Facebook advertising is a huge and growing business: companies spent more than $9 billion on Facebook ads within the second quarter of 2017 alone. That’s a rise of 47 percent (Nearly $3 billion) in the same period in 2016.

Why advertise on Facebook

Finally count, greater than two billion people were using Facebook. And individuals users are highly engaged using the content published around the network: Greater than 800 million people like something on Facebook each day.

Obviously, with regards to obtaining the greatest bang for the advertising buck, too big a crowd can really be considered a bad factor. In the end, you simply want to pay to reveal your brand to individuals who might want to consider using the services of you. Fortunately, Facebook offers multiple layers of targeting, so that you can focus your Facebook ads on precisely the right audience for the business to maximize Return on investment.

We’ll enter into the more knowledge about targeting Facebook ads afterwards within this publish, until then bear in mind that Facebook’s huge, global audience combined having the ability to target your ad by census, location, interests, and behaviors enables you to definitely connect to the exact those who are probably to are interested your service.

Require more convincing? 95.8 percent of social media marketers worldwide said Facebook provides the best ROI of all social platforms.

Possibly it’s no shocker, then, that near to two-thirds of advertisers worldwide intend to increase their Facebook advertising spend in 2017.

Together with your competitors already seeing significant is a result of Facebook ads and growing their spend, it’s about time to build up a Facebook advertising strategy of your.

Types of Facebook ads

Facebook offers 10 campaign objectives accordi

ng to what you would like your ad to complete. For every of individuals objectives, you may choose various ad formats according to your selected goal and audience.

Before we dig into some specific Facebook ad examples and also the technical needs for every format, let’s have a glance at just how the different sorts of Facebook campaigns align with business goals:

  • App installs: Encourage installations of your mobile or desktop app.
  • Brand awareness: Introduce your brand to a new audience.
  • Conversions: Get individuals to have a specific action in your website (like sign up for your list or purchase your product).
  • Engagement: Expose a publish to some wide audience to improve the amount of Likes, comments, shares, or photo views improve your quantity of Page Likes promote a celebration.
  • Lead generation: Get new prospects into your sales funnel.
  • Reach: Expose your ad to as many folks inside your audience as you possibly can.
  • Product catalog sales: Connect your Facebook ads for your product catalog to exhibit people ads for that products they are likely to are interested
  • Store visits: Drive customers to brick-and-mortar stores.
  • Traffic: Drive traffic to a specific webpage.
  • Video views: Show your video to a large audience to increase brand awareness.

This video provides more details about the campaign objectives.

Facebook ads: Guidelines and examples





Facebook ads: Guidelines and Examples

Now you comprehend the various Facebook campaign objectives, let’s explore the different Facebook advertising formats.

Photo Facebook ads

  • Facebook ad specs: One image plus text
  • Campaign types: All except video views
  • Facebook ad image sizes: 1200 x 628 pixels
  • Text limit: 90 characters
  • Headline text limit: 25 characters

Note: Since Facebook doesn’t want people’s newsfeeds to contain text-heavy images screaming for attention, you have to keep the text overlays to under 20 % of the image. (This pertains to video thumbnails.) Actually, the less text there’s in your image,the more widely it will be distributed. Use this tool by Facebook to check if your images contain less than 20 percent text.

Simple photo ads don’t need to be boring. Dallas book shop Nature Detectives used photos ads with clickbait-style headlines to trick people into studying classic literature.


Video Facebook ads

  • Facebook ad specs: One video plus text
  • Campaign types: All
  • Facebook ad image sizes (thumbnail): Minimum width 600 pixels; match length to video aspect ratio
  • Text limit: 90 characters
  • Headline text limit: 25 characters
  • Facebook ad dimensions: Video aspect ratio of 16:9 (full landscape) or 1:1 (square) for all objectives; other aspect ratios available for specific campaign types
  • Maximum video length: 120 minutes

Video ads can make massive engagement-if they’re done correctly. A relevant video about bread might be, well, somewhat bland. Not that one! During the time of writing, this Facebook video ad for Dave’s Killer Bread had greater than 2,500 shares and most 1,200 comments.

If you’re launching a new bread at the farmer’s market, it better be killer. #DavesKillerBread #NonGMO #Organic

Posted by Dave's Killer Bread Canada on Wednesday, July 12, 2017

Slideshow Facebook ads

  • Facebook ad specs: A video automatically created from up to 10 still images
  • Campaign types: All except post engagement and product catalog sales
  • Facebook ad image sizes: 1280 x 720 pixels
  • Text limit: 90 characters

Activewear company Carbon38 found that compared to Facebook photo ads, Slideshow ads saw an 85 percent increase in return on ad spend and had a 40 percent higher click-through rate.

Refresh & renew your wardrobe with our favorite spring pieces.

Posted by Carbon38 on Tuesday, March 14, 2017

Facebook Carousel ads

  • Facebook ad specs: Up to 10 photos or videos plus text
  • Campaign types: All except post engagement and product catalog sales
  • Facebook ad image sizes: 600 x 600 pixels
  • Text limit: 90 characters
  • Headline text limit: 40 characters (for images) or 25 characters (for video)
  • Maximum video length: Two minutes combined

The knitting and crochet supply site Kitterly uses Slide carousel ads to retarget prospective customers with products they have viewed around the Kitterly website, producing a 3.4 times return on ad spend.

Facebook Collection ads

  • Facebook ad specs: A mobile-only ad format that showcases multiple products or features
  • Campaign types: Conversions, traffic
  • Facebook ad image sizes: 1200 x 628 pixels
  • Facebook ad dimensions: Video aspect ratio of 16:9 (full landscape) or 1:1 (square)
  • Headline text limit: 25 characters
  • Maximum video length: 120 minutes

When MeUndies launched a Collection ad, it increased its conversion rate by 40 percent.

Facebook Canvas ads

  • Facebook ad specs: An immersive ad format incorporating text, up to 20 photos, and video
  • Campaign types: Brand awareness, conversions, engagement
  • Facebook ad size: Full screen
  • Facebook ad image sizes: 66 x 882 pixels (header); 1080 x 1920 pixels (full-screen image)
  • Text limit: 500-character text bock

The Montana Office of Tourism Development used Canvas to focus on the region’s stunning scenery and ski destinations and increased their click-through rate by 7.5 times.

Facebook Lead ads

  • Facebook ad specs: A pre-filled lead form that makes it easy to connect people with your business
  • Campaign types: Lead generation
  • Facebook ad image sizes: 1200 x 628 pixels
  • Headline text limit: 45 characters
  • Button text limit: 25 characters

Maserati USA used lead ads to gather 21,000 leads, leading to sales of 127 vehicles.

For additional great illustration of Lead Ads for action, take a look at our blog publish on seven smart suggestions to increase your business with Facebook Lead ads.

How to advertise on Facebook: Placing your ad

If you have a Facebook business page (and you ought to), you are able to head straight to the Facebook Ads Manager to produce your Facebook advertising campaign. Should you not yet possess a business page, it’s important to create one first.

Step 1: Choose your campaign objective

Choose your campaign objective in line with the most significant metrics for the business as well as your goals with this particular ad.

Bear in mind that for conversion-oriented objectives you are able to pay per action, however for exposure objectives you’ll pay for impressions.

Step 2: Target your audience

Remember: Effective targeting is essential to maximizing Return on investment-and there isn’t any lack of methods to target your audience on Facebook. Additionally to targeting by location, gender, an internet-based behaviors, you are able to hone your audience in line with the following:

Connections: One can market to those who are either connected or otherwise linked to your Facebook Page. If you wish to achieve a brand new audience, under Detailed Targeting, choose select “Exclude individuals who much like your Page.” If you wish to promote a deal or cool product, select “People who choose your Facebook Page” to achieve individuals who know your brand.

Custom Audiences: You are able to construct your own audience of people that have previously interacted together with your business off or on Facebook. Facebook includes a good step-by-step guide regarding how to do that.

Lookalike Audiences: This enables you to target those who are much like your overall best audiences.Here’s how to create-up a Lookalike Audience.

While you help make your selections, keep close track of the meter around the right side from the page, which signifies the breadth of the audience selection, and also the believed daily achieve chart.

Step 3: Set your budget and schedule

Next, you choose how much cash you need to invest in your Facebook ad. You may choose a regular or lifetime budget, then set the beginning and finish dates if you wish to schedule your ad later on, or decide to put it live immediately.

You will get into pretty depth about how exactly you need to spend your hard earned money while using advanced budget options.

keep in mind that running your ad on the schedule could be the most effective way of spending your ad budget, because you can choose simply to serve your ad whenever your audience is that appears to be on Facebook.

Step 4: Create your Facebook ads

One choice is to advertise a current publish. Should you prefer rather to produce a new ad, first choose your ad format, then go into the text and media components for the ad. Ensuring you comply with the Facebook ad image sizes pointed out above for every format.

Make use of the preview tool at the end from the page to make certain your ad looks great for all potential placements (mobile, desktop news feed, right column, and so forth). When you are pleased with your alternatives, click click the green Confirm button to submit the transaction, then wait to obtain an email from Facebook notifying you that the ad continues to be approved.

Facebook advertising tools

Hootsuite Ads

Instead of placing each ad by hand, with Hootsuite Ads you may create and test countless ads within a few minutes, instantly boost budgets according to performance triggers, and control who are able to create and edit campaigns.

You may also choose organic posts promote directly inside the Hootsuite dashboard, so that you can extend the achieve of the best-performing content.


While Hootsuite Ads is definitely an enterprise-grade solution, AdEspresso by Hootsuite is really a self-serve social ad management solution designed particularly for small , mid-sized organizations. Additionally, it enables you to definitely create ads and monitor the outcomes from the Hootsuite dashboard.

Facebook ads best practices

Keep these important strategies in your mind to take full advantage of your Facebook advertising efforts.

Experiment with audience targeting

Begin with a narrow audience after which broaden it gradually with the addition of one interest category at any given time. For instance, you might start by having an audience particularly thinking about “Napa Valley wine tours” after which broaden following a couple of days, adding “wine tasting,” “food and wine,” and so forth. This way, you’ll have a very good concept of what’s moving the needle.

For those who have a nearby business, one can market to your audience by zip or postal code. This is useful knowing a specific city or neighborhood converts well.

PRO TIP: Mikie Basi, an electronic marketing strategist at Hootsuite, offers these tips: “Always test various kinds of targeting to get the best audience for the products. Test out interest groups, buddies of supporters, and website audience lookalikes. Run them in separate ad sets to find out which may be the top artist.”

Rotate your ads regularly

“Ad fatigue”-or reduced engagement-can happen when individuals begin to see the same ad a lot of occasions. Instead of bombarding your audience with similar ad again and again, switch up so that they are uncovered to various aspects of your brand offering. Facebook recommends switching your ad once every one to two weeks.

Test everything

Facebook ads really are a perfect venue for learning what resonates best together with your audience, from ad format to image style to hashtags to period of copy and words. Since tests are this kind of important subject, we have an entire guide regarding how to get it done.

Use a Facebook Pixel

A Facebook pixel is really a small bit of code that may have a big effect on your Facebook promotional initiatives. When you put the code in your website, it will help you to track conversions, remarket to those who have viewed an item in your website, and make lookalike audiences.

We have your blog publish to obtain setup using the Facebook pixel: The Facebook Pixel: What It Is and How to Use It.

Include a call to action

Guess what happens the aim of your Facebook ad is-but do your viewers? Together with a proactive approach (CTA) helps to ensure that those who visit your ad know very well what the next thing is in creating a relationship together with your company. Take a look at our guide on how to create effective CTAs.

Use top-notch photos and video

You realize what’s a turnoff? Blurry photos. Or pixelated photos. Or jumpy videos that cause you to feel motion sick. What you are saying are essential, sure, however your visuals are what’s going to first grab viewers’ attention and make the very first impression.

Make certain you adhere to the Facebook ad image sizes for every format, specified above, to find the best results. These free stock photo websites can help you source high-quality images to use in your ads. If you sell a product, Facebook recommends that you simply use photos showing people using and benefitting out of your product, instead of a picture from the product simply by its lonesome.

Facebook advertising campaign ideas

Raring to visit although not sure what you need to promote together with your Facebook ads? We’ve come up with three campaign strategies to obtain your began.

Facebook advertising strategy 1: Collect an email

Unless of course you’re an advertising and marketing magician, it’s pretty challenging individuals to purchase from you the very first time you wave to these questions Facebook ad.

For items that take more time to market, email is other people you know. Facebook causes it to be really quite simple to gather new email leads. With software for example MailChimp, you are able to distribute automatic emails (say, one email every couple of days). This can help you build trust and introduce individuals to your brand before you decide to pitch your products.

STEP 1: In Facebook Ads Manager, choose “Lead Generation” as your campaign objective.

STEP 2: Whenever you make your lead form, choose fields that align using the fields in your list. Make it simple: name, surname, and current email address.

STEP 3: Make use of the tool Zapier to instantly send email sign-ups out of your Facebook campaigns for your email provider, for example MailChimp. You’ll need to enroll in a Zapier account and fasten Facebook to Zapier. Here’s a step-by-step guide for MailChimp users.

STEP 4: Do a quick test to make sure data is passing between Facebook and MailChimp.

STEP 5: Launch your advertising campaign watching your email come moving in. If you wish to have more sophisticated, you are able to generate a custom automated email sequence inside your email provider for Facebook leads. Here is a quick email technique you can use. You are able to sequence these emails a couple of days apart:

Automated Email No. 1— Share something really valuable that connects towards the problem your products solves (example: a food truck could share a roadmap of best wishes restaurants within the city). No product pitch. Just value. You’re training prospects to spread out your emails.

Automated Email No. 2— Tell a fascinating story that connects for your product. For instance, the meals truck could discuss the way they couldn’t find the best Pho/Italian fusion restaurant and thus quit their corporate jobs and produced their food truck, Pho Get About This.

Automated Email No. 3— Share another valuable resource (for example five mistakes people make when cooking spicy chicken in your own home). No product pitch.

Automated Email No. 4—Make an offer such as a discount for their first visit.

Automated Email No. 5—Make the same offer again but tell an interesting and useful story as the lead.

The aim is definitely exactly the same: train individuals to open your emails by providing valuable content and then suggest the periodic product pitch.

The Milwaukee Bucks NBA team used this strategy to improve its season ticket sales. They ran lead ads geared to Custom Audiences of past season ticket holders, fans of the Facebook Page, along with other existing leads.

Additionally they used lookalike audiences modeled on current season ticket holders, while excluding current ticket holders so that they wouldn’t waste ad exposure on individuals who had already purchased their tickets.

Finally, they used interest targeting (sports fans) and placement targeting to make certain individuals who saw the ads would want to consider they capable to reach the games when they bought tickets.

The collected leads went into the team’s CRM and began a number of emails. Following the email series, sales people adopted up personally with individuals who’d not bought tickets.

The outcomes? They saw a 25 percent higher email open rate than normal and most double their usual email click-through rate, with 33 percent of leads purchasing the marketed ticket packages and 20 buying upgraded tickets.

Facebook advertising strategy 2: Convert a proven piece of content into a video ad

Every brand includes a couple of killer bits of content that drive the lion’s share of traffic every month. Adapting that content right into a short video targeted at Facebook audiences could be a terrific way to repackage top content for Facebook ads.

Step 1: Distill the important thing ideas out of your content piece right into a couple of tips you are able to express inside a couple of words each, or consider methods to convey exactly the same key messages using your visuals. Make certain your proactive approach matches your video content.

Step 2: Use one of these simple social video tools to produce your video, or create a slideshow video ad in Facebook Ads Manager.

Step 3: In Facebook Ads Manager, select “Video Views” as the campaign objective. Upload your video straight to Facebook and push the campaign live.

PRO TIP: What kinds of videos perform best on Facebook? How will you take someone from the video view to some lead or purchase? We produced a relevant video strategy package for marketers, showing what kinds of videos perform best on social networking and just what to determine.

Facebook advertising strategy 3: Drive a direct sale

For those who have a great product, there isn’t any reason Facebook can’t generate network marketing. However when requesting an immediate purchase, you’ll need trust-therefore if you’re a mystery brand by having an untested product, it’s most likely better to test the very first two Facebook advertising strategies first.

If you are certain that individuals will purchase your product from a Facebook ad and you’ve got an established product with sales, test this tactic and become sue to determine your results.

STEP 1: In Facebook Ads Manager, select “Conversions” as your campaign objective.

Step 2: Next, Facebook asks you which kind of conversion event you need to track, for example adding products to some shopping cart software or adding payment information. Since you’re attempting to drive an immediate purchase, select “Purchase.” It’s important to use a Facebook Pixel to track a visitor from your Facebook ad all the way through your shopping cart process to purchase.

Step 3: Make your ad with easy and obvious copy. Exactly what do you are offering and just how could it be different? Give people grounds to purchase out of this specific ad. For instance, you may bundle another product like a free gift, or incorporate a training web seminar. You would like individuals to stop what they’re doing and click on out of your ad for your shopping cart software.

Step 4: Wait and track. Provide your campaign a minimum of two days prior to making any changes to repeat or creative. Based on your traffic volume, this will provide you with enough data to create an informed decision about what’s working, or what changes you might like to test.

Charge Cords used Facebook ads to drive direct sales from new clients, using Custom Audiences to exclude individuals who had already purchased from them within the last six several weeks. They used Slide carousel ads with eye-catching product shots and compelling ad copy, plus a Shop Now call-to-action button. Because the campaign ongoing, they updated the Custom Audience to focus on individuals who had visited the Charge Cords website.

The campaign led to a four occasions rise in sales in the targeted countries, along with a four occasions return on ad spend.

PRO TIP: With remarketing, you are able to serve Facebook ads to those who have already visited your site. Your ads could include enticing offers, product recommendations, or funny reminders to accomplish their purchase. We cover remarketing using the Facebook pixel within our blog publish on surprising methods to optimize your Facebook ads.

Get the most from your Facebook ad budget with AdEspresso by Hootsuite or Hootsuite Ads. Both of them are effective options making it simple to create, manage, and optimize campaigns.

Tags: Advertising on Facebook, How to advertise on Facebook, Marketing on Facebook, Facebook Ads, Facebook advertising strategy, Facebook adverts manager, Facebook advertising tips, types of Facebook ads


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