Facebook Ads 101 for Service Providers

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Why Facebook Ads….Facebook Knows More About You Then You Know Yourself!!

 

 

facebook ads for dentists

 

 

More then half a trillion dollars of advertising revenue!! Big brands to fortune 500 companies use Facebook advertising. It’s concerning that how effective it is. Things like you can pinpoint to people.

For years now, Facebook has been reducing the visibility of the business pages in people’s news feeds. This means that the organic reach of business or company posts is pretty much limited. This may be a frustrating news for most businesses who tried to make social media marketing their powerful marketing weapon. If you too are one of them, you must know that the world of social media advertising, Facebook advertising, precisely, isn’t coming to an end so soon. You can still make the most of Facebook and advertise your business with the help of paid Facebook ads. Depending on what you expect from your advertising campaign, Facebook has numerous types of advertising. In simple words, there’s one advertising type for every business and business goal.

 

Find out who is running what

Now you can spy on your competitors (Option only available in Canada) by going on their business page.

 

cmpetition ads

Benefits of Facebook Advertising

market size

Covering a Large Market

When advertising on Facebook, you can target a large batch of the audience you wish to reach out to. Facebook is a social media platform that you simply cannot overlook the growth of your service business. It is too huge for a business of any size to ignore. According to the Q1 2018 Facebook results, there are more than 1.5 million daily and 2.2 billion monthly Facebook users. These number of active users consists between the ages of 13 and 65+ years. Regardless of who your target audience are, they are using Facebook. This means that Facebook can be an excellent channel to put your advertisements in front of them and expect a large chunk of audience to see them. This is one of the top benefits of advertising on Facebook.

 

affinities

 

Highly Targeted Advertisements

 

 

How much facebook nows about you

 

 

It may happen that advertising on various digital platforms may result in huge losses if you don’t get an accurate reach. The ads you run may reach even to the irrelevant and uninterested target audience. This way you waste your resources without even targeting the right users. This is where Facebook ads can help you make the most of your resources. With Facebook advertising, you can choose to run highly targeted ads, and also reach out to the exact audience. You can target users with these ads based on their location, demographics such as age and gender, interests, online behavior, etc. Setting up Facebook ads is an easy task where you can accurately reach out to the right people who might be interested in your business.

Versatile Options to Choose From

 

facebook ads

Facebook ads can have huge benefits with the help of numerous advertising options available for all types of businesses. You can advertise your business or specific products and services in one of the options mentioned above. Not all social media channels and other digital platforms provide such varied options to choose from. You can be creative with your Facebook ads and advertise the way you want. All you have to do is select the best type of Facebook ads that will interest your target people and earn you the highest ROI for your ads. You can run an A/B test with two or more different types of ads, and monitor the responses you get from each type. Accordingly, you can modify your ads based on the results of A/B testing. This will help you improve your conversion rate. You can even decide to run a complete advertising campaign with a mix of multiple advertising types.

 

Cost-effective Advertising Option

data collection

You already know that you can select daily budgets for your Facebook ads. But did you know that Facebook advertising is one of the cheapest forms of advertising? Yes, you read it right! An average Facebook advertising campaign often costs less than search-based advertising, and it offers a greater variety of campaign goals too. You can literally spend $5 and reach 1,000 people. And this can happen every day till you decide to either stop the ads or change your bidding amount. Not only this, if you can get Facebook advertising for your business, it will likely decrease your acquisition costs. You can cut out some of the other expensive advertising campaigns and rather invest in Facebook ads at comparatively lower costs.

 

Increased Website Traffic

Facebook advertising can boost your website traffic as well. To get more website traffic, choose “Clicks to Website” while selecting your advertising objective. If you wish to get more website conversions, choose “Website Conversions” as your advertising objective. This way, you can send Facebook users to your business’s website or direct them to take a favorable action so that they convert into leads or customers. Although you can increase your website traffic through multiple sources and channels, the precision and cost-effectiveness of Facebook ads make Facebook more beneficial than other ad platforms. You can increase your website traffic in two ways – either select a call-to-action button on your ad that will direct the Facebook users to your website on clicking it, or remarketing your ad content based on the audience that previously visited your website.

Allows Re-marketing

remarketing

Have you ever visited a website, and saw their Facebook ad while surfing your Facebook feeds later? Or did you use a particular mobile app, or give your email address somewhere and came across Facebook ads of the same service provider? This is nothing but remarketing. Remarketing is another way to combine your website traffic and the Facebook ads as it allows you to advertise to recent website visitors. This way, if someone visits your website or mobile app and does not purchase or contact you, you can re-engage them with through Facebook ads. This an excellent way to boost your conversions and grow your business. Re-marketing is a powerful way to bring users back to your website and take action without investing a big amount in ads.

 

Better Email List

Another benefit of Facebook ads is that they can fuel your email marketing efforts. This is possible with the help of Lead Ads. Lead ads provide an easy way for Facebook users to subscribe to your email list. Select “Lead Generation” as your advertising goal and don’t forget to add the ‘Subscribe’ call-to-action button in your ad. The process of subscribing to emails hardly takes a few seconds. All they will have to do is click on the “Subscribe” button, and enter their email address. This way, you can create a larger contact list for your email marketing campaign.

 

Easy Measurability for Advertising

No matter what you’re spending on your Facebook ads, the most important thing to know is exactly what you’re getting for your investment. Just like any other advertising campaign on various channels, Facebook ads also provide the option of monitoring the performance of your ads. From the Facebook Adverts Manager section, you can track and measure a wide range of performance metrics like the number of times your ad was served, the number of actions or clicks they received, the cost per click, cost per like, and cost per conversion based on your specific goals. Depending on the type of ads you run, you can measure the response and engagement of them. You will be able to see how many impressions, clicks, and conversions you are receiving. Based on this analytical data, you can infer if your ad campaigns ae going in the right direction or not. If you aren’t getting a lot of engagement and response on your ads, you can consider tweaking your approach and trying different ad types.

 

Let us now talk about various types of Facebook ads available.

Types of Facebook Ads

Video Ads

Engaging content is more popular on Facebook. Videos are considered to be one of the most engaging types of content. It is estimated that mobile video will account for 75% of mobile traffic by 2020. You can use video content as your Facebook ads to increase the effectiveness of your ad campaigns.

Some Features of Video Ads:

  • Supported on the desktop as well as mobile news feeds
  • Ad copy text: 90 characters
  • Aspect ratios supported: 16:9 to 9:16
  • File size: up to 4 GB
  • Video duration: up to 120 mins

Carousel Ads

The carousel ads allow you to make the most of available space on Facebook by showing up to 10 images or videos, headlines, and links, or call-to-action buttons in a single ad unit. Facebook can automatically optimize your ad-based on the “most clicked on” image/s on your website to appear first. If you are an e-commerce business or the one which has multiple products to market, you can try carousel ads for best results.

Some Features of Carousel Ads:

  • Supported on the desktop as well as mobile news feeds
  • Recommended image size: square images of 1080 x 1080 or 600 x 600 pixels
  • Ad copy text: 90 characters
  • Headline: 25 characters
  • Link Description: 30 characters

 

Canvas Ads

Canvas ads are a type of interactive ads currently only available on mobile. With Canvas, Facebook users can swipe through a carousel of images, tilt the image in different directions, and zoom in or zoom out by moving their fingertips. Canvas also loads ten times faster than standard mobile web applications. Combining carousel images, videos, photos, GIFs, and call-to-action buttons, Facebook allows people to click, scroll, swipe, and tap to engage with brands right on the Facebook platform.

Some Features of Canvas Ads:

  • Supported only on mobile newsfeeds
  • Recommended image size: 1,200 x 628 pixels
  • Ad copy text: 90 characters
  • Headline: 45 characters

 

Offer Ads

Offer Ads or offer claims is a perfect type of advertising option for businesses that have distinct products to showcase and sell. The details of a particular discount or offer, or a discount code can be shared in the description, and people can avail the offer immediately by just clicking on the CTA. This way, a Facebook user doesn’t have to leave the mobile app or desktop website to make a purchase. The sense of urgency combined with the discount is what makes “offer” ads so unique for flash or short-term sales.

Some Features of Offer Ads:

  • Supported on the desktop right column and mobile news feeds
  • Recommended image size: 1,200 x 628 pixels
  • Image ratio: 1.9:1
  • Offer title: Up to 25 characters
  • Ad copy text: Up to 90 characters

 

Dynamic Ads

Dynamic ads are particularly excellent as a re-marketing tactic for your existing website traffic. These ads provide a way to show single or multi-product ads to people based on their behavior when they visited a business website, in the app or elsewhere on the Internet. These modern ads also remind them of items they viewed but didn’t buy. Dynamic ads are solely based on the data collected from the business website, making them a powerful way to connect with shoppers, and providing products they actually want to see.

Some Features of Dynamic Ads:

  • Supported on the desktop right column and mobile news feeds
  • Recommended image size: 1,200 x 628 pixels or 600 x 600 pixels
  • Ad copy text: 90 characters
  • Headline: 25 characters
  • Link Description: 30 characters

 

Page Like Ads

Page Like ads, as the name suggests are nothing but ad types for increasing your page Likes. The goal of a Facebook Page Like ad is to target people who might be interested in your brand and the posts you share on Facebook. The ads consist of a call-to-action for users to immediately Like the promoted page.

Some Features of Page Like Ads:

  • Supported on the desktop as well as mobile news feeds
  • No headline or caption limit
  • No image resolution limit but it’s essential to pick the right image to achieve great performances.

 

Event Ads

If you frequently organize or get involved in various business events, this type of ads is the best fit for you to spread the word on Facebook. Event ads can help in increasing awareness, RSVPs and ticket sales for the events on Facebook. With event ads, people interested in the events can be targeted, and people who’ve shown interest in the past can be retargeted.

Some Features of Event Ads:

  • Supported on the desktop as well as mobile news feeds
  • Recommended image size: 1920×1080 pixels
  • Image ratio: 1.9:1
  • Ad copy text: Up to 90 characters
  • Headline: 25 characters
  • Link Description: 30 characters

 

App Ads

Facebook ads can also help in increasing the awareness of business mobile applications and multiply the number of downloads and installs. Mobile app ads are the perfect choice to meet these goals. The ads contain an “Install” button as the CTA. When users click this button, the Play Store or App Store will immediately pop up. This delivers a great conversion rate as Facebook users simply have to install the application by clicking once and then take necessary actions.

Some Features of App Ads:

  • Visible and supported only on mobile devices
  • Recommended image size: 1,200 x 628 pixels
  • Image ratio: 1.9:1
  • Ad copy text: Up to 90 characters
  • Available for Android and iOS applications only
  • Image should not include more than 20% text

 

Boosted Posts

Boosted Page posts feature of Facebook allows Facebook users to promote textual or multimedia content on their business page directly. This may not be a direct advertising type but is ideal to amplify the reach and exposure of content on Facebook to newer set of audiences. After posting an update on the Facebook page, the option of Boost Post appears. After selecting this option, you can select your bid, location, and target audience to boost the reach. The Boosted Page Post will look exactly like an ordinary Facebook post, with a “Sponsored” note on top of the ad.

Apart from these common types advertising types, Facebook also offers other types such as the Link Click ads, Lead ads, Local Awareness ads, Domain ads, etc. Let us understand how these advertising types can benefit service providers.

 

How to Get Started with Facebook Ads?

Let us now look at how to get started with Facebook ads and set-up different ad campaigns. Understand that the below-mentioned are the basic steps for setting up any type of ads. Based on your objectives and the type of ad you wish to run, some of the settings will change. Here is a step-by-step process of setting up ads that applies to all advertising types.

  1. Log into your advertising manager. Click on “Create Ad” in the top right corner of the screen.
  2. Select your objective, for instance, Get Video Views or Get Website Traffic.
  3. Choose the page you want to use to promote your ad.
  4. Now, work on setting up the campaign. Select your custom audience based on their location, age, gender, behavior, interests, etc.
  5. Once the campaign is set up, upload the video or images depending on your ad type. Keep the above-mentioned specifications in mind.
  6. After uploading the multimedia, set up the text and a call to action for the ad.

 

Some Facebook Ad Tips for Service Providers

Determine Your Objectives

One of the crucial step in creating Facebook ad campaigns is deciding your goal or objective behind running the ads. Based on the objective you choose, the content of your ad as well as the call-to-action buttons differ. Facebook offers several goals to choose from, and they are broadly divided into three categories:

Awareness: To generate interest in your business.

Consideration: To get people to start thinking about your business and look for more information about it.

Conversions: To encourage people interested in your business to purchase or use your product or service.

Depending on what you expect to achieve from Facebook advertising, select one of these three objectives. You will also see some sub-objectives that are classified under each of these objectives. You can get a clear idea of these ad objectives with the help of the image below.

 

Select the Right Placement

Although selecting ‘Automatic Placements’ option for placing your ads may seem effortless, choosing to edit where you place your ads can have a big impact on the success of your campaign. Facebook allows you to place your ads on Facebook’s mobile and desktop newsfeeds, Instagram, and Messenger. Feeds, instant articles, right column, in-stream, etc. are some placement options on Facebook. Not only this, Facebook allows you to select from Mobile only, Desktop only, or All Devices based on your choices. Select the right placement for your ads. As we saw above, some types of ads are only meant for mobile devices while some are functional across all devices. The best results are seen when you conjugate both, mobile and desktop devices for running ad campaigns.

 

Set the Right Landing Page

Every person who clicks on your ad wants to see something relevant to the content of your Facebook ad. And you only have a few seconds to prove to them that you’re the right choice. If the landing page of your Facebook ad isn’t relevant or useful enough, Facebook users will lose interest and won’t click on your ads in future. This way, your ads may not be as effective as you planned and you may end up wasting your time and money on such unfruitful ads. Therefore, you must also have the right landing pages in mind while commencing your ad campaign. Think about the best landing page on your business website for your ads. For instance, if you want people to register for your upcoming event, ensure that your landing page is the ticketing gateway on your website or a third-party merchant website. When you get the landing page right, your chances of achieving a better ROI and likelihood of converting visitors into customers will definitely increase.

 

Implement Facebook Pixel

Dental clinic facebook marketing

 

Until 2015, advertisers had to install multiple pixel codes on their website to track different conversion metrics. Each new landing page for each new promotion required a new metric. Today, Facebook pixel makes the task easier. A Facebook pixel is a code that you apply to your website. It helps you track conversions from Facebook ads, optimize ads based on the collected data, build targeted audiences for future ads, and remarket to people who previously showed interest in the website or application. To know more about the Facebook pixel, its benefits, and a step-by-step process of implementing it, refer to Hootsuite’s guide on the Facebook pixel.

 

Raise the Relevance Score

 

Facebook Relevance score

Relevance score is Facebook’s unit of measure on the scale of 1-10 (10 meaning that your target audience finds your ad super relevant to their interests and needs) for the quality and engagement level of your ads. The relevance score of your ads is important as it determines both your cost-per-click on Facebook and how frequently Facebook shows your ad. The higher your relevance score, the better the chances of your ads being shown to your target audience.

How to see your relevance score:

  1. Go to Facebook Ad Manager
  2. Click “Campaigns
  3. Click “Ads
  4. Click “Relevance Score

Facebook scores your ad after it has been served more than 500 times. In order to improve your relevance score, focus on hyper-specific targeting and improving your CTA buttons. Conversion rates may improve when users clearly understand the ads and take action easily.

Don’t Forget to Track

Several business owners and marketers stop their efforts at just running the ad campaigns. This, in my view, is a colossal mistake. It practically makes no sense to invest your resources in running Facebook ads for your service business and not tracking their reach and response. Thus, don’t forget to track and analyze the response of each Facebook ad campaign. With the help of Ad Manager, you can track different aspects and various outcomes of your ads. Ads Manager is your portal for easy-to-read reports about how all your ads are performing on Facebook.

In this post, you learnt about Facebook advertising such as the types of ads, their benefits and some helpful tips to get the most out of your ad campaigns. So why wait any longer if you are considering running Facebook ads? Launch your first successful Facebook ads campaign without wasting your time or money.

 

 

Facebook Ads Cheatsheet

 

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Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing – Canada’s fastest growing search marketing agency. RBM clients include Fortune 500’s and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company’s customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they’re most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.

Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches. Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.

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