The 2020 Rulebook for Facebook Ads

The 2020 Rulebook for Facebook Ads

Marketing on Facebook is a fun game, but certainly not a cakewalk! Facebook advertising is an amazing way to connect with your target audience. You are exposed to a large audience in just one go. 

Facebook has over 1.69 billion users!

So, if you are thinking, all you have to do is post an ad and sit back to welcome all the leads, then let me tell you this - You must have very polished skills to use the micro-targeting features of the Facebook ad platform. 

It gives you a complete, clear-cut opportunity to put your message right in front of your audience who are most likely to go through your ad, and even take the necessary action. Before we begin with the tips and tricks, it is important for you to know about the different types of Facebook ad. 

Types of Facebook Ads

01. Image Ads:

These are image ads and are a great way to get started with Facebook advertising. If you are new to Facebook ads, then go for image ads. You can create it with just a few clicks. 

For this, you can even boost an existing post, obviously an image, from your Facebook page. 

Also, you should know there are specifications in this -

Design recommendations by Facebook for Business

  • File type: jpg or png
  • Image ratio: 1.91:1 to 4:5
  • Recommended resolution: Upload the highest-resolution image available.
  • Images that consist of more than 20% text may experience reduced delivery.
  • Primary text: 125 characters

Image Ads

02. Video Ads:

Video ads are the most interactive ones! If you get the 3 seconds of engagement, it is a win for your business. These ads run in the news feed, stories, and can appear as an in-stream ad in a Facebook video. 

For this, you can do a quick video of your products. Or you can showcase the USP of a product. 

03. Video Poll Ads:

Polls are the best way to interact directly with the audience! It is a brand new way to address your target audience, and also know their preference. 

04. Carousel Ads:

A group of 10 images or videos that showcases your product or service is called a carousel ad. This is beneficial for you if your USP cannot be adjusted in a single image ad, you can create a carousel showing all the benefits. 

05. Lead Ads:

Lead ads are available only for mobile phones as they’re interactive in a different way. They ask the followers or the audience to fill up a form or to submit their contact information. This gives a lot of data to the brand which they can use the data to personally connect with the audience for other marketing. 

There are many more ads like dynamic ads, slideshow ads, messenger ads, stories ad, playable ads, and augmented reality ads, that you can view on Facebook for business platform. 

Let’s come back to how to create a Facebook ad campaign!

01. Decide the Objective of Campaign:

On Facebook Ads Manager, you will see a campaign tab to get started with a new Facebook ad campaign. There are about 11 objectives based on what your objective is. 

Whether you want to create brand awareness, or you want to create reach, or you want traffic to a specific web page, or it is a campaign for engagement, or for video views, or for leads. Here you have to be very specific about your goal. 

For instance, if you are a new company/brand then going for the objective as brand awareness is important. And, if you are looking for generating new prospects for your project then going for lead generation is suggested.
Decide the Objective of Campaign

02. Name of the Campaign:

Decide the unique name of a Facebook ad campaign. Make sure it is not used before and has a value to offer. Go to the A/B split and select it. You will choose whether you have to turn on the budget optimization or not. You can also set the engagement objectives. For instance, you can choose whether to focus on post engagement, page likes, or event responses. 

03. Write What is Engaging:

Understand this - You are writing for your audience, not for yourself. Focus on the motive, focus on their pain points, and write compelling content. Make sure the creative and the content, go hand in hand. Because people read the content and also look at the display, if the content doesn’t justify image, it will leave them confused about what to do? What the ad is about?

And, if you are writing the content for the audience, then you can write multiple ads for each type of audience. For instance, you are a clothing retailer, you sell men’s and women’s apparel, then you can write post content for each of the category. 

This way you can maximize engagement front the targeted audience. 

04. Experiment with Targeting Options:

You can first go for the audience that you know are interested in your business or are your existing customer and target them to achieve engagement over the campaign. Then, you can slowly broaden the concept and target the ones who are your potential audience. 

Note that the content for both the audience will be different.

05. Track, Track, Track, and Improvise:

It is not important that your ad gets engagement in one go, you will have to experiment with the filters. Closely monitor how your campaign performs in the Facebook Ads Manager dashboard. For instance, if your campaign isn’t performing well, then you can change the preferences or filters, and even take your money off. 

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This was all about Facebook ads and how you can achieve your goals with it. 

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