What are Facebook Ads?

Facebook Ads

Because it gathers so much demographic information about its users, Facebook Ads can be very effective in reaching your target audience, if they are on Facebook.

Facebook Ads is the marketing and advertising service of Facebook. Using Facebook Ads services, you can pay to display your advertisements on the Facebook website and application to reach your targeted audience. You can promote your Facebook page, posts on your page, actions users took on your page, or your website itself.

Despite Facebook’s increasing focus on native ads and keeping traffic on its site, you can still be successful sending users to your website.

Facebook ads are targeted to users based on their location, demographic, and profile information. Many of these options are only available on Facebook.

After creating an ad, you set a budget and bid for each click or thousand impressions that your ad will receive.

Facebook’s other ad options are great for driving engagement and brand awareness, but ads driving users off site are still the best option for direct response advertisers looking to make a sale.

Contact us now to help you setup your Facebook Ads and create and manage your campaigns!

Who Should Advertise on Facebook?

Many businesses fail at Facebook advertising because they are not a good fit. You should always test new marketing channels, especially before demand drives up prices, but make sure to consider your business model’s fit to the network.

Facebook ads are more like display ads than search ads. They should be used to generate demand, not fulfill it. Users are on Facebook to connect with their friends, not to find products to buy.

The businesses that succeed with Facebook ads ask users to sign up, not to buy. You must use a low-friction conversion to be successful.

A visitor to your website wasn’t looking for your product. He clicked your ad on a whim. If you’re relying on him to immediately buy something to make your ad ROI positive, you will fail.

Facebook users are fickle and likely to click back to Facebook if you ask for a big commitment (purchase) up front. Instead, stick to simple conversions like signing up for your service, filling out a short lead form, or submitting an email address.

Even if you sell products, not services, you should consider focusing on an intermediate conversion like a newsletter signup. Then you can upsell later through email marketing.

Daily deal sites like Groupon, AppSumo, and Fab are good examples of businesses that can succeed with Facebook advertising. After you click one of their ads, they just ask for your email address. They’ll sell you on a deal later.

Daily deal and subscription sites are great examples of business models that can thrive on Facebook. Both have customers whose lifetime value is spread out over six months or more.

Udemy for example, we focuses on getting users to sign up on their first visit. By aiming to be profitable on ad spend in six months (not one day), they can turn Facebook users into long-term customers. Udemy targets a 20% payback on ad spend on day one and 100% payback in six months. These numbers can serve as a rough guide for your business.

About Facebook Ads:

  • Ads can appear in News Feed on desktop, News Feed on mobile, and in the right column of Facebook on desktop.

  • Ad content is sometimes paired with news about social actions that your friends have taken, like liking a Page.

  • Your friends might see news about the social actions you have taken in Facebook ads. This news will only be shown to your confirmed friends and will adhere to applicable privacy settings you've set for your account. If a photo is used, it's your profile photo and not a photo from your photo albums.

  • Facebook doesn't sell your info to advertisers.

  • Facebook actively enforces policies that help protect your experience with third-party apps and ad networks.