Solutions for Businesses

Facebook Advertising

Facebook Advertising, or Facebook Ads, come in a variety of forms and display along-side the content pages and your home page news feed on Facebook. These ads appear on the right hand of the page.

The real power of Facebook advertising comes from both the hyper targeting capabilities of who your ad is displayed to which is combination of geographic and demographic information as well as the preferences and likes the user has attached to their Facebook profile.

This type of targeting provides an unprecedented level of advertising relevancy.

Facebook Engagement Ads
On your home page Facebook Ads are known as engagement ads and always display above the fold of the page with only 1 ad ever display at a time. On pages on the rest of Facebook (eg. friends pages and business pages) the ads run down the page with up-to 3 displayed at a time.

As the name suggests, Engagement Ads are built to elicit engagement from Facebook users who are able to engage with the ad just like any other content on Facebook without leaving their home page.

Facebook Rest of Site Ads

The rest of site ads on Facebook offer far greater reach than engagement ads but do not provide the same levels of user engagement.

These Facebook Ads can be purchased on a cost-per-click (CPC) or cost-per-impression (CPM) basis and are comprised of 4 elements:

• Title
• Image
• Body
• Destination URL
  

Your title helps your ad stand out, and together with image is responsible for the awareness and interest factors of your ad.  

The image of your ad can make or break your ad campaign. On social networks people connect with people and using an authentic and friendly picture of a real person can deliver a better response. 

The body of the ad is 135 characters  and this where you need to create the desire to click on your ad and include a strong call to action.  The body needs to be as simple and easy to read as possible.

The destination URL is the link to the page that will open when a user clicks on your ad.  This is commonly referred to as the landing page of the ad. This page should be a natural extension of your ad and can be either a page on your website or a page you control within Facebook.

While the concept of advertising on Facebook sounds easy enough, successfully managing and executing a Facebook advertising campaign can become quite a complex tasks when factoring things copywriting, click through rates (CTR), bid and budget management and user targeting criteria.