How To Advertise On Facebook: The Complete Guide

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Facebook Advertising

Facebook advertising is growing rapidly. Businesses spent more than $9 billion on Facebook ads between April–June 2017 alone. That is an increase of nearly $3 billion i.e., 47 percent from the same period in 2016.

It is simply stunning the way social media platforms have transformed over the years. Facebook created by Mark Zuckerberg and co-founder Eduardo Saverin in 2003 as a game called Facemash. The popularity increased rapidly across the Harvard University Campus. No one would have thought that Facebook would make that bigger impact on businesses all over the world.

No other social media channel today that has the extensive global reach. Over 2 billion people use Facebook to connect with their friends, colleagues and new people online. Almost 1 billion people visit Facebook every day. It is a huge place for those who want to promote their business online on social media.

Doing business, selling, buying and promotion have become super easy and as a result of that on an average Facebook users generally, buy the products worth $200 in a quarter.

Although, this guide covers everything you need to understand the fundamentals of Facebook Advertising.

How to go about Facebook Advertising?

Facebook advertising is easy and simple only if, when you follow the right direction in the right manner.

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The first step is to create a Facebook page for your brand if you do not have. I have seen people using the Facebook profile as their brand name. Remember Facebook profile and Facebook page are two different things. Proceed with the Facebook page, which acts as a resource for all of your basic requirements, which you may require and are necessary for the future advertisement.

How to make a Page on Facebook?

On the upper top right corner of the Facebook, navigation, under a drop-down, click “Create Page” option. Choose a Page category and fill out the required information to getting started.

Create Facebook Page

Alternatively, you can follow these steps:

  1. Go to facebook.com/pages/create
  2. Choose a page type to get started. You will see the following options:
    • Local Business or place
    • Company, Organization or institution
    • Brand or product
    • Artist, Band or Public figure
    • Entertainment
    • Cause or community
  3. Now choose the category and fill out the other required information that varies to page types. Now fill up the details like category, address, company name or product or brand name etc.
  4. Now click Get Started and follow along with the instructions.

Types of Facebook Ads

Facebook offers 10 campaign types based on according to what you want to accomplish by running the ad campaign.

Before we really dig into Facebook advertising, let first understand some of the Facebook ad examples and the requirements for each type of advertising.

App Installs: It encourage mobile or desktop app installations.

Brand Awareness: Introduce your brand to millions of new audience.

Conversions: For those who are looking for people to take a specific action on their website like filling up a form, subscribing to the newsletter, or buying product etc.

Engagement: If you are looking for exposure, comment, views, share and likes to your post then this type of ad campaign is the right choice for you. When you choose this ad type, Facebook exposes your post to a wide audience to get the engagement like an increase in the number of Likes, comments, and post shares etc. You can also create and promote your event.

Lead generation: Create your sales funnel and engage people to get new prospects using this advertising type.

Reach: This ad type used to increase the reach of your post to as many people in your selected audience as possible.

Product catalogue sales: Create product catalogue and connect it to the Facebook and show ads to those people who are interested in that particular product.

Store visits: Drive customers to visit your e-commerce stores. It is a great way to attract people by inviting them to visit a specific page with special offers to help them buy products from your e-commerce website.

Traffic: Drive traffic to your website or on a specific page of your website.

Video views: Create a short and simple video with a catchy tagline and promote it to get views on your videos to increase brand awareness.

Facebook ads: Guidelines and examples

Now that you understand the Facebook ad types lets understand some of the technical portions of the Facebook ad that will help you to create ads according to Facebook’s ad guidelines.

Photo Facebook ads

  • Campaign types: All except video views
  • Ad Specification: One image and text
  • Headline: 25 characters
  • Text: 90 characters
  • Ad Image Size: 1200 x 628 pixels

Video Facebook ads

  • Campaign types: All
  • Ad Specification: One video and text
  • Headline: 25 characters
  • Text: 90 characters
  • Ad Image Size (thumbnail): 600 pixels or match resolution to video aspect ratio.
  • Maximum Video length: 120 minutes

Slideshow Facebook ads

  • Campaign types: All except product catalogue and post engagement
  • Ad Specification: A Video automatically created for images above than 10 or more than 10
  • Headline: 25 characters
  • Text: 90 characters
  • Ad Image Size (thumbnail): 1280 x 720 pixels

Facebook Carousel ads

  • Campaign types: All except product catalogue and post engagement
  • Ad Specification: Up to 10 videos or photos and text
  • Headline: 40 characters
  • Text: 90 characters
  • Ad Image Size (thumbnail): 600×600 pixels.
  • Maximum Video length: 2 minutes

Facebook Collection ads

  • Campaign types: All except product catalogue and post engagement
  • Ad Specification: A mobile-only ad displays multiple products.
  • Headline: 25 characters
  • Ad Image Size (thumbnail): 1200×628 pixels.
  • Video ad dimensions: Ratio of 16:9 or 1:1
  • Maximum Video length: 120 minutes

Facebook Canvas ads

  • Campaign types: Brand awareness, conversions, engagement
  • Ad Specification: Add up to 20 images, videos and texts
  • Headline: 25 characters
  • Text: 500 character text block
  • Ad Image Size (thumbnail): 66 x 882 pixels (Header); 1080 x 1920 pixels (As it displays a full-screen ad)
  • Video ad dimensions: Ratio of 16:9 or 1:1
  • Maximum Video length: 120 minutes

Facebook Lead ads

  • Campaign types: Brand awareness, conversions, engagement
  • Ad Specification: A pre-filled lead form that makes people connect with your business easily.
  • Headline: 45 characters
  • Button text limit: 25 characters
  • Ad Image Size (thumbnail): 1200×628

How to Advertise On Facebook?

In this article, I have covered three types of Facebook Advertising Promote Call to Action, Promote Your Website and Promote Your Local Business. Let us cover each of them one by one.

1. Facebook Advertising: Promote Your Call to Action

Call to action:  To encourage more and more people to take action.

If you want to add the buttons like sign up, book now, call now contact us, sign up etc. then you can use this type of Facebook advertising. This marketing strategy is very similar to the one used by the hotels, restaurants and event organizers as you sometimes do the check-in.

Before you start promoting, first set up the call to action on your Facebook page.

When you open your Facebook page as an admin, you find an option on the cover page as “ADD A BUTTON”.

Facebook Call to Action

Once you click this option, a pop-up comes out and you see a bunch of call to action options available under a drop-down.

Facebook Call to Action Button Categories

Here is the list of some of the call to actions that you might be seeing on the screen under various categories:

  • Book Now
  • Call Now
  • Contact Us
  • Send Message
  • Use App
  • Play Game
  • Shop Now
  • Sign Up
  • Watch Video
  • Send Email

You can select any of the call to action as per your need. Let us say you have activated “Call Now” call to action. Once you hover over call now button, you will find an option to promote your call to action as shown in the image below:

Promote Call To Action

There are two options desktop and mobile news feed, just to give you an idea how it will look on respective platforms.

On the left-hand side, several particulars are there that you should fill to make your ad more targeted. Let us find out how you can use these particulars to make your Facebook ad super effective.

Call to Action

1. Headline

Give a catchy and suitable heading that can grab the attention of the user. e.g., learn to code interactively, free.

2. Text

You can use this section to tell people more about your company or the product that you are promoting.

3. Add an image

Select an image, it must use the image related to your product or service or the idea of your campaign. It can include the logo or simply the name of your campaign. Keep it neat and clean without too much information.

4. Audience

Here you can select the type and nature of the audience.

a. Gender

You can select the gender either male or female else you have an option for both also. This will trigger the Facebook to only the gender that you have selected for the campaign.

How you select the gender?

If your campaign thinks or stuff related to females or you are branding female related things, then you can select particularly female.

b. Age

You have the option to specify the age group of audience. Minimum age is 18 years and the maximum is 65+.

How to select the age group?

First, find out to for which age group the product is mainly. For an example, books and novels mostly read by 45+ ages of people. Sports-related things or stuff is more popular between 18- 35 years of age group. However, if you talk about beauty or fashion related stuff they are very much common in all age groups. Therefore, it is very important to select the audience age group carefully.

c. Location

Are you looking for traffic from a particular demographic location? Here you have the option to specify the audience location. The region where you are planning to do marketing. Choose this very smartly! For an example, if you are branding related to fashion and you are capable of handling international business, you can test yourself in Paris, the city of fashion.

d. Interests

Select the nature of your business whether related to multimedia events, entrepreneur, graphic design etc. This will reach to the people of same interests. Here you have to specify the keywords that will be linking you and the audience as well.

5. Budget and duration

a. Daily budget

It is totally up to you how much you want to spend on your Facebook ad campaign. Besides the amount, you will get to know the number of clicks you will get per day.

b. Duration

You can specify the duration as per your need and convenience i.e., how long you want to run.

c. Payment

Choose your currency and proceed with promoting to finalize the things.

Before proceeding, you must read the terms and conditions, which is quite important to know how it works. In fact, you can get the answer of why, when and how for your basic queries easily.

2. Facebook Advertising: Promote Your Website

You can create a post related to the subject matter that is available on your website and can attract the visitors, although promotion of website includes your local business promotion indirectly. However, on Facebook promotion tab you will find it separately.

To promote your website, go on your Facebook page and navigate to the right-hand sidebar and find Promote Website button under About Section.

Promote Website

There are two options desktop and mobile news feed available, that gives you an idea how your ad appears on different devices.

On the left-hand side, there are several particulars, which need to fill.

1. Ad creative

a. URL

You need to put the URL of your website.

b. Text

Your website’s tagline. Keep in mind that your tagline must be short and hot because maximum word allowed is 90.

c. Images/Video

You can add an image or a video featuring your website. This type of videos is introductory videos for your work or special ad video, which you have created for branding a particular thing.

d. Headline

Give a suitable heading or name to your page for e.g., “10 Powerful Facebook Advertising Tips”

e. Text

Provide a suitable tagline for your campaign.

f. Add an Image

Select an image related to the idea of your campaign. It can include the logo or simply the name of your campaign.

2. Audience:

Here you can select the type and nature of the audience.

a. Gender

Select whether you want to promote your ad to male, females, or both.

How you select the gender?

As we discussed earlier, if you are branding female related things, then you can select particularly female. This should not be that difficult to choose.

b. Age

You can also specify the age group of audience. Minimum age is 18 years and the maximum is 65+.

How to select the age group?

Identify the product is going to be used mainly for which age group? e.g., books and novels mostly read by the 45+ age of people while sports related stuff are more popular between 18- 35 years of age group. Nevertheless, if you talk about beauty or fashion related stuff they are common in all age groups. Therefore, it is very important to select the audience group carefully.

c. Location

Specify the audience location.

d. Interests

Select the nature of your business that I discussed in the previous ad type.

3. Budget and Duration

a. Daily budget

Select your daily spending limit.

b. Duration

Decide how long you want your ad to run and specify the duration.

c.Paying For Your Ad

Choose your currency and proceed with promoting to finalize the things. Select the payment method it totally depends on you that you want to pay with your cards or from net banking. If you have a Facebook coupon to redeem than you can use it.

How to get the Facebook coupon?

You will get the option when you buy a domain or web hosting servers like on Godaddy.com, or specific websites, which do website designing also.

3. Facebook Advertising: Promote Your Local Business

Everyone wants to be a smart seller, and it is not that much difficult if you walk with the trend. As we, all know Facebook is the biggest trend of the era, along with the new marketing trends Facebook is building the new world of communication, creating business platforms. Those days have gone when people used to market the business at the door to door. It is time to reach hundreds, thousands, and Lacs of people (depending upon the market strategy) by sitting at home only. It is very easy with Facebook’s promote your local business tool.

Getting Started

Log in to your Facebook account and navigate to your Facebook page that you want to promote.

At the left-hand sidebar, you will find a promote button at the bottom of the sidebar. Click promote and select “Promote your business locally”.

Promote Your Business Locally

1. Target location

Select the radius area you want to target. By default, it is 1 kilometre. You have the option to select up to 50 miles and after that, you can set a custom radius.

On a potential reach, you will get the idea of the area covered. Where Facebook will be promoting your business.

2. Audience

Here you can select the type and nature of the audience.

a. Gender

You can select the gender either male or female else you have an option to select both.

b. Age

Specify the age group of the audience. Minimum age is 18 years and the maximum is 65+.

3. Ad creative

a. Text

Enter text related to your website or your promotion. You can create a mix of both. Keep in mind that you have only 90 characters to tell your audience about your local business. So keep it short and hot.

b. Headline

Give a suitable heading or name to your ad copy e.g., “Best SEO Company in New Delhi”.

c. Images

You can add an image featuring your website.

d. Call to action

You have so many options given under a dropdown to choose from what call to action you want your audience to perform. Call to actions are like the page, Call Now, Get Direction, Learn More, Send Message and the latest introduction “Save”.

e. Street Address

Fill your address and contact detail where customers can contact or reach you.

4. Budget and duration

a. Daily Budget

Specify your pocket limit.

b. Estimate Daily Reach

It gives an idea about the daily reach of the people in your area.

c. Duration

Specify how long you want your ad campaign to run.

d. Payment

Choose your currency and proceed with payment to finalize the things.

Hopefully, I have made the Facebook Advertising post easier for you to understand. Leave your questions and comments in the box below.

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How To Advertise On Facebook: The Complete Guide

Facebook advertising is growing rapidly. This guide covers everything you need to understand the fundamentals of Facebook Advertising.

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