Facebook is the most popular social media platform available today. This social networking site is free and allows registered users to create profiles to stay connected with friends, family and colleagues through photos, videos and messages.
According to an online survey published by Statista in July 2019, there are over 2 billion active users of FB. A wide variety of people from different age group, gender, geographic location and class use this platform every day.
Facebook uses a unique algorithm to determine the best ads that should be displayed to audiences while keeping user experience in mind. This offers businesses a huge potential to advertise their products/services on FB. Also, Facebook makes it easy by a) identifying the right audiences, and b) inciting conversions through ads that are aesthetically pleasing.
Facebook ads support three types of objectives: awareness, consideration and conversions.
Awareness ads create awareness about the brand and increase the reach to maximum number of viewers.
Consideration ads attract traffic to website, drives engagement, increases lead generation as well as app installation.
Conversion ads is directed towards converting users from viewers to customers. It prompts audiences to purchase a product/service.
FB supports the following types of advertisements:
Facebook Boost Post is paid advertisement offered by Facebook to promote a post from a business page. All types of post – short messages, images, videos, website links – can be boosted. Such posts widen the reach of the brand to a larger target audience. It’s not limited to people who are already the followers of an existing page but includes new audience as well.
Brands typically select posts with high organic engagement to amplify the company’s reach for a popular product/service by boosting the landing page for greater traffic. Advertisers can determine the duration for which the ad can/will run – a single day, a week or until the boost button is manually turned off. Boost feature offers greater freedom to brands when it comes to allocating budget (as low as $1 per day) for the campaign. This is possible due to Facebook Insights, that provides a detailed summary of the performance of a boost post.
Influencer Marketing Ads
Influencer marketing is a strategy followed by companies to promote their brand and its products/services. It involves identifying a Facebook user having a large follower base, who happen to overlap a brand’s target audience. The brand contacts the influential Facebook user to try and convince the person to advertise with posts of product/services. The influencer is compensated with a fee or free products. Influencer marketing ads comprises of unboxing videos or image(s) of the influencer using the product/services.
In Facebook video ads, the advertisements are in the format of videos. Brands typically use video ads for brand awareness and consideration campaigns. Such ads are used to increase brand awareness, reach, traffic, user engagement, lead generation, App installation and conversions.
Motion graphics is popular as it’s more pleasing to our senses. Everyday about 100 million videos are watched by FB users. Impressive videos remain with people and they remember the product/service when they’re looking out for products or services in the market. Video ads make people biased by pushing them toward a brand. It’s the best way to make sure that people remember a brand and come back to their website.
FB offers Carousel Ads – where visual content and storytelling is combined – to digital marketers to promote/sell their products. Carousel Ads can be used to explain the features of a product/service or the entire collection; showcase the USP of the brand; or to highlight the promotion itself (for instance a preview).
Brands looking to increase brand awareness, reach, engagement, lead generation, conversions, App installation and product catalog sales rely on Carousel Ads. This ad is great to creatively highlight the unique features of a brand, boost engagement metrics, and to stand out in a competition.
Facebook photo ads are quite easy to create, as it includes an image, a call to action, and a link to the brand’s landing page. Primary objective of photo ads is to increase brand awareness, reach, traffic, engagement, lead generation, conversions, app installations and product catalog sales.
A slideshow of photos is used to tell a story in slideshow ads. Brands typically use music, texts and other fun features to make these ads impressive.
The objective of slideshow ads is to increase brand awareness, reach, traffic, engagement, lead generation, conversions, app installations and product catalog sales.
Facebook canvas ads offer full-screen ad experiences on mobiles by bringing a brand and its products/services to life. These ads are interactive and fully-immersive, eliminating the need to go off the app for more information. It combines photos, text, videos, GIFs and call to action buttons to deliver a “microsite-like experience” – allowing users to click, swipe or scroll to engage with brands on Facebook.
Main objective of canvas ads is to increase brand awareness and traffic.
Dynamic Product Ads
Facebook dynamic product ads are designed to promote products/services automatically to viewers who seem to be interested in a website, its app or on other places in the internet. Brands using this ad upload a product catalog and set up the campaign once, and it runs on its own, targeting right users for the right product. The campaign continues as long as the advertisers want it.
Main objective of dynamic product ads is product catalog sales.
Lead Ads is a type of ad that pops up a form (that has already been created) when a user clicks on the advertisement. Companies can create a form that has customized fields of information or use a Facebook template.
Primary objective of lead ads is to generate leads through a simple sign-up form, which appears with pre-populated contact information.
Pros of Facebook ads
- Affordable advertising fee
- Micro targeting feature allows brands to target very specific audience
- Biggest social networking platform, meaning it reaches wider audience
Cons of Facebook ads
- Pay per view – paid content gets more view
- With increase in friends and likes, organic content reaching user’s page reduces
- Reporting metrics are not always correct