Remember when Facebook first surfaced? Everyone wondered how the company could monetize it because of its free usage. Well fast forward a dozen years and Facebook advertising figures into more media buys than ever and for good reason–almost two billion good reasons. That’s how many clicks occur between Facebook and its newly- acquired Instagram and Messenger apps everyday.

Is this the Face that launched a thousand shops? We think so. When you advertise on Facebook you benefit from their massive database and mind-boggling analytics to locate your most likely customers. Is Facebook advertising right for your shop or service? It’s certainly worth a quick look-see.

Getting Started = Goal Setting

Before examining each Facebook ad format, you’ll need to know the end use. Facebook suggests three overarching ad objectives: awareness, engagement and action (conversion).

Achieve Awareness

Raising awareness is a worthy goal. Think of how many never-heard-of companies you see on your own Facebook feed, introducing everything from seaweed snacks to memory apps. Some of them are quite interesting, but then so are your friend’s pets.

Building brand awareness always involves getting your image and message in front of the best possible audience with the furthest reach while they are actively seeking to discover new things. Maybe you want to increase awareness on a local level. Call to action buttons like get directions, call now, send a message or get more information can raise awareness.

Encourage Engagement

Once you’ve achieved some brand build-up and planted the seed for future business, it’s time to bring the curious shopper closer to a purchase. Messages should encourage people to order a catalog, request information, install your app, explore your website and discover more about your offerings. These actions imply they may be getting ready to purchase or take some other action.

Advance Action

This process, by the way, is called The Funnel. Each objective moves the consumer from discovery to using their (Discover) card. Now that your company has acquired some fans and followers, you are on your way to converting them to satisfied customers. This goal moves them toward actually putting money in your pocket by placing an order, utilizing a discount or attending a special event at your local store.  

The Many Faces of Facebook Ads

With your advertising objective in mind, you can now explore the many creative formats Facebook has developed to implement your social media marketing.

Single Photo

One fantastic photo can capture the entire feeling of your brand. For example, a blonde woman with sea blown tresses gazes out at the setting sun from under her distinctive straw hat. With this single dramatic focal point, the California-based manufacturer chose the right image for the lifestyle beachwear business. For visual consistency, the mood of this photo is carried out for the rest of the campaign and matches the style of website photography, too.

Video

It’s no secret that video-watching is vast. 100 million-viewers vast. Creative, memorable, inspirational videos help people identify with your products or services. If you don’t think your customers can sit through an entire video, try Facebook GIF ads for a bit of brevity.

Carousel

This format does just what it sounds like, sends up to 10 photographs or videos circling like the carnival ride. It’s an immersive visual victory that lets you sell product features or a whole collection with a stimulating story, headlines, links and voiceovers.

Slide Show

If you don’t have the time or budget for video, you can create a slideshow ad in minutes and tell a story with movement and sound.

Collection

The Collection ad format is all about browsing. It helps people discover, browse and buy products and services from their mobile device in a fun, fast way.

The Full-Screen Artistry of Facebook Canvas

Canvas is Facebook’s fast-loading, full screen experience for mobile devices. Simple-to-create Canvas templates make it easy to promote products, beef-up brands and inspire mobile usage across all Facebook ad formats – single photo, video, carousel, slideshow or collection.

There are four Canvas templates, each with its own objective:

1. New Customers brings your landing page to Canvas for a features/ benefits focus.
2. Grid Layout uses features and benefits of your products or services to inspire mobile usage.
3. Lifestyle Layout, a collection-based template, tags products for interactive mobile shopping.
4. Showcase drives brand awareness and educates through Canvas storytelling.

Hitting the Targets: Demographics, Behaviour and Interests

Facebook has collected a lot of data and you can avail yourself of it for a price (to be discussed in another blog.) Users leave a trail of clues in their profile updates, in the content they share, in the apps they use and in the ads they like. Here’s just of sampling of what you’ll have access to:

Targeting By Demographics

• Address
• Age/Generation
• Gender
• Language
• Relationship status
• Education level
• Work history
• Financial position
• Political affiliation
• Ethnicity

Targeting By Behaviour

• Charitable donations
• TV and radio usage
• Financial and spending methods
• Purchase history by category
• Level of computer usage (gaming, programming, shopping)
• Mobile devices
• Travel patterns
• Residential status
• Sports and Events attendance

Targeting By Interests

• Food & Drink
• Family Relationships
• Entertainment
• Business
• Hobbies
• Shopping
• Fitness and Health
• Technology
• Outdoor Sports

Ads Manager and The Facebook Pixel

If you want to take advantage of Facebook marketing magic, you’re going to have to install the little spycam called Pixel. This will allow you to measure conversions, tweak targeting and gain insights about your website visitors.

You can go to Ads Manager, create a pixel, copy the block of code onto your web pages and start spying. You’ll see who’s viewing your content, putting items in their cart or leaving comments, and use these observations to advance prospects along the funnel toward a purchase.  

Lead Ads for Lead Generation

Lead Ads are designed to collect leads based on the criteria you set up. These relatively inexpensive vehicles have one distinct benefit…customers don’t have to leave Facebook and click to your website to obtain what you’ve offered and what they, at this very moment, think they may want. It works if your potential customers want transactions such as these:

• Schedule an appointment
• Request a representative return a call
• Sign up for email newsletter
• Redeem discounts
• Discuss price estimates

Because people become leads without leaving Facebook, you eliminate an entire stage of conversion and, most importantly, acquire valuable contact information.  

Would you like to learn more about Facebook advertising opportunities and other social media marketing strategies? Contact us and we’ll put your name with one of our Facebook experts.