Regardless of your business, Facebook advertising is an incredible fit to help you do branding, reach out to as many relevant people as possible, to generate leads, to help push sales, and more.
There are many kinds of objectives (and matching conversions depending on your campaign objectives). Facebook has made it incredibly easy to use several different ad formats and ad types to help you connect, engage, reach out to, and to meet your objectives.
Facebook as more than just one type of ad format, and it’d help you understand what each ad format is like, what they are used for, and how you can best use them to meet your goals.
Here are some of the types of Facebook Ad creatives you should be using for your business:
The good old Image ads
Image ads are the staple of every Facebook campaign. They are quick & easy to create and this format allows you to launch in a few hours or in a day maximum. You could use Image ads for practically every single type of campaign objective you have on your mind — for reach, for traffic, for lead generation, for branding, for sales, for engagement, and more.
Your image ads will consist of an ad (we usually create two ad versions A and B for A/B testing), a title, a description, a display link, an actual destination URL, and a button that you’d have to pick from Facebook’s native options.
The video Ad
One step up from the regular image ad, video ads function and work just like Image ads do, except (you guessed it) that you’d have a video working as an asset instead of an Image.
As you know it, videos provide for a superior engagement opportunities. Videos are great to showcase your products or services, communicate your story better, and are incredibly effective for branding, reach, lead generation, or sales.
Facebook allows you to use regular videos and also vertical videos and you can take advantage of the either or both of the options.
Think of carousels as a collection of images available for your audiences to scroll through — much like a slideshow without ever leaving Facebook’s interface.
Carousels help you tell a story, show off your product collections, linearly explain a process, or communicate with your audiences, one image at a time.
Here’s where it really gets interesting with Facebook advertising. Canvas is a full-screen experience provided for you to expand on your regular image ad, video ad, or carousel ad.
Instead of having your audiences to click through an ad and go to a landing page, you can use Canvas to showcase your products (include images and videos) just like you’d do on a landing page.
You can design your Canvas just as you’d design attractive and high-converting landing pages.
In fact, Canvas is a full-screen, responsive, fast-loading landing page built to popup occupying the entire phone screen when ads are clicked on.
In one word: it’s beautiful.
The verdict: Use it or lose it
Facebook has another option for a full-screen experience when it comes to your creative assets, and it’s called “Collections”.
Perfect for ecommerce sites (while even service providers can use it), collections allow you to showcase your products and services along with other details, calls to action, prices, and more.
You could add both collections and canvas elements to your regular ads, video ads, and carousel ads.
Restricted to Instagram, Instagram Stories is yet another beautiful full-screen experience that triggers on Instagram itself after clicking on an ad. It’s a great way to showcase your brand and can help push up your engagement with audiences.
These full-screen experiences (be it on Facebook or on Instagram) or both are ways for you to let the world know more about your business by using the best of digital media, Facebook’s and Instagram’s power platforms, and mind-blowing creatives.
Have you gone beyond regular ads yet? Did you get a chance to explored how these various Facebook ad creatives work for you?
Facebook Advertising isn’t for every business.
Let’s be upfront about it while you can think whatever you want about Facebook and it’s advertising platform.
Straight off the bat, Facebook does not allow a few verticals or industries to advertise on it’s platform – blatant promotion of weight loss products, make money online ads, work from home ads, MLM, dating, sex, alcohol, tobacco, and many others.
Please do read Facebook’s advertising guidelines and not that these guidelines keep changing every time.
But that’s an obvious one, right?
What can be a few other situations when Facebook ads will not work for your business?
Let’s review a few possibilities:
Your business sucks
Don’t mind me saying this, but sometimes, it’s not the Facebook platform that should take the blame for you not thinking through your business and marketing strategy.
Work your way backwards and think about your own business before you think of launching campaigns and doing advertising.
Answer these questions to help yourself:
- How exactly is my offering better than that of my competition?
- What’s the compelling offer I am making?
- What’s my USP?
- Why should anyone consider buying my products or services?
- How many people can claim to back up the crazy USP I have? What’s my social proof like?
You aren’t making an offer (or you are not making a strong offer)
Many businesses out there seem to have lots of opinions about whether or not they should make an offer when they launch a campaign.
I’ll tell you this: You aren’t Apple.
So, you’d have to do something to move the juggernaut.
Throwing away a 10% discount might or might not help (you’ll only know if you test your offers) but these offers are boring.
Everyone and their dog is making offers such as those and it won’t help your cause if you make weak offers.
Think bold, outlandish, crazy, and pioneering.
What’s the offer you can make that your competition can’t even think of?
You Don’t Have Content Marketing to Backup Your Ads
The digital era spawned an age of “earning trust”. Brands are now publishing, creating content, sharing content, and engaging big time with users across the board – on social, on email, on mobile, with content, and more.
For every brand that does this (and when I say “brand”, I mean every business out there no matter how small or big), their chances of doing well online are higher. Brands and businesses with blogs get more leads and attract more relevant potential customers to their web properties.
Businesses active on the web will eventually end up spending less and gaining more due to the compounding effect of content marketing and paid advertising working in tandem.
With all that heavy work of Content working for you, the Facebook ad campaigns you’ll run will have more traction and more reach. It’s as simple as that.
As Neil Patel puts it,
High quality, relevant content is a long-term strategy that boosts your search engine ranking, improves the quality of your landing pages, builds your authority and strengthens brand awareness. Content marketers are also excellent storytellers, which can inspire the content of your pay per click ads.
“Combining content marketing and pay per click advertising allows you to capitalize on your content marketing strategy while you wait for the search engines to catch up and start delivering those search results.”
Don’t just sit on your ass while you spend on PPC ads. Combine your efforts with Content marketing as well.
In fact, if you did content marketing well enough, you might not even have to spend on advertising at all.
You Think of Advertising as Pushing
Blame the traditional ways of advertising that we are so used to – across media like television, radio, and print – that we’d think that if we push Facebook ads hard enough, we’ll succeed.
Why, you ask?
Because of the Internet – and especially social media with Facebook sitting right on top – is a different media.
People aren’t on Facebook to buy. Neither are they interested in what you want to sell. They are just there because they want to have fun. Meanwhile, you’d like to interrupt them with your ads (which is fine, and that’s why we are all here).
However, don’t do the mistake of thinking that you’ll get away with mindless pushing.
For instance, not working on your ads such as changing ads completely, tweaking your audiences, optimizing your campaigns, etc., when your ad’s frequency goes high is a disaster because this is the equivalent of pushing your ad way too much for the same audiences.
The more aggressive you get and the more you push, the worse your results are going to be.
If you tick all of the boxes above and if your business isn’t frowned upon by Facebook’s ad review teams, you are all good to go.
Enjoy your campaigns and profit from them.
Facebook is already a social behemoth with literally every person on the planet spending half a day on it.
If your business isn’t making use of this powerful platform, it’s already losing out on opportunity.
Facebook is also investing heavily to make the platform future-ready for all businesses. It continues to add new features, more ways to build your audiences on Facebook, and even more ways to capture specific audiences that engage with all forms of content you create and/or share on Facebook.
Facebook now has artificial intelligence, machine learning, and complicated algorithms working together to make your campaigns work.
In short, Facebook Advertising is Kicking ass right now.
But there’s a problem.
Your Facebook advertising might not work for you — there could be general reasons such as your business not being the right fit. But there are other reasons, such as your stupidity, rigidness, and ego.
Your stupidity, ego, high-handedness, false bravado, and one up-man ship already affects your business in many ways, and this is already affecting how you manage your digital marketing in general.
Specifically, the way you are and the way you think also affects your Facebook advertising in many ways. You just don’t it because you normally don’t think you’d do anything wrong.
Most of the times, you are oblivious to the damage you cause to your own Facebook campaigns, and most of what you do with your Facebook campaigns is also a general reflection of what you do to your business, your employees, your relationships, your finances, and your life.
How you are — as a person — isn’t the point of this post (that’s a better angle for a lifestyle or self-help kind of a blog, right?)
But when you are the reason why your Facebook campaigns hurt, it’s a cause for worry. Here’s how you are hurting your Facebook Campaigns:
Stupid questions: Your Whats and Whys
I have lots of people talk to me about the possibility of doing Facebook advertising but they first inundate me with tons of questions. Now, asking questions is a good thing, and you should ask away. In fact, I’d recommend you ask questions and have a chat or call with me before you get started.
There are some awesome questions to ask like:
- Could you show me examples of a few previous campaigns you’ve run and what the results were like?
- What’s your usual strategy like when you start with campaigns?
- What makes you a better agency than others?
- Why should I hire you?
- What will you bring to the table?
Then there are f*&^%% questions like:
- Why are you so expensive?
- Why do we need a landing page when we have a website already?
- Email marketing? I don’t need that. I just need you to put up ads on Facebook, that’s all. Can you do that?
- Why hire an agency when I can do it myself?
Stop asking the second lot of questions. They make you sound stupid.
There’s a limit to what Creativity can do
How cool are those ads you are creating? How beautiful are they? Do those photos of chocolates (or whatever it is that you sell) almost pop up of those pictures making people drool?
Maybe. Maybe not.
It doesn’t matter.
Creativity is great as long as it gets you conversions. Creativity copywriting can bring in millions of dollars in revenue. Great product photos make a real difference to your campaigns. Adding videos to your campaigns boosts your conversions even more.
I’d give it that.
But there’s a limit to just how much creativity you want to dabble with and pour it on to your campaigns.
Spending too much time on creative assets takes time and if you waste time, your competition can kick your ass with worse images and videos.
Why? Because they started first and creativity is overrated beyond a certain point.
Your Opinions Don’t Count
I’ve had clients tell me:
“Landing Pages? We don’t need landing pages. We like to point ads to websites”
“A/B testing. Why do we need that?”
“Email Marketing Automation? That’s too much work and it wastes time. No thanks”
Listen, for once and for all, these opinions don’t matter. You are hurting your own progress and removing any chances of your campaigns succeed by saying stupid things like that. What exactly do you accomplish by saying, believing, and actually throttling your own efforts to make your business grow?
Your opinions don’t matter. My opinions don’t matter. What anyone else says doesn’t matter.
Data is the only thing that matters. Take data-driven decisions and stop asking your cousin for advice on what ad “looks” good.
Talking about aesthetics, “looks” don’t matter too.
Facebook Ads Don’t work
It’s true that Facebook isn’t for every business. Use Perry Marshall’s tool to find out whether or not your business is a good fit for Facebook.
For most businesses, Facebook advertising simply works. You just need to know how to use it the right way. For every business (which is supposed to be a good fit on Facebook) that frets and fumes about Facebook advertising doesn’t work, there’s another business that’s killing it on the same platform.
The difference is in commitment, campaign execution, how sales funnels are setup, and how you run and manage your campaigns (landing pages, A/B testing, and optimization) included.
Stop hurting your Facebook campaigns.
If you need help, sign up below. Just don’t ruin your own chances.
Here’s one of the most frequently asked questions, in multiple variations:
“How much do I spend on my Facebook Campaigns? ”
“What should be my budget for Facebook campaigns?”
“What kind of budget do I allocate for FB Campaigns?”
There are two things you should know:
- Facebook has no minimum budget spend requirement. You can spend anything you want.
- Read the rest of the post.
Because our Facebook ads management is process-oriented and data-driven, the answer to that question is almost universal, as far as I am concerned: as low as you possibly can, and just as much needed to move the needle and to allow Facebook to deliver campaigns to your intended audience.
Start with Low amounts, Regardless of Your Budget
Why should you start with a low Facebook campaign budget, you ask?
- There’s no one in the world who knows whether or not your campaigns will work unless you actually run your campaigns.
- Assuming your Facebook campaigns start delivering and you get leads, you aren’t sure if that’s the best your campaigns can do.
- By optimizing your campaigns religiously and by doing A/B testing, you’ll be able to squeeze out even more from your campaigns for the same audiences, offers, and budgets.
- Everything — starting from ads to your email auto-responders — has to be tested to ensure that you have winning Facebook campaigns at your disposal.
- Even for winning campaigns, there are other problems that’ll surface such as Ad blindness, high frequency of delivery (that means that a single person is seeing your ads more often than one time).
Since you have so much to do, it’s always advisable to start with low budgets. When you have a winning combination of ads, landing pages, and email marketing sequences, you can scale up your Facebook campaigns.
Allocate Part of Your Budget for retargeting
It’s surprising just how many businesses, agencies, and freelancers who do Facebook advertising don’t bother with Retargeting.
Retargeting is something you just have to do for a variety of reasons.
- Not everyone who lands on your website or landing pages is not going to take action (80% of these visitors leave without doing anything).
- When you target your specific retargeting audiences, you’ll spend considerably less for your campaigns than what you’d spend for a regular Facebook campaigns.
- Retargeting campaigns fall in line perfectly with the much-effective strategy of trying to make offers or to sell to an audience that’s already warmed up and an audience that’s aware of your brand.
Note: You’ll need to build up an audience first to make retargeting campaigns work. Create custom audiences on Facebook (make sure your Facebook pixel is installed) with all your website visitors who visited your website (or specific high-intent pages such as your pricing page or products page or services page or your store).
Launch your retargeting campaigns after you’ve built up audiences of enough size.
Whatever you’ve chosen to spend on Facebook campaigns, take at least ¼ of that budget to allocate it for your retargeting campaign.
By doing just this, and by running a retargeting campaign parallel to your main campaign, you’ll be able to save hundreds of thousands of dollars in ad spend and get more leads (and hence generate more sales) in the long run.
Split Budget Further For Cross-platform Promotions
Let’s say you want to do advertising on Facebook but you also want to advertise on Google Adwords and Twitter Advertising, you’d then need to split your budget by that many platforms (+ Retargeting).
Let’s assume you decide to spend $1200 per month for advertising across Facebook and Adwords, then you’ll see that it plays out like this per offer or campaign:
- Main Facebook campaigns + Retargeting Campaigns
- Main Search-based campaigns on Adwords + Retargeting using Google Display Network
Alternatively, you can also use Adroll for retargeting instead of running separate campaigns on Facebook and also on Adwords.
I always recommend starting on one platform first and manage your campaigns that way. When one platform starts bringing you the results, you can always consider using another platform.
Note: Facebook campaigns are not “Intent-based”. Facebook is like a giant, forever-updating magazine with user-generated content. Adwords, on the other hand, is intent-based and your ads show up only when there’s an “intent” from the users’ end. Depending on your business, one of the two platforms (or both) might make more sense.
How do you manage your Facebook ad budgets? What problems do you face when it comes to budgeting for your Facebook campaigns? Tell me all about it.
Too many people launch Facebook campaigns without thinking twice (the platform is like that), but you’d be wasting money if you did that.
When you waste money on Facebook, it’s because you genuinely didn’t know better, you’ve underestimated the work it takes to make Facebook campaigns work, or it’s just that you can’t be bothered with the nitty-gritty.
When you launch campaigns on Facebook, a lot of factors come into play to either make or break that campaign.
Of course, how you setup the campaign, your Facebook ads, audience selection, budget, reach, and many others will all have a role to play.
But the kind of business you have and whether or not Facebook makes for a good platform for your business will also affect how your campaigns play out.
Before you jump onto the Facebook bandwagon, use these two tools to find out if your business is a good fit for Facebook:
IsFbForMe? By Perry Marshall
Is Facebook Advertising Right for You? By Adespress
Note: If your business comes anywhere close to products, services, offers, and campaigns that are against Facebook’s ad policies, you won’t make it. There’s a profitable workaround to follow if you fall into a probable “facebook ads rejected” zone, but that requires commitment and a long-term vision. This is an obvious point, but a lot of people just don’t pay attention.
Once you determine whether or not Facebook campaigns will suit your business well, do this:
- Setup and Get ready: Take your time to setup your Facebook campaigns right. Your Facebook campaigns should have 2 ads (for testing), pointing to landing pages (again with two versions), and your landing page must be linked to your email service provider such as Mailchimp or Drip (for triggering and delivering email marketing sequences). Once you are ready creating all of these, test the entire workflow once before you think of going live. Here’s a handy Facebook Advertising checklist for you. If you need help managing your Facebook campaigns this way, get my help. Whatever you do, don’t bother with advertising without these funnels in place.
- Launch and Check: You won’t know how your Facebook campaigns perform until you let them perform. Whatever timeframe you thought you’d run the campaigns, run those Facebook campaigns longer than you think you should.
- Run and measure: While the campaign is on, check if everything you’ve worked up to this point is working or not. Look out for your spend limit (your ads won’t deliver if you’ve reached this limit and all you have to do is to change the limit), reach, delivery, and more.
- The Pixel: Learn how to setup the pixel. During the initial stages of the campaign, check to see if your pixel is firing. The base pixel, the event codes, etc. Use Pixel Helper Plugin for Chrome to help you.
- The results: Depending on the objectives of your campaign, see if your chosen objective is being met. Leads? Purchase transactions? View content (text, video, etc.,)?
The Health Check
Once your campaigns are live, you’ll need to optimize your campaigns, lookout for the A/B test results (across the elements of the campaign such as ads, audiences (and whatever else you are testing), landing pages, autoresponder subject lines, and more), and the results themselves.
While you are at it, check out for the “Frequency” — the more this number is, the more times your ads are being seen by a single person on Facebook. Higher frequencies will lead to ad fatigue and ad blindness.
How are your campaigns setup? Are you too busy to be paying the “I-can’t-be-bothered” tax for your Facebook campaigns?