EXSUM: All about Facebook Ads

Are you looking for a quick introduction to Facebook advertising?

Here’s your Executive Summary (EXSUM) in just under 500 words/2 minutes.

Why should I advertise on Facebook?

With over 2.85 billion monthly active users, Facebook is by far the largest social network.

For comparison, the most populous country in the world is China and it has about 1.4 billion people.

Narrowing that scope down a bit, 70% of American’s say they log into Facebook every day.

With those numbers, your audience is somewhere on Facebook waiting for you to communicate to them.

And if you’re wanting to advertise on Facebook, the cost is pretty cheap.

As of September 2020, the CPC average stood at about $0.39.

Additionally, you have your choice of running ads on Facebook, Instagram, Messenger, Audience Network, or across all of them.

What do I need to know about to get started?

Determine what your objective is. You can try to increase brand awareness, grow traffic on your page or website, generate leads, or increase engagement.

Select your audience based on location, demographics, interests, behavior, and connections. There is a lot of Facebook data available so this portion is very powerful for marketers.

Next, set your budget with the total amount you want to spend daily or over the course of the ad campaign.

Then, pick your format:

Photo Ads: Photo ads offer a clean, simple format to feature engaging imagery and copy. Convey who you are and what you do through high-quality images or illustrations.

Video Ads: Tell your story with sight, sound and motion. Video ads come in a range of lengths and styles—from short, feed-based ads you watch on the go, to longer videos you watch on the couch.

Stories Ads: Stories are a customizable, edge-to-edge experience that lets you immerse people in your content. Tap into their passions and inspire them to take action on mobile.

Messenger Ads: Messenger ads help people start conversations with your business. Get personal with current or potential customers and add interactive or automated features.

Carousel Ads: Carousel ads let you showcase up to ten images or videos in a single ad, each with its own link. Highlight different products or tell a brand story that develops across each card.

Slideshow Ads: Slideshow ads are video-like ads made of motion, sound, and text. These lightweight clips help you tell your story beautifully across devices and connection speeds.

Collection Ads: Collection ads let people discover, browse and buy what you offer. People can tap an ad to learn more about a specific product, all within a fast-loading experience.

Playable Ads: Playable ads offer people an interactive preview before they download an app. Find higher intent users for your app with this try-before-you-buy experience.

Where can I get more information?

Start by going to Facebook for Business.

If there is some piece of information that you can’t find there, then try WordStream or Moz.

Either of these three sites should help you to get started.

Mike Nicholson

I've spent my career working in a variety of Strategic Communications, Public Relations, Public Affairs, Information Operations, and Executive Outreach positions. With a history of planning, preparing, executing, and assessing communication strategies in the U.S. and abroad, I use this site to write, think and share lessons learned on organizational communications.

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