facebook probably dose not need much of an introduction – launched in 2004, the social network now is the largest social media platform with more than 1.7 billion monthly active users worldwide.
the company today is more than just social network – facebook acquired messaging app (whatsApp) and started is own succssfull (massenger.) they also bought photo sharing platform (instagram) and the virtual reality company (oculus) VR .
since most facebook users log into the site everyday and engage with other users, brands and content, the platform knows a lot about their users.
for advertisers facebook is one of the most attractive online channels, because it lets them utilize their rich user data to target very specific audiences, since most companies and brands are already present on facebook, ads are great way to build a following and boost engagement for the content they share .
What facebook ads look like ??
here you have our different choices you can create an ad that features a single image, a single video, our multiple images that are displayed either in a carousel format or as a slideshow.
this is a single photo example
this is carousel example
this is single video example
facebook also offers a new, more immersive ad experience on mobile, they call it facebook canvas.
canvas looks like a normal mobile news feed ad, but once a user taps to open the ad, he or she is taken to a full screen experience( video, images, text, products ) that the advertiser can customize.
here is an example of how cruise company holland america line used facebook canvas to advertise a caribbean getaway :
what objectives can i meet with my facebook ads?
you can optimize ads on facebook based on what specific objective your campaign has. generally, facebook distinguishes three different kinds of objectives that follow the traditional user journey from awareness to conversion
1 raising awareness this includes campaigns to raise brand awareness, local awareness and maximize reach.
2 consideration: these are ads that drive traffic to your website, boost the engagement of your posts, increase app downloads or video views and help you collect customer data(leads) to use in follow-up campaigns.
3 conversion: these are ads that increase the conversion on your website or online shop, advertise specific products to users who have interacted with your shop before or get people to visit your local store.
-these campaign objectives require you to add a few lines of code to your website, which will then implement the facebook pixel on your site. to learn how to create a facebook pixel and how to add it to the code of your website.
based on past user behavior data, facebook will show your ad to those people in your target audience who are most likely to perform the action you want them to.
what is targeting options does facebook offer ?
facebook offers a variety of targeting options that you can combine to build a specific audience
|location||target users by country, state, city, zip code, or the area around your physical business.|
|demographics||target users by age, gender, education, and the languages they speak|
|interests||target users based on profile information, pages, groups or content they engage with. you can choose from hundreds of categories like sport, music, games, or shopping. you can also target users who like specific pages|
|Behaviors||target users based on what facebook knows about users behavior, such as the way they shop, the phone they use, or if they plan to buy a house or a car.|
|Connections||target users who like your page or app and their friends.|
|custom||target existing customers based on data(e.g., emails, phone numbers) you provide. you can also create lookalike audiences- people who are similar to your existing customers|
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