Here we’ll discuss ‘What Is Facebook Advertising & How Does it Work’? As an experienced internet user, you may think that no one clicks on Facebook ads. You will be wrong. Facebook is in the process of making more than $ 60 billion this year through advertising. Someone clicks.
How do you get them to click on your Facebook ads? More importantly, how do you get them to buy your product or subscribe to your email list?
Many marketers who have tried Facebook ads, especially in their early days, have decided that Facebook advertising does not work.
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How Do Facebook Ads Work?
Facebook ads now come in several forms. You can promote your Page, posts on your page, actions taken by users, or your website. Despite Facebook’s growing focus on traditional ads and keeping traffic to its site, you can still be successful in sending users to your website.
There are also several ad formats including images, videos, carousel (multiple images), Instant Feature, and Collections. Facebook ads are targeted at users based on their location, demographics, and profile information. Many of these options are only available on Facebook. After creating an ad, you set a budget and bid on each click or 1,000 ideas your ad will receive.
The most important options for targeting Facebook ads
Users then see your ads in a separate bar on Facebook or in their news feed. Some Facebook ad options are great for engaging engagement and brand awareness, but ads that drive users off-site are still the best option for direct responders who want to make a sale.
Who Should Advertise On Facebook?
Many businesses fail to advertise on Facebook because they are not well-qualified. You should always check for new marketing channels, especially before the need raises prices, but make sure you consider whether your business model is right for Facebook.
In the past, Facebook ads were more like display ads than search ads – although newer versions of ads, such as brand ads, allow advertisers to sell products directly to users.
Here are a few types of businesses that may be successful with Facebook advertising-
Businesses with Low-Friction Conversions
Successful businesses with Facebook ads are asking users to sign up, not to purchase. You must use low-friction conversion to be successful.
The visitor to your website did not want your product. Click on your ad to your liking. If you rely on them to quickly buy something to make your ad ROI better, you will fail.
Facebook users are flexible and may click back on Facebook if you request a greater commitment (purchase) in advance. Instead, stick to simple changes such as signing up for your service, completing a short lead form, or sending an email address.
Even if you are selling products, not services, you should consider focusing on intermediate conversions like a newsletter subscription. You can then sell later by marketing via email or Facebook rewind ads.
Everyday deals sites like Groupon, AppSumo, and Fab are good examples of successful businesses with Facebook advertising. After clicking on one of their ads, they simply ask for your email address. They will sell you on contract later.
Business Model and Long Sell Cycle or Small Purchase
Even if you only request an email address at first, you will eventually need to make money from these users if your ads are to benefit.
The leading business model equivalent to Facebook ads earns money from its users over time, not all at once. The user may have given you his email, but you will need to build more trust before he can buy anything.
You should not rely on one big purchase. Several small purchases are fine
Daily marketing and subscription sites are excellent examples of business models that can thrive on Facebook. Both have clients whose life expectancy has spread within six months or more.
At Udemy, they focus on getting users to sign up for their first visit. Aiming to make a profit from advertising in six months (not one day), they are turning Facebook users into long-term customers.
They aim for a 20% return on ads used on the first day and a 100% refund in six months. These numbers can serve as a difficult guide for your business.
How to Identify Facebook Ads
The first mistake that many marketers make with Facebook ads is a misunderstanding.
Facebook ad targeting options are incomparable. You can target demographics and create a custom or similar audience to target users who match your best customers. You can also use redirect ads to target users who are linked to your page, or who visit your website.
On Facebook, you can direct users by:
- Relationship status
Each option may be helpful, depending on your audience. Most marketers should focus on location, age, gender, and interests.
The location allows you to direct users to the country, region, city, or zip code you provide.
Age and gender orientation should be based on your existing customers. If women 25-44 are your customers, start by directing them. If they prove to be beneficial, then you can extend your guidance.
Broad Category Identification
The broad categories include topics such as gardening, horror movies, and Consumer Electronics. Recently, Facebook added new targets as promised (1 year), Expected Parents, Away from Home, and Birthday 1 Week.
Wide interest may seem like an effective way to reach a wider audience. However, these users tend to be more expensive and useless. You will also need to enter the Facebook pixel.
This was an inefficient way to reach the audience; however, the addition of Facebook pixel and dynamic ads makes this very effective.
Worth checking; but detailed guidance of interest often works best.
Detailed Identification of Interest
Detailed Interest Identification allows you to target users based on information in their profile which includes “likes and interests listed, their favorite pages, the apps they use, and other profile content (timeline) they have provided” (according to Facebook). You will get the best ROI using Detailed Interest Identification.
Facebook has an amazing network of interests you can point out from Harry Potter to underwater rugby. The hard part is choosing the right ones.
When targeting detailed interests, Facebook offers viewer size and other popular interests and interests. You will not have competitive data. Once you have selected an ad interest, Facebook will display the combined bid.
Many vendors identify the largest groups possible
This is a mistake. These groups are more expensive and less targeted.
Instead of focusing on broad terms in your niche such as “yoga” or “digital photography,” focus on specific interests. Find out which magazines and blogs your customers read, who they follow on Twitter, and what related products they buy.
If you use laser-focused interests like these, you will reach people who like your topic and are more willing to spend money on it.
For example, if you wanted to sell a new DJ course, don’t just focus on the “disc jockey” interest.
Instead, create ads targeting DJ publications like DJ Magazine and Mixmag. Then another ad was created that targeted DJ brands like Traktor and Vestax.
Gather small, related interests into a group with an audience of 50,000 to 1M +. This structure will create ads with a large audience that is likely to change.
Facebook ads deep dive advanced guide interest target
Enhanced Tip: Use Facebook Login as a subscription option on your site. When users connect with Facebook, they will be able to analyze their interests. Identify these interests with the number of followers of their relevant Facebook pages. You will be left with the most interesting interests.
Facebook Lookalike Audience
In addition to targeting users directly, Facebook gives you the ability to view Viewers.
So what is an audience that looks like Facebook? These are Facebook users who are similar to your current users. You will need to have a Facebook Pixel or other custom audience data, such as an email list. After that, you can ask Facebook to find similar users.
They are customized – for example, you can create a “new customer” ad, and then exclude current customers from seeing your ads.
Redirecting with Facebook ads
Redirect ads allow you to reach customers who already know your product well. You can double down by creating flexible ads that show people things they might be interested in.
For example, you can also direct users who visited your site, left items in their cart, or clicked an ad.
To create a re-advertising ad, the first step is to install Facebook Pixel. Follow this guide on Facebook Business Center to get started.
Facebook ad images
The most important part of your Facebook ad is the image. You can write the smartest copy in the world, but if your image does not catch the user’s eye, you will not get many clicks.
Do not use low-quality images, standard stock photos, or any other images that you do not have the right to use. Do not steal anything from Google Images. Unless you are a famous brand, do not use your logo.
Now that we have a way out, how should advertisers find images to use? Buy them, create them yourself, or use Creative Commons licensed.
People’s photos work very well. Especially their faces. Use an intimate, attractive face that is similar to the target audience.
The younger one does not always get better. If you are referring to retirees, check out photos of people over 60 years of age. Using a beautiful 25-year-old girl would not make sense.
Facebook sidebar images are small (254 by 133 pixels). Make sure you focus on the person’s face and cut if necessary. Do not use a blurred or dark image.
Use this ad photo guide on Facebook to see the size requirements of some ads, such as high-end desktop feeds, mobile news feeds, instant articles, news, etc.
Enhanced Tip: Use photos of right-facing people. Users will follow the title line of the article and be more likely to read the text of your ad.
In addition to the models, you can also include people at the back of your business and show your customers (with their permission, of course).
A clear, readable version can also attract clicks. Bright colors will help your ad stand out.
As a text copy, use a query or express a benefit to the user. Treat image text as an extension of your copy.
Crazy or funny pictures attract clicks. See Can Can Cheeseburger, 9GAG, or any other popular meme.
Unfortunately, even with descriptive text, these ads do not always change well. If you are using this type of ad, set a low budget and track efficiency. You will usually attract a lot of curious clicks that will not change.
Apart from the learning curve, Facebook advertising can be a great marketing tool for a good business. The most important points to keep in mind are your targeted interests, use eye-catching images, provide users with minimal conflict conversion, and track everything.