A Quick Tutorial on Facebook Advertising – Part One

Designing an Ad on Facebook Advertising

Facebook’s universal presence gives it universal appeal for digital marketing – content is easy to share, comment on, and like. With a few simple steps, you can leverage Facebook’s massive social media platform to create dynamic advertising campaigns.

Facebook 1-1

Image Credit: 3BugMedia (https://3bugmedia.com/powerful-facebook-advertising-targeting)

Go here to learn more about using social media networks to drive marketing campaigns.

Why Facebook Advertising?

Before you get started, it’s important to understand how Facebook reaches people. Successful Facebook advertising runs on personality. You’re not trying to grab users with a specific search phrase, but reaching out to real people with real hobbies and interests. Facebook has improved its Custom Audiences feature to enhance this advantage, allowing you to target a very specific audience.

Go here to learn about Facebook’s other innovative marketing tool, Facebook Live.  

Whatever your advertising goal, Facebook will help you achieve it. Let’s look at some of the formatting options offered on Facebook Advertising:

If you want traffic and leads for your website:

  • Domain Ads, a cost-effective format consisting of a smaller image and caption.
  • Page Post Links, including a larger eye-catching image great for generating “likes.”

If you want sales and leads for your product or service:

  • Multi-Product Ads, a slideshow of up to five images and captions – ideal for companies wanting to showcase an array of products.
  • Dynamic Product Ads, a remarketing format that targets users based on past behavior.
  • Leads, which are integrated into Facebook so that users don’t have to leave the site to enter contact info.
  • Canvas, an innovative interactive mobile format that allows users to swipe through a carousel of images and zoom in and out for a closer look.

If you’re seeking likes and engagement for your page:

  • Page Likes, which includes visible “Call to Action” to like your page.
  • Page Post Photo, Video, and Text, three ad options that also include a visible “Call to Action” to like your page.

If you want customers to visit your store or attend an event:

  • Facebook Events, an ad option that allows you to publicize an in-store event and invite customers – you can also adjust the geographical scope of these ads to target local customers.
  • Facebook Offers, a virtual “coupon” you can create to reward people visiting your page – Facebook will allow you to do this as long as your page has fifty or more likes.

Next we’ll look at the creation process. Head to the Facebook Ads Manager and click on “New Ad,” the green button at the upper right.

Setting Goals

Your first task in designing an ad is to decide what you want to accomplish. Facebook gives you a variety of objective options, from generating leads to inviting customers to an event. When you select one, it’ll recommend the best formats for your achieving your goal. Once you’ve made your choice, you’ll add some basic information – a url for website conversions, for example.

Check out these tips on increasing website conversions with effective landing page design.  

Picture Perfect

Once you’ve chosen your objective, it’s time to design your ad! Go to “Images,” where you’ll see an easy upload menu that you can choose to test out up to six images. It’s a good idea to play around so that you get a sense of what each graphic layout will look like in the finished product. Facebook images used to be fairly small, but now they’re much bigger – so be sure to focus on eye-catching visuals when you’re choosing images to upload. Best of all, Facebook has recently partnered with Shutterstock to add an enormous library of free stock images to its site!

Choice Words

After you’ve found and oriented your image, it’s time to write your ad copy in the “Text and Links” section. Depending on the ad type, you’ll need copy in up to three places: the Headline, the Ad Text, and the Newsfeed Link. (Think headline, caption, and teaser.) Your best bet is to jot down some ideas before you get started.  Remember these limits:

  • Up to 25 characters for Headlines
  • Up to 90 characters for Ad Text
  • Up to 25 characters for the Newsfeed Link

Keep your ad copy short and sweet; you’re trying to get customers to click through and learn more. You’ll also notice that News Feed and Mobile Ads give you more options than the classic Right Column formats, including a “Call to Action” to increase clicks and likes on your page.

Ad Placement

Now that you’ve designed and drafted your ad, it’s time to look at placement. You’ll have three options – Mobile, News Feed, and Right-Column.  All you have to do to disable one is to click the “Remove” link under each option. Remember to only use Mobile placement if your site is mobile-friendly – otherwise, you’re wasting money on ad placement that won’t gain you any customers.  Right-column ads are seen as less effective than Mobile and News Feed ads, but they are less costly, so it’s best to consider all of your options. A successful ad campaign will engage customers in multiple formats.

Facebook Advertising gives you premier access to the most popular, comprehensive social-networking site in the world. This tutorial should give you everything you need to get started, so you can become a Facebook Advertising expert by building campaigns on this user-friendly site!

Check out our guide to creating quality content for social media marketing.  

Are you interested in learning more about Facebook Advertising and other digital marketing opportunities?  We recommend teaming up with a digital marketing firm that prides itself on providing customized technology solutions to every client.  Contact Square 1 Group for a consultation today!

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