4 Nov · 6 min read
Facebook advertising is not extinct. Regardless of new players on the social media scene — TikTok, for example — knowing how to advertise on Facebook is still a necessary skill for most marketers.
Currently, advertising on Facebook allows you to reach 2.17 billion people or nearly 30% of the world's population. Furthermore, the platform's active user base is expanding.
These are undoubtedly impressive figures. However, Facebook is about getting your message in front of the right people. The users who are most likely to purchase your products or services.
Please continue reading to learn everything you need about Facebook ads, from how much they cost to how to plan your strategies to make them more successful.
Paid posts on Facebook are used by businesses to promote their products or services to Facebook users.
Facebook ads are typically targeted to users based on the following criteria:
Like Instagram, Facebook ads appear throughout the app, including users' feeds, Stories, Messenger, Marketplace, and more. They appear similar to regular posts but always include a "sponsored" label to indicate they are advertisements. Facebook ads have more features than regular posts, such as call-to-action buttons, links, and product catalogs.
Ads should be a part of any Facebook marketing strategy to get your brand in front of more users.
With over 2.9 billion monthly users and nearly 1.9 billion daily users, Facebook provides a unique opportunity for marketers to supplement their organic efforts.
It's tempting to write as if you're on stage at a conference when selling online. However, if you want to be effective, you must write as if you're writing to one person—and only one person.
This individual, your target, is the one you must woo and persuade. As if you were an in-person salesperson, you must devote your entire attention to this person and their needs.
You must write copy for your website that speaks to all potential customers, and you most likely have several personas. You can, however, narrowly target your audience on Facebook. What does it look like to put this Facebook Ad tip into action? Here's a depiction. You can target your advertisements to women over 30 who live in the United States and are interested in fitness and wellness. Then you can create targeted ads that speak directly to that specific audience.
This is related to the concept of targeting. Why would you use a single blanket ad when your customers come to you for a variety of reasons? Because Facebook's strength is its targeting, don't treat your ad like a billboard.
Consider yourself to be a clothing retailer. You sell clothing for both men and women, as well as shoes, accessories, activewear, underwear, and bath and body products. Many customers will be interested in some of your offerings, but many will be most interested in one. Simply put, what you have for women will pique women’s interest.
Many smaller businesses—and even some larger ones, particularly in the B2B space—do not have a large number of visuals on hand. When it comes time to run an ad, there is a mad dash to ensure an image is attached.
This can result in an image that doesn't match the copy, creating an awkward experience for Facebook users. If the copy and image match, they'll be clear about what the ad is advertising. They are unlikely to click, and your ad will be ineffective.
Starbucks combined three images to create an eye-catching visual for its "World's Largest #StarbucksDate" campaign. The copy mentions "french press Caffe Verona & a chocolate brownie," which are then pictured. In this manner, Starbucks reminds its audience of the benefits of visiting the coffee shop, resulting in an effective Facebook ad.
Because you are paying for an advertisement, it may be tempting to include as much information as possible. After all, you must explain your product to others. However, keep it short and to the point when it comes to Facebook ads.
What benefits does someone get from using your product? How will it benefit them? These are the points you should emphasize in your copy, and you should do so in a clear, concise manner.
People want to know how much a physical product costs if you're selling it. When you have a sale, people want to know how much money they will save. A successful copywriting strategy? Start with the figures.
For example, Ball Honda, a car dealership in San Diego, sponsors Facebook ads that detail the costs of purchasing a car. They share the deal that people can get if they lease a CRV, as well as the end date of the promotion. They don't show the ad to everyone in San Diego; instead, they show it to people who have already visited their website.
You work hard to market your brand every day, so it can be challenging to take a step back and ensure the copy for your Facebook ad is effective. Examine the advertisements in your own Facebook feed. Which ones entice you to click? Which ones do you skip over?
It's a good idea to seek advice from someone other than yourself. You can hire a freelance writer or editor to write the ad for you or to assist you in brainstorming ideas. You can also ask a few coworkers, particularly those outside the marketing department if they think the ad is effective. Friends and family—people outside the company—can also assist.
Testing is the only way to improve your Facebook ad copy. Facebook makes it simple to experiment with small amounts of money. Finally, the only way to ensure that your copywriting works are to gain experience.
Run two different ads, each with the same image but a different copy, to see which one resonates the most with your target audience. Which version receives the greatest number of likes, comments, and conversions?
The Facebook advertising platform is designed for those with little to no experience with digital marketing, making it even more appealing to bootstrapped entrepreneurs who do not want to pay an agency to run their ads.
If you take the time to learn the fundamentals of Facebook advertising, set up your account correctly, and launch a campaign, Facebook ads can help your business grow.