Facebook Ad Options to Consider

We all know that organic reach for brands has been choked off. To reach our audience, we need to have a paid strategy. Facebook has a wide range of ad formats, targeting options, and campaign types, so you want to do some research before you dive in.

Facebook Ad Types to Consider

Engagement Ads on Wall Posts

Engagement ads are shown to the people who are most likely to engage with your post.

Lead Ads

Facebook Lead Ads are both an ad and a landing page where people can respond to your call to action. With Lead Ads, you can collect information from potential customers.

You can use these ads to get people to sign up for your email newsletter, volunteer, schedule appointments, and more.

Video Ads

Video ads can be more memorable than ads with text and images. To create one, you upload the video to Facebook’s native video player, customize the description, thumbnail, budget, and targeting.

Carousel Ads

Carousel Ads display multiple images or videos within the same ad. Each image or video can link to a different page of your website.

Try Remarketing

Facebook’s remarketing lets you reach people who’ve already interacted with your brand in some way. Maybe they visited your website (or a specific page on it), took some sort of action in your app or game, or gave you their email address or phone number.

Facebook tags these people via web cookies. Your remarketing ads can then be shown to those people as they go through their Facebook News Feed, so they’ll remember you, and perhaps convert on one of your offers.

Use the Facebook Pixel

Facebook’s tracking pixel tracks actions that happen on your website as a result of your paid ads (as well as your organic posts). All you have to do is add code to any pages you want to track.

Actions include things like adding an item to a cart, viewing content, making a purchase, and completing registration.


Facebook Ad Tips

Brands are scrambling to adjust their strategies on Facebook, following the announcement earlier this year of further reduction in organic (free) reach from company pages. Since then, many brands have wondered if it makes sense to be on Facebook at all.

It is too soon to pull the plug on Facebook, but it is time to revise your strategy to make more use of Facebook ads.

Facebook Is the Primary Social Channel for Most Americans

According to the latest data on social media use published by Pew, Facebook remains the primary social media platform for most Americans.

Roughly two-thirds of U.S. adults (68%) now report that they are Facebook users, and roughly three-quarters of those users access Facebook on a daily basis. With the exception of those 65 and older, a majority of Americans across a wide range of demographic groups now use Facebook.


Businesses Must Partner Free and Paid Activities to Reach their Target

It is not enough to be on Facebook. Businesses must establish a presence that attracts their target demographic. In many respects, businesses that are not on Facebook just don’t exist.

The free company page needs content. Regular posts should help people to understand the company and what it represents. It should reinforce a reason to have affinity. It should enable fans to share information.

These organic reach efforts need to be paired with Facebook ads so that your efforts reach beyond a handful of users. Since many brands are new to the Facebook ad space, here are some tips for success.

Constantly Revise Your Target Audience

Facebook knows everything about its users. That makes it easy for advertisers to create highly targeted audience sets for ads.

Don’t get complacent. Be sure to regularly visit your selected audience for changes. There may be groups to add or remove. If you keep hitting the same audience over and over they’ll eventually tune you out.

Budget Enough Days for Impact

The Facebook pricing structure can tempt you to run your ads for a brief period. With that approach you can stretch your advertising dollars across more ads. Let your metrics tell you how long it takes for your audience to stop responding to your ad.

You can see a drop in reach over time. Find the sweet spot between too long and too short. This will differ for each advertiser.

Also avoid the temptation to tweak your ad frequently. It takes 24 to 48 hours for Facebook optimize an ad after it’s been edited. If you’re constantly adjusting, you won’t see the true impact of the ad.


Pay Attention to Ad Metrics

The value of Facebook’s robust user targeting options is only rivaled by its metrics in terms of value to advertisers.

Launch an ad and you get extremely insightful metrics about who you are reaching. Take those insights and use them to make your next ad even better.

Facebook has automation tools, but don’t be tempted to let them take over your ad efforts. Monitor and tweak to ensure you are making incremental improvements with each new ad.