Nowadays there are many people that want to run digital ads for their online business. So, as the competition across all platforms is getting higher, the price of advertising is climbing too. Facebook is one of the platforms which reached $55 billion in revenue last year. It increased by 38% from 2017.
This proves the fact that Facebook alongside Instagram and Whatsapp is one of the largest advertising platforms in the world. In this article, we are going to dig deeper into Facebook Advertising and understanding how it works.
How Do Facebook Ads Work?
This platform has a wide range of options available for you to advertise your brand. You can promote your Page, Posts, and Products that you put in your store as well as decide where you want your ads to show and to who. The most brilliant option is Facebook targeting. This can determine if your ads will be successful or not.
It is obvious that Facebook tracks a user’s behavior on the website. As every now and then you will get some question from Facebook seeking more information about the user, such as where do you live, what you studied, what are your interests, etc. For example, if you like soccer you can bet that Facebook will suddenly start recommending you soccer related pages.
Even though Facebook seems like a creepy stalker at times, all this is done for a good reason. They are trying to segment all users into groups so it can show you relevant ads that you might be interested in.
The first guideline for any ad campaign doesn’t matter if it is online or not, is that you show the product you are promoting to the right buyers. If you do not determine your target audience you might spend millions of dollars and your advertising campaign will still fail.
That is why Facebook seeks our information and that is why Mark Zuckerberg the CEO of Facebook testified before the US Congress last year regarding leaking personal information.
Nevertheless, Facebook is a powerful tool which can help you reach your marketing goal. There is one rule about creating a successful campaign and it is that there are no rules. You have to follow some basic guidelines though, in order to make your campaign ready for delivery, but the success of the campaign depends on many things.
There is a wide range of options for you to segment your target audience: by age, location, gender, interests, categories, connections and much more. This is considered to be the crucial point for creating your ads.
After you selected your desired audience, you can select your bidding strategy (which can be auto), duration of the campaign and design options and placements for your ads.
Creating multimedia for Facebook Ads
After you completed all the steps we mentioned above it is time to get creative with your designs. The only limit here is your creativity as Facebook allows you to create multiple picture ads, single picture ads, video ads, slide show, carousel and much more. You should try to make your ads look simpler and sharper. There is no point of adding a picture that is hard to understand with much more information than necessary. Remember if the image does not catch the user’s attention than the whole campaign might fail. You must find the right color (usually bright and saturated color red or orange) in order for users to engage with your ad.
At this point, try to create something yourself, don’t try to take an image from Google and place it there. People may have already seen that picture and lose interest in your brand.
Make sure you write all the information that is necessary followed by carefully placed landing pages. If the user decides to interact with your ad and be redirected to a page that is not relevant to the ad or difficult to understand, the user will probably not return to your website again.
Tracking the Performance of Your Campaign
Now the crucial point of any marketing campaign is achieving the result. Measuring your result can determine the success of your marketing strategy. As we mentioned above, there are no rules in Facebook advertising. The process of building a successful ad campaign is constant learning and trying new things.
If your ad is not getting engagement to try different target audience and picture, you must never give up. If you found the right strategies just stick with it as long as you can. Be aware Facebook marketing is a learning process. Even top marketers do not know how a specific campaign will react, remember to be sharp and learn from your mistakes.