Facebook Ads: A Complete Guide 2020
In this article, we’ll first define what Facebook Ads are and the different types of native ads and placements available to marketers. We walk through the 3-level structure of Facebook Ad campaigns, the specific campaign objectives available on the platform and also the CTA buttons.
Next, we’ll dive into the targeting options and audience insights Facebook offers to marketers. At this point, you’ll likely be wondering how you create ads on the platform, so of course, we’ll then talk through Facebook’s Ads Manager and Power Editor tools and how ad auctions work.
Lastly, we’ll show you how you can leverage Canvas, a unique customizable ad type, then finish up with how to analyze your Facebook campaign performance.
Facebook Ads is the native paid media platform offered and developed on Facebook. Facebook Ads enable advertisers to target real people across many devices, which allows advertisers to strategically reach people at each stage of the marketing funnel.
Facebook provides various ad formats. They include:
- Video Ad: These ads put video front and centre in feeds.
- Image Ad: These ads allow you to use static images to highlight the offering.
- Link Ad: These ads allow an advertiser to input a URL that people will visit once they click the ad.
- Carousel Ad: Allow advertisers to upload multiple images and users can scroll across them.
- Lead Ad: These ads allow people on mobile to complete forms with just a couple of taps, making it incredibly easy for them to send you there information.
- App Ad: Allow advertisers to drive new installs to your app or engage existing users.
- Event Ad: Advertisers can get people to “attend” or respond to their Facebook event.
- Local Awareness Ad: Local awareness ads from Facebook are a way for businesses to reach people close to their business and help them find it.
- Canvas Ad: Canvas is an immersive and expressive experience on Facebook for businesses to tell their stories and showcase their products.
- Collection Ad: Make it easier for people to discover, browse and purchase products and offerings in a visual and immersive way.
Facebook also offers three different placement options for your ads to encourage users to engage with your objective. They are:
- Desktop News Feed & Mobile News Feed (and Right Hand Side)
- Audience Network (which is collection of third-party apps and mobile websites approved by Facebook to show Facebook Ads)
The same people can be reached across all placements in the same campaign.
When creating a Facebook Ad campaign there is a 3 level structure:
- Campaign Level: You begin at the Campaign level which is where you set your objectives to determine what you want to accomplish with an ad.
2. Ad Set Level: Than you move on to the Ad Set level where audiences, ad placement locations, budgets and ad schedules are set.
3. Ad Level: Last comes the Ad level, where you define your campaign creative – which includes the format, photo or video, the ad copy, and any page links.
Within a campaign, there can be as many ad sets as you wish. There can also be as many ads as you wish in an ad set, but best practice would point to there being no more than 6 ads in an ad set. Too many ads in an ad set means there are too many ads competing for the same audience and it will have a negative impact on delivery.
Now on to Campaign Objectives. We discussed this earlier, but note that Facebook specifically designs there campaign objective selection around these three particular stages of the Buyer’s Journey.
- If your aim is Awareness, you should select a brand awareness or reach objective for your Facebook ad campaign.
- If your aim is Consideration, you can choose from a traffic, engagement, app installs, video views or lead generation objective.
- If your goal is Conversion, you can select from either a conversion, product catalogue sales, or store visits objective for your campaign.
Be sure to choose the most appropriate campaign objective in order to achieve your campaign goals.
Audience targeting helps you show your ads to the people that are most relevant to your message based on location, demographics and what they do off of Facebook. So, let’s dig into the various targeting options that Facebook offers.
- Core Audiences: Allows you to target based on location, demographics, age & gender, connections, interests, and behaviours.
- Custom Audiences: An audience you can create made up of your existing customers and is a great way to reach out to current customers to upsell or cross-sell, as well as to re-engage lapsed customers.
- Lookalike Audiences: A way to reach new people who are likely to be interested in a business because they’re similar to customers you care about.
- Partner Categories: Leverages offline data provided by trusted partners that matches to people on Facebook and Instagram, enabling more relevancy.
By selecting the right targeting options, you can implement a strategy that focuses on reach and precision at scale, while eliminating waste. For example, a nail salon can reach out to people with manicure offers in the local area who have an interest in beauty, but exclude anyone who has bought a manicure from them in the past 2 years.
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