Core Elements Of Marketing With Facebook Ads

When you decide to create a Facebook Marketing campaign, the first thing you want to do is identify your primary goal. Whether you want to send people to your site, increase conversions, boost your posts or get more likes for your page, you can choose from a variety of objectives for your campaign.

Next, you want to determine who the people in your target audience for your campaign are. What type of data or insights do you have about them?

Core Audiences target people based on the information they shared on Facebook like interests, demographics or location and their behavior.

Custom Audiences that are determined based on CRM data and data from your website or mobile app. This usually involves third party integrations to your website or application.

Lookalike Audiences: people that are similar to your current customers, website visitors, mobile application users or page fans.

So depending on your goal and your understanding of your ideal customer, you can decide which type of audience you should target with your Facebook ads.

The creatives are the images you use to highlight your ads. Your images need to have a thumb? effect, to stop people from scrolling. You can even customize your images for the same ads depending on your target audience. Like Coca-Cola did with their America Is Beautiful? campaign.

When testing different images for your ads, you will see that headshots perform better than logos or other abstract images. Headshots of attractive women statistically perform much better than anything else. You can start experimenting with these kinds of images if it makes sense for your business.

You images can include text too, but don't forget about the 80/20 rule for your Facebook Ads images. You can add only 20% text in the photo, and that includes the logo and slogan.

Make sure you use appropriate image sizes for your ads. The link thumbnails should have a 1.91:1 aspect ratio to stretch across the width of the News Feed. The quality of the facebook marketing coupon images is important too, you don't want them to look too blurry or stretched. In this infographic you can see all the Facebook image dimensions and ad specs put together.

The copy is very important as well, but there are no definitive rules about their form. Usually, it takes a lot of AB testing before determining the best copy for your audience. Your target customers should also give you a clue about the copy they prefer. Based on the data you have about your clients you should know how to address them. Ultimately your job is to come up with a message that entices people to click and convert. And you can't rely on what works for other businesses, you need to test it for yourself.

A bid is a value captured for each click, impression or action that people take on your ads. Many advertisers get overwhelmed with the complexity of the Facebook ads and especially with all the bidding options.

We already discussed all the different types of ads, all depending on a campaign object in our previous blog post

All the bidding options are customized for each objective. So in essence you have the option to optimize your ad campaign for a specific action for each objective (except for the mobile apps objectives).

When this option is selected, your ad will be displayed to people that are most likely to take that particular action. Let's take a look at the available actions (notice that the actions are in fact the objectives):

Let's say you want to convince people to try your new product, so you choose to create an ad with the Send people to your website? objective, to drive traffic to your landing page so they sign up for a trial.

Then you will create an audience based on demographic information and interests. Go ahead and choose your daily budget that you want to spend and then click on Show Advanced Options in the Budgeting and Pricing section.

You can see that by default the bidding is optimized for Clicks to Website?, but if you click on the drop-down, you can see other bidding options too.

Let's stick with the Optimized for Clicks to Website? bidding option for now. Facebook will show your ad only to those people in your target audience that are more likely to click the ad and go to your website. So even if your estimated audience is around 100,000, your add might be promoted to only 10,000 people. Facebook chooses the people more likely to click your ad based on their history, their previous activity and the links they clicked.

When optimizing for actions you can choose to be charged by impressions - the automatic bid pricing, or you can manually set up a bid per action, in our case per website click.

CPM is cost per impressions, meaning that you pay for ad views that are measured in multiples of thousands. So you're not paying for clicks but for every thousand people that see your ad. If your bid is optimized for clicks to your website, and you choose to pay for thousands of impressions, you pay only for those people that actually see your ad. So it's a good thing that Facebook shows your ad only to people most likely to take your action. This will avoid wasting impressions on people that will not take your desired action.

If you choose the automatic bid pricing, CPM, you won't need to set a bid. Facebook will get you the most actions at the best price. However, you can manually set what that action is worth to you.

This option works in almost any situation. Even if you defined a very large audience, Facebook will only pick the most relevant one, those with the best chance to do the action you want them to do.

When you select this bidding option, your ad will be advertised to as many people within your target audience as possible, but no more than once per day.

In this case, Facebook will try to show your ad to as many people as possible in your target audience, regardless of their likelihood of performing your desired action. So, the best scenario when optimizing for Daily Unique Reach might work best is when you have an extremely relevant audience that you know to be most likely to take your action.

Optimize for Clicks is another way for saying that you are using the Cost Per Click (CPC) bidding method. In this case, you will be paying for the actual clicks made to your ad.

With CPC you only pay when someone clicks on your ad, regardless of the number of impressions resulted. The more clicks you receive, the lower the cost per click will be. The ads that are optimized for clicks are in fact optimized to find people most likely to click your ad.

A click? includes any click on your ad, which could be a photo click, comment, like or any other random click. Optimizing for clicks will result in a high number of clicks on a low-cost, but that's not necessarily good for business, because it includes all the random clicks not only those that take people to your website and convert them.

However, if you want to increase engagement, then this type of bidding might be a solution for you because Facebook will show your ad to people most likely to engage with it.

For pricing a bid you have two options: automatically bid pricing, which lets Facebook get you more clicks at the best price, or you can choose to manually set up the maximum price you are willing to pay per click. So if you are a beginner you might want to stick with the automatic pricing and let Facebook do its magic, and when you're ready you can test different bids and see what's optimal for you.

If you choose to optimize your ad for impressions, Facebook will show your ad to as many people within your target audience as many times as possible. Much similar to Daily Unique Reach optimization, but with no limit to the number of displays per day.

Facebook will not optimize your ad to be shown only to those people that will perform your desired action on your ad. The goal is to show your ad to as many people as possible. So try to define your audience as relevant as you can. And be careful when defining your budget to avoid wasting too many impressions on the same people.

For this type of bidding, you will have to set up the maximum amount that you will be willing to pay for one thousand impressions for your ad. The price charged, however, is almost always less than the bid.

The best way to improve your ads is to split test them. To split test your ad you need to create two versions of the same ad, with one single difference (for example a different headline), track their performance for a specific period of time and see which one provides the best results for your goals. Keep the best performing ad and start testing a different element (maybe changing the image this time). People also refer to split testing as A/B testing, because you have a version A and a version B, very similar but with a crucial difference that is put to the test.

Of course, this is a continuous process. After the first successful A/B test, your work is not over. One version of your ad might work beautifully this month, but not so great next month. So you need to continuously innovate and come up with test ideas for your ads. That's the only way you can ensure you get the best results for your marketing efforts. Not to mention that if you keep the same exact ad for more than a few weeks, it becomes stale.

The first step is to create two versions of the same ad to test one against the other. The key is to change only one element, so you can have a good idea about the factor that contributed to the success of one of the ads.

test the picture of your ad: picture A vs. picture B, keep the same copy for both;

The possibilities are endless. Next, you have to track your ads performance in your Facebook Ads Manager dashboard and decide which one performed better.

You always need to measure the performance of your ads, not just for split test, because you want to know if the results, whether your objective was to increase sales or engagement to your page, were worth the amount of money you spent.

When you create a Facebook ad campaign, you start by selecting an objective that is an action too.

Depending on the objective you choose, that can be either clicks to your website, engagement to your Facebook Page or application downloads, there are a few ways to measure how well your ads are performing:

using the Facebook Conversion Pixel on your website to track cross device conversions on Facebook. To use it, you need to add a code snippet provided by Facebook within the

tag of your website, and it will alert Facebook whenever a conversion is complete.

Facebook SDK and App Events for measuring the data you need to optimize your mobile ads. App events allow you to understand who is using your app and measure all the in-app actions to be able to optimize your ads and reach more relevant people. Whether you have an iOS application or an Android one , you will be able to understand how people engage with your app.

If you go to your Facebook Ads Reporting dashboard you can see several stats: Reach? , Frequency?, Impressions?, Clicks?, Unique Clicks?, CTR? and Unique CTR?. Here you will see an overall picture of each of your campaigns and their status.

From the ads manager, you can drill down into each campaign and you will see more details such as the number of actions as a result of your ad, the average cost you paid for each action and the number of people who saw your ad (reach).

In this article, we covered the basic elements of a Facebook ads campaign, why it's important and how to optimize it through a lot of testing. It all comes down to practice and experience. The first step to a successful campaign can be a small one as long as you take that step. What are the challenges that you face while experimenting with Facebook ads? Share your thoughts in the comments section below!

The core elements of marketing with Facebook ads is a post that everyone from newbie to professional can help. Facebook ads is boosting these days as we observed. In this fast pace of change in the internet world, adopting and employing the new strategies will add zing to everything if done properly.

When testing different images for your ads, you will see that headshots perform better than logos or other abstract images.?

I agree with this. People get attracted if you will use interesting images that corresponds your intention in Facebook advertising. Images are of use if you will use or create an exceptional and enticing one.

This was a great break down of the different options to bidding and budgeting. When I first started using Facebook ads, it was quite confusing on which to choose, but I usually would CPC.

But the most tedious part of setting up and implementing Facebook ads is the testing and optimizing portion.. I went through about 5 different ads before I found one that was giving me results and this is pretty good I believe. For others they have gone through more number of ads until they find one that works well.

Without passion and the right strategies for social media marketing, you will just likely fail to increase your social media traffic. These core elements of marketing with Facebook ads really helps a lot.

For a successful Facebook ad campaign, it is a must to know the basic elements. And I think you really did hit almost all the points anyone needs to know about Facebook ads campaign.

Facebook is a very big Social Media platform. Many people use it for their personal as well as business purpose.

We do lots of thing in Facebook that we not find in other platforms. Through Facebook we provide information about our product, company and build strong trustworthy relationship with our customer.

To make advertise our business its very important then we done our all task in correct direction. In this post everyone find the strategy that they use for their business.

I liked this post and enjoyed to read this. Thanks for sharing this informative post.

The core elements Planning, targeting, creatives, measuring and optimizing are crucial for online success.

Yes, Facebook marketing ads is something one can truly check on and ensure that the best of strategies and tools are employed to achieve optimal benefits!

For a successful ad campaign, you need to design the right message, to find the right people for your business and to plan your ads to be displayed at perfect times to generate the best conversions.

A perfect opening paragraph. Succinct and so to the point, I was drawn in to read the rest of the Blog post.

I wonder really how many people that kick off FB Ad campaigns, look at the Ad they've created, i.e. Headline, Image, Copy, Call To Action and ensure that all four strongly support their primary goal.

All too often I've got the feeling after I've read some FB ads that the site owner (Ad creator) seems to have a muddled primary goal. They seem to want to get 25000 likes, boost their post and send people to their web page in droves all rolled in to one FB Ad.

I found the information you delivered on the - Creatives - of a FB Ad beautifully laid out and easy to understand. I think the kicker came in right at the top when you indicate that the images used in FB Ads must cause the viewer to ' Stop scrolling and read. FB Ads are disruptive actually.

People are on FB for a host of things, they most certainly not there to see Ads. Hence, FB Ads need to be a tad ' In your face ' to draw attention to themselves.

Your's is a really Epic Blog post, packed with very valuable information. It took me some time to read through it all. Thanks for sharing this information Zoe. This is one huge (and excellent) body of work.

Thank you for the nice words and appreciation Ivan, it took a while to put everything together and I am glad it turned out to be really good ( hope everyone agrees ??? )

If you're looking for more, check the free ebook we offer on the site, the above article is one of the chapters in that ebook.

B-when i choose that FB bids on my behalf, i see that i will be charged for impressions

(Get the most website clicks at the best price - You'll be charged for impressions)

C-But when i choose manually : (Set the amount a click to your website is worth to you)

Will FB still charge me for impressions if i set up a max bid for my clicks ?

According to Jon Loomer, i will be charged for impressions (this is like the old oCPM but manually) ?.

Hi Simo, thanks for your comment, it's not telling another thing, he's right?sort of, it's a little more complicated than that. I think Facebook made this so complicated on purpose so people just accept their default bidding.

It's like this, when you manually set it you pay for clicks to the website, however it's not that direct, because Facebook will bill you for CPM even if you don't have any clicks to the website. Based on what you entered in that field they will calculate an amount that you will pay for each 1k impressions, I've seen instances when there were no actual clicks but the account was still billed for CPM.

I think however if you set this the right way you can pay a little less per 1k impression than if you let them optimize it for you. On the other hand if you set it too low you won't get that many impressions.

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