Facebook Advertising in 2020

Facebook advertising continues to step up its game.

The ever-changing Facebook algorithm makes it difficult to reach fans organically, but with Facebook advertising, you’re able to reach your exact target audience. The best part is, Facebook advertising is pretty easy to use once you understand the ins and outs of it.

Once you understand the basics, you’re ready to dive in. I didn’t know much about Facebook advertising when I first started working at Roundpeg, but I’ve learned a lot since then. Because the algorithm is always changing, there are always new tips and tricks to be shared to improve your advertising experience.

Before we explore some of the basics, I want to talk about the benefits of using Facebook advertising.

Why Facebook advertising?

Facebook advertising is one of the most targeted forms of advertising. Nearly 2.4 billion people use Facebook each month. That’s a lot of people.

Those same people are potential customers that are looking for businesses like yours. Two-thirds of Facebook users say they visit a local business Facebook page at least once a week. A clear and focused Facebook marketing strategy is the only way to tap into this existing audience.

How do you do it? Advertising.

Campaign Objectives

First, it’s important that you ask yourself, “what is it that I’m trying to get out of Facebook advertising?” This is a big factor in determining how your ads account will be set up. Luckily, Facebook has objectives outlined for nearly every goal you could imagine.

Facebook currently offers 11 different objectives to choose from. This may sound like a lot, but Facebook makes it easy to explore each option before settling on one. Here’s how the current objectives align with business goals:

• Brand awareness: Introduce your brand to a new audience.
• Reach: Expose your ad to as many people as possible.
• Traffic: Drive traffic to a specific web page.
• Engagement: Reach a wide audience to increase the number of post engagements or page likes, increase attendance at your event, or encourage people to claim a special offer.
• Lead Generation: Add new prospects into your sales funnel.
• Video Views: Get more people to watch your videos.
• Messages: Encourage people to contact your business using Facebook Messenger.
• Conversions: Motivate people to take a specific action on your website, with your app, or on Facebook Messenger.
• App Installs: Get people to install your app.
• Catalog Sales: Connect your Facebook ads to your product catalog to show people ads for the products they’re most likely to buy.
• Store Traffic: Drive nearby customers to brick-and-mortar stores.

If you’re new to Facebook advertising, be sure to really decide what it is you want to accomplish with your campaign. Once you have your goal(s) established, you’re ready to move into audience targeting.

Audience Targeting

You can find your target audience by using Audience Insights. These insights give you information about two groups of people – people connected to your page and people on Facebook. With this information, you can easily create content that resonates with your audience.

Facebook makes it easy to save audiences which can be beneficial for future campaigns. If you know your target demographics well, you can use that information to create an audience that can be reused in multiple campaigns.

Types of Ads

Once you’ve established your audience, it’s time to choose a type of ad. There are many different kinds of ads to choose from, but I’m going to talk about three of the easiest ad types to create and use.

First, we have the standard image ad. This is the easiest ad to create for beginners. With a high-quality image, you can easily drive your audience to your website.

Next, we have the video ad. Video is a versatile and engaging content format that not only gives us a real-life picture of what’s going on but is also easy to share across multiple platforms. Above all, video is easy-to-digest content that people enjoy taking in. This makes it easy to grab your audience’s attention.

Finally, we have the carousel ad. This ad is really simple to create and super effective. In this ad type, you can add up to 10 different images or videos in a single ad. Not only can you add multiple images, but you can add multiple links as well. This is a great ad type to use if you’re running an e-commerce business.

Start Advertising Today

In conclusion, if you’re not using Facebook advertising, it’s time to. With so many people active on the platform, it’s easy to reach a wide audience. Once you’ve established your goal(s) and target audience, the rest is easy. All you need to do is create the ad.