Why advertise on

Fb?
 Introduced on Feb. 6th 2007, fb ads have gone to make
almost 4 billion dollars of revenue in a year.

 There were 2.27 billion monthly active

users on fb, during the 3rd quarter of 2018. And most of
them check their profiles at least once daily, which
means there is no dearth of audience you can advertise
to.

 It enables you to find the perfect audience for your

advt.
 It gives you a platform to advertise your product to
people based on their demographics, interest,
location, etc. It ensures that your advertisement
reaches the appropriate audience.

 It helps you spend less, and achieve more. It has a

much higher return on investment(ROI) as compared
to traditional advertising methods.

 It enables you to let users know how your brand can

add value to their lives, establishes trust and credibility
among the users and provides recall value for your
brand.
 Fb advertising helps to target people who have already
expressed interest in your service/product but for
some reason didn’t go through with the conversion
process.

 It enables us to educate our audience about what

products you have to offer. The more people know
about your products, the more likely they are to make a
purchase.
Different ways to advertise on
fb
 Single Image ads/domain ads -These are single image
advts that have an optional text on top, and a link
description that links to your website, and a call to action.
The ad images need to be 1200 x 628 pixels.

 Multi-product ads( Carousel Ads)- They are usually

represented in a carousel form, allowing your users to view
the view the range of products that you offer.

 Video Ads- These advts that usually range from a few

seconds, all the way to 120 mins are one of the most
engaging forms of advts on fb. They receive about 10% to
30% more views than other forms of ads.
 Lead Ads- Lead ads allow you to obtain user details like their
names, their email IDs or phone numbers without leaving fb.
This newly created lead can also be synchronized with your
desired customer relationship management system.

 Slideshow Ads- These advts allow you to create interactive

advts with interesting imagery, image carousel, zooming
detail and tilting views to complete immersive user
experiences using a combination of single, multi image and
video ads.

 Collection Ads- These ads combine video, slideshow or

product images taken from your product catalog. This is best
suited for users who want to advertise several of their
products all at once.
 *Note
 fb has decided to remove an ad-targeting program known as
Partner Categories which were a targeting option based on data
provided by third party partners like Acxiom, Experian and
Oracle Data cloud…… here are the consequences of that:

 The only way you can gain users information is if they give this
info voluntarily.

 You have to get the data directly from the 3rd parties.

 You can collect the data yourself by relying on lead capture

landing pages

 Outsourcing your advertising to lead gen agencies and media

buyer.
Steps to create a fb
Ad
 Step 1: Setting up your campaign. In other words,
identify your call.

 Step 2: You will be entering your ad into an auction

where you can decide how you want to spend your
money to achieve your goals by choosing an
appropriate bid strategy.

 Step 3: You’ll be able to advertise to your brand’s

audience with a fixed cost. You can predict the delivery
,cost and reach of branding campaigns.
Objective of your
Ads:
 There are three types of advts we can select from with
different objectives.

I. To drive awareness

II. To drive consideration

III. To drive conversion

 Awareness

Brand Awareness Reach

Increase product
awareness

Seen by max people

Don’t emphasize
on purchase, opt-
in, click through
Visit website, watch
Create high brand video, make registration
recall. Doesn’t
focus on revenue.
Consideration

Reading to Seen by target

Traffic Drive traffic
outside of fb
podcast, reading
article, using an
audience based on
past behavior.
app

Useful to engage Generate page likes, Audience bank

Engagement more users with
ads
event response,
offer claims
used for future ad
campaigns.

App Installs Ads useful when users

download your app

Audience bank used for

Video views To promote video for
higher no of views. future ad campaigns

Lead Help to collect details – Generate leads Integrate new

name, email Id, ph no, without leading users leads to CRM or
generation etc outside of fb. email s/w

Encourage users to
Communicate with users to
Messages convert them into buyers
use/ buy
product/service.
Conversio
n

Aim to increase sign ups,

Conversions registrations, to your
services, sales, etc.

Product Help to promote your e-

commerce & product
Integrate product catalog
with fb to use it for future
catalog sales portfolio. campaigns

Direct foot traffic to your

Store Visits location
 Split Test
 Within each of the advt objectives, you can create split tests.
These split tests are two versions of the same advt with just one
of their parameters altered.

 This is also available with email marketing. If plan B fails, plan A

will definitely work and you continue to work and keep testing
and move on to discover what other factors work in the same
scenario.

 Some of the parameters that can be varied are: colors of elements

like Call to Action, Images, Text, Element Position, Audience
Targeting, etc.

 It is also important to keep in mind what defines a winning test

or otherwise. Some of the metrics you could focus on are: CTR,
Clicks, CPC, Conversion rate & so on.
What you should “Do” with your
ads
I. Continuous A/B testing on your ads.

II. Use engaging images and videos.

III. Use a message that will stay with the audience.

IV. Keep your message consistent and simple.

V. Alter your reach so that the ads are shown to the

appropriate audience.
What you shouldn’t do with your
ads
 Allocate all your budget on a particular ad campaign.

 Put too much info in the ads.

 Forget to proof read all your ads.

 Be very active on your fb page.

 Have an image that doesn’t correspond to the product

being advertised.