How Does Facebook Ads Work? A Guide to Creating an Effective Campaign
If you’re just new to Facebook, get started with this Facebook Marketing Guide first. Then come back for a deeper dive into social marketing. In this article, you’ll learn which companies are best suited for Facebook ads, how to conduct successful campaigns, and what changes to make to your ads to pull in more customers. With this information, you’ll be ready to put your money to good use, and start seeing results!
Before we get too far, let’s go over how Facebook’s ad system works. First, when you create a campaign on Facebook, you’ll be able to choose from several ad formats. These include text-based campaigns (like those used by Google), image-based campaigns, and video-based campaigns (which can be a bit trickier to set up, but tend to yield higher click-through rates). You also have the option of choosing between direct and cross-branded clicks, which lets you decide how much credit you want to give to your target audience.
From this basic information, you can already see that Facebook’s model is really more of an entertainment platform than anything else. That said, it’s still very effective at delivering targeted leads and creating quality traffic. By tailoring its advertising based on the users’ interests and likes, Facebook can ensure that each one of its advertisements targets the right audience, resulting in higher conversions and greater earnings. To do so, it relies on two factors: demographics and behavior.
As mentioned above, Facebook’s demographics are what dictate the kinds of ads they will show you. These data will largely depend on the kind of businesses in your area and the activities of your target audience. For instance, ads relevant to your product or service genre will tend to show up on more targeted surfaces, such as your home page and news feeds. In contrast, ads geared towards younger men and women (and therefore targeting the “younger” group) will appear more frequently in news feeds and within popular social media sites.
Behavioral advertising is where you choose your ads based on how they appeal to the people who see them. Facebook allows two options for interest targeting: one based on a list of interests and demographics, and the other based on a set of keywords. With these two options, you can target your ads according to a broad spectrum of possible customers, which greatly reduces the possibility of missing out on a specific niche.
However, although these two options prove to be useful for Facebook ad campaigns, they don’t do a very good job of pinpointing the right customers for your business. This is why it’s important to use the information you gather in order to target the right people with your ads. To do this, you need to find relevant websites that are related to your target audience, as well as places where your target market may post blogs or articles. Once you’ve found these websites or sources, then you should post comments or advertisements on them. Doing so will help you identify your ideal customers, and will also help you determine which of them may be interested in clicking on your ads.
The third option when it comes to Facebook ads works in conjunction with the second option: location-based ads. The idea behind this option is that you will target your ads based on where the users based on their interests. For instance, if your target market is young people, then you will advertise in news feeds that are targeted for this age group. In turn, if users based on their interests on a particular location, then your ads will appear in that area, too.
Of course, location-based ads alone won’t generate as much revenue as a well-managed ad network. This is because more likely than not, users in an area where your ads will appear will have a relatively low level of interest in your brand. However, if you manage to entice enough of these users to make a purchase, then your CTR will certainly improve. So, with all three options in place, you should now have a pretty clear picture of how does Facebook ads work.