Squad Talk

Introduction to Facebook Ads – Part I

Part I of II

When determining your online marketing strategy, it’s important to consider advertising on Facebook where anyone with a Facebook account will be able to see your ad. Online marketing, particularly through Facebook, is one of the most versatile ways to choose your message and your audience. In fact, it’s easy to narrow your targeted audience by age, location, and interests. Since the data collected by Facebook is detailed and input directly by users, a company could target 25-year-old teachers in south Florida who like Crayola’s Facebook page.

For each ad you place you choose how much you are willing to bid to have your ad put in front of your target audience, how much you’re willing to bid for the cost-per-click or cost per 1,000 impressions, your daily budget, and your campaign total budget. With this kind of tailoring and control, you can start with a small budget to gauge the response your ads are attracting and modify your strategy and budget as necessary.

In addition, you are able to choose where and how you want your ads to be displayed. For a desktop campaign, you can choose between a sidebar ad (displayed to the side of the user’s newsfeed) or directly in the newsfeed. Newsfeed ads have been shown to have better click-through results and engagement than sidebar ads, but you’ll need to create and manage a business Facebook page to have a newsfeed ad. You also have the option of a mobile ad, which places the ad in the newsfeed on mobile Facebook users. Studies have shown that mobile ads have more engagement and higher click-through rates than desktop ads—which is important to keep in mind because if you decide on a placing mobile ad, your business website will need to be mobile friendly.

Once you’ve figured out who your audience is and how and where you want to place your ad, you’ll need to determine what type of Facebook ad will work best for your product or service. There are a variety of types of ads that might work for you.

  • Page Post Ad: This ad is basically a photo or link that you create like you would a status update on your business Facebook page.
  • Page Post Video Ad: Video ads play on mute until the user clicks the video to turn the volume up.
  • Carousel Ads: This type of ad allows for advertising multiple products within a single ad.

In the upcoming Introduction to Facebook Ads – Part II, we will focus on how to determine your advertising objective and the importance of targeting your audience.

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