you to post up to ten images or videos, links, and headlines and CTA in single ad posts.
 
This ad is tremendously useful especially for business advertisers where they can promote various products or posts and check what works on their audience.
 
The specification is:
  • The recommended size of image is 600 X 600 or 1080 X 1080 pixels
  • Copy text of 90 characters
  • The headline of 25 characters
  • Link Description of 30 characters

=> Dynamic Product Ads or DPA:

These ads are similar to re-marketing ads.
 
They aim their users depending on their past actions or inactions on the official website.
 
All it requires is uploading a product catalog on Facebook.
 
The specification of this type of ad requires:
  • The recommended size of image of 600 x 600 or 1200 x 628 pixels
  • Copy text of 90 characters
  • The headline of 25 characters
  • Link description of 30 characters

=> Facebook Lead Ads:

This type of ad allows you to download content and also sign up for any offer without exiting from the Facebook platform.
 
The specification is as follows:
  • The recommended size of image is 1200 X 628 pixels
  • Copy text of 90 characters
  • The headline of 30 characters
  • Context card button of 30 characters
  • Website links and privacy policy are required

=> Canvas Ad:

This add lets you make interactions with the users on Facebook and it is available everywhere, even on your mobile.
  • The recommended size of image is 1200 x 628 pixels
  • Copy text of 90 characters
  • The headline of 45 characters
  • Logo Header
  • Full-screen image
  • Offsite links button
  • Image carousel
  • Text block
  • Product set
  • Auto-play video

=> Collection Ads:

This ad lets you present several products that you are wanting to sell on your official website.
 
This format is easier for users to browse, discover, and buy products and services in an immersive and visual way.
 
The specification of this type of ads are:
  • Image size of 1200 X 628 pixels
  • Image ratio is 1:9:1
  • Images of not more than 20 percent text
  • The headline of 25 characters

How to advertise on Facebook & Setup Your First Facebook Ad Campaign?

The steps given below will help you to advertise your product or business campaign on Facebook and how to handle Facebook Business Manager:

[1] Choose your business objective:

To start with a fresh Facebook ad, you will need to log in to Facebook Ads Manager and then, select Campaigns tab and click Create.

Facebook has eleven marketing objectives depending on what your requirements are.
 
The following are the marketing objectives:
  • Brand Awareness
  • Traffic
  • Reach
  • Engagement
  • Application installs
  • Video views
  • Lead generation
  • Messages
  • Conversions
  • Catalog sales
  • Store traffic
Based on your business goals, you can choose any campaign objective for a particular Facebook Ad.
 
However, conversion objectives like sales charge a price per action but exposure objectives like views and traffic charge a price for impressions.
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[2] Name your business campaign:

To name your business ad campaign on Facebook, scroll down and choose to set up an A or B split test, and also choose if you want budget optimization or not.

This option is very useful in case you are employing multiple sets for your ads. If you not using multiple sets, then leave it off.
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[3] Set up an ad account:

Find the option Set Up Ad Account and you will be asked to enter certain important details to develop the ad account.

Enter the required information and click Continue.
 
Be very careful while filling up these options because you will not be able to change them later and may end up creating another account.
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[4] Know your target audience:

While filling up the details, you will be asked to add a custom audience with whom you have already interacted regarding your business either online or offline.

To develop your target audience, start by choosing the target location, gender, age, and language.

On the right side, you can view the potential advertisement reach.
 
To maximize ROI, effective targeting is very important.
 
There are two fields to make your target audience specific:
 
=> Detailed targeting:
  • You can employ this field to exclude or include people depending on their behavior, interests, and demographics.
  • For example, you can select your target audience who are interested in hot yoga but exclude those interested in meditation.
=> Connections:
  • You can exclude or include those who possess a current connection with your Facebook Page.

[5] Choose Facebook placements:

You can select where your business ads appear.
 
If you choose Automatic Placements then Facebook automatically places your ads all over Facebook, and also other applications like Messenger, Instagram, etc where you will get better results.
 
You will have to place the ads in certain locations such as devices like mobile, desktop, etc, different social media platforms like Facebook, messenger or Instagram, placements like stories, feeds, messages, apps, in-article, sites other than Facebook, or certain operating systems or mobile devices like Android, iOS, feature phones, etc.

[6] Set a schedule and budget:

The next thing you need to decide is your budget and how much are you willing to spend on Facebook ads.
 
You can set a start date and end date in case you are willing to schedule the ad in the future or you may want to make it public right away.

Some additional or optional costs may be added too along with bid controls.

[7] Create your Facebook ad campaign:

Select a suitable ad format and enter media and text components for the ad. Employ preview tools and make sure that the ad looks attractive for every potential placement.
 
Once you are ready with the choices you have made, click the Confirm button and wait for an email sent by Facebook, stating approval or disapproval of your business ad.
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Facebook Ad Bidding and Optimization:

If you have set a budget for your campaign, you can choose the Ad Delivery Optimization method that will tell you what your end goal is.

You should optimize Link Click if your end goal is driving traffic, and choose App Install objective if you want your audience to install your business app, etc.

When you put an advertisement on Facebook, you are competing with hundreds of rival advertisers, each wanting to reach out to their target audience.

The bidding on Facebook ads works just like an auction.

There are two types of bidding that can take place on Facebook:

Manual Bidding and Automatic Bidding:

If you are new in this world of Facebook Ads, then start by using Automatic bidding because you do not require any prior knowledge about the average cost per adult or average bids.

If you are using manual bidding, you must know the worth of the results. For instance, while optimizing your ad for Link Clicks, select the per-click maximum price you are willing to offer.
 
Once you set a manual bid, Facebook will suggest a list of bids and then, automatically insert the suggested list of bids in a box. In case of a customized bidding box, make sure that you change the pre-set manual bidding.
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