How to Advertise on Facebook in 2020: The Complete Facebook Ads Guide

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Photo by Glen Carrie on Unsplash

In this guide, I walk you through everything you need to know about advertising on Facebook from planning your first Facebook ad to advanced strategies.

Facebook advertising is an important way to connect with your audience on the world’s largest social network.

The ever-changing Facebook algorithm can make it a challenge to connect organically with fans. But Facebook’s micro-targeting features allow you to reach your exact target audience. That means Facebook ads can get your message in front of the people who are most likely to want your products or services.

That’s great for your budget, conversion rates, and return on investment . You only pay to reach the most valuable potential customers.

It’s important to understand the different Facebook ad types and targeting options before you dive in if you want to get the best results. In this guide, we’ll walk you through everything you need to know, from planning your first ad to developing advanced campaign strategies.

Source: (blog.hootsuite.com)

How to advertise on Facebook

If you already have a Facebook business page (and you should), you can head straight to the Facebook Ads Manager or Business Manager to create your Facebook ad campaign. If you don’t yet have a business page, you’ll need to create one first.

We’ll follow the steps for Ads Manager in this post. If you’d prefer to use Business Manager, you can get the details in our post on how to use Facebook Business Manager.

Source: (blog.hootsuite.com)

Why Facebook advertising pays off

Why spend resources making great content just to settle for (poor) organic reach?

You obviously don’t want to be producing useless content. And even the most polished and awesome content can fizzle without the right strategy.

Organic social media is far from dead, but relying on it alone will most likely result in your meticulously crafted content never seeing the light of day. To ensure all your production efforts aren’t wasted, you need to put some spend behind it.

Before diving into advertising campaigns, metrics and, placements, let’s crunch some numbers for more context:

By 2023, ads revenue is expected to have an annual growth rate of 24.5%.

With traditional advertising getting more expensive and less flexible every day, no wonder 72% of marketers still choose Facebook ads to bring their content in front of their audience especially considering that “The Social Network” still has a solid 2.4 billion monthly active users you can tap into.

A variety of ads formats, targeting options, a rich placement offering, not to mention having Instagram and WhatsApp in the mix, make Facebook a marketing platform that’s tough to beat. And although the ad space has become a little saturated lately in fact, 74% of users claim that there are way too many ads Facebook ads are still getting clicks.

If that shouldn’t be enough, did you know that since 2016 social media ads attract 3x more non-customers than existing customers?

This is already a big reason to stick with Facebook advertising.

Plus, Facebook’s ads work out cheaper than other marketing platforms. And your ads are more likely to reach a global audience since Facebook supports more than 100 languages and is used by 22% of people around the world.

So it works. But how do we move from here?

Source: (falcon.io)

what are marketers frequently doing wrong?

These are some of the most common Facebook strategy mistakes:

No using the data that you collect . You should always follow up on your content. This could be as light as a mid-campaign check-in with your team to evaluate a campaign. But don’t obsess, looking at data dashboards all day, every day will only confuse you more.

If you focus on conversion, you’ll forget about the people who almost converted. Ah (sigh), the ones that got away. Craft ad-hoc content to try to build a follow-up with the people that engaged with your content but didn’t convert. Try to understand why, and what could inspire them to take that extra step.

Don’t get me wrong, testing is great, but take it easy. If you must make changes, don’t do it every week. You won’t have a clear overview of what you are doing or how effective it really was.

New advertising tricks won’t save your content ever. You can’t win if you don’t have good content and a good product. Don’t produce content for the sake of producing it, you don’t want to underestimate your audiences.

Be mindful of your mistakes you can learn a lot from them, and repeating the same ones over and over will hurt your business and waste budget

Source: (falcon.io)

Are there some ad campaigns, ad sets, or ad creatives that are clearly outperforming the rest?

Can you identify what makes them succeed, and could you apply this learning to other campaigns?

Customize your Facebook Ads Manager reports and set the new report as the default option. This way, you can see all the relevant metrics right away whenever you open the Ads Manager.

Customize your Facebook ads report To keep your Facebook ad costs on a profitable level, you should take some action about each campaign with a negative ROI (return on investment). You could either pause it, lower the budget, or optimize it with better targeting, creatives, or other aspects.

Source: (lineardesign.com)

Which metrics should you be looking at?

It is easy to become confused by the number of metrics available these days, and I’m sorry to say that there isn’t a single rule to help you out here.

The metrics you choose may vary based on the industry, product, service, the audience you serve and, mostly, on the objective. Again, stick to your plan.

Pro Tip: Make sure you have a well-structured naming convention for your Facebook ad campaigns, ad sets, and ads. That will make it so much easier and faster to filter the results and find what you need when creating new reports.

Source: (falcon.io)

How Much do Facebook Ads Cost in 2020?

A look at existing studies reveals that a ballpark Facebook ad cost for most industries is somewhere between $0.50 and $2.00 per click.

To get a better idea of how much Facebook advertising costs, let’s take a closer look at two of the more detailed studies available from WordStream and AdEspresso According to WordStream, the average cost-per-click for Facebook ads across all industries is $1.72.

However, this is certainly a skewed average thanks to some anomalies.

For instance, the finance and insurance industries have the highest average Facebook advertising cost at $3.77 per click.

Thankfully, not all industries have such a high average.

Apparel ($0.45 per click), travel and hospitality ($0.63), and retail ($0.70) have the cheapest Facebook advertising costs.

Now, according to AdEspresso, the average cost-per-click for all countries is $0.97.

the cost-per-click for each country in U.S. dollars, with the United States scoring an average Facebook advertising cost of $1.10 per click.

Remember, you should take these averages with a pinch of salt.

Still, now that we have some ballpark figures, let’s take a closer look at how you can estimate your own Facebook advertising costs.

Source: (oberlo.com)

How does Facebook decide the cost of your ads?

Many different variables impact Facebook ads cost: your bid, target audience, and the competition.

This visual illustrates how Facebook decides your ad cost:

Facebook ads cost formula — Image source Let’s take a look at what each of the items signifies. 👇 Advertiser bid — that’s the maximum cost-per-action that you can set on the ad set level. You can also use automatic bidding so that Facebook’s algorithms will determine the best sum to bid at any given auction.

(We recommend using the automatic bid, especially if you’re unsure how much an ad click should cost.) Estimated action rates — This number shows how likely a person is to take the action you’ve optimized your ad campaign for. Facebook needs at least a couple of results per day to estimate your campaigns’ action rates. If the estimated action rates are high, you will have lower cost-per-result.

User value — The user value is an indicator of whether your ad and offer are relevant and useful to people seeing your ads. For example, if your ad has lots of negative feedback, it may decrease the ad’s total user value. On the other hand, getting many likes, shares, and clicks will increase the ad’s user value.

Every time a Facebook ad auction occurs in the background, Facebook will standardize the above three factors and combine them into a total competitive advantage.

The ad with the highest total value wins and will be shown to the target audience.

Source: (lineardesign.com)

What does the Facebook ad library mean for marketers?

It’s now easier to gain inspiration from other brands which I think is nice. The caveat? It can also create this flow of copycats. We think that since marketers can now do that, they try to copy other brands less and actually stand out. It’s not so bad after all.

How does Facebook ad library work? Head over to the Facebook ad library and then enter the Facebook page in question. Make sure you have your ad blocker turned off otherwise it won’t work.

The fact that the Facebook ads library is available makes this article even more crucial because telling the good ads from the bad ads is your key to success!

before you start any Facebook ads, make sure you’ve installed your Facebook pixel to track conversions.

Source: (sh1ftdigital.com)

Image ads

These simple ads are a great way to get started with Facebook advertising. You can create one with just a few clicks by boosting an existing post with an image from your Facebook Page.

Image ads may be simple, but that doesn’t mean they have to be boring. For example, you might think socks are a pretty ho-hum product, but Happy Socks puts them in surprising contexts to create fun Facebook photo ads.

Source: (blog.hootsuite.com)

Video ads

Video ads can run in News Feed and Stories, or they can appear as in-stream ads in longer Facebook videos. Video ads can show your team or your product in action, like this quick demo video ad from We Are Knitters Your video ads don’t need to use filmed video footage. You can also create GIF-like graphics or other animations to capture attention or explain your offer, like in this ad from the New York Times.

Also notice the targeting on this ad: It specifically mentions an offer for Europe (where I live). In my feed, I can also see which of my friends already like the NYT Facebook Page

. This makes the copy extra-compelling.

Source: (blog.hootsuite.com)

Trend #1: Facebook Ad Costs Will Continue to Rise

Facebook Ads are still pretty affordable for most marketers, but costs are increasing steadily year over year, and many advertisers are justifiably worried.

Why do costs keep going up? It’s a simple matter of supply and demand. Facebook currently has about 7 million advertisers, up from 4 million in 2016. But it hasn’t acquired new users to meet that growth, especially in the U.S. and Canada, where daily active users have been flat for a couple of years now.

As Statista shows, this year alone has seen no growth:

A study of 200 marketers spending $100K on Facebook during October 2019 shows that:

CPMs on Facebook have grown 90% YoY for marketers, and that number only continues to grow.

Rising costs are a concern for 85% of marketers, with 13% “extremely” concerned about it.

That concern is exacerbated since 42% of marketers are spending more in 2019 than 2018.

If costs continue to rise, 47% of marketers believe they could be priced out of paid Facebook advertising.

Expect this trend to continue in 2020, and to possibly be made worse by competition for eyeballs from political campaigns.

If you’re concerned about the affordability of Facebook Ads, weigh the cost of acquiring new customers against their lifetime value. You’ll probably find that you’re still getting your money’s worth.

Dive Deeper:

How to Get the Cheapest Facebook Ads Without Sacrificing Quality 11 Ways to Improve Your Facebook Ads Relevance Score 7 Easy Ways to Optimize Your Facebook Ads

Source: (singlegrain.com)

Trend #2: AI, Automation & AR Will Be Used More

Facebook has been investing heavily in artificial intelligence (AI) to help improve the performance of advertising on the platform. Not all of the tools are there yet, but they are worth testing to see if they improve your ROI.

Here are some of the automation tools that are currently available for advertisers:

Campaign Budget Optimization (CBO) : With CBO, you set your budget at the campaign level, rather than the ad set level, and then Facebook uses that along with your bid strategy (lowest cost per action (CPA) or highest return on ad spend (ROAS)) to maximize your spend.

Automatic Placements : Instead of selecting your placements, Facebook will choose them for you, running your ads on Instagram, Audience Network, and Messenger as well as Facebook and optimizing for cost.

Dynamic Formats and Ad Creative : If you’re using Dynamic Ads, this machine-learning option delivers a personalized version of the ad to everyone who sees it, based on which ad types they are most likely to respond to. It’s available for the catalog sales, traffic, and conversions objectives. Facebook’s own testing of this ad type found an average of 34% improvement in incremental ROAS, 10% improvement in lift, and 6% lower cost per incremental purchase compared to carousel-only ads.

Automatic Language Translation : For selected placements and languages, you can choose to have Facebook auto-translate your ad into the user’s preferred language. A caveat: Facebook doesn’t guarantee the quality of automatic translations, so you have to manually review each one.

Multiple Text Optimization : This feature hasn’t been fully rolled out yet, but it’s available to some users and will initially be available for the traffic, app installs and conversions objectives. You can add five different options for the primary text, headline and description of your ads, and then Facebook will show different combinations of text to users based on what they’re most likely to respond to as identified by machine learning models.

Here are some examples for how you can vary your text with the multiple text optimization:

Include pricing information that could prompt people to act:

Option 1: All-inclusive services available at low prices!

Option 2: All-inclusive services available for just $19.99!

Add data to show your business value:

Option 1: Save money by calling us!

Option 2: 80% of new customers save money by calling us!

Incorporate a quote from a review or testimonial:

Option 1: Our customers call our pizza the best pizza in Seattle.

Option 2: “Literally the best pizza in Seattle.” Recent customer Facebook also recently introduced Augmented Reality Ads , which allow users to do things like try on make-up or play games. In the United States, 63% of people have tried an AR experience from a brand, so there’s a huge opportunity there for advertisers on Facebook. For instance, WeMakeUp launched an AR Ad on Facebook that let people “test drive” their new shade of lipstick and saw a 27.6-point increase in purchases:

Facebook will be expanding Augmented Reality Ads for more advertisers, with a beta version going global this fall.

Dive Deeper:

What Is Marketing Automation: Definition, Benefits & Uses 5 Trends that Will Define the New Vision of Marketing Automation

Source: (singlegrain.com)

#1 Video, Video, Video, Video

All things being equal, video ads on Facebook outperform regular image ads and other ad formats There are notable exceptions, as you can see from Facebook advertising tip 9, but for the majority of businesses, video content will win.

This is particularly the case with service based businesses.

Educating your target market as a service provider can be incredibly effective for establishing your industry expertise and acquiring clients.

As a Facebook advertising agency, videos like this have generated a lot of our business:

If you’re trying to promote your business on Facebook then you’re probably wasting your time……and in this video I explain why, and what you need to do to actually get results.I’ve also created a 5-Part Facebook Ad Template, that you can download right now for free.This template includes some of the best performing ads we’ve created for our clients in multiple industries and if you’re looking to promote your business on Facebook you’ll find it very useful.To download this free ad template click here: http://www.leadguru.co.uk/facebook-ad-template-lp/ Posted by

Source: (leadguru.co.uk)

#2 Use Automatic Placements Most of the Time

When you advertise on Facebook, there are a number of different placements to choose from:

A placement simply refers to where your ad is displayed.

All placement options are not created equal . Some placements get much better results than others.

Facebook recommends that you select Automatic Placements when you create your Facebook ad campaigns, and I would agree with them most of the time.

If you’re running a campaign using the conversions objective , automatic placements will usually give you the best results.

That’s because Facebook will optimise your campaign to generate the highest number of conversions and that includes putting your ads in locations where people are more likely to convert.

If you are using the traffic objective, or another non-conversion based objective, I would just start with the feeds and stories placements instead.

But as I mention later in the post, most Facebook advertisers should be using the conversions objective.

Source: (leadguru.co.uk)

Statistics:

  • If you sell $30 products or $30,000 services, that is likely to be very different.
  • Depending on what you offer, you are very unlikely to generate leads or sales for less than $10 each.

New Ads Limit Per Page

Alright, let’s go ahead and get the worst news out of the way first, because there’s a solid chance that if you already know about it, this is why you intentionally came to find this particular blog post.

Facebook announced almost exactly a year ago that they’d be imparting an ad limit on each individual Page, restricting the number of campaigns they run.

By restricting volume, Facebook -says- this will help advertisers keep costs down and performance up as the system’s machine learning and personalization options mean that high volumes aren’t necessary anymore.

We now have more information about the ad limits which will roll out between February and the summer months in 2021.

While last year it was expected that only major corporations running more than something like 100k ads per month would be impacted, it’s clear that this isn’t quite the case.

These will be the new ad limits that determine how many ads can actively be running at a single time:

Source: (adespresso.com)

20,000 ads for “largest” Pages

these are pages with over $10M in ad spend in their highest month over the last 12 months.

It is true that machine learning, improved algorithms, and options like dynamic ads make it possible for businesses to run fewer campaigns overall, and maybe restrictions on ad volume will make it easier for ads to be approved faster or more reliably (no promises though, of course, we all know how unreliable that system can be).

Overall, it’s not exciting to have limits, especially if you’re looking to scale, though adjusted ad spend would assumably increase volume potential overtime.

One thing to note now, though;

if you’re on the verge of the next tier and want those extra ads, pay attention to that now.

You’ve got until at least February.

Source: (adespresso.com)

Facebook Prepares Partners for iOS 14

There’s been a ton of talk about the upcoming iOS 14 update, which (amongst other changes) will ask users to opt-in to data collection instead of requiring them to be proactive and look up how to opt-out themselves. While this is good in theory for user privacy, it’s not so great for advertisers.

If a large number of your audience automatically opts-out to anonymous data collection, it means that you won’t be able to show them retargeting campaigns based on actions taken on your site or landing pages.

Website-based retargeting will likely take a massive hit as this update rolls out, especially since mobile usage is so popular and often surpasses desktop usage when it comes to browsing.

Facebook has said that they’re preparing businesses for the update, and have noted that they won’t collect identifiers for advertisers (IDFA) on their own apps.

They’ll also be reminding users about how their information is used on Facebook, and highlight their Off-Facebook Activity feature. This shows them a summary of the off-Facebook activity businesses send to Facebook, so they can disconnect it.

Source: (adespresso.com)

Statistics:

  • While we do have to wait for more information in 2020, the one thing that Facebook has said is that it will only affect “a small percentage of advertisers,” so we’re guessing major corporations running hundreds of ads within a given point in time.
  • Earlier this month, CFO David Wehner announced that Facebook will be launching a Clear History tool later the year, likely around the end of 2019.
  • This is a pretty big percentage, especially when you consider that Patreon only charges 5%.

What App Advertisers Need to Do Before They Start Advertising on Facebook

If you’ve been running Facebook (or Instagram) ads for a while, you may already have the basics set up. If so, jump ahead to the next section, Competitive Analysis and Creative Strategy for Facebook Ads.

But if you are among app advertisers just getting started, or you’re launching a brand new account or project, you’ll need to do a few things before you start Facebook advertising. Skipping these steps will either literally block you from launching a campaign, or it will impair your ability to track results.

First, you’ll need to:

Source: (consumeracquisition.com)

3. Install the Facebook Pixel

Before you ever turn on an ad campaign, it’s critical to install the Facebook pixel. If possible, it’s actually best for you to install the Facebook pixel even months before you launch your first campaign. This is because the Facebook pixel can track everyone who comes to your website (or to other apps and tools), so it will allow you to target your ads to people who have been to your website ever since you installed the pixel. Being able to create a custom audience of everyone who’s been to your website in the last six months is a beautiful thing.

Fortunately, installing a Facebook pixel is easy. Just go into the Facebook Ads Manager, click the top-left hamburger menu to the left of “Ads Manager.” A pop-up menu will appear. Choose “Ads Manager” from the selections on the left, then look in the third column of the second pop-up menu under “Measure & Report”. Under “Events Manager,” select “Pixels”.

Next, you’ll see a screen like this:

If you click “Set up Pixel”, you’ll be given three options:

Source: (consumeracquisition.com)

Facebook Ads In 2020: Profit With These Three Strategies

Looking to run Facebook ads in 2020? Perhaps you’re looking to expand your presence, but struggling to cut through the noise?

Over the past year, there have been enormous changes in the way Facebook advertising operates.

But:

Some of the changes are subtle and easily missed.

Which is why some brands are currently experiencing a dip in the ROI for their Facebook campaigns.

Campaign approaches that were successful in 2018 are less likely to bring you returns in 2020 because the platform has changed, but — probably more significantly: the audience has changed.

And failure to address the changing wants and needs of the audience results in an inability to penetrate.

In this article, we’re going to explore three essential strategies to implement right now that will help boost your Facebook Advertising success in 2020.

We’re going to look at:

Source: (mrgavinbell.com)

Branding

– how consistency, content, and continuity represent the face of your company, and how this is more important than ever Omnipresence — how multi-platforming is the necessary, desirable, and savvy way to chase sales. Micro-targeting to produce results.

Marketing funnels — understanding more about how you can improve the lifetime value (LTV) of your client journey.

Ready?

Let’s go.

Source: (mrgavinbell.com)

1. Brand Is Becoming More Important Than Ever

Back in the day, you could just stick up a Facebook ad with a special offer, send it out to an audience, and you’d get leads, conversions, and new customers.

But:

Two things are happening.

Consumers have become more informed and savvy about the way they use the Facebook platform. And consumers have grown tired of the advertising that interrupts their Facebook experience.

Source: (mrgavinbell.com)

People Hate Our Ads!

A study by eMarketer revealed that only 10% of Internet users are NOT annoyed by digital advertising.

People do NOT like ads on social media and are sick of adverts interrupting their daily use.

Consider your own use of social platforms. You probably “Skip Ad” as soon as you can and curse at the screen when an ad interrupts a video.

This behaviour can’t be ignored for continued success with your Facebook strategy for 2020.

We need to consider how advertising on Facebook is perceived, and adjust our approach to gain favour; rather than gather haters.

Source: (mrgavinbell.com)

Campaign approaches that were successful in 2018 are less likely to bring you returns in 2020 because the platform has changed, but — probably more significantly: the audience has changed.

Latest Facebook updates and changes to ads (June 2020)

If one thing is certain in the world of social media advertising, it’s this. Social media is a fast-paced industry, and if you’re not paying attention to platform updates, it’s impossible to keep up.

To help you stay on top of the latest and greatest Facebook updates and changes to its algorithm and ad platform (without having to do all the research yourself), we’re curating the most important Facebook changes you need to know.

Source: (revealbot.com)

Facebook now allows advertising of masks positioned as fashion accessories

Facebook published an announcement that it’s now allowing advertisers with at least 120 days of advertising history to run ads for non-medical face masks. This is a partial reversal from a temporary March 2020 ban on all ads promoting face masks “to help protect against scams, misleading medical claims, medical supply shortages, inflated prices and hoarding.” So why the change? Facebook says “many health authorities now advise wearing non-medical masks,” masks have become a requirement to enter many stores, and that they have seen many businesses start making masks to fulfill the need.

Any advertisement of masks as medical grade is strictly forbidden, for now.

Source: (revealbot.com)

Facebook testing email marketing tools

A select group of small business and pages have been given access to test email marketing tools from Facebook.

Facebook wants to be the dominant path of reaching new and existing customers and this new product shows they’re going to be going outside the realm of advertising offerings to now include other digital marketing solutions.

As reported by AdWeek , the tool as of right now only has the capability to send emails to lists the advertiser provides. So that means it doesn’t allow sending emails to, for example, lookalike audiences. This makes sense from the user perspective and we hope to learn more about how Facebook will leverage its user data to make their solution more attractive than traditional email marketing tools. For the moment, it doesn’t appear any different or special.

Just like traditional email marketing tools, you will be able to compose the email from Facebook, choose the audience (that you supplied), and track performance.

According to AdWeek, a spokesperson for Facebook said, “We’re testing new email marketing tools with a small number of businesses to help them more efficiently notify their customers of changes to their services and operations. We’re evaluating whether these tools are beneficial for people and businesses before deciding whether to expand it further.” More info to come as we learn more.

Source: (revealbot.com)

1. Develop Engaging Stories Ads on Facebook

The Stories feature has taken over across every platform. With Stories ads on Facebook, you won’t lose your content after 24-hours. Plus, unlike regular videos, people listen to the audio on Facebook stories. But, Facebook users consume stories at a quicker rate than other types of posts.

Get the most from Stories ads by adding an emotionally-appealing message at the beginning of your story. Then, add music or voice-over to enhance the narrative. For best results, use a full-screen vertical design with both video and static images.

Source: (blog.woobox.com)

2. Generate Lead Form Ads

Facebook lead form ads are a great way to connect with your audience or reengage your email subscribers. For example, you can ask previous Facebook contest participants to give you a review or sign-up for your email newsletter by re-targeting them with a lead form ad. Or use Facebook lead form ads in Messenger. Doing so presents more opportunities to generate high-quality leads and build a relationship with your fans.

Source: (blog.woobox.com)

3. Retarget Video Viewers With Facebook Ads

If your audience makes it through three seconds of your video ad or live stream before scrolling, then consider retargeting them with a Facebook advertisement. In those few seconds, viewers get an impression of your brand. So, a well-placed ad appears familiar.

Source: (blog.woobox.com)

Facebook lead form ads are a great way to connect with your audience or reengage your email subscribers. For example, you can ask previous Facebook contest participants to give you a review or sign-up for your email newsletter by re-targeting them with a lead form ad. Or use Facebook lead form ads in Messenger. Doing so presents more opportunities to generate high-quality leads and build a relationship with your fans.

Source: (blog.woobox.com)

Why Facebook advertising pays off

Why spend resources making great content just to settle for (poor) organic reach?

You obviously don’t want to be producing useless content. And even the most polished and awesome content can fizzle without the right strategy.

Organic social media is far from dead, but relying on it alone will most likely result in your meticulously crafted content never seeing the light of day. To ensure all your production efforts aren’t wasted, you need to put some spend behind it.

Before diving into advertising campaigns, metrics and, placements, let’s crunch some numbers for more context:

By 2023, ads revenue is expected to have an annual growth rate of 24.5%.

With traditional advertising getting more expensive and less flexible every day, no wonder 72% of marketers still choose Facebook ads to bring their content in front of their audience especially considering that “The Social Network” still has a solid 2.4 billion monthly active users you can tap into.

A variety of ads formats, targeting options, a rich placement offering, not to mention having Instagram and WhatsApp in the mix, make Facebook a marketing platform that’s tough to beat. And although the ad space has become a little saturated lately in fact, 74% of users claim that there are way too many ads Facebook ads are still getting clicks.

If that shouldn’t be enough, did you know that since 2016 social media ads attract 3x more non-customers than existing customers?

This is already a big reason to stick with Facebook advertising.

Plus, Facebook’s ads work out cheaper than other marketing platforms. And your ads are more likely to reach a global audience since Facebook supports more than 100 languages and is used by 22% of people around the world.

So it works. But how do we move from here?

Source: (falcon.io)

1. Know your business objectives and you won’t fail

Stick to the core value of your business when you start with social advertising.

A campaign objective is essential to help Facebook understand what you are trying to achieve with your budget. But don’t obsess about it and keep the bigger picture in mind.

Consider these goals:

The campaign objective should always line up with a business objective.

So map out your business goals and think how will your team contribute to that.

Going for the wrong one is easy. Conversions, likes, offers, website clicks, app installs, events, video views can all be gold, but only if they serve a business purpose. Consider carefully.

Each of the objectives you’ll choose needs to serve a different stage of your business goal.

Therefore, when mapping your strategy, don’t completely ditch the marketing funnel; it will help you have a clear idea of the customer journey and keep you focused on what you need to achieve.

Only when this job is done can you define how you’ll measure success, i.e. you can finally define the metrics.

The best part? It will be easier to quantify your social media ROI because your paid efforts will be directly tied to your business goals.

Pro tip: If you aren’t sure of the objective, opt for A/B testing, run two campaigns at the same time with different objectives and check which one is performing better.

Source: (falcon.io)

2. Measuring Facebook data

So, your campaigns are live, now what?

No polyglot is cool as the person who knows how to speak data (in our world, at least).

As your money is on the line, this is the moment you need to stop guessing and start measuring your basic Facebook ads data.

Make sure you have been running a campaign for a consistent period (at least two weeks), and take the time to look at what has been performing and what hasn’t.

The place to start is Facebook itself. Don’t underestimate the power of small data, just don’t solely rely on it. Mastering Google Analytics is easier than you may think, and it will help you keep track of your users’ journey.

Pick a good data-visualization tool such as Data Studio , it can be tricky to start with, but its dashboard will keep the whole marketing team up-to-date with all the important information.

Keep these tips in mind when looking at Facebook advertising data:

You don’t need to look at all the vast body of social media metrics available Data-driven advertising on Facebook is not about big data. If you have a solid social media strategy in place, stay faithful to your objective and metrics to measure your performance.

Accept that hyper-precise targeting isn’t possible anymore since Facebook removed over 5000 targeting options. Therefore, it will occasionally deliver ads to audiences of little or no quality. That’s not the end of the world.

Source: (falcon.io)

Statistics:

  • And your ads are more likely to reach a global audience since Facebook supports more than 100 languages and is used by 22% of people around the world.

Facebook Ads Work on an Auction

If Facebook bombarded users with ads, it’s likely they would use the social media site less often — not good.

So Facebook limits the number of advertisements that each user sees.

In other words, there’s only so much ad space available and there are many people that want to use it to grow a business That’s why you can’t just sign up and purchase an ad placement on Facebook.

Instead, advertisers must bid against each other to secure an advertising placement. In the simplest terms, whoever bids the highest gets to show their ad.

Source: (oberlo.com)

Statistics:

  • Now, according to AdEspresso, the average cost-per-click for all countries is $0.97.
  • Some businesses have managed to reduce their Facebook advertising costs by 96 percent just by changing the copy!
  • A recent report by freelancer.com shows a 41 percent year-over-year increase in freelancing — both in people hiring a…

Facebook ads cost per country

According to an AdEspresso study , the US’s Facebook ads cost sits in the middle of the global competition. The average CPC in the US is around $1.10.

Based on AdEspresso’s chart and our own experience, it is relatively expensive to advertise in Northern Europe — countries like Sweden and Norway.

Source: (lineardesign.com)

If you sell $30 products or $30,000 services, that is likely to be very different. (leadguru.co.uk)

Depending on what you offer, you are very unlikely to generate leads or sales for less than $10 each. (leadguru.co.uk)

While we do have to wait for more information in 2020, the one thing that Facebook has said is that it will only affect “a small percentage of advertisers,” so we’re guessing major corporations running hundreds of ads within a given point in time. (adespresso.com)

Campaign approaches that were successful in 2018 are less likely to bring you returns in 2020 because the platform has changed, but — probably more significantly: the audience has changed. (mrgavinbell.com)

And your ads are more likely to reach a global audience since Facebook supports more than 100 languages and is used by 22% of people around the world. (falcon.io)

Some businesses have managed to reduce their Facebook advertising costs by 96 percent just by changing the copy! (oberlo.com)

If your goal is to drive sales, you are likely to pay more per 1,000 ad views. (lineardesign.com)

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