Facebook Advertising Agency

Just as they sound, single-image ads consist of just one ad image with text and a call to action. These ads might showcase a product or service and encourage users to shop now or browse all collections. Don’t be put off by the simplicity of single-image ads. They keep things direct and tend not to confuse or overwhelm users.

One effective way to capture attention on Facebook is by featuring high-quality images in your ads. The best-performing ads usually depict happy people or pets, vibrant colors, and the business’s logo and value proposition. Photo ads communicate what you want your audience to do and show users how to do it (such as by clicking the call to action).

With video ads, a video advertisement sits in place of a photo. The video should be positive in tone and clearly display the product or service you want people to purchase. Video ads can be no longer than 60 minutes and should feature captions, since many people watch ads without sound.

Facebook carousel ads take images and videos a step further by allowing advertisers to show sets of 10 images or videos in one ad. Any business type can benefit from carousel ads, but we find that ecommerce brands in particular love these ads because they can display 10 of their products in a single ad. We recommend Facebook carousel ads if you have a wide range of items you want to show your audiences.

Facebook’s canvas ads are a newer innovation that can be effective in the right contexts. These begin as image ads, but when a user taps them, they become full-screen advertisements that incorporate interactive elements meant to keep users engaged.

Users can leave when they want, but the point is to get creative with brand advertising to encourage users to do what you want. Canvas ads are best for boosting brand awareness or growing your business’s social media reach, and they are available only on mobile right now.

Facebook catalog ads run advertisements based on all the inventory you want to promote on Facebook. You can create catalogs based on your currently available items and add to them as you get more merchandise. Then, you can create ads for your inventory by selecting your catalog and product set in the ad manager. This is a great way to organize your inventory and have it ready to advertise when you need it.

Finally, we have Facebook Stories ads, which run as full-screen ads in Facebook Stories. These are meant to be immersive and attention-grabbing. Facebook Stories ads support every objective that advertisers can have on Facebook Ads, including brand awareness, reach, traffic, and lead generation.

Saved audiences are the ones that advertisers manually target by inputting users’ interests, location, age, income level, gender, and preferred device. As the name implies, you can save these audiences in your business profile so you always have them.

Facebook’s custom audiences have the potential to be your highest-value audiences because they are composed of people who have already engaged with your business in some way. Maybe the users visited your website or used your mobile app.

You can use these custom audiences to retarget advertisements to those people, who are much more likely to engage with your brand again.

Finally, lookalike audiences are audiences you create based on their similarity to your existing customers. The fact that the lookalike groups are of the same age and gender and have the same interests as your customers makes them more likely to convert for you than any other audience would.

One clear indicator of how your Facebook ads are performing is clicks, or how many people clicked on your ad to be taken to a landing page. Clicks are a hard-and-fast way to see how many people were engaged enough with your ad that they wanted to visit your website to shop or learn more.

Impressions represent the number of times your ad was shown on Facebook. If one user is scrolling through his or her Facebook feed and sees your ad, that’s one impression. Measuring impressions gives you an idea of the audiences your ads are reaching.

Reach refers to the unique views your Facebook ad has received. Unlike impressions, which accumulate even from one user seeing your ad multiple times, reach calculates the number of times a new user has seen your ad.

Conversions are the actions that your Facebook ads have encouraged users to take. Measuring Facebook ad performances by conversions shows us directly whether your ads are doing their jobs by getting people to click to your website and buy something or fill out a contact form.

An ad’s click-through rate shows you how many people clicked an ad through to your website or wherever your ad has directed people. You can find an ad’s click-through rate by diving link clicks by reach and then multiplying by 100. Click-through rate is a fairly accurate way of telling whether your ads are connecting with people.

Finally, the conversion rate metric tells us the percentage of people who clicked your ad and followed through to make a purchase or otherwise complete the action you wanted. Ad conversion rates are revealing when it comes to measuring the efficacy of your Facebook ads.

Your optimum audience will vary depending on your business’s products and services. If you’ve done your market research into who tends to buy what you sell–and who historically has bought your products or services specifically–then you must make your Facebook ads appeal to your audiences.

So, how do you know how to target certain audiences on Facebook? The social media giant provides digital marketers with analytics data about users and their behavior. Advertisers can create relevant ads based on this information.

The Facebook ads manager tool allows advertisers to narrow down audiences by state, locality, or zip code. The demographics section allows ad specialists to focus on factors such as age, gender, income, and marital status. Interests are another area of Facebook analytics information. These are helpful because they provide insight into what consumers like and dislike online. Meanwhile, the engagement section has intel on what consumers like, comment on, share, and follow on Facebook.

It is not unusual for a business’s ads to appeal to more than one audience, so be sure to include as many groups as you feel necessary.

One of the basics of Facebook advertising is to create professional and enticing ad designs. Leveraging clean and appealing fonts, texts, color schemes, and visuals ensures that more sets of eyes will linger on your advertisements and not your competitors’. But remember not to go overboard, since ads that seem cluttered will only confuse and distract consumers from the message you want to convey.

Of course, the cleanest, most attractive ad design will mean nothing if it is not driven by the substance of a clear advertising message. If your consumers are unaware of your company’s purpose, it won’t matter if you have a product that appeals to them, as they could easily go somewhere else to buy it. No one will want to invest in an item if they find the advertisement puzzling or manipulative.

Ad design also encompasses visuals. As the saying goes, an image is worth a thousand words. Sometimes, that is all you need to develop a striking advertisement. A strong visual projecting your business’s brand can leave a memorable impression on consumers. It is crucial not to forget that your company’s intended message for the ad should correspond with the visual being used. Otherwise, this will make Facebook users less likely to click, and all the money and time spent on developing the advertising will have been wasted.

Undoubtedly, Facebook users will be less likely to click on your ad if it does not feature a call to action. Calls to action invite ad viewers to do something, such as “Buy Now” or “Learn More.” An ad’s call to action should be an easily identifiable goal or objective for your ad, and users should be able to tell instantly what it is.

For example, is your business trying to generate awareness, attract leads, or sell a product or service? Having no apparent message makes it challenging for customers to know what to do when they view your ad. And in this case, one fact is for certain: user confusion is highly unlikely to generate a click or sale. For a Facebook ad’s call to action, remember that simpler is often better.

To the last point: it can be tempting to try to overflow your Facebook ad with information. After all, you are trying to sell goods and services to potential customers. You understandably do not want to sell yourself short.

But remember that keeping your text concise and minimizing jargon will be more effective in the long run. People reading your ad should be able to understand who you are and what you want from them.

Leading with value is important, as well. You should convey to consumers how they will benefit from purchasing your goods or services. You need to convince customers that you can meet their needs. This will also keep them coming back once they take that initial step.

Unsure of how effective your ads truly are? This is understandable, given that business owners live and breathe their brand every day, and their perspectives can sometimes get a little stale.

An easy way to test your Facebook ads is to view your ad copy from a Facebook user’s point of view. How would you feel about the ad if you were a user? Does it make sense to you? Does it grab and hold your attention? You might find this exercise useful in developing and brainstorming new ideas for future ads.

Another strategy for learning how to craft the perfect set of Facebook ads is to run a few ads at the same time. Each ad can have the same image, but with different copy. Or play around with the visuals to see how they perform with various groups. Doing all this will show you how different messages resonate with different audiences. Check to see which ads get the most likes, comments, and conversions. Then, build even stronger ads from there.