Facebook Ads - what is it and how to do it right? 

A Facebook ad is a post that can be targeted by advertising to a specific audience. It can be a free post that appears on your company’s “Facebook wall.” You can also promote it to your target customers. In this case, the Facebook ad will appear on the Facebook channel of selected customers in addition to your business wall. 

Alternatively, you can make the Facebook ad appear only on the Facebook channels of your selected customers. In this case, the Facebook ad will not appear at all on your company’s Facebook channel, only on the wall/Facebook channel of your selected customers.

Below is an example of a Facebook ad from Busuu:

Here’s a free Facebook post for comparison:

What makes a good Facebook ad?

A Facebook ad consists of a few key points:

• Headline - The headline should be attractive and appealing with the benefits of the customer in mind.
• Promotional text - put forward your services’ benefits and always keep your customers’ needs in mind.
• Image - An image plays an important role in the effectiveness of a Facebook ad. It is preferable to have an image of a person speaking to the “camera.”
• Link - Make the link to your site attractive and short
• Link description - Include a description of the link and tell a little more about its additional benefits

Follow the five tips above to ensure that your Facebook advertising effectively encourages more customers to visit your website.

Objectives of a Facebook ad

You can precisely target a Facebook ad to the desired audience, and you can accurately measure your advertising results. However, before you do this, it’s a good idea to think about some of the objectives you should set before you run your Facebook ad.

The most common Facebook advertising objectives are:

• Increasing awareness and interest in your business
• Increase the number of visitors to the website
• Acquiring leads
• Direct sales on websites (e-commerce)

Furthermore, you can attract customers to your stand at trade shows organized by your company or even inform a target group about a new product launch. 

In advertising, you can run different campaigns, and each campaign can have different objectives so that the Facebook ad attracts the right target audience according to your objectives.

How to make a Facebook ad?

A Facebook ad can be made directly on your company’s Facebook page/wall and is, therefore, most commonly referred to as a post or publication. You can then promote this post via your Facebook page; however, we recommend adding Business Manager and Ads Manager within Facebook for your business.

Facebook Ads Manager and business marketing should therefore be done using these “tools” and sites:

• Facebook Page (where your business posts are located)
• Business Manager (this is where you manage the necessary permissions, such as those of your marketing partners and staff)
• Ads Manager (this tool allows you to target your ads as precisely as possible)

Through the “boost post” feature on your Facebook company page, you can easily advertise on Facebook, but that feature allows you very limited opportunities for targeting and measuring your campaign. 

So you need a bit more know-how and tools to make your business Facebook ad work as well as possible and generate more visitors to your business website, and from these, ultimately, contacts and sales.

Note! The image used in the Facebook ad itself should not have too much text embedded in the image. You can test the image’s suitability you want to include in your Facebook ad using Facebook’s image testing tool.

Why make a Facebook ad?

Facebook advertising can be extremely targeted to only the best audiences, and this is one of the most important benefits of digital marketing. In addition, advertising on Facebook is very affordable, as most businesses do not yet advertise on this channel. You can therefore gain a significant competitive advantage with your Facebook ads. 

As a general rule of thumb, for $500, you can reach around 50,000 - 200,000 potential customers, depending on your advertising target. For example, if you promote a value proposition with $500 of media investment, you will reach 200,000 customers. Or you can create content that is entertaining and engaging for your customers, such as sharing articles about your industry with them.

How can you track Facebook advertising results?

You can monitor your advertising results very closely with the Ads Manager tool provided by Facebook. We recommend using a separate tool to measure and report on Facebook advertising results to your management.

As Facebook’s tools make creating reports difficult, we at Kubla use tools like Swydo to review advertising results, as shown below.

Based on the results, the tool will allow you to measure results every month and see the best target groups to invest more of your marketing budget in the following month. At the same time, you can reduce the cost of your next Facebook ad by targeting the right audience instead of unprofitable target groups.

How should you get started with Facebook advertising?

It’s a good idea to start advertising on Facebook soon, as competition and advertising costs are constantly increasing. In addition, you can get measurable results with a media budget of even a few hundred dollars, and you can increase your stakes based on the results you get. 

Contact us now if you want expert insight into the most effective social media methods for your industry!

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